3 Stunning Models and a Dog »
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| Speaker | Warren Horn, CEO, Daewoo Direct |
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How do you turn a powerful and entrenched industry on its ear? With a marketing idea that’s so simple, it’s radical. Ask Daewoo Direct. While most people love their cars, buying them often rates somewhere below a trip to the dentist. That’s why 5 years ago, Daewoo Direct flipped the sales process on its ear – rather than us going out to find a car, the car would come to us. At our home. At our convenience. And without a commission salesperson in the passenger seat. The public loved the idea, but it landed Daewoo in a long and stormy court battle with the Motor Vehicle Dealers Institute. Former Daewoo Sales and Marketing Manager, and now CEO, Warren Horn, spent 13 years selling cars the traditional way before he made the switch to Daewoo at its startup. At the lunch, Warren will share with us how and why Daewoo Direct was formed. How they monitor call responses, advertising, and marketing - all within one role. Warren will tell us where that radical idea came from. And perhaps answer questions never before asked. Like, what’s the name of that cute dog? What Members Had to Say ... At our August lunch, Warren Horn, treated us to an informative insight into Daewoo Direct’s revolutionary approach to breaking down the barriers of traditional sales channels. Success due in no small part to Cane, the Blue Heeler, whose appearances have driven a campaign launched over two years ago in NZ. Since then, Daewoo has become the fastest growing car company in NZ. How have they achieved this unparalleled success? The key elements to their success include: · Responding to the demand of their customers by having faster, better informed, more integrated systems of communication. · Investing over $17 million dollars in advertising focused on creating brand awareness and creating a point of difference with Cane. · Eliminating the dealer network and targeting customers directly. · A sophisticated and effective database management system that enables Daewoo to capture comprehensive lead generation data, track sales results, and plan future media spend. No one can deny that Cane is the real star of the show supporting a campaign with ‘impeccable pedigree’. The challenge now for Daewoo is to set up an effective infrastructure for the sale of its used vehicles and continue to build on the momentum they've gained from previous advertising. Good luck to Daewoo and Cane in continuing to stand out from the crowd - perhaps a dog's life isn’t that bad after all! - Bronwen Nelmes, Sales & Promotions Manager, Stag Concepts Ltd | |