This was written by Michael Sprague, Executive Vice President of Sales and Marketing at Kia Motors America. Michael was recently featured in our Social@Scale Journal. Download your copy here.
We live in an age in which customer relationships matter more than ever. Consumer touchpoints have increased, power has shifted to the buyer, and brands must continually think of new and innovative ways to address these changes.
For the past several years at Kia Motors America, my primary responsibility has been to help transform Kia’s public perception by connecting to consumers on both practical and emotional levels. During this time, our organization has made tremendous efforts to strengthen our brand within the marketplace, and the results have been staggering. In addition to significant increases in sales, we have won numerous advertising awards, formed high-profile partnerships – with mainstays such as the NBA, LPGA, MTV and Vans – and earned a host of accolades on the digital front, all by prioritizing great consumer experiences across every touchpoint. (more…)