The Honda Motor company spent over $3.5 million for one commercial that starred Matthew Broderick for the SuperBowl in 2012. The company depicted him as a modern- Day version of Ferris Bueller to promote the CR-V. the movie, Ferris Bueller's Day Off, was released in 1986, meaning that if, at age of 10 to 15 years old, a person viewed the movie, the current day add would invoke memories of childhood days (and skipping school) while gently reminding potential customers, who are supposed to be in the years of the need of the product because they now fall in to the 36 year to 42 year age range where their children are beginning to grow up, they are supposed to have expendable income, and they are mildly pushed into a bit of luxury for themselves, of all of the features and must haves of the CR-V. (Whew! Quite a mouthful)
Not only does this ad solidify the statement that is made in the article, "Effects of Advertising on Consumer Buying Behavior" which states, "overall advertising is a huge investment for corporations," but it also fits into the AIDA model described in "Consumer Awareness of Promotion: the AIDA Acronym."
Attention was brought to the product through the use of a very well-known movie and actor. Interest was generated in the product by demonstrating that the product can be versatile through showing the various uses of the space (large dog, large dog crate, showing a person dressed in active-wear), fit for a family (amusement park, games, large stuffed panda, which also demonstrated the amount of space in the CR-V in the back seat and the front), has modern technology as shown in the phone hook-up, redefines the level of activeness by showing Matthew performing Tai Chi on the beach, at the racetrack, and performing karaoke, which are all freedom enhancing activities, and ends with Matthew exiting his vehicle at a nice restaurant (a nod to the potential market) and then appealing to a slightly younger set market with the valet zooming off into the horizon and jumping over the crest of a hill, all while displaying the smooth lines, curves, and other attributes of the vehicle AND referencing the movie in at least 20 different ways. Desire for the product is created through all of the visual stimulation (as well as within the customer's mind as they picture themselves doing the same thing). Action, well... On a personal level, I think that action is mostly initiated through dealerships but I am sure that Honda would like to think that the commercial is inventive enough to entice a person to put down the pizza and wings, get out of there La-Z-Boy recliner, and head on down to the local Honda dealer to purchase the CR-V. But, I will admit the ad is quite a bit of marketing genius! Kind of like the Volkswagen promotion with the Trek mountain bike, except, while I could be wrong, I don't think that Honda want any awards like the Volkswagen campaign did.
And so it goes...
After the customer is enticed by the Ferris Bueller Honda advertisement, they are supposed to go to the dealership and want to test drive the automobile. This is where relationship selling comes into play. Images suddenly come to mind of being mobbed by men in salmon colored polyester leisure suits and a dark toupee that is coiffed into an Elvis type of hairstyle. But that isn't the way that it is or the way that it has to be nowadays. In the days of old, you would expect to see the aforementioned types of salesman (you may still see these types of people in some areas, though) , flying out of the doors and beginning to estimate how
much money that you have to spend by the way that you look. But, with the advent of social media, the minute that the customer begins to even smell something fishy, they tell two friends, who tell two friends, and so on except that instead of just telling two friends, they have the ability to tell 200 or more friends. As well, that number continues to multiply as their initial message is shared over and over again.
Relationship marketing, especially in the auto industry, is extremely important. However, there are a growing number of different companies who are utilizing some of these methods. Nordstrom's is a prime example, especially the shoe department. They know my wife by name, although she did make me a promise that she would not go in there until after the baby is born. (I am hoping that it will be wayyyy later... Like two years after the baby is born... But since she is on bed rest right now, she can't go anywhere, especially with my mother in town.) Even the market that I spoke about last week engaged in relationship marketing. (For some strange reason, I see many trips to that market in my near future.)
But relationship marketing is also within social media. As the article, "Demystifying Social Media" points out:
"It means that the core concept for campaigns must invite customers into an experience that they can choose to extend by joining a conversation with the brand, product, fellow users, and other enthusiasts. It means having ongoing programs that share new content with customers and provide opportunities for sharing back. It means offering experiences that customers will feel great about sharing because they gain a badge of honor by publicizing content that piques the interest of others."
Using social media as well as other methods, a company can push strategies to entice buyers. Coupons and discounts can easily be distributed as well as incentives announced through social media. This strategy is often used within the automobile industry, for example, Honda currently has 13 incentives including special financing, military incentives, a contest called CR-V competitor conquest, and a CR-V loyalty program. Another good example of push strategies is energy drinks. The tactics with these companies is to send people into the streets to give drinks away, thereby pushing their product on to the consumer.
A good example of pull strategy is children's toys, especially around the holidays. Perhaps the most famous one within the last 20 years
would be Tickle-me-Elmo. Apple Computers also uses a pull strategy by using product placement, advertisements, and public relations to increase demand.
... As I picked up my mother at the airport this evening, I had a bad experience at Starbucks. My mother arrived from a two day and total of 20 hours in the air flights that took her across the Atlantic Ocean, through a couple of different countries, and put her a day behind. She waited in line for customs for about an hour and a half and I waited on the other side for about an hour. We were both tired and the only thing that I wanted to do was to get home. But, my mother has an affinity for Starbucks coffee and she has made it her tradition to always get a coffee after she arrives in the United States at Starbucks. Now, I must tell you that she does not speak English very well but she manages. She wanted to use her English skills to place her order and I stood in the background. Somehow, and I don't know how, her order for a straight up Venti coffee turned into a Caramel Macchiato. She went back to the counter to try to explain, but the barista was quite rude and ended up grabbing the beverage from her hands and put her order at the end of the line. We ended up waiting over 15 minutes for a simple cup of coffee. At that point in time, it didn't matter if they use the push or pull strategy; they were at a total standstill in my book. Starbucks just got 'unliked' on my Facebook page and I hereby remove the badge of honor that I once carried so proudly. Ahhh, the power of social media.
So, after driving around New York City, or at least what seemed like New York City, we arrive home and I get the news that my mother in law will be arriving shortly (Tuesday evening). Ummmmm, I am wondering if I will survive the next three months with me being the only male among five females (my wife, my mother, her mother, my daughter, and my daughter who is still in the womb). Maybe I will head to the Honda dealership to see if they engage in a push strategy, a pull strategy, or straight up relationship marketing.
Not only does this ad solidify the statement that is made in the article, "Effects of Advertising on Consumer Buying Behavior" which states, "overall advertising is a huge investment for corporations," but it also fits into the AIDA model described in "Consumer Awareness of Promotion: the AIDA Acronym."
Attention was brought to the product through the use of a very well-known movie and actor. Interest was generated in the product by demonstrating that the product can be versatile through showing the various uses of the space (large dog, large dog crate, showing a person dressed in active-wear), fit for a family (amusement park, games, large stuffed panda, which also demonstrated the amount of space in the CR-V in the back seat and the front), has modern technology as shown in the phone hook-up, redefines the level of activeness by showing Matthew performing Tai Chi on the beach, at the racetrack, and performing karaoke, which are all freedom enhancing activities, and ends with Matthew exiting his vehicle at a nice restaurant (a nod to the potential market) and then appealing to a slightly younger set market with the valet zooming off into the horizon and jumping over the crest of a hill, all while displaying the smooth lines, curves, and other attributes of the vehicle AND referencing the movie in at least 20 different ways. Desire for the product is created through all of the visual stimulation (as well as within the customer's mind as they picture themselves doing the same thing). Action, well... On a personal level, I think that action is mostly initiated through dealerships but I am sure that Honda would like to think that the commercial is inventive enough to entice a person to put down the pizza and wings, get out of there La-Z-Boy recliner, and head on down to the local Honda dealer to purchase the CR-V. But, I will admit the ad is quite a bit of marketing genius! Kind of like the Volkswagen promotion with the Trek mountain bike, except, while I could be wrong, I don't think that Honda want any awards like the Volkswagen campaign did.
And so it goes...
After the customer is enticed by the Ferris Bueller Honda advertisement, they are supposed to go to the dealership and want to test drive the automobile. This is where relationship selling comes into play. Images suddenly come to mind of being mobbed by men in salmon colored polyester leisure suits and a dark toupee that is coiffed into an Elvis type of hairstyle. But that isn't the way that it is or the way that it has to be nowadays. In the days of old, you would expect to see the aforementioned types of salesman (you may still see these types of people in some areas, though) , flying out of the doors and beginning to estimate how
Relationship marketing, especially in the auto industry, is extremely important. However, there are a growing number of different companies who are utilizing some of these methods. Nordstrom's is a prime example, especially the shoe department. They know my wife by name, although she did make me a promise that she would not go in there until after the baby is born. (I am hoping that it will be wayyyy later... Like two years after the baby is born... But since she is on bed rest right now, she can't go anywhere, especially with my mother in town.) Even the market that I spoke about last week engaged in relationship marketing. (For some strange reason, I see many trips to that market in my near future.)
But relationship marketing is also within social media. As the article, "Demystifying Social Media" points out:
"It means that the core concept for campaigns must invite customers into an experience that they can choose to extend by joining a conversation with the brand, product, fellow users, and other enthusiasts. It means having ongoing programs that share new content with customers and provide opportunities for sharing back. It means offering experiences that customers will feel great about sharing because they gain a badge of honor by publicizing content that piques the interest of others."
Using social media as well as other methods, a company can push strategies to entice buyers. Coupons and discounts can easily be distributed as well as incentives announced through social media. This strategy is often used within the automobile industry, for example, Honda currently has 13 incentives including special financing, military incentives, a contest called CR-V competitor conquest, and a CR-V loyalty program. Another good example of push strategies is energy drinks. The tactics with these companies is to send people into the streets to give drinks away, thereby pushing their product on to the consumer.
A good example of pull strategy is children's toys, especially around the holidays. Perhaps the most famous one within the last 20 years
... As I picked up my mother at the airport this evening, I had a bad experience at Starbucks. My mother arrived from a two day and total of 20 hours in the air flights that took her across the Atlantic Ocean, through a couple of different countries, and put her a day behind. She waited in line for customs for about an hour and a half and I waited on the other side for about an hour. We were both tired and the only thing that I wanted to do was to get home. But, my mother has an affinity for Starbucks coffee and she has made it her tradition to always get a coffee after she arrives in the United States at Starbucks. Now, I must tell you that she does not speak English very well but she manages. She wanted to use her English skills to place her order and I stood in the background. Somehow, and I don't know how, her order for a straight up Venti coffee turned into a Caramel Macchiato. She went back to the counter to try to explain, but the barista was quite rude and ended up grabbing the beverage from her hands and put her order at the end of the line. We ended up waiting over 15 minutes for a simple cup of coffee. At that point in time, it didn't matter if they use the push or pull strategy; they were at a total standstill in my book. Starbucks just got 'unliked' on my Facebook page and I hereby remove the badge of honor that I once carried so proudly. Ahhh, the power of social media.
So, after driving around New York City, or at least what seemed like New York City, we arrive home and I get the news that my mother in law will be arriving shortly (Tuesday evening). Ummmmm, I am wondering if I will survive the next three months with me being the only male among five females (my wife, my mother, her mother, my daughter, and my daughter who is still in the womb). Maybe I will head to the Honda dealership to see if they engage in a push strategy, a pull strategy, or straight up relationship marketing.
No comments:
Post a Comment