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Kleebinder: “Our automotive industry will re-invent itself as more radical”
„The Sustainability Lounge presented by PwC will be the hub for discussions of the future of mobility at the IAA MOBILITY. The program will be curated by the internationally renowned mobility expert Hans-Peter Kleebinder.
In an exclusive interview, we asked him about his ideas on the topic of sustainability – and the role that the IAA MOBILITY should play in the mobility transformation.[..]“
Kleebinder: “Our automotive industry will re-invent itself as more radical” – IAA Mobility
Mobility industry goes influencer marketing ??
Influencer marketing can be used to reach particularly young target groups who are difficult to reach and convince with classical communication. Some industries are already successfully using influencers. The Mobility Industry is testing this. Results to date show that this industry in particular can benefit greatly from influencer marketing if it uses it professionally and courageously.
Marketing Review St. Gallen, pp. 58-65, 2/2018.
#klassikisgeil – Influencer Marketing opens the classic for the generation YouTube ??
What has long since established itself in fashion, sport and design is still new territory for the classic market: influencer marketing. It makes the traditional system of classical concerts attractive for young audiences – the salvation for a market that is otherwise ageing in Germany.
Marketing Review St. Gallen, pp. 50-57, 2/2018.
From the Original to the Original: How the MINI became a modern classic. Brand repositioning through brand staging at MINI Germany. ??
The BMW Group was the first to position a small car in the premium segment, and it did so globally. Today MINI is sold more than 220,000 times a year in over 75 countries. MINI is also successfully established in Germany with over 250 MINI dealers and over 30,000 vehicles sold.
There are three main reasons for this success: historical strengths, emotional appeal as well as continuous brand management and brand staging. The basis is the unique premium product substance combined with authentic and common brand experiences across all contact and experience points. The success of the brand’s repositioning is demonstrated above all by the fact that MINI is accepted as a premium product. This special reputation initially enables higher sales prices. The average price of a MINI is about a third higher than the average in the small car segment.
in: Best Practice in Brand Management, Esch, W./Armbecht, W. (ed.), Gabler Verlag, Wiesbaden, pp. 122-143, 2008.
International Public Relations. Analysis of public opinion formation in Europe on the subject of mobility. ??
The topic of mobility is increasingly being discussed critically throughout Europe. At the same time, the communication conditions of internationally operating companies are changing: in addition to economic networking, communication networks are also becoming increasingly important. Against this background, the communication discipline of public relations is facing new and growing challenges from the perspective of the automotive industry.
Hans-Peter Kleebinder develops an economic model for the analysis of structures, processes and topics of public opinion formation. Building on this, building blocks for a strategic, situation-related PR management are developed. On the basis of an extensive, internationally applied empirical analysis – interviews were conducted with experts in public opinion formation from the most diverse social areas in Switzerland, Great Britain, Sweden, Italy and the Netherlands – the author presents concrete recommendations for action for successful communication work in the examined countries.
Dissertation, Deutscher Universitätsverlag, GABLER Editon Wissenschaft, Frankfurt, 1995.
International Public Relations. Analysis of public opinion formation in Europe on the subject of mobility. ??
The topic of mobility is increasingly being discussed critically throughout Europe. At the same time, the communication conditions of internationally operating companies are changing: in addition to economic networking, communication networks are also becoming increasingly important. Against this background, the communication discipline of public relations is facing new and growing challenges from the perspective of the automotive industry.
Hans-Peter Kleebinder develops an economic model for the analysis of structures, processes and topics of public opinion formation. Building on this, building blocks for a strategic, situation-related PR management are developed. On the basis of an extensive, internationally applied empirical analysis – interviews were conducted with experts in public opinion formation from the most diverse social areas in Switzerland, Great Britain, Sweden, Italy and the Netherlands – the author presents concrete recommendations for action for successful communication work in the examined countries.
Dissertation, Deutscher Universitätsverlag, GABLER Editon Wissenschaft, Frankfurt, 1995.
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