Screens

As head of Marketing and Creative Production for Screens GmbH, I have a unique challenge. Screens is the world leader in automotive HMI (Human Machine Interface) benchmarking, and it’s not even close. The company has several products that serve all of the leading vehicle manufacturers on the planet, including BMW, Mercedes, Porsche, and every other company that makes great cars. In addition, Screens offers consulting services utilizing the experience of experts who spend their lives in cars.

So, what’s the challenge with such amazing products and services? Simple. Niche B2B products and services are typically marketed utilizing a very internalized, private, and direct process. What makes our approach unique is also taking an external approach, and with good reason; we are the experts in automotive HMI systems, and raising awareness of our services helps hasten the adoption of new technologies implemented in products like Electric Vehicles and Hybrids. I really enjoy the thought of doing my little part in attempting to save the planet.

To do this, we took an outside-the-box approach by bringing our knowledge and industry thought leaders not only to business, but to every day people who have an interest in vehicle technology. The strategy consists of modernizing the branding, producing original material for social media like our “Experts in Cars” features on YouTube, and I host a show about the latest in vehicles, technology, and vehicle technology. The Screens Podcast in particular brings the leading industry experts directly to the consumers and car enthusiasts, allowing them to get a glimpse behind the scenes of the technologies they use every day, and prepare them for what’s coming.