Isn't It Amazing That Almost Every Car Buyer Kayaks and Mountain Bikes?
iMedia Connection: Reaching Consumers Around the Clock
Fawn Fitter writes this article and it is well done. However, the strategy employed by Saatchi (along with most other agencies) is one that has always left me a bit perplexed. In the article, Saatchi believes that Yaris buyers don't just watch "Lost", but they blog about it and text friends while they watch. As a result, the core of the Yaris marketing plan is digital.
Oddly enough, I was in a Toyota dealer last week and asked who was buying the Yaris. They told me that it was about 70% folks in their late 40s through their early 60s who wanted something economical with Toyota quality. The rest were younger folks that fit the expected demo. Of course, statistics show this is the same result Honda had with the Element and Scion has had with its brand. So where are all the 20-somethings if they're not buying the cars that are marketed to them? The truth is, they're buying Kias, Subarus, Mazdas, and more than all new cars combined, used cars.
On one hand, I understand that advertising a vehicle as being targeted at the 50+ crowd isn't going to get any 20-somethings in the dealership. On the other hand, to center the entire campaign around the digital world seems overzealous. A dealer in San Antonio I truly respect has commented on this issue to me many times. He contends that so many manufacturer marketing and advertising plans don't meet expectations because they fail to accurately target the real demographic that will be buying the vehicle. Actually, he and I have joked that if as many car buyers were into kayaking and mountain biking as the advertising suggests, we would be in the kayaking and mountain biking business.
Fawn Fitter writes this article and it is well done. However, the strategy employed by Saatchi (along with most other agencies) is one that has always left me a bit perplexed. In the article, Saatchi believes that Yaris buyers don't just watch "Lost", but they blog about it and text friends while they watch. As a result, the core of the Yaris marketing plan is digital.
Oddly enough, I was in a Toyota dealer last week and asked who was buying the Yaris. They told me that it was about 70% folks in their late 40s through their early 60s who wanted something economical with Toyota quality. The rest were younger folks that fit the expected demo. Of course, statistics show this is the same result Honda had with the Element and Scion has had with its brand. So where are all the 20-somethings if they're not buying the cars that are marketed to them? The truth is, they're buying Kias, Subarus, Mazdas, and more than all new cars combined, used cars.
On one hand, I understand that advertising a vehicle as being targeted at the 50+ crowd isn't going to get any 20-somethings in the dealership. On the other hand, to center the entire campaign around the digital world seems overzealous. A dealer in San Antonio I truly respect has commented on this issue to me many times. He contends that so many manufacturer marketing and advertising plans don't meet expectations because they fail to accurately target the real demographic that will be buying the vehicle. Actually, he and I have joked that if as many car buyers were into kayaking and mountain biking as the advertising suggests, we would be in the kayaking and mountain biking business.
posted by Jay Friedman - Goodway 2.0 @ 10:06 PM
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