Get a card, buy a car...?
Even as the automobile industry falls deeper and deeper into a monetary abyss, there is marketing minutia. Moments, quotes, media releases, gaffes, news articles, commercials, ads and other arcana that is mystifying, mirthful or murky about the automobile business. Items like these:
American Express Offers Cars For Sale
There’s no shortage of second and third party websites to help potential car buyers get the best deal possible on a new car, but the card you can’t leave home without feels they deserve a bit of the booming car business.
The new Amex site offers a variety of special program Benefits including Low Upfront pricing, Buying Power for Big Savings, Great Dealer Service Experience and reward points too. At a very select list of dealers of course.
Movie Ads from Auto Brands
Remember when movies were fun and not expensive. It was an escape for a few hours from reality. Over the past few years the cost of tickets, popcorn and drinks have outpaced inflation, now theatre chains are rewarding our attendance with commercials, especially car commercials!
An article in Media Week announced “Autos Steer $$s to Cinema Ads from Kia and Nissan.” Citing stats from a trade organization – recall is two to five times better than television – and comments about :30-seconds isn’t enuf creative time, the need for more male involvement new movie campaigns from Nissan for the new Z car and Kia to launch the Soul will intrude and interrupt our movie going.
Enough! I’m an ad guy, but we are bombarded with over 3,000 ad images a day. Can’t we have one last bastion of solitude and entertainment?
Louis Vuitton Uses Window Displays of Cars
Do you have shoes to go with my new car?
The famous company with the LV logo set its three major display windows in Detroit’s upscale shopping center, Somerset South with massive, and I mean massive displays of car scale models last month as an homage to the Detroit Auto Show. Cool idea and very cool windows too.
Procter and Gamble In the Car Business
Honest, says the Wall Street Journal. P&G, the package goods provider to the world with of the best known brands of soap, tooth paste dish stuff, diapers, shaving cream, razors and beauty products, has, in all its corporate wisdom and foresight, decided the automobile business should be part of their empire too.
Good timing, right? Well, it could be for P&G as they enter into a major national program of franchise car wash facilities called Mr. Clean (the bald-headed dude who helps clean your house) Car Washes.
Why? The WSJ quoted Bruce Brown, P&G’s CTO, “We need to look for new opportunities to allow us to grow that isn’t limited to things within our current business model.”
One of the smartest marketers, P&G uses extensive research to determine and evaluate a product’s potential with consumers. They also develop major marketing plans and display planograms, which in the case of the car wash covers location, signing, how to wash what and when and a franchise fee estimated to be $500,000.
So put away that bucket, hose and chamois … P&G is here to detail your car. Read the full article here.
Mercedes-Benz Now the Tiger of Corporate Golf Sponsorship
No, the tri-star company has not signed Tiger Woods, but has taken on the reins as the leading automobile company in involvement and participation with professional golf and its ruling body, the PGA of America.
Until last year, when Mercedes replaced Cadillac as the official car of the most prestigious golf tournament, the Masters, the world of pro golf tournament sponsors was dominated by GM’s Buick with tournaments and Tiger Woods, Chrysler and even Ford. Most of these corporate sponsorships have or will end this year.
In the release Mercedes-Benz USA announced that they have become an official patron of the PGA of America – a collaboration that will last through 2013. Under the venture, MBUSA will will serve as The Official Vehicle of The PGA of America, the Official Patron and Official Vehicle of the PGA Championship and Senior PGA Championship, and a Proud Supporter of the 2010 and 2012 Ryder Cup.
Steve Cannon, vice president of marketing of Mercedes-Benz told me in January professional golf was a very good marketing move for the company. He has certainly put the big bucks behind this program, but according to recent data pro golf on the tube – a really, really boring time if Tiger’s not playing – has declined as has attendance for the actual events.
And Tiger has not played this year … stay tuned.