CEBU, Philippines - Going beyond the traditional approach, a leading automobile dealer embarks on a unique strategy to boost its market exposure and stay ahead of the game.
Apart from the usual advertising tools, sponsoring huge-sized and renowned events attended by high-ranking officials and notable professionals is considered to be one of the marketing efforts of Autowelt Inc. for the year 2013.
Just recently, the company signed as one of the gold sponsors of the 27th Confederation of Asia-Pacific Chambers of Commerce and Industry (CACCI) conference held March 14 to 15 at Radisson Blu Hotel Cebu.
Autowelt Inc. is the authorized dealer of BMW vehicles in Cebu and a member of Gateway Motors Group of Companies.
A week before the event, Autowelt Inc. Executive Vice President and General Manager Michael Goho signed a memorandum of agreement with Cebu Chamber of Commerce and Industry (CCCI) president Prudencio Gesta to be its official transportation partner for the VIP delegates.
It was witnessed by CACCI 2013 conference chairman Jose Ng and ways and means committee chair Felix Tiukinhoy.
With the theme “Asia Pacific: Catalyst to Global Recoveryâ€, the two-day conference is designed to provide a platform for CACCI members and invited experts to exchange views on measures that the business sector and governments in the region can undertake amidst a global slowdown to help sustain growth and enable the Asia-Pacific region to play a catalytic role in the global recovery.
The company has provided 10 BMW vehicles as means of transportation for 30 VIP delegates from the time they arrived in Cebu until the time they will leave after the conference on March 16.
These will include ambassadors and heads of foreign delegations and business organizations who shall also serve as eminent speakers, discussing on timely and relevant issues during the event.
“We want to maintain the position of BMW in the premium market. CACCI has one of the big names as its attendees and these big businessmen are primarily the target market for BMW. We are not just selling a luxury car in Cebu but it is more than that. We represent prestige and lifestyle,†Goho stated.
Well-trained drivers, gasoline and other automobile needs are provided by Autowelt.
The vehicles are stationed at the reserved parking area of the hotel from 7 AM to 9 PM.
It was also last week that Autowelt sponsored the 15th ASEAN Congress of Neurological Surgeon last March 7 to 9.
“We are going beyond the traditional media and this is something not all dealers do. There shall be more sponsored events depending on the results of our previous and recent tie-ups,†Goho said.
The company will also be the official transportation partner during the 3rd Congress of the Asian Society of Head and Neck Oncology on March 20 to 22 and the 15th ASEAN Otorhinolaryngology-Head and Neck Congress on March 21 to 23.
About 200 foreign and 800 local attendees are expected to come for both conferences that will be held at Radisson Blu Hotel.
Goho further noted that BMW accounted 33 percent of the premium automobile market share in the Philippines last year.
Through its new strategic approach, he added that the company aims to exceed its sales figures from last year for about 20%.
Autowelt Cebu is considered to be the 3rdtop dealer for BMW nationwide following Manila-based dealers.
Serving 10 years of leadership in the premium market, the brand symbolizes creative innovation, dynamism, efficiency and experience. — Grace Melanie I. Lacamiento
The BMW Group has been ranked as the industry leader in the Dow Jones Sustainability Index for the seventh consecutive time, making it the most sustainable automotive company worldwide. — (FREEMAN)