Time for Tesla to go advertising?

teslaIn the last years, Tesla has shifted from a niche car brand to a premium car brand. Their sales increase from 111.94 Million in 2009 to 2.01 Billion in 2013 illustrates that shift.

A niche car brand, like Tesla was, doesn’t often use mass communication to promote their products. Continue reading

What is a ‘Global Brand’?

global brandTop ‘whatever number’s from any branche are always popular. We love to read what is the most influential brand or the most powerful person. The best sportmen, president or singer. It makes things clear and uncomplicated. It’s just a list. But sometimes different lists overlap and therefore questions arises what kind of criteria for the specific ‘Top lists’ are being used. Continue reading

25 percent more effectiveness of outdoor advertisements with mock up reporting

In the coming weeks Marketing in Automotive will write a few items on research and eyetracking of advertisements and outdoor campaigns. We will do this together with a research consultant of Validators: Bart Massa. In the article below he explains what mock up reporting can do for your outdoor campaign. 

25 percent more effectiveness of outdoor advertisements with mock up reporting

mock upPre-testing an outdoor advertisement is not new, but improving the effect of your advertisement campaign with 25 percent is certainly new. Continue reading

Online video: What’s next ?

online video futureThe usage of online video for marketing purposes is rising and media companies and advertisers are enthusiastic about it. According to a December 2013 study by Forrester Consulting, the majority of publishers predicting higher CPMs for the future. Advertisers, agencies, and media companies differ on the benefits of online  video and exactly how the medium will evolve over the next few years. Will the shift to streaming video continue ? Continue reading

The car commercials of the 2014 Super Bowl

Chrysler Super Bowl 2014 commercial screen shotLast night (CET) the 2014 Super Bowl was played. Even if you are in Europe and you are not a fan, you know by now that the Seattle Seahawks are the champions of Super Bowl XLVIII. On the side there is completely different competition going on: Which brand is producing the most valued TV commercial? Car brands are one group of advertisers that are filling up the breaks during the game. Continue reading

Snapchat: to use or not to use?

snapchatRecently we posted an article about the possibility of using Snapchat for promoting cars. Since this is a hot topic we want to continue on that topic. An article on MobileMarketer stated that more than Facebook and Twitter, Snapchat could be a great tool for marketers.

Brands such as Taco Bell, Acura and Karmaloop have all started building a presence on Snapchat. Acura is the first car brand that experiments with this new social media platform. According to the article, other brands should look to these examples for inspiration. …Continue reading

Can Snapchat be used to promote cars ?

Snapchat_logoSnapchat is a relatively new social network.  According to My Social Agency  it is the virtual equivalent of attempting to read a note that’s been thrown into a furnace – it’s there and then viola – it’s not. Snapchat allows users to send photos or videos to friends, somewhat similar to Instagram. The catch is that they disappear within 1-4 seconds, never to be seen again. …Continue reading

Changing media landscape challenges automotive brand management

Dashboard and brands STAD marketing in automotive 1810132Developing the brand is a board room priority for every car manufacturer. In the headquarters of the global car manufacturers, CMO’s, vice presidents branding and brand strategy executives are all continuously busy with smart and well thought out plans to increase the value of the brand they are responsible for. The Interbrand Global brand top 100 lists 13 car brands among the hundred most recognized brands in the world. To enter such an exclusive list, a consistent brand strategy is a prerequisite. …Continue reading

The changing media landscape

Audi A3 Sportback e-tron PHEVThe media landscape is changing. Where television, print and radio where the core media two decades ago, the online world plays an even bigger part in our lives today. New media are full of new opportunities, also for marketing strategies: from video’s and social media platforms to interactive games and innovative mobile websites. …Continue reading

Marketers struggle with relationship data. And automotive marketers?

Customer Lifecycle Engagement Yesmail and Gleanster 2013As an automotive marketer in a brands headquarter or country organization, you know the needs, wishes and preferences of your brands customers and dearest fans. When is it the best moment to start communicating about that new promotional package or lure them into buying the new face lifted model? You know, don’t you? …Continue reading

How to target affluent fans

target affluent fans

There is one thing all luxury brands have in common: When they communicate in traditional mass media to interest new prospects for their products, the message is also received by a lot of consumers who will never be in the position to buy that product. Mass media, such as TV, offer by nature limited possibilities for very specific audience selection. The variables for selection are limited to for instance age group, sex or time slot.

That is why a luxury brand needs a different marketing communication strategy to bring in new affluent customers? Jaguar now tries a mobile one to target affluent fans. …Continue reading

Honda does a viral

In the USA Honda is losing ground to its American and European competitors according to Ad Age Daily. Honda sales are up 7% for the first six months of 2013 compared to the same period in 2012, but Cadillac was up 33% in the same time period, followed by Dodge (up 22%) and Ford (up 14%).
So, Wieden + Kennedy London was called in to create a two-minute YouTube video called “Hands”.  And it did go viral… …Continue reading