Cars, Castles & SpasRob Maigret@grapesmc

Intent

Intent

• Illustrate parallels between the physical and virtual user experiences

• Discuss the idea of brand and consistency across brand extensions

• Describe my European Delivery experience

• Present enhancement opportunities

Part 1Cars

This is me

1967 Chevrolet El Camino1976 Volkswagen Rabbit1980 Datsun 200SX1990 Acura Integra RS1993 Nissan 300ZX Twin Turbo2000 Volkswagen GTI VR61997 BMW 328is2002 Audi TT 1.8T Quattro1998 BMW M3 Sedan2007 Porsche Boxster S2004 BMW M32009 Porsche 911 CS2 Cabriolet2008 Mercedes Benz AMG E632011 Porsche 911 GTS

1967 Chevrolet El Camino1976 Volkswagen Rabbit1980 Datsun 200SX1990 Acura Integra RS1993 Nissan 300ZX Twin Turbo2000 Volkswagen GTI VR61997 BMW 328is2002 Audi TT 1.8T Quattro1998 BMW M3 Sedan2007 Porsche Boxster S2004 BMW M32009 Porsche 911 CS2 Cabriolet2008 Mercedes Benz AMG E632011 Porsche 911 GTS

This is Porsche

Power in brand

Every breath you take

The promise

The brand promise is extended to all associations

PowerfulAwesomeInnovativeFastGermanExpensiveQualityEfficientSmartManlyHandsomeElegantFreedomHistoricFun

PowerfulAwesomeInnovativeFastGermanExpensiveQualityEfficientSmartManlyHandsomeElegantFreedomHistoricFun

PowerfulAwesomeInnovativeFastGermanExpensiveQualityEfficientSmartManlyHandsomeElegantFreedomHistoricFun

The purchase

Exclusive customer consultation

Exclusive

Differences

• You don’t talk to a German engineer

• You don’t go to a fancy place in Beverly Hills

• You don’t get to actually see what the colors really look like, or the materials actually feel like

• You don’t get to listen to what the sound system actually sounds like

• You don’t feel special, nor powerful

The Program

• You buy your car at a dealership (+exclusive custom experience)

• You go [fly] to the factory and pickup the car

• You drive around Europe

• Insurance is covered for 2 weeks

• You can stay up to (I think) 6 months

• You drop car back off at factory (or arrange for another drop off point)

• Car comes over on boat

• 8-10 weeks later you pickup car at dealership where you purchased it

The Program

We’re going to Germany.(and Switzerland and Austria too)

We’re going to Germany.(and Switzerland and Austria too)

The deal

• The Porsche Euro Delivery program had been suspended for a few years

• I was one of the first on the reinstated program - think “beta” user

• Porsche has some ways to go on working out the logistics

• They were honest (my dealer was) about this fact

• Still, they probably need to communicate better about the program to their people

Now

Loves cars.Loves the brand. Wants ultimate

experience.

Background on the brand

Makepurchase

Website

Travelprep

What to do?Where do I

click?

Feeling exclusive? Confused

Travel

Create anticipation.Manage expectations.

Ease worry.

Excited, anxious.

Arrival Take possession

Should be absolute

happiness and true immersion in the brand.

How can the virtual experience be a companion

rather than replacement?

Part 2Castles & Spas

Stuttgart

Stuttgart

• Strengths

• Factory Tour - A+

• Dining - B

• Museum - A+

Stuttgart

• Strengths

• Factory Tour - A+

• Dining - B

• Museum - A+

• Weakness

• American “sales” type presents you car - huh?

Traveling

Traveling

• Strengths

• Scenery - A+

• Spas - A++

• Friendly locals - A

Traveling

• Strengths

• Scenery - A+

• Spas - A++

• Friendly locals - A

• Weakness

• Traffic fines

• Slow drivers

How I convinced my wife to join me

The brand promise

PowerfulAwesomeInnovativeFastGermanExpensiveQualityEfficientSmartManlyHandsomeElegantFreedomHistoricFun

Powerful

Awesome

Innovative

Fast

German

Expensive

Quality

Efficient

Manly

Handsome

Elegant

Freedom

Historic

Fun

Now

Loves cars.Loves the brand. Wants ultimate

experience.

Background on the brand

Makepurchase

Website

Travelprep

What to do?Where do I

click?

Feeling exclusive? Confused

Travel

Create anticipation.Manage expectations.

Ease worry.

Excited, anxious.

Arrival Take possession

Should be absolute

happiness and true immersion in the brand.

How can the virtual experience be a companion

rather than replacement?

Learning about your

car

Storytelling, documenting,

travel companion

Fall back on social

sites

Adventure

Fall back on user forums

Learning limits, recommended

routes

Website

Pretty muchon our own,

get expensive ticket

Driving, sight-seeing Super

awesome vacation

Inadvertentbrand

association

Stuttgart

1.Factory Tour.2.Car presented

to new owner.3.Lunch at the

executive dining restaurant.

4.Visit museum.

The heart of Porsche

Part 3The waiting is the hardest part

Now

Loves cars.Loves the brand. Wants ultimate

experience.

Background on the brand

Makepurchase

Website

Travelprep

What to do?Where do I

click?

Feeling exclusive? Confused

Travel

Create anticipation.Manage expectations.

Ease worry.

Excited, anxious.

Arrival Take possession

Should be absolute

happiness and true immersion in the brand.

How can the virtual experience be a companion

rather than replacement?

Learning about your

car

Wishing to relive the trip in

anticipation of arrival

What to expect / manage

expectation

Return home

Fall back on user forums

Feeling connected

Website

Look at your photos and social media

posts

LongingSuper awesome vacation

Even bigger Moment!

The heart of Porsche

Arrival

Dealer comes through in this

moment

Super awesome vacation

Inadvertentbrand

association

3 Distinct user experiences

3 Distinct user experiences

• Planning tools

3 Distinct user experiences

• Planning tools

• Adventure companion

3 Distinct user experiences

• Planning tools

• Adventure companion

• Preparing for ownership

Now

Loves cars.Loves the brand. Wants ultimate

experience.

Background on the brand

Makepurchase

Website

Travelprep

What to do?Where do I

click?

Feeling exclusive? Confused

Travel

Create anticipation.Manage expectations.

Ease worry.

Excited, anxious.

Arrival Take possession

Should be absolute

happiness and true immersion in the brand.

How can the virtual experience be a companion

rather than replacement?

Now

Loves cars.Loves the brand. Wants ultimate

experience.

Background on the brand

Makepurchase

Website

Travelprep

What to do?Where do I

click?

Feeling exclusive? Confused

Travel

Create anticipation.Manage expectations.

Ease worry.

Excited, anxious.

Arrival Take possession

Should be absolute

happiness and true immersion in the brand.

A simple user experience - Planning Tool

Learning about your

car

Storytelling, documenting,

travel companion

Fall back on social

sites

Adventure

Fall back on user forums

Learning limits, recommended

routes

Website

Pretty muchon our own,

get expensive ticket

Driving, sight-seeing Super

awesome vacation

Inadvertentbrand

association

Stuttgart

1.Factory Tour.2.Car presented

to new owner.3.Lunch at the

executive dining restaurant.

4.Visit museum.

The heart of Porsche

Learning about your

car

Storytelling, documenting,

travel companion

Fall back on social

sites

Adventure

Fall back on user forums

Learning limits, recommended

routes

Website

Pretty muchon our own,

get expensive ticket

Driving, sight-seeing Super

awesome vacationStuttgart

1.Factory Tour.2.Car presented

to new owner.3.Lunch at the

executive dining restaurant.

4.Visit museum.

A simple user experience - Adventure companion

Learning about your

car

Wishing to relive the trip in

anticipation of arrival

What to expect / manage

expectation

Return home

Fall back on user forums

Feeling connected

Website

Look at your photos and social media

posts

LongingSuper awesome vacation

Even bigger Moment!

The heart of Porsche

Arrival

Dealer comes through in this

moment

Learning about your

car

Wishing to relive the trip in

anticipation of arrival

What to expect / manage

expectation

Return home

Fall back on user forums

Feeling connected

Website

Look at your photos and social media

posts

LongingSuper awesome vacation

Arrival

Dealer comes through in this

moment

A simple user experience - Preparing for ownership

The reality

Consistency in perfection

Basically, if the perfection is not consistent, the experience is not perfect.

Now the cold hard truth

If the product is that good, the imperfect experience of acquiring it can be forgiven

Thank you