3.8 Interview with Jörg Dietzel, Audi Part 2

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En provenance du cours de Yonsei University

International Entertainment and Sports Marketing

113 notes

Yonsei University

International Entertainment and Sports Marketing

113 notes

Cours 5 sur 6 dans Specialization International Marketing & Cross Industry Growth

This course will provide learners with a fundamental understanding of the characteristics and marketing strategies related to two key global industries, sports and entertainment. The growth in both industries have been fueled by their ability to innovate via CCCI, i.e. cross-country and cross-industry expansion. There will be a graded quiz that will consists of 10 questions during the first two weeks (together worth 50% of the grade) and a final quiz that contains 20 questions (worth 50% of the grade) in the third week. People who successfully complete this course will obtain the following outcomes: (1) You will learn the key characteristics of sports marketing. (2) You will learn the key characteristics of entertainment marketing. (3) You will be able to apply cross country growth strategies to your business in the sports and entertainment industry. (4) You will be able to apply cross industry growth strategies to your business in the sports and entertainment industry”. (5) You will be able to reference CCCI, i.e. cross-country and cross-industry Innovation best practices via interviews with key experts in the sports and entertainment industry such as from adidas, Audi, and YG Entertainment (home to Psy and Gangnam Style).

À partir de la leçon

Cross Country & Cross Industry Innovation in Sports and Entertainment Marketing

In Week 3 learners will be instructed on how companies can seek growth opportunities by cross-country and cross-industry innovation using both sports or entertainment. For both sports and entertainment, they can be the source or the beneficiary of innovation ideas. We frame this as innovation exporting or innovation importing whether it is at the cross-industry level or the cross-industry level, hence CCCI. Learners interested in activating sports and entertainment in a cross country or cross industry manner can adopt the various strategies covered in the interviews with Jörg Dietzel at Audi and HyeongKeun Kang at adidas.

3.1 Cross Country Sports10:54

3.2 Cross Country Entertainment Part 17:56

3.3 Cross Country Entertainment Part 26:30

3.4 Cross Industry Sports9:42

3.5 Cross Industry Entertainment Part 18:07

3.6 Cross Industry Entertainment Part 28:17

3.7 Interview with Jörg Dietzel, Audi Part 111:01

3.8 Interview with Jörg Dietzel, Audi Part 28:38

3.9 Interview with HyeongKeun Kang, adidas Part 18:05

3.10 Interview with HyeongKeun Kang, adidas Part 211:46

Instructor's Thank You0:12

Rencontrer les enseignants

Dae Ryun Chang
Professor of Marketing
School of Business

I know you do placement in movies and well,

one of my all-time favorite Audi placements is Transporter One.

But do you do placement locally as well?

>> Yeah. >> Okay.

>> Yeah, we are happy that we have a really good global team in

>> Hollywood that disconnecting to all

those movie producers and tries to select where the cars would be

good, which is not easy because you never know, is it going to be successful or not.

>> Right.

There's a risk.

>> Yes, there's always a risk.

>> And the money, if the movie flops, the money is gone.

So we've been really lucky to participate in

those kind of big movies from a Korean point of view.

When they shot the last Avengers movie, they shot a part in Seoul.

They were using some of our cast, our local cast.

And you could see that in the local papers and you can see that in the movies.

For the new Captain America: Civil War,

which is coming out in a few days there are three different Audis in it.

So we are also working with them locally to see what we can do with that.

So we're participating from the global decisions.

But of course we have to make local decisions as well.

Some of them are easy because one of our brand investors would be in a show.

And would ask us, I have to drive a car, can I drive an Audi.

So when Legion looked at his latest drama, Goodbye Mr Black,

he asked us can you sponsor us?

And I said okay, it makes sense.

I don't want to see him in any other brands.

>> You're loyal. >> Yeah, we're loyal to them too.

So we respond to that and other than that, sometimes, I mean,

we get scripts all the time.

It's a matter of deciding who's in it, looking at who's in it,

looking at what's the topic.

Sometimes we've been really lucky, sometimes we have not been so

lucky, I remember one drama called Blood, which was some kind of vampire story.

And we thought, well it's kind of cool, but

it wasn't so hot- >> [LAUGH]

>> So its a bit hit and miss.

So there has to be a fit.

>> Yeah. >> Okay.

So let's talk about social media.

And how important is social media in

the marketing of your products, not only here, but worldwide?

>> Social media, of course, is globally important.

When you look at the media mix,

the global media mix of all Audi national sales companies.

There's a clear movement away from traditional media into social media.

Because obviously, you don't just have media that you buy.

You have, sometimes you have owned media,

like your own website, like your own Facebook page.

You have earned media, where some blogger writes about you,

even though you didn't pay them.

And it's becoming really, really important, but

I think it's particularly important in career.

Because we know that the Media channels,

the information channels, or entertainment channels that are becoming more and

more important are the mobile channels, especially

accessing the web or apps through the mobile phone.

So, it's not just your laptop or your desktop,

it's the mobile phone that's going up, and we need to be there.

So we need to think about how can we engage those people?

Because it's a whole different approach for us.

It used to be a kind of monologue.

TV commercial is still a monologue, listen or don't listen,

but you cannot talk back to me.

But of course, when we're in social media,

when we have a special mini website, or we have a Facebook campaign.

Or we have an app,

we have a number of apps in the market, then, people have a voice.

They can talk back, they can ask you questions.

They can challenge you.

And, I think for a marketer, that's still a little bit uncomfortable.

But it's also a big opportunity.

>> Right.

>> Because people talk not about you in some channels that you don't know about.

People actually engage with you.

>> Right. >> And so,

that's why I think it's a good opportunity to be very active in social media.

And to answer any questions people may have and

some people may not be happy with your brand.

That always happens with any brand, but that's okay as long as you openly and

honestly start the conversation.

>> Okay.

Lastly, this course is about cross industry innovation.

What have been some of the non-sports or non-entertainmnent

industry that Audi has benchmarked to develop innovation at your company?

>> I think that's one area that is really important,

as in reacting to something that's going on, or even starting something.

We have been doing two things.

One is, of course electronics industry and everything that's happening in

that industry from companies like Samsung and LG.

And everybody who's out in the market.

Many things that they develop today will find their way into a car by tomorrow.

So we need to know.

We need to be at the CES in China or in Las Vegas,

and we are currently establishing a new center based at Audi career,

that will look at trends, at some kind of things that are happening in the market.

It's a good thing that it's based here in Korea, rather than somewhere else.

And- >> Then, Korea is an IT hub, nation.

>> Yeah, and that will feed those kind of developments into product development and

say, look, be aware that this is happening >> We've seen that in the past in many

aspects we've seen the whole entertainment and electronics industry that go into

the car, how long as it taken for cars to pick up touch screens.

>> Um-hm.

>> All right?

>> Right. >> And only now we're seeing that's slowly

being introduced in cars, so I think that will speed up and we need to be aware.

>> Okay.

At the same time I think we can also inspire other industries.

One important industry for us is design.

>> Okay.

>> Because at Audi we have a very strong design focus.

And we also know design is the number one reason for people to buy their car.

So it's not fuel efficiency.

>> Number one?

Wow. >> It's not fuel efficiency,

it's not price, it's design.

>> Wow.

Because design also has something to do with making a statement, obviously.

>> Right.

>> And so we're doing two things in that field.

We're working with the young designers >> Yes.

>> In Korea >> Yep.

>> With the competition every year that we call design challenge.

Where we encourage them to come up with interesting ideas.

Or even products in the field of music,

the field of movie, furniture or accessories.

And they're being mentored by design professors, and 16 of them,

the finalists will have the chance to actually develop and produce something.

And we're showing that to a greater public In our final exhibition.

And we're also working with new filmmakers.

We have a cooperation with the magazine called Arena.

So together we're doing eight movie, eight for Arena and eight for

Audi where we give young filmmakers a cap.

And say, do something with it, something interesting.

>> Wow.

>> And they go out and they film something,

and it's amazing the ideas they can come up with.

So I think, as a car manufacturer True,

as somebody who's in the market to sell cars, basically.

we can also influence those other areas

because there's some kind of relationship to what we're selling.

Because it's not just the cup it's still our style.

>> Thank you so much.

This has been very insightful.

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