Mumbrella’s Automotive Marketing Summit returns with Mercedes-Benz Vans, BMW and MTA Queensland

Major automotive manufacturers Mercedes-Benz Vans and BMW are some of the first brands confirmed to take part in this year’s Mumbrella Automotive Marketing Summit.

Gracey, Cummins and Green will elaborate on Mercedes-Benz Vans’ risky strategy

Katherine Gracey, marketing manager for Mercedes-Benz Vans ANZ, will join Sarah Green, head of media relations from Character and Nick Cummins, creative partner at The Royals, to discuss how the manufacturer used strategies more often associated with consumer brands for its van and ute campaigns.

The work included involvement from Mick Fanning, Henry Rollins and Megan Morton and used a combination of creative ideas, social media, brand ambassadorships and cut-through content.

The Mumbrella Automotive Marketing Summit will take place on August 9 in Sydney. Tickets are on sale now at earlybird discount.

Tobin and Yassini will explain how BMW has been growing its market through digital

BMW Australia’s head of CRM, Daniel Tobin, will also speak at the summit alongside founder and CEO of New Republique, Nima Yassini. The pair will discuss the lessons learnt from an experience-led conversion rate optimisation (CRO) strategy at BMW Australia and what this means for other automotive brands looking for an increase in qualified leads and sales.

The luxury German marque has added a number of different vehicles to its lineup lately, including the all-new X2, targeting a variety of new consumers that goes far beyond what the typical BMW demographic was in the past. Yassini and Tobin will explain how the brand has not only stayed relevant via digital channels but has also attracted increased sales.

The MTA Queensland’s Dr Dale will open up the marketing ramifications of autonomous vehicles

Autonomous vehicles will take centre stage when MTA Queensland’s group CEO, Dr Brett Dale DBA, explains where Australia and the rest of the world is currently at with autonomous vehicles and how this could shape automotive marketing in the future.

In an interview with The Conversation, Dr Dale stated, “Sale models will change and consumers are less likely to be the owners of vehicles if supporting technology affords the convenience of on-demand transportation. Collision avoidance technology is already reducing demand for vehicle body repair, as is the transition of combustion engines to electric vehicles impacting mechanical repair businesses.”

How do you market products consumer’s don’t always think about? Crick and Parker will explain

Also confirmed is Edge Agency’s executive planning director and partner, Richard Parker, and Emotive’s social media director, Jamie Crick, both of whom will speak on a panel around marketing automotive necessities.

As manufacturers take centre stage and consumers become obsessed by new vehicles and vehicle technologies, how do automotive necessities gain additional market share? Parker, who’s agency created work for Nulon, and Crick, who has worked on a web video series for Youi, will reveal the ideas that gain cut-through and the challenges in marketing automotive brands working in areas many consumers don’t often think about.

The Mumbrella Automotive Marketing Summit will take place on August 9 at the Sofitel Sydney Wentworth. Earlybird tickets are on sale now and submissions for session ideas are also open via the website’s Get Involved section.


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