At the beginning of the year, we set goals to improve Audi Club experience and our marketing efforts to reach out to new Audi owners, and to trial international cross-pollination programs. Audi of America, Chapter Leaders, and National Team have been collaborating monthly, and we have made progress on all fronts.
Audi Club Experience
The monthly Chapter leader Call format was changed at the beginning of the year. The new format promotes constructive dialog and sharing best practices among Chapter leaders including:
■How to improve Audi Club experiences
■Audi Dealer participation
■Social and education event hosting.
Several Chapters that are known for hosting many well attended events shared their experiences and recommendations. We also collected and will create a library of best practices documents. Thank you to Chapter leaders who volunteered to become mentors in hosting successful events and creating a symbiotic relationship with local Audi dealers and charity organizations.
Audi Club Logo
Earlier this year, Audi of America provided us with the Audi design guideline. We studied this and successfully aligned our National logo and more than a dozen chapter logos. More chapter logos are in the works and we hope to have all logos aligned by September. The new Audi Club and Chapter logos create an immediate recognition that we all belong to the Audi family. Furthermore, to maintain the consistency of Audi Club experience, Audi of America provided Chapters with event materials (flags, tents, lanyards, banners, etc.).
Audi Owner Circle survey found that new Audi owners spend a considerable amount of time online. Internet is becoming their main source for finding new things. To this extent, we continue to improve Audi Club’s online presence; seven Chapters are leveraging our National infrastructure to host their websites. By taking this approach, Chapters can focus on event and news publishing and delegate the website design that conforms to Audi guideline, maintenance, and cost to National office.
Additionally, National office is providing an email broadcasting platform to Chapters. This platform produces event and news email notification that is consistent with Audi design guideline. It provides valuable statistics on the effectiveness of the email campaign to Chapters, and this in turn, enables Chapters to adjust and adapt to members' interests. Today, when Chapters submit events and news to our National office, our staff will not only broadcast by email, but also publish the events and news on our National website under the appropriate sections. Automatically, this information is pushed to Facebook, Twitter, and Audi Club Android and iPhone Apps. Speaking about Social Networking, with the help of Audi of America, we now have our Facebook Fan Page.
We are proud that this year and have successfully cross-pollinated international programs. Thanks to Audi AG Club Liaison, Audi Club International (Germany and France Chapters) and Audi Tradition invited us to their “Le Mans Fans Camp 2012” this past June. Similarly, Audi Club North America invited Audi Club International (Europe) to our National Event and Pikes Peak Race in July. Based on this success, we will continue working with Audi fans in Europe to bring more cross-pollination programs.
A few Chapter leaders are in discussion with National team on hosting European Driving tours. We will take advantage of Audi AG Driver's Day Program that enables us to visit their factory and museum, to enjoy five star dining and accommodation, and more importantly to drive top of the line Audi cars in Europe. Also, we are in the process of establishing discount programs with a few specialty rental agencies in Europe that offer Audi cars.