How Kia Stays Ahead of the Competition

TL;DR

Collaboration and partnerships are key to success in the YouTube world, but it should be authentic and not just about buying your way in. Kia focuses on raising brand awareness and building long-term relationships.

Transcript

hi i'm michael sprague the executive vice president of sales and marketing at kia motors america you're watching behind the brand baby i'm playing on you tonight hey hi i'm brian elliott welcome to another edition of behind the brand today we're here live at vidcon with executive vice president kia michael sprague michael welcome to the show happy ... Read More

Key Insights

• 🔉 Collaboration with media partners is vital for content creators to succeed.
• 💨 Authenticity in brand integration and product placement is more valuable than buying your way in.
• 🤨 Events like VidCon help brands raise awareness and build relationships with influencers.
• 🤩 Long-term relationships with customers and influencers are key for building brand loyalty.
• 🍉 ROI for events like VidCon should be measured in terms of brand awareness and relationship building rather than immediate sales.
• 🍉 Balancing short-term and long-term objectives is essential for successful marketing strategies.
• 👶 Staying ahead of the curve and constantly seeking new partnerships is a challenge for marketers.

Questions & Answers

Q: How long should content creators give a great idea before giving up on it?

There is no set time frame, but collaboration with media partners is crucial to ensure a platform for launching the idea. Organic ideas that spiral into social media success are rare, so working together is essential.

Q: Does Kia engage in reverse model collaborations?

Yes, Kia focuses on grassroots collaborations and product placements rather than spending large amounts on buying their way into movies or television shows. Authenticity is key for the brand.

Q: What are Kia's objectives at events like VidCon?

Kia's main objective is to raise awareness for the brand and establish connections with influencers. While selling cars is not the immediate goal, creating a long-term relationship with potential customers is important.

Q: How does Kia measure ROI for events like VidCon?

Kia's ROI is not solely based on revenue or sales. The main focus is on brand awareness and building relationships. The impact on influencers and their ability to spread the word about Kia is crucial.

Summary & Key Takeaways

• Collaboration with media partners is essential for content creators to gain traction and reach a wider audience.

• Kia does not believe in buying product placements or brand integrations, as it does not feel authentic to the brand.

• Attending events like VidCon helps Kia raise brand awareness and establish relationships with influencers and potential customers.