Chrysler holds 10th annual media day in Detroit
DaimlerChrysler held its 10th Annual Media Day event featuring the 2005 product and marketing strategies for Chrysler, Jeep and Dodge brands Monday at the brand new Royal Park Hotel in Rochester, MI. Presentations were made by Dave Rooney, Chrysler Director of Media Operations; Julie Roehm, Director of Marketing Communications for Chrysler Group Marketing; Jay Kuhnie, Chrysler Director-Chrysler/Jeep Communications; Betty Reed, Jeep Communications. Senior Manager; Fred Diaz, Director, Dodge Marketing, Chrysler Group; Bonita Stewart, Chrysler's Director of Interactive Communications; and Mike O'Malley, PHD/Detroit President. Also in attendance (400 in total) were Pat McNew, PHD EVP/Local Media Network (LMN) Director of Operations and all of Chrysler marketing and creative management. The two-hour cocktail party/presentation closed with all of the Chrysler/PHD folks making themselves accessible to the audience.
Carline targets were discussed for general market, Hispanic and African-American demos, broken down by Market Planning target, Broadcast/Media Planning target, J.D. Power target and MRI target.
Says attendee Dave Logan, representing Interep's Hispanic Network and Concert Music Network: "Julie Roehm explained everything they were going to do, and how they were looking for people to have creative ideas. And then the others each made their presentations. I just can't tell you how impressive this thing was. Everything from interactive to television. They told us exactly what they wanted people to do, how they're looking for more than just advertising. They each gave a half hour describing who their targets were on all their brands. This was the most helpful presentation I have ever seen an advertiser do - - to help the media understand what they were trying to do, and then develop partnerships with people. They were all very accessible. It was first-class, all the managers were there for us. Their goal was to see how they could work with us. I wish more advertisers did this - - this is a much better way for people in the media to do their job."
RBR observation:
The whole theme, advanced by Roehm, was "think out of the box." Think of new and different ways, new partnerships. This was something the client did to help "move the dial." This type of thought process - - ways to think out of the box - - basically asks the media, "How can you help us move product?" Attendees learn the strategies, who they're going after, how they're doing it.
They highlighted music throughout the presentation, it was constantly featured - - a phenomenal thing for radio. Radio can do music better than any other media. This is the next step beyond, "Hey, I've got some time to sell 'ya." The door is open, and radio is invited.
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