What does your event programme include?
On the corporate and internal side, we run about ten events a year, including a national dealer conference and a global dealer event, which ?next year is taking place in Sweden in January. The management team also meets with dealers every quarter in different parts of the UK: most recently we had events in Newcastle, Birmingham and Henley. I work on my own but am supported by a number of agencies, including TRO.
What are the key challenges you face?
We know we are not the number one car when it comes to purchase consideration. We need to engage our audience – whether consumer, internal or on the dealer front – and interact with them in non-traditional and more engaging ways, giving them an experience to remember. This means we will look to invest in more ‘live’ events.
What’s been your event highlight of 2015?
We introduced projection-mapping at our dealer conference, held in May in Nottingham. It was a new way to engage with our dealer network.
What’s the outlook for 2016 for events?
We are still in the planning stages for next year’s events. The launch of the all-new XC90 is a new era for Volvo and I feel very positive about what the future holds for the brand and its events. We will have more great products to launch and will continue to look for innovative ways for customers to experience our cars in a uniquely Volvo way.
• For more breaking news and in-depth features, sign up to C&IT Magazine's daily Newstracker herecomments powered by Disqus