Marty’s Marketing Minutia

Country Music Video Dramatizes Plight of Detroit’s Auto Workers

I’m not a big fan of country music, other than Willie Nelson, but there’s a recent country music video homage to the Detroit’s devastating automobile industry’s economic and personal abyss by country star John Rich.

Called “Shuttin Down Detroit,” the emotional, touching, poignant music video stars Kris Kristofferson as a laid off auto worker and recent Oscar nominee, Mickey Rourke is his shop buddy. Through series of well produced, acted and directed scenes Kristofferson’s story unfolds. Inter cut among the acting of two real pros is John Rich, photographed in a dismal empty factory singing his original lamentation about the industry’s economic woes, affected auto workers and Wall Street.

It’s tough stuff. Click here. Also on You Tube same music but with images and graphics added obviously by a native Detroiter.

TDB.com has also put up another country and western song about the collapse of Detroit.

Contrast these societal downers with the upbeat New York Times article this week by Michael Luo regarding the new multi-million dollar Kia plant under construction in West Point, Georgia. The headline, “One towns ray of hope: New Auto Plant” sets the positive tone for the article. A photo by David Walter Banks of a sign erected by a resident of the little town is the proverbial picture worth a thousand words. Nowhere in the article does it mention that the Korean car market is closed to imports from U.S. makers.

Auto Trivia: Why Is It Called A Monroney Sticker?

The piece of paper glued to a rear side window in every new car sold in America for 51 years is the result of the Automobile Information Disclosure Act of 1958 as detailed US Code Title 15 Chapter 28 Sections 1231-1233. The legislation was the result of deceptive practices in auto retailing that were pervasive in the 1950s post-war economic boom.

The primary sponsor of this legislation was Senator (D) Almer Stillwell “Mike” Monroney, from Oklahoma from 1951 to 1969 and was a member of the House of Representatives from 1938 to 1951.

Failure to post the Monroney sticker on a new vehicle is subject to a fine of up to $1,000 plus one year in jail for each offense is authorized in the bill. I could find no information on how many have ever been fined or served time.

Are AARP members going to bring the next auto boom?

The marketing pursuit of ‘youth’ continues unabated in almost every automotive brand strategy and most automotive advertisements one sees, no matter the medium. Stuart Elliot, former Detroit Free Press ad columnist, now with the New York Times writes disapprovingly of today’s marketing passion for youth.

Noting “a growing trend as the recession grinds on: an increasing interest in marketing goods and services to consumers age 50 and older.” Today’s creative ‘dynamos’ in most agencies with the remaining advertising accounts are 30-somethings. They honestly believe everyone looks, acts, feels and responds as they do. That’s because they’re, for the most part, nice, talented kids lacking in the smarts or experience brought with age. It’s as if the over 55 crowd of oh, some 90 to 100 million people don’t buy cars. Sure they don’t.”

This geezer group doesn’t get an allowance,” noted one marketing guru in his 50’s, “They have assets, bank accounts and generally high credit scores.” No matter your age, think about when your parents were like at the same age. Chances are you are more sophisticated, better educated, have wider interests, healthier than they were.

Add it up. The boomer and boom plus generations are a good target market for new vehicles when this damn recession is over and the car industry hopefully starts a new era of better, targeted marketing.

But when looking at any television or print auto ad from any manufacturer over the next few weeks, look for grey hair. Chances are it’s only in commercials for Flo-max (these pills by the way are the color of a 1957 Chevy Bel Aire – pink and grey) and the dreaded ED. Enuf said. Codgers are gonna rule.

Brazen Suzuki Takes On the Mighty Mini

Metaphorically, Suzuki has wheels to conquest benchmark BMW’s very successful Mini in a new commercial that just began airing. Playing on a cartoonish theme with the Suzuki wearing a red cape this clever spot compares the two effectively. To watch it just click. http://www.suzukiauto.com/sx4_crossover/videos/

More Drops Predicted in Advertising Budgets

Not unexpectedly, ZenithOptimedia, a major media player has forecasts a steeper decline in North America advertising budgets in every media and advertiser category. A worldwide drop of almost 7% was predicted in a release this week. The prediction for North America is an 8.3% drop.

The chart from ZenithOptimedia, April 2009 below details by medium their projections.

The Internet is the only media to grow in 2009, radio, newspapers and magazines continue to drop, while cinema and outdoor stay fairly stable. Television continues to reign as the primary source of advertising.

Many advertisers, the report noted, are treating advertising as a discretionary expense, and one they find convenient to cut. Unprecedented economic problems and events affecting the predicted decline in global ad expenditure in 2009 include:

• Lack of quadrennial events (Olympics, elections) creates tough year-on-year comparisons for markets like the US
• Poor corporate confidence means very limited visibility in the market
• Consumers are putting off big purchases and shifting consumption from premium to value products, opening opportunities for advertisers with value to offer
• Consumers are spending more time at home, consuming more media, particularly television and the internet
• Search is driving internet growth as consumers use it to find bargains

Honda’s Timing Has Gone to the Dog, err Dogs

One week, just one lousy week. That’s all Senator Edward Kennedy had to wait to give the Obama kids a Portuguese Waterdog they named – Bo. One week later and Honda’s rather odd announcement of a ‘new dog-friendly Honda Element concept, which TDB.com covered, that transforms SUV into pet-hauling champ’ could have been a serendipitous simultaneous event. The concept is specially outfitted for dogs and includes:

• a cushioned pet bed in the cargo area with an elevated platform;
• second row and cargo area pet restraint systems;
• an extendable cargo area load-in ramp;
• a 12V DC rear ventilation fan;
• a second-row seat covers with a dog pattern design (matches the bed fabric);
• all-season rubber floor mats with a toy bone pattern;
• a spill-resistant water bowl; and
• Dog Friendly exterior emblems.

Perhaps Honda should consider giving a special Element to the White House kid’s First Dog. Paint it black to compliment the Presidents Cadillac limo and make it part of the official motorcade. I wonder if the mistiming mistake had anything to do with the age of the people working on the program? If they had read any national newspaper they could have known about the Whitehouse Dog and worked it into the program in New York. But then kids don’t read newspapers…