[Subscribe to Daily Digest] |
Members do not see ads below this line. - Help Keep This Site Online - Signup
As I was on the throne, doing my deep thinking, this morning... I saw a followup piece of marketing stuff from SAABusa drive it campaign. I had signed up and driven around a 9-5 Aero during the SOC. The probl;em with many campaigns like this is the lack of enthusiasm is instills... as it is a big corporate marketing circus with forms to fill out and targeted maillings and all the hype associate with theis type of campaign. It turns me off. So naturally my mind trys to come up with what would be better, after all I am a man and I must fix it! (even if it isn;t really broken)
Why not hire a "group" of people. Let us say 20. Put them in a fleet of 93 Vectors, with a passenger runnign a digicam, and send them to the four corners. Thier mission is to just stop whomever they see and get them to take a test drive. No targeted marketing, No forms, no BS... just entusiastic "real people" picking people at random to experience the car.
If the mission of SAAB is to broaden the audience exposed to SAAB in order to up the sales numbers, then they need more than TV ads. The "drive it" campaigns require too much BS to process... I can't imagine what the per person/test drive cost is, what with all the paperwork and collateral materials. Then there is the scheduling etc etc.. but then I am already driving a SAAB and I don;t need to be sold.
The person needing to be sold isn;t likely to think of a SAAB as a choice, at least that seems to me to be the battle SAAB has fought all along. Perhpas KISS would be better ... if the new 93 is as much of a killer machine as all reports indicate, the best way to sell the thing is to get people in the seat. Seems to me a crew of vigilanti test drivers ramming around the country popping test drives on unsuspecting BMW owners et al would be a great way to not only expose the car, but get great footage for an ad campaign... If the Vector will stomp the piss out of a BMW in performance, and if that is the part of the sales pitch, that is one tough sell.. ( not to me but to the BMW crowd)
The true great cars sell themselves. The harder the hype the more the doubt. Experience, word of mouth and public demonstration are worth more to me than any marketing pitch..
posted by 12.27.1...
, Thu, 20 Mar 2003 21:01:10
No Site Registration is Required to Post - Site Membership is optional (Member Features List), but helps to keep the site online
for all Saabers. If the site helps you, please consider helping the site by becoming a member.
 |
 |
 |
 |
 |
