Wednesday, December 06 @ 5:30PM EST
Speed
Sunday, December 03 @ 8:30AM EST
Monday, December 04 @ 7:00AM EST
How Does Y Buy?
Synopsis: In a digital world dominated by Amazon, iPod and Abercrombie & Fitch, attracting the dollars of the deep-pocketed American youth market is difficult. It is the most desirable group, but the most elusive as well. In fact, the world's advertising highway is littered with wreckage from the failed attempts of selling the next great Gen Y product. However, there are some success stories... In arguably the toughest segment to sell, one of the groups topping auto industry sales to the Gen Y crowd is Toyota 's Scion brand. With cutting edge designs as its mantra, Scion has come from literally nowhere in the last few years to make a significant impact on today's youth market. And on the opposite side of the economic spectrum is the Jones Soda Company. This small Seattle-based beverage business has taken the youth market by storm. And by its Founder's own admission, it's less to do with its products as much as its marketing. This week on Autoline Detroit, John interviews Steve Haag, Scion's Corporate Manager and Peter van Stolk, the President, CEO and Founder of Jones Soda Company. Both men discuss their unique strategies in breaking through to the youth market of the world.
Segment 1: The kids call it SIGH-ON.
Guests:
Steve Haag, Corporate Manager, Scion
Panel:
John McElroy, Host, Autoline Detroit
Segment 2: Jones Soda Co -- Crazy flavors, wackier marketing
Guests:
Peter van Stolk, President and CEO, Jones Soda Company
Panel:
John McElroy, Host, Autoline Detroit
Vehicle Review: 2007 Mercedes-Benz E-Class
Jim Moskus
Phone: (734) 542-7000
Fax: (734) 542-7014
Mobile : (734) 564-2712
jmoskus@blueskyproductions.tv
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