International Facebook automotive expert plus Shannons’ lead marketer to speak at Mumbrella Automotive Summit

Facebook’s global product manager for automotive, Brandon Herring, will fly in from Detroit to speak at the Mumbrella Automotive Marketing Summit in Sydney on connecting with today’s consumers.

Detroit-based Herring will join Bedford on stage discussing the new auto consumer

Together with Annalect managing director, Richard Bedford, Herring will discuss how global auto brands have evolved their strategies to connect with today’s on-demand consumers and will reveal results from an Australian-first media mix modelling automotive meta study.

The pair will assert that consumers are in full control of how they research and buy products, not least automotive products, and that the marketing efforts of brands need to evolve to acknowledge this, which will in-turn achieve results.

Australia’s newest racing series, TCR Australia, will also feature at the summit with Australian Racing Group director, Matt Braid, taking the stage.

Braid oversees the running of the new series which debuted this year. It features cars from Volkswagen, Renault, Hyundai, Audi, Alfa Romeo, Subaru and Holden as well as drivers including former Bathurst winners Jason Bright and Garth Tander. It has already attracted Carsales as its major sponsor.

In the session, Braid will explain the reasoning for TCR’s entry into the Australian market, the reception it’s received, how the series is being marketed, and what its hopes for the future are.

Behr will reveal how Shannons Insurance created such a strong community of passionate enthusiasts

Building strong communities will also come into focus when Shannons Insurance executive manager, marketing, Mark Behr, takes the stage.

Shannons has always described itself as the insurance provider for the motoring enthusiast. Around this, it has built an enviable brand that is deeply engaged with those consumers. A key element to the strategy has been the creation of the Shannons Club – Australia’s largest online motoring enthusiast community.

It also runs Shannons Auctions, featuring some of the most enviable vehicles and accessories money can buy.

In this session, Behr will reveal how the business built such a strong community, the art of communicating with the consumer on a much more personal level and how it manages to stay on brand with a consumer that generally has a high level of knowledge of the product and industry.

The newly announced speakers join an impressive array of senior marketers from brands all around the automotive industry including Subaru general manager of marketing, Amanda Leaney, NRMA Insurance marketing director, Sally Kiernan, and Volvo Car Australia managing director, Nick Connor.

The Mumbrella Automotive Marketing Summit takes place in August 8 in Sydney. Earlybird tickets are on sale now.

Damian Francis

Damian is the head of content at Mumbrella, overseeing all content and editorial within the business. He has worked as a journalist and communications consultant across a number of industries for over 15 years. He has been with Mumbrella for more than three years, initially running event content. Damian was previously print editor of AdNews.

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topics Annalect Australian Racing Group Brandon Herring Facebook Mark Behr Matt Braid Mumbrella Automotive Marketing Summit Richard Bedford Shannons TCR Australia

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