As the general manager of brand event marketing for Mercedes-Benz USA, Carol Goll oversees the luxury car company's presence at high-profile events like Fashion Week and the Mercedes-Benz Polo Challenge.
Why are events an important part of Mercedes' marketing strategy?
Events really allow us to create an environment that showcases how the brand intersects with customers and lifestyle interests, and they allow us to really be somewhere that's relevant to customers and engage them in a no-sell environment. It's part of establishing and maintaining a dialogue with them.
How do you choose what to sponsor?
We look at who our target consumer group is and what their lifestyle interests are, and we try to be in places that are relevant. We've narrowed down [the kinds of events we sponsor] to sporting events like golf and tennis, fashion and entertainment events, and those that provide a unique product experience.
How do you measure the return on investment?
We look for a few things. It could be media impressions or ratings. If we've changed the attitude of a prospective buyer, have we affected their opinion of us? And we look at the number of leads generated. It depends on the objective of the event. There's also a lot of grassroots feedback we get.
How do you ensure that the events continually evolve, and offer attendees something new and exciting each time?
We try not to do the same thing year after year. A lot of it is staying on top of trends and knowing our customers' interests. And we try to be creative in our approach. Also [it's important to know] when an event has peaked. Obviously there are changes in the economic environment and changes in what new customers enjoy. We really have to gauge that. There's also a lot of competition, so we try to do things that are unique to our brand.
Has the economy impacted the type and number of events Mercedes sponsors?
We're really trying to be very targeted in the things we do. We're trying to provide more of a personal experience, so it's really important to be in touch with [customers'] interests and plan accordingly.
Are you ever at odds with event planners at some of these events? Do their goals for an event ever conflict with what you want and need to promote the Mercedes brand?
We probably would never have gotten involved with them in the first place. It's critical to evaluate an event and make sure it's a good fit. If you have the opportunity, check something out before [getting involved] to see if you consider it well-run.
How involved do you get in the details? How much control does Mercedes have over the events that it sponsors?
It depends on [the level] of our sponsorship. Obviously as title sponsor we have a little more control than if we're an under sponsor. For Fashion Week and the Polo Challenge, we're very much involved in every aspect. We like events that are turnkey-when we're working with partners who provide a lot of [the details] for us. They need to understand our vision and represent the brand, but for a lot of the day-to-day details we rely on the organizers of the events to take our concept or vision and work it into the event.
This story originally appeared in the Summer 2003 issue of the BiZBash Event Style Reporter newspaper.
Posted 07.15.03
Why are events an important part of Mercedes' marketing strategy?
Events really allow us to create an environment that showcases how the brand intersects with customers and lifestyle interests, and they allow us to really be somewhere that's relevant to customers and engage them in a no-sell environment. It's part of establishing and maintaining a dialogue with them.
How do you choose what to sponsor?
We look at who our target consumer group is and what their lifestyle interests are, and we try to be in places that are relevant. We've narrowed down [the kinds of events we sponsor] to sporting events like golf and tennis, fashion and entertainment events, and those that provide a unique product experience.
How do you measure the return on investment?
We look for a few things. It could be media impressions or ratings. If we've changed the attitude of a prospective buyer, have we affected their opinion of us? And we look at the number of leads generated. It depends on the objective of the event. There's also a lot of grassroots feedback we get.
How do you ensure that the events continually evolve, and offer attendees something new and exciting each time?
We try not to do the same thing year after year. A lot of it is staying on top of trends and knowing our customers' interests. And we try to be creative in our approach. Also [it's important to know] when an event has peaked. Obviously there are changes in the economic environment and changes in what new customers enjoy. We really have to gauge that. There's also a lot of competition, so we try to do things that are unique to our brand.
Has the economy impacted the type and number of events Mercedes sponsors?
We're really trying to be very targeted in the things we do. We're trying to provide more of a personal experience, so it's really important to be in touch with [customers'] interests and plan accordingly.
Are you ever at odds with event planners at some of these events? Do their goals for an event ever conflict with what you want and need to promote the Mercedes brand?
We probably would never have gotten involved with them in the first place. It's critical to evaluate an event and make sure it's a good fit. If you have the opportunity, check something out before [getting involved] to see if you consider it well-run.
How involved do you get in the details? How much control does Mercedes have over the events that it sponsors?
It depends on [the level] of our sponsorship. Obviously as title sponsor we have a little more control than if we're an under sponsor. For Fashion Week and the Polo Challenge, we're very much involved in every aspect. We like events that are turnkey-when we're working with partners who provide a lot of [the details] for us. They need to understand our vision and represent the brand, but for a lot of the day-to-day details we rely on the organizers of the events to take our concept or vision and work it into the event.
This story originally appeared in the Summer 2003 issue of the BiZBash Event Style Reporter newspaper.
Posted 07.15.03
