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Wrong Michael Curmi?

Michael A. Curmi

Brand Experience Manager

JAGUAR LAND ROVER LIMITED

HQ Phone:  +44 121 347 2400

Email: m***@***.com

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JAGUAR LAND ROVER LIMITED

Lode Lane

Solihull, West Midlands, B92 8NW

United Kingdom

Company Description

About Jaguar Land Rover Jaguar Land Rover is the UK's largest automotive manufacturer, built around two iconic British car brands: Land Rover, the world's leading manufacturer of premium all-wheel- drive vehicles; and Jaguar, one of the world's premier luxury ...more

Find other employees at this company (7,952)

Background Information

Employment History

Senior Manager

Chrysler LLC


Head, Experiential Marketing

FCA - North America


Senior Manager

Fiat Chrysler Automobiles N.V.


Head of Financial Analysis and Reporting - Network Operations

FCA - North America


Web References(21 Total References)


Brands Are Doing More Experiential Marketing. Here's How They're Measuring Whether It's Working - Adweek

Michael Curmi, brand experience director for Jaguar Land Rover North America, says both the Land Rover and Jaguar brands are looking to expand their experiential efforts this year.
"Part of that is due to better data and having the value of experiential be a bit more provable than it has been in the past," he explains. "Not everything can be 100 percent quantified. The small smile you bring to someone's face, that is something." -Raja Rajamannar, CMO, Mastercard When planning an experiential effort, Curmi's team makes sure to include a social element so that they can track the event's social reach in addition to how many people showed up, asked for a future retail contact or ultimately purchased a vehicle. One recent experiential effort for Jaguar involved creating a VR high-speed car chase-but instead of a stunt driver, the consumer is the star. That type of interaction makes people likelier to share branded experiences, says Curmi. "[Experiential is] the only place you can have a physical interaction with the product directly from the corporation, and it's also one of the few places where you can have an open-ended dialogue," says Curmi. "It's really difficult to have a high conversion to sales if you don't have any people who show up," adds Curmi, who believes that soft metrics-how excited are people who are spending time on site?


http://www.hippomundo.com/en/news/view/land-rover-celebrates-winners-of-the-2016-central-park-horse-show

Michael Curmi, Brand Experience Manager, Jaguar Land Rover North America, LLC said, "As a proud and longstanding supporter of the equestrian sport, we were thrilled to be a part of this unique event for a third consecutive year and are even more pleased with how the events unfolded."


http://www.berksmontnews.com/general-news/20150323/sanatoga-man-wins-new-truck-in-national-sweepstakes

Experiential marketing is all about engaging consumers with our brands through live experiences that create personal memories, said Michael Curmi, head of experiential marketing for Fiat Chrysler Automobiles US.


http://www.eventmarketer.com/article/measure-success-proving-power-live-experiences/

As Michael Curmi, head of experiential marketing at Chrysler, puts it, "We now collect complete and comprehensive sets of metrics and data whereas before it was more sampling data.
"We have really amped up our effort to get consumers into our vehicles and actually do a hands-on demonstration to educate them about the features and benefits and how the product can fit into their lives," Curmi says. "We have such a robust set of data, and the data set goes back for a few years now, that I can get indicators on time in market, gender, age, whether it is a conquest target or a loyalty target," Curmi says.


http://www.eventmarketer.com/author/sandraoloughlin/page/2/

Consumer test drives are among the most important consumer activations at Chrysler Group, says Michael Curmi, head of experiential marketing at Chrysler Group.
"We've really amped up our effort to get consumers into our vehicles and educate them about the features and benefits and how they can fit into their lifestyle," he says. But just...


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