The economy shapes Subaru's future

Event Marketing Q&A - January edition

Karen Allen
Director, Sponsorships, Events, and Services
Subaru

Vital Statistics
Lives in: Barrington, NJ
Works in: Cherry Hill, NJ
Tenure at Subaru: 39
Size of marketing team: 12 people

How has marketing changed in the new economic climate?
The new economic climate forces everyone to be more accountable. We’ve become much more disciplined in measuring and activating a program. I think this keener focus is good. It’s more work for us, but there is a sense of pride in and ownership of projects that grows stronger when you have to fight hard for them. We are much more thoughtful about convincing others that this program is the “right” thing to do. The process for making decisions has lengthened, as the hard decisions have to be made and are usually the right ones. Overall, scaling back has become the norm as we react to consumer buying behavior.

How has your role changed with the economy?
With the changing economy, I have to wear a lot of different hats. It’s become even more important to integrate with other company efforts and focus. I am much more accountable and focused on ROI. There is no room for complacency or status quo.
We are still working with partners, but they all have been asked to take a sharp pencil to budgets. Even though we’re doing well, we have to be more efficient. Scaling, usually back, is part of the deal. That being said, relationships have to be fair. It’s not all about the lowest bid. It’s about the entire picture.

What makes you passionate?
People make me passionate. Partners, agencies, peers, staff…anyone and everyone. The enthusiasm of others feeds my passion. It’s always been about people for me, and Subaru is also focused on people and our customers. We are unique in that we have a tremendous dialogue with our customers and other Subaru enthusiasts. They are unbelievably passionate and feed my on-going enthusiasm!

What role are events playing in your marketing mix? Why?
Sponsorships and events play an important role in Subaru’s marketing mix. Both provide a way to engage customers with the brand in a way that traditional media cannot. We synchronize with lifestyle enthusiast passions…snowboarding, hiking, biking, environmental contributions and other outdoor interests. We originally became involved with sponsorships as a guerrilla marketing tactic, but that has now been refined into a more strategic plan. Sponsorships and events require a laser focus due to budget constraints. Each event or sponsorship is looked at as an “add to” that builds to a total effective sum. We are also involved in the current day-to-day issues that our customers value, such as health care and education. This is part of the total connection we work to create with our customers and their lives.

What are the hallmarks of great events?
From a dealer perspective, a great event is one that generates strong leads. But, overall, well-planned and executed experiences that create buzz are paramount. Consumers require the opportunity to experience the brand and product. It’s about hands-on and butts in the seats. One of my favorite programs is Greens Grow. It began as a small project ten years ago in Philadelphia. One woman voiced the need for an inner city, urban garden. Her story was compelling and provocative, so we decided to sponsor her program. It is now a role model program and a force for change throughout the country. That’s Subaru. We do things because it’s the right thing to do.

What is the greatest marketing lesson you’ve learned?
I don’t think I’ve learned it yet! Part of the answer is to stay focused and be true to the brand. You cannot be all things to all people. Keep your eye on the ball and don’t go too broad. Communicate with colleagues across the organization; we all have to speak with one voice across all touch points. It took Subaru a while to achieve this consistency but it sure is working now!

About Karen:
I have spent my entire career at Subaru! I began part-time in high school and I’m still here 39 years later! My roles have primarily been in advertising and marketing, and I have ridden the waves of good times and bad times over the years. When I began, Subaru was a struggling company. It went on to become a darling of Wall Street under American ownership and operation. Now, we have maintained a great deal of loyalty under ownership by Fuji Heavy Industries. Why did I stay so long? It has never felt like a job to me, I grew up with the company. I’ve had the opportunity to multi-task and do many things in my time at Subaru. The job challenges continue to invigorate me. It’s hard to explain the passion I feel. It’s in my blood!