1. EV Ride and Drive–
and Buy?
Presentation to UCI
June 21, 2018

2. ABOUT REACH STRATEGIES
REACH Strategies helps the world’s leading companies, agencies and organizations reach their goals by developing data-driven communications and outreach campaigns.

3. Market Strategies Kirk Brown CEO ABOUT OUR WORK
Developing markets for industries, products, and programs within the alternative energy sector.
Applying strategic design & systems based methodologies.
Sparking behavior change through engagement marketing & experiential campaigns.
Kirk Brown
CEO

4. REACH STRATEGIES—MARKET STRATEGIES
Communicating Across the Chasm
Chasm
INNOVATORS
EARLY ADOPTERS
EARLY MAJORITY
LATE MAJORITY
LAGGARDS

5. Diffusion of Innovation
REACH STRATEGIES—MARKET STRATEGIES
Diffusion of Innovation
100 75
MARKET SHARE (%)
Tipping
Point 50 25
INNOVATORS
2.5%
EARLY ADOPTERS
13.5%
EARLY MAJORITY
34%
LATE MAJORITY
34%
LAGGARDS
34%

6. 15% New Vehicles PEVs by 2025 8 state ZEV MOU REACH ACROSS AMERICA VTOR
MA CT RI NY CA MD
15%
New Vehicles PEVs by state ZEV MOU

7. 5of 8 REACH test drive outreach underway in 5 of 8 EV MOU States
REACH ACROSS AMERICA VT
MA CT RI CA
5of 8
REACH test drive outreach underway in 5 of 8 EV MOU States

8. 10,000 Approaching 10,000 successful test drives across these 5 states
REACH ACROSS AMERICA VT
MA CT RI CA
10,000
Approaching 10,000 successful test drives across these 5 states

9. DEEP EXPERIENCE PRODUCING RIDE & DRIVES

10. Comprehensive Policy Support Local Promotion
CITY DIFFUSION
Comprehensive Policy Support Local Promotion
Targeted Infrastructure
20%
2015 new electric vehicles
Saratoga
Los Altos
4,000 1,
Rest of California cities Top-30 California cities
New electric vehicle share
Palo Alto
15%
Los Gatos
Menlo Park
Cupertino
Fremont
Mountain View
Morgan Hill
Manhattan Beach
Campbell
Berkeley
10%
San Ramon
San Jose
Milpitas
Redwood City
Pleasanton
Alameda
Mission Viejo
Sunnyvale
Danville Santa Monica
Santa Cruz
Palos Verdes
Newport Beach
Union City
Santa Clara
Oakland 5%
San Anselmo
Burlingame
X CALIFORNIA AVERAGE
X U.S. AVERAGE 0% 5 10 15
Models available 20 25

11. GO WHERE THE FISH ARE...

12. CONSUMER AUTO BUYING HABITS
90%
Almost 90%of customers use dealer Web sites or OEM Web sites in the early steps of their decision making journey
80%
More than 80% of customers take test- drives during the car buying process, underscoring the continuing strategic
importance of dealers
1-2
The average number of customer visits to dealers before buying a car has dropped from up to 5 to frequently
just 1 for some brands in some geographies
Innovating Automotive Retail, McKinsey & Company, 2014

13. Test Drives Are Experiential Marketing At Their Best!
EXPERIENTIAL MARKETING—RIDE & DRIVES
Test Drives
Are Experiential Marketing At Their Best!

14. Test Drives Are Experiential Marketing At Their Best!
EXPERIENTIAL MARKETING—RIDE & DRIVES
Test Drives
Are Experiential Marketing At Their Best!
(If done correctly)

15. Ride and Drives Bring Vehicles to PeopleU
RL TO IRL
Ride and Drives Bring Vehicles to People
In REAL Life!

16. Ride & Drive. What They’re saying...
WHY EXPERIENTIAL?
Ride & Drive.
What They’re saying...
Digital’s one big disadvantage is its lack of lasting impact – its low “sticky value” in the consumer’s mind.
ClickZ.com – June 2015
No advertising campaign will get you the kind of credibility that a meaningful experience will.
Converse CMO Geoff Cotrill to Advertising Age 2014
Today’s smartest brands aren’t marketing themselves; they’re
championing a purpose.
Sparksheet.com 2014

17. EXPERIENTIAL BY THE NUMBERS
98% 98% 81% 80%
seeing a product or service marketed through an experiential marketing campaign would make them more inclined to purchase it.
consumers exposed to a positive experience will talk it up (bridge to social)
attracted by a free sample or other giveaway
of all forms of communication, experiential marketing is
the most likely to provide the
information needed to make informed purchases
EventTrack 2015, Experiential Marketing Institute,
Event Marketin Institute, The Viral impact of Events

18. PICK THE PEV?

19. PICK THE PEV?

20. PICK THE PEV?

21. PICK THE PEV?

22. PICK THE PEV?

23. PEVS AREN’T JUST CARS, THEY ARE A CATEGORY!

24. CONVERSION DATA SHOW THAT EXPERIENTIAL CONNECTS PEOPLE TO THE PRODUCT
80% 85% 6% 12%
or more have a first time drive experience
researched PEV’s online afterwards and 74% discussed with family/friends
purchased an EV and 6% leased
conversion rate competes with auto shows

25. THANK YOU GOOGLE!

26. Sponsoring Partner(s) +
INGREDIENTS
Sponsoring Partner(s) +
Category +
Effective Location =
Successful Event

27. CAMPAIGN CONCEPTS

28. State sponsored outreach campaigns
STATE ENGAGEMENT
State sponsored outreach campaigns
Worked with state partners to design and implement campaigns
MASSACHUSETTS
Massachusetts Department of
Environmental Protection/Clean Cities
RHODE ISLAND
Rhode Island Office of Energy Resources/Clean Cities
CONNECTICUT
CT Department of Energy
and Environmental Protection
(DEEP)/Connecticut Automotive Retailers Association, Inc.

29. UTILITY/COMMUNITY PARTNERSHIP CAMPAIGNS
RI PEV WORKPLACEAIGN DE & DRIVE CAMP
Expanding PEV adoption throughout Sonoma County using an educational, fun consumer engagement campaign
Test drive an electric vehicle today to enter to win 1 of 5 Solar Power Banks!
SAN DIEGO
GAS & ELECTRIC
SONOMA
CLEAN POWER

30. LARGE SCALE CUSTOMER FESTIVALS
EV TEST DRIVES
STAGE TENT
E-BIKES/E-MOTORCYCLES TEST DRIVES
EXIT
Google Environment Day
EXIT
ENTRANCE EXIT
ENTRANCE EXIT
DINING / SEATING
ENTRANCE EXIT
Participating Vendors 36 37 38 39
GCD POWR
Transportation
Geo for Good
NERD
Google.org
Armour Vert
Ohm Connect
Freewire
Technologies
EO Products
City of
Mountain View
Trikke Tech
CycleBoard
Zero Motorcycles 35 33 28 32 27 31 26 30 25 29 24 34
EXIT
EXIT 23 22
19 LIFX 32 DGDG
20 Harmless Harvest 33 INU
21 Rescape California 34 Mitsubishi
22 Tesla 35 Ford
23 Alta Motors 36 Toyota
24 Maven 37 Kia
25 Glide Cruisers 38 eMotorWerks
26 Lithium Cycles & 39 Chanje Nimble Scooters
27 Energica Motor Company, Inc. 21 18 20 17 19 16 15
EXIT
06 Nest
07 Makani
08 Food team
09 [e] Team
10 Living Environ- ments
11 Pick
12 Schneider Electric
13 Silicon Valley Clean Energy
14 Sol Solutions
PREPARED FOR:
Ms. Kate Brandt Lead for Sustainability Google, Inc.
1842 N Shoreline Blvd Mountain View, CA
4. Run of Show - Lifestyle Fair Components
The event will feature interlocking exhibition areas on topics including Google’s corporate commitments to sustainability, a symposium area for awards presentations and Ted-like talks, a clean technology marketplace, and an experiential area where a wide range of clean technology like electric vehicles, bikes and e-bikes, waste reducing products and smart apps will be available for first hand experiences. The symposium area will at a minimum support a Google-wide simulcast of the first- ever Google green awards presentation, though additional Ted-like talks on sustainability may also take place in the same space. The total event experience may include exhibitor space for up to [XX] internal Google teams/sustainability initiatives/products and up to another 100 outside participants.
PREPARED BY:
Kirk Brown 14 13 12 11
REACH Strategies
creative brief
(415)
EXIT
April 25, 2017 8
9 10
Google Environment Day
SUSTAINABILITY MARKETPLACE
Electric Vehicles Bikes/E-Bikes Smart Home Renewable Energy Clean Apps
Low-Impact Products
SUSTAINABILITY SYMPOSIUM
Google Green Awards Sustainability Speaker’s
Livestream Across Google
Venue
EXIT
EXIT
PEOPLE, PLANET and PURPOSE 3
6 7
5 4
GOOGLE CORPORATE SUSTAINABILITY SHOWCASE
[ Google Team - Which Initiatives to Highlight? ]
1. Background / Overview
ADDITIONAL PROGRAMMING OPTIONS
Electric Bus Transport to Event Across Campus
Event Stream Across Google System Day-of Google Hangouts for Googlers on
Googler Hackathons on Cutting Edge Environmental Issues
Topics of Their Choice
been on display in the searchable web and the cloud is now further reinforced by an unsurpassed
Google is a global leader in corporate sustainability and clean technology. The brilliance that has long
corporate commitment to sustainability. That commitment to protect the planet is echoed in
EXPERIENCING SUSTAINABILITY
Electric Vehicle Test Drives Bike/e-Bike Demonstrations Solar Power
The Energy Smart/Interactive Home Autonomous Vehicle Circuit
personal choices being made by tens of thousands of Googlers in their daily lives. This new era
of leadership on sustainability is being enabled by a dazzling array of technology options that are
driving new environmental programs across the Google corporate ecosystem; further, they link
individuals to a remarkable range of clean and sustainable product choices for their personal lives.
Google’s corporate commitments range from leading by example in its operations with its move to
EVENT EXIT
100 percent renewable energy to innovative uses for its technology applications to campus initiatives
5. Event Footprint Options
RECOMMENDED APPROACH
Google Environment Day: A Curated Event Experience
The Google team will define participant criteria, showcase look/feel parameters and size thresholds
EVENT ENTRANCE
aimed at reducing waste, air pollution, and vehicle use. The sustainability choices available to the
Google community are equally impressive - from clean vehicles and electric bikes to smart homes
to rooftop solar to a host of new enabling apps. The universe of potential choices and activities
related to fostering sustainability are almost impossible to fully comprehend, let alone appreciate.
To help Googlers become more active participants in the growing circular economy surrounding
them, Google Mountainview Headquarters will host a consumer lifestyle exhibition to demonstrate
how Googlers can use today’s new technology to help
for participant booths (e.g., small, medium, large, and keystone) that will then become the basis for an invitation and selection process with potential event participants. This approach will help minimize overall event design/development costs while providing a thematically linked, integrated event that will be best suited to achieving Google’s goals.
create a safer, more prosperous, and cleaner world for themselves, their families, and their communities.
The event will provide a powerful platform for highlighting Google’s broader sustainability commitments, recognizing leaders in sustainability at Google and highlighting best in class emerging thinking in the field.
OPTIONAL ELEMENT
Google Environment Hack-a-Thon
A handful of themes that would lend themselves to the creative problem solving of the Google team could be selected to support a hack-a-thon running during the event where Googlers would aim to provide fresh thinking and new approaches for resolving a real-world sustainability challenge - either related to Google or a broader sustainability issue.
REACH STRATEGIES 03
REACH STRATEGIES 01

31. COMPREHENSIVE STAKEHOLDER ENGAGEMENT
Engage local stakeholders and develop deep partnerships.
State Partners
Utilities
Local EV Groups
Local Non-Profits

35. FOR MORE INFO, CONTACT:
Kirk Brown
CEO