12-Volt Group Delays Car CE Promo Plans

By Amy Gilroy -- TWICE, 1/19/2009

LAS VEGAS — The 12 Volt Initiative has chosen a topic for its awareness campaign, but also elected to delay launching a promotion until the economy improves.

During meetings at International CES the group, formed last year to raise awareness of car stereo products, determined that iPod/device connectivity should be the focus of the campaign and began to develop the framework for execution.

Despite these preparations, the new promotion should not launch immediately, as recent research showed that consumers, while interested in car stereo, consider it a luxury in this economic climate, said Steve Witt, chairman of the 12-Volt group board marketing VP for Alpine.

Jeff Manning, an architect of the famous Got Milk! campaign and who is advising the 12-Volt group, also said the industry should delay the campaign given the economy.

The group met on the eve of CES and determined that connecting iPods and other devices to the car showed the best growth potential and empowered Manning to develop a promotion on the new topic, that will be presented to the board in two weeks. "We'll build out a plan so we're ready when consumer confidence changes," said Witt.

He noted that retail "discounting now is at an all time high and its not moving the needle, so why spend money now." He added, "We're very excited and feel we have found the right strategic direction."

The 12-Volt Initiative was launched at CES last year to raise awareness for 12-volt products. Board members include Steve Baldacci, iBiquity; Rob Cummins, Best Buy; Mike Kahn, Sony; Keith Lehmann, Kenwood; Carl Mathews, Crutchfield; Larry Rougas, Pioneer; Adam Thomas, Clarion; Barry Vogel, MERA; and Steve Witt, Alpine.