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"Lead Processing", as our sales dept calls it...
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Posted by Jon in Chicago (more from Jon in Chicago) on Thu, 20 Mar 2003 13:48:12 Share Post by Email
In Reply to: Marketing Thoughts, JasonS, Thu, 20 Mar 2003 12:19:10
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IE, SAAB USA, through their NY Times banners during Audi melt-down stories, or their NPR spots, or their MSN auto banners on the BMW page, or the GM banner participation on all kinds of pages, (etc, etc) they seek out those consumers who they think might be interested in a new car at a similar price range with similar buying traits of those who already drive Saabs, or those who they think might also like to drive Saabs but just don't know it yet. Hence, a 'target audience'.

They need to do such 'market=price tag=buying traits' pre-qualification because it is wildly cost prohibitive and wildly ineffectual to just simply throw something out there. I would suggest that the people who would be willing to AGREE to stop and spend a little time with the randomly happened upon one of the 20 Saab Road Trip Car that you are suggesting would be more or less EXACTLY the same people who have been pre-targeted by Saab USA/GM in their marketing campaigns. In other words, a new Saab car in front of someone not interested in the general traits required to be interested less well known car manufacturer of $26k-$44k cars are not necessarily going to take any notice, and presumably, take time away from the people who actually might take notice and who actually might buy one.

Still, I agree, even their marketing seems a little ineffectual. And it is worth thinking of ways to improve it.

Jon

02' 9-5
97' 900S convt

posted by 12.100.24...

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