MINIUSA – Let’s Play Hooky

MiniUSA has launched a great new recontact/Owner email that has really re-defined the thought process of selling automobiles. As most brands typically feature articles, images, and stories about tangibles aspects of an Owner’s car, MINI has been successfully branding themselves with a non-tangible emotional marketing strategy.

In their latest email they have been encouraging users to “Play Hooky” and sneak out from work, to enjoy the features of driving that everyone loves – the feel of the open road.

This pitch is accompanied by a downloadable file that an Owner can install on their computer and ‘trick’ their coworkers into thinking that they are still at work, and not driving around in their MINI. This .exe file installs a screensaver that appears to look like a desktop with open excel and word documents, showing someone busy at work. It also plays noises and helps the user put off the approach that they are working. Within this file are several MINI branded items, however, it has nothing to do with selling a car, but more to do with the love of a MINI and the emotional attachment to the brand. (Also, check out their copyright info at the bottom – it really fits their brand and doesnt seem very long and legally)

http://www.miniusa.com/?eid=92102&tid=11203&pid=3716328#/play/collectibles/desktopDecoy-m

Online TV, Automakers and Buyers

According to eMarketer–

With the high-correlation between higher income and faster internet connections, it makes complete sense that a high percentage of online-tv viewers are also owner of Luxury Automobiles.

Rising fuel prices have made 2008 a tough year so far for automakers in the US. As they examine every possible method to reach potential buyers, online television may benefit, according to J.D. Power and Associates’ “2008 Power Auto Online Media Study.”

Nearly seven out of 10 new-vehicle buyers surveyed said they went online to find information on TV shows. CNN.com was their top destination, followed by MSNBC and ESPN.

J.D. Power said that buyers of premium-brand vehicles were more likely to look online for TV content than average new-vehicle buyers.
More than three-quarters of buyers of midsize premium utility vehicles, compact premium crossover utility vehicles (CUVs) and midsize premium CUVs said they watched online TV.

http://www.emarketer.com/Article.aspx?id=1006408

The CRM 2.0 Imperative

According to Forrester

The Evolution of CRM as Web 2.0 is Evolving – Over 50% of Web Users are using Web 2.0 tools, and this technology is starting to change the landscape of the CRM industry.

With consumers believing online “friends and experts” more then a “trusted” brand, it has become increasingly important for companies to engage “super-users” into their marketing strategy as well as encouraging users to interact with peers and even competitors.
Customer relationship management (CRM) is evolving from its traditional focus on optimizing customer-facing transactional processes to include the strategies and technologies to develop collaborative connections with customers, suppliers, and even competitors.

CRM professionals must find innovative ways to engage with emerging “social consumers” enrich the customer experience through community-based interactions, and architect solutions that are flexible and foster strong intra-organization and customer collaboration.

You must define who you’re trying to reach, what you’re trying to accomplish, and how you plan to strengthen your relationships with the new social customer. Then you can expand your thinking beyond traditional CRM solutions and consider new ones based on social Web principles.

http://forrester.com/Research/Print/Document/0,7211,43991,00.html

FreeFi+ Networks

This is one example of a new behavioral, targeted marketing company that is using a new technique to re-landscaping the interactive advertising industry. This tool provides free wireless internet at popular internet browsing hotspots, such as Airports, Shopping Centers, Hotels, Convention Centers, etc, where the internet users is typically a business traveler and/or someone with a higher HH income, and a higher propensity to make a large scale purchase. This is one new look at purchasing On-line Advertising, allowing a medium to reach a more targeted market. According to FreeFi research, users of the network that receive targeted ads mainly fit in the following demographics:
Men 25-54
33% have HHI of > $100k

Some current advertisers with FreeFi are:
Ford
Toyota
Walt Disney
Staples
Nokia

While this isn’t necessarily behavioral advertising, it provides the same benefit of behavioral marketing, without having to record a lot of personal info via cookies or other source of data collection.

http://www.freefinet.com/resources/FreeFi+Networks+Media+Kit+0408.pdf

Chevy Cobalt – The Next Best Thing to a Hybrid?

According to Compete-

In May, Cobalt shopper counts reached their highest level since February. Despite similar levels of demand, Chevrolet was able to sell almost 60% more Cobalt models in May compared to February. While not as hip and cool as a hybrid, the Cobalt and other small cars can save a substantial amount of money at the gas pump without the added cost of a hybrid engine. By utilizing timely messaging Chevrolet was able to find success in a down market. With gas prices showing no signs of ebbing, nearly every model is featuring fuel-economy messaging from the obvious (Honda Civic) to the not-so-obvious (GMC Sierra). Has their advertising been as effective as the Cobalt’s?

http://blog.compete.com/2008/06/20/chevy-cobalt-msn-ad-sales/

Does fuel-efficiency messaging drive the auto-industry? Prius thinks so

According to Compete-

Does the price of gas actually run the engine of automotive interest in the US? If you sell compact cars it sure does. Compete tracked monthly shopping, or demand, for the compact car segment and compared it to the monthly U.S. weighted average gasoline (all grades) prices over recent months. Compete measures in-market demand by looking across all popular 3rd-party sites and aggregates unique shopping behavior by observing how many people actually utilize shopping tools for every make and model.

http://blog.compete.com/2008/05/08/prius-gas-price-feul-efficient/