{"id":44642,"date":"2011-11-18T10:03:23","date_gmt":"2011-11-18T15:03:23","guid":{"rendered":"http:\/\/www.thedetroitbureau.com\/?p=44642"},"modified":"2011-11-18T10:03:23","modified_gmt":"2011-11-18T15:03:23","slug":"martys-marketing-minutia-hollywood-edition","status":"publish","type":"post","link":"https:\/\/thedetroitbureau.com\/2011\/11\/martys-marketing-minutia-hollywood-edition\/","title":{"rendered":"Marty’s Marketing Minutia – Hollywood Edition"},"content":{"rendered":"
\"\"<\/a>
Actress Paula Patton with the BMW i8 she drives in the next Misson Impossible film.<\/figcaption><\/figure>\n

Here in the La-La-Land, the international entertainment industry\u2019s base of \u00a0extravagance, excellence and elegance one expects wonderful staging, great sets and settings, spectacular lighting effects, dramatic music, exciting video, persuasive writing and polished performers, er, presenters, for some truly dramatic unveilings of new automobiles. Right?<\/p>\n

Sorry to disappoint you but this year\u2019s L.A. Auto Show \u2013 at least from a staging and presentation standpoint — merits a one word review: lackluster. Naturally, the cars are supposed to be the stars of any show. But the Los Angeles location demands, within proper fiduciary bounds excitement, wow\u2019s, ah-ha grabbers, and OMGs, not somber, sterile, soporific moments.<\/p>\n

In giant clusters, hundreds of auto writers, photographers, videographers, analysts, competitive executives and assorted \u2018how in the hell did they get credentialed?\u2019 car groupies moved in giant scrums around the Los Angeles Convention Center in 25-minute increments over the last two days.<\/p>\n

\"\"<\/a>
Star Attraction!<\/figcaption><\/figure>\n

All this to witness the 19 formal news conference on the official schedule before racing off to file their seemingly endless stream of \u00a0articles, blogs, reviews, comments, YouTube postings, FaceBook meanderings, tacky twitters and other news.\u00a0 There is no way I was able to attend all the shows, nor did anyone I know, but in my unscientific survey of colleagues and in keeping with Tinseltown\u2019s addiction to awards:<\/p>\n

And the winners of Best of the Shows of LA Auto Show are:<\/p>\n

<\/p>\n

\"\"<\/a>
Fiat exec Francois Olivier and the new Abarth edition.<\/figcaption><\/figure>\n

BEST OF SHOW<\/p>\n

Fiat for the Gucci Fiat 500 and the\u00a0 Abarth<\/span>. Olivier Francois, head of Fiat and chief marketing officer \u2014 Chrysler Group LLC \u2013 was the perfect casting choice. His attire, accent and attitude were spot-on. The fashionista were enthralled, speedsters stung by the scorpion Abarth and those in the middle had pleasure watching the new 500 commercials.\u00a0 (<\/em>Click Here<\/span><\/a> for more.)<\/em><\/strong><\/p>\n

The packaging presentation was clever, rising out of a simulated wooden box. A matching wooden box contained the Arbarth media kit, only 500 numbered kits were passed out \u2013 check eBay now for yours.<\/p>\n

OTHER WINNERS<\/p>\n

 <\/p>\n

\"\"<\/a>
NBA star -- and new Kia spokesman -- Blake Griffin.<\/figcaption><\/figure>\n

Kia Big Event<\/span> \u2013 The Korean maker added 50% more space to an exhibit that grew to 18,000 square feet and every inch of it crowded. Their presentations had lots of energy, excitement and entertainment value. They creatively set a target for two senior executives to get through a list of 15 separate points of discussion that included several new commercials featuring the surprisingly droll new spokesman NBA star Blake Griffin.<\/p>\n

Hyundai Gauntlet <\/span>\u00a0— Korea\u2019s other carmaker offered a good example of how three speakers with high energy quotients can, when staged properly, command attention with sales stats and other numbers. Oozing sincerity and charisma, with exciting lighting and video can work very well.<\/p>\n

A few other makers deserve at least some mention, and here are some actual quotes, though I\u2019ll skep the attributions to protect my colleagues:<\/p>\n

Subaru\u00a0 — simplicity \u2013 compelling reasons artfully presented.<\/p>\n

Chevrolet \u2013 too much in too little time.<\/p>\n

Jaguar & Land Rover \u2013 need more space to unveil<\/p>\n

Cadillac — is this the new luxury?<\/p>\n

BMW \u2013 big video movie promo with BMW cars.<\/p>\n

Audi — it was an appropriate, end of the day.<\/p>\n

At least there were no bulls and cows lumbering down Olympic Boulevard. Wait till next year.Marty’s Marketing Minutia – Hollywood Edition<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Tinseltown may be known for its star-studded events, but the latest L.A. Auto Show largely fell short on the staging front — with a few notable exceptions says TheDetroitBureau.com’s Marty Bernstein in this edition of Marty’s Marketing Minutia.<\/p>\n","protected":false},"author":15,"featured_media":44646,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mo_disable_npp":"","footnotes":""},"categories":[8],"tags":[],"make":[],"post-state":[],"category_old":[151],"acf":[],"_links":{"self":[{"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/posts\/44642"}],"collection":[{"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/comments?post=44642"}],"version-history":[{"count":0,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/posts\/44642\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/media\/44646"}],"wp:attachment":[{"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/media?parent=44642"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/categories?post=44642"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/tags?post=44642"},{"taxonomy":"make","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/make?post=44642"},{"taxonomy":"post-state","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/post-state?post=44642"},{"taxonomy":"category_old","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/category_old?post=44642"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}