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

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Presentation on theme: "EV Ride and Drive– and Buy? Presentation to UCI June 21, 2018."— Presentation transcript:

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 VT
OR 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 People
U 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

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35 FOR MORE INFO, CONTACT: Kirk Brown CEO


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