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How To Increase Awareness Of New Car
Posted By: asadwahid* on 1/2/2007 11:01 AM (CST) 250 Points
I am a director in a new Chinese automobile company in Pakistan. Our subcompact car is extremely good and much better than all existing locally available competitive products which are mainly based on 10-15 year old technology using carburettor engines and no features functions except for airconditioning and outdated designs. Incidently the subcompact segment of automobiles is also the largest in terms of the number of units sold.

Our product on the other hand has all the features of a modern vehicle such as a german technology based EFI engine, power steering, power windows, air con, antitheft security system, keyless entry and many more including a modern design. The competition offers a 12,000km/1 year warranty whereas our firm offers a 50,000 km/2 year warranty.

Our car is in the market for more than one year and most marketing has been done through newspapers and print advertisments highlighting the benefits and superior features of the car. There have been some television coverage also in the form of documentaries. Cable tv advertisement has also been run in major cities of Pakistan (which are three in number and contribute to the majority of sales). We have dealer network presence in all three cities. We are also participating in major exhibitions where there is a heavy flow of public traffic.

Problem: Even after more than one year, the majority of the target market is still unaware of the great features
of the car. There is also a inaccurate stigma in the market that since the car is of chinese origin that it is inferior in quality. The truth is that whoever sees the car and sits in it for the first time truly starts to appreciate its excellent quality. Pricewise our product is 10% more expensive then competiting automobiles. But the strength is that whoever sees/test drives/ experiences the car, he/she end up loving it.

Advice sought: How on earth to increase awareness ofthe car amongst the masses as the most cost effective manner. We have attempted a wide publicised (through major newspapers of the country) of a 'summer of surprises' where everyone was invited for a free test drives at our showroom with the promise of winning fabulous prizes. The turnout at dealers was negligible.

We have also started approaching major corporations and companies to show the car to their corporate/ HR/Admin officials so it could be included in their corporate purchases also, but so far not a major breakthrough made as the stigma of 'made in china' comes in the way.

So teh question again is, how to market the car and to educate the potential customers of the vehicle?? thanks

Posted by: Marketing-Riot Accepted Answer
1/2/2007 11:09 AM (CST)
First it sounds like you need to do some heavy PR work to dispel the myth of inferiority because of Made in China and better persuade the masses of the integrity of the engineering. Come up with service records, low-cost maintenance figures, etc. to better position your product. Pump up the warranty program - that you stand behind your product. Get it rated by major car/driver mags, consumer reports and publications of this nature.

Have you tried rental fleets as a possible outlet for product? If there's anything similar in your market, how does your pricing compare?
 
Posted by: Marketing-Riot Accepted Answer
1/2/2007 11:36 AM (CST)
Here's an interesting article discussing how Honda built their American market:

http://artsci.wustl.edu/~copeland/honda.html
 
Posted by: adammjw Accepted Answer
1/2/2007 12:05 PM (CST)
Bad image is a hell of a problem, but Japanese brands twenty years back had the same headache all over the place. Now it's different as we know it all of us.
I do not know precisely who your competitors are and how emminent their presence is in your market.
Following in the footsteps of the Japanese brands I think you should put yourself in your target audience's shoes. What's most important to them? If it's price, sorry you have to beat your competitors and climb the low-price bandwagon. Strip your cars of anything which is not so vital in your customers' minds and stick to the basics. Then play you major cards - better warranty terms, design.Better quality image will come along with its widespread use.
If you could make use of some local bigwigs as your brand faces it would only move you faster on the way towards your goal.

Regards

Adam
 
Posted by: W.M.M.A. Accepted Answer
1/2/2007 12:30 PM (CST)
My initial response to you, is a question. You can answer it here, in the forum or privately, if you wish. I would like to know all you have done in the PR, marketing, advertising arena to sell, make aware and put this product in the hands of the buyer. What have you done to convince the market that this is their car of choice?

With all due-respect to Adam - I am not confident that 'stripping' the car will do anything positive for your brand. I just want more information, and will be more than glad to spend a lot of time to assist you. But, I need answers.

Best Regards,
Randall
WMMA
 
Posted by: adammjw Accepted Answer
1/2/2007 12:48 PM (CST)
Randall,

If I may,looking foward to the answers to questions you asked, that's right what I suggest is a price war. But who on earth is better equipped and mentally ready for it if not a Chinese company. If the market is growing or about to grow, it strikes me as the first idea to both snatch a sizeable portion of the the cake off the competition and keep the doors wide open for the public.
I have my serious doubts if you can dream of successful branding a newcomer of a car from China otherwise in such a highly competitive industry.The industry where former stars keep falling down looking for a way out like GM or Ford.

Regards

Adam
 
Posted by: Focus Fields Accepted Answer
1/2/2007 1:25 PM (CST)
I think you are right on with your idea that centers around anyone who experiences the car will show a great deal of interest. You tried to get people to come in and take a look at the car with your promotion (not a bad idea), but it sounds like it didn't work. I'm not totally surprised by this, as promotions that require "work" on behalf of the customer usually don't. It's just too much work to get into a showroom and deal with the employees, endure a sales pitch, etc. People have to somewhat passively experience your car, but also know that they are in your car. Some thoughts...

Partner with a local taxi company, give them a big break (read: almost free) on a few cars with the agreement that you can add some reasonable amount of branding to the outside AND, more importantly, the inside of the car. Without even knowing it, they've experienced your car. Want to take this one step further? Include a posting in the car to this effect: "Love this car? Say "Your brand here" to the driver and he'll take you get your own." With that, the taxi driver than drives the customer to a showroom to test the car for themselves. The taxi drivers would love it because when they get to the dealership, the dealer pays for the fare (and also pays to get the customer to wherever they wanted to go in the first place) along with a healthy tip (read: affliate deal). You'll have taxi drivers selling a trip to the dealership before you know it.

Next, a road (or off road) race. Your car versus theirs. Find a large city (where your cars are sold) that are willing to close off a several square block area and have a race. Your driver drives your car and someone with some credibility (so they know he's not going to throw the race) drives the other car. If your's is really better, esp. with EFI, you should win. Make sure you do. Include any promotions appropriate to this race and have cars available for anyone to test drive after the race.

Put a fleet of "Drive me now" cars on the road. Brand them very heavily and ensure they stand out. Basic idea is that when someone sees the car, they can flag it down and drive it wherever they want for 10 minutes. A rep from your company stays with the car at all times. Figure it like a test drive/scavenger hunt. People will be on the lookout for your cars after a while.

Last idea, get your cars in prominent places. This is obvious, but often this is done in TOO prominent of a place. If your car is positioned, for example, at a display at the World Cup Finals Match, sure, that's prominent, but the specticle going on around it will drown out your car. Take it one tier down. For Pakistan, what about a high profile (not too high) cricket match? Your cars drive one team onto the field before the first test or something. Better yet, make sure the star player from either team s seen leaving the match in your car.

For some more ideas, click on our name above this post and you can find our contact information or Google our company name "Focus Fields".

Good luck,
JMR for Focus Fields.
 
Posted by: asadwahid* Author Response
1/2/2007 4:13 PM (CST)
I would first like to thank all of you for the wonderful and quick ideas and suggestions. here are answers to some of the queries recieved:

1- The predominance in the market is of Japanese brands with (believe it or not) 'Suzuki' being the market leader in the small car segment. Suzuki has been the only player in the pakistan automobile market in this segment for over the last 20 years. However, a lack of direct competition has allowed the local manufacturing to become very lax in quality and a majority fo the customers are unhappy with the quality of product. However, people and companies still purchase this vehicle due to its high resale value and ease of purchase (more at the bottom about dealer network)

a- wide and ease of availablity of spare parts.
b- high resale value

While, we have countered the availability of spare parts issue, the lack of resale value of our product is still needs to be tackled.

2- There are a number of rental fleets out there, however, their key buying criteria is the 'resale' value of the vehicle and this comes in the way and stops them from purchasing our product. I like the idea about the taxi company and will definitely work on this idea.


3- With regards to stripping down the product to reduce its price, we have already worked this issue out. currently our cars are fully imported into the country and the duty structure is such that stripping down the parts/options does not reduce the price by much so its not workable. in fact we have sold abotu 500 of the fully loaded cars but were not able to sell 4 of the basic model cars and these had to be given away in sweepstakes.

4- We already have the most comprehensive and best warranty in the industry in place and in fact many warranty claims that do not qualify are also being honoured just to make the market and to achieve the 'goodwill' of the customers.

5- With regards to marketing and PR. All launchign ceremonies were held in leading 5 star hotels with Chief Minister, Ministers, Bankers and the media covering the event. Furthermore, there are only about 3 major malls in all the major cities of the country and the vehicle has been regularly put in the malls for customers to come and check them out in prominent locations inside. A disprotionate amount of money has been spent on print media focussing on major newspapers of the country. However, despite having spent heavily, customer awareness of the high quality of the vehicle and its options is still not high. Especially of the high quality as recently some very low quality car brands were also launched (also from China) n their print ads made the cars look heavenly (which was far from the reality) this also battered a lot of our potential customers. Furthermore thec ompeting products were far cheaper in price so the first question people ask over the telephone when answering print ads is..:
"oh great options! awesome warranty! what the price? hmmm THATS waay high for a Chinese car'. But the customers who do get to the showrooms/dealerships love the vehicle. There have been advertisements played on local tv cable channels in all the three major cities of the country and also documentary coverage on major tv channels (extensive TV ads on major channels is currently too cost prohibitive).

The key problem is to drive traffic to the showrooms. to let the people see the car. i agree with the fact that people are so busy these days with their hectic schedules that its very difficult for them to come see the cars in showrooms. This is the reason why our giveaways for test drive did not make much of a difference.


Another issue is bank financing. car leasng/ financing has just started in Pakistan and it now constitutes to be over 70% of all new car sales. Due to bank policies, Chinese cars are financned at a higher minimum downpayment requirement (20% down minimum) then Japanese cars (10% down minimum). However, we are playing currently with such small volumes that this issue is secondary. We are strongly negotiating with leading banks for co-branding with our car, but this will still take some more time.

Currently there are a total of 200,000 cars being sold in Pakistan on an annual basis and our cars have sold only 500 in the entire last year! Suzuki alone sold 100,000 cars in the last year. Howvever,the majority of our customers are more than satisfied and happy about their cars.

So our primary issue is to increase awareness of the car through getting people to come to dealerships and/or to experience the vehicle so they know of a great alternative to suzuki.

Also, if people can suggest some non-traditional ways to sell/display the cars,it wuld be great. currently we have a total of 12 small dealerships out of which 5 are non-exclusive. Suzuki has a total of 42 nationwide exclusive large powerful dealers.

thank you again for your valuable insights.

 
Posted by: asadwahid* Author Response
1/2/2007 4:18 PM (CST)
oh to clarify the above points

by resale i mean the resale/residual value of the vehicle in the used car market. currently the resale value of our car is low.

surely, 500 cars in such a big market is NOTHING and can certainly be increased manifolds!especially considering the strong product offering.
 
Posted by: adammjw Accepted Answer
1/2/2007 4:53 PM (CST)
Again I would say that price is the biggest issue and your main problem. What is your sales target for this year? What is the ambition of your company: to beat Suzuki, rank no.2 in Pakistan or be an also-ran? What will make you happy- selling 10,000 cars or 25,000 cars this year?
What was your initial strategy when entering the market and why you chose it?
Do you have any idea how you stack up against Suzuki cost & margin-wise?
As to resale value I would think of a sort of a sales package including a reasonable buy-back option for customers who buy your car with a dealer.
How many car dealers are there in Pakistan?
What is the commission they get on 1 Suzuki sold to a customer?

Rgds

Adam
 
Posted by: ASVP/ChrisB Accepted Answer
1/2/2007 4:54 PM (CST)
You've sold 500 vehicles - are the buyers of the vehicle happy?

If they are - why not try to use them as referral advocates for your product?

Offer them an incentive to get a friend or family member to buy. Perhaps a free service, or free fuel vouchers for every person they refer that results in a sale. Cash, even... Send them a bunch of referral cards or the like so you can track it. It will be cheap to mail 500 people to see what their reaction will be.

On your sagging resale price - why not offer a guaranteed buyback on the car?

Look at what BMW has done with their used car (Niederlassung) business. Effectively reinforced the resale value by buying cars back at a high price and selling them with a minimal margin with long guarantees. The profit comes from the new car business and they consistently get a higher price for their vehicles than other manufacturers like Ford and GM although their cost structures are relatively comparable.

Think bigger than the margin on a single new car sale.

How's the reliability of your cars? If it's not as good as Suzuki, what can you do about it?

I agree half a percent of the lading competitor's sales is a drop in the ocean and they have everything to lose and you have everything to gain. Might take a while and expect the fight to be tough - you think Suzuki will give up easily?

You need to make the fight about anything other than price. Market on design, features, reliability, resale value (which you bolster and guarantee) - Pakistan is an emerging market where consumerism may not be as strong as say India where the superior features of you product may drive more demand.

Hope this helps...

Chris B
 
Posted by: adammjw Accepted Answer
1/2/2007 5:03 PM (CST)
Figure out what will happen if you offered same proce as Suzuki but enhanced resale opportunities+ more customer benefits( extended warranty).
What if you went wide and deep into dealerships with offering more value than your main competitor?
I personally do not figure that Pakistan is already at that stage when customers' demand will be driven by even significantly enhanced features against a markedly higher price.

Rgds

Adam
 
Posted by: Frank Hurtte Accepted Answer
1/2/2007 8:13 PM (CST)
Good Lord, everybody wants to help sell cars...

Here is a thought. A friend of mine in the car business worked to make sure his cars were in the hands of religious teachers and preachers. When they tell their friends they like the car, everyone knows they are not lying. With the Islamic religion being so prevalent in Pakistan, why not offer a number of cars to religious leaders as a good will jesture and method of creating a buzz...
 
Posted by: sdsondhi Accepted Answer
1/3/2007 12:05 AM (CST)
first up..welcome to our neighbourhood...being an Indian I am aware of the dominance of Suzuki... and Tata Indica..but that's across the border...speaking of which are you sure you couldn't try to open a manufacturing unit here to cater to needs in both countries..should reduce duty considerably and target 2 markets for the cost of one...

Also let us see the benefits of Suzuki:
1. legacy- they've been in this country since the 80s.
2. JV with local manufacturer: availability of parts and excellent service is due to the local mentality brought to their global approach by Maruti (initially though now i think they've taken it over).
3. strategy-now they are so famous as Maruti Suzuki people actually still call it a Maruti Suzuki.
4. adaptation- remember that ur product is useless if it doesn't match up to their's and then beat it. so don't look at cost versus features but also look at mileage. as in the mileage per litre of petrol as well as how long the car can be kept running on the same parts. One of the reasons that Maruti rocks is because their older models still give really good service even after 20 years with less pampering compared to some of the new cars.
5. COST-people here are very cost aware so they don't like to spend more for features that: give more power at a massive cost in petrol.
6. tie ups: tie up with a car loan provider so that the customer doesn't need to run around for a loan.
7. car features: as in is the design too radical for the local people? is the turning radius larger(this is important as the average road width in this region is far less than in other territories)? is it suited for every kind of road in the country? fine-tune your advertising to address these matters. For e.g. one of Maruti's ads shows a man having a problem wth his Maruti car in the mountains and he asks a young Mongolian boy " Is there a mechanic here?" and he points in a direction where there's a service station for Maruti. That service isn't provided by any other car company and requires investment of time as well as money swaying to the other side if one is less...i.e. less time more investment or less investment more time...u decide.
another thing favouring maruti is that it is used by driving schools extensively for small and subcompact cars...

By the by..which type of Maruti car can you compare to?
then i may be able to help you out more.
 
Posted by: sdsondhi Accepted Answer
1/3/2007 12:11 AM (CST)
Also remember one thing...with more cars coming on the road it's becoming more difficult to drive.
So try to cater to driver comfort. and drivers who aren't too tech savvy... remote central locking is, to date, used very casually...half the cars report a system failure after some time...
 
Posted by: hefi* Accepted Answer
1/3/2007 8:30 AM (CST)
First of all, I'd agree on the point that a low price is a very good way to enter a market if you're unknown in a market (or as in your case even worse). That's what the Japanese did in Europe and look at them. It took them a couple of years but it's working. But as this is no option for you, lets go on...

I have a further question: Did you do any kind of market research before you started your communication? I don't know what it's like doing marketing in Pakistan and maybe I'm spoiled with the information I got access to here in Germany but for me it sounds as you're talking to but not WITH your customers...

One idea that came in my mind: If the people are not coming to the dealer, why not bring the dealer to the people? (There is a saying in Germany that says kind of that...)
In major cities rent central places where there are a lot of people and build up a temporary dealer. Make sure they have the possibilty to do a test drive from there.

Think about it!

cheers

Florian
 
Posted by: sowmya Accepted Answer
1/3/2007 11:32 PM (CST)
Hi,
you have got some excellent suggestions ...just adding couple of more ideas

1) Since product experience seems to be key in converting prospects, how about focussing on getting customer testimonials and using them in ads & other mktg collateral

2) Since credibility seems to be the issue, rather than advertisements, PR might be more effective...get written up in newspapers, magazines, specialist magazines on automobiles (In India we have magz like Overdrive).
Positive opinion in these might do more to change perception

Hope this helps,
Sowmya
 
Posted by: urbanchakra* Accepted Answer
1/4/2007 12:09 AM (CST)
I should confess I got no clue about selling cars but here are some thoughts.

Even if people think that the car is of high quality in its current state, they might be intimidated by
a) Not having easy access to spare parts etc
b) Resale value

Personally, that would be a definite deterrent for me too.

Can you offer leasing opportunities where in customers pay in installments for a specific period of time and at the end of the lease either have the option of keeping the car by paying off the balance and end up owning the car, or just return the car and not pay anymore which you sell through second hand dealers. This way you can buy time to improve your image and hopefully the resale value of the car and this act shows some level of belief you have your company and your product.

It is popular in North America and this might help with the 'resale' value problem.

If there is a problem with car and you have problems repairing it cause of scarcity of spare parts, some assurance that you would provide customer with a temporary car or transportation method to help them with their day to day routines might help you gain some trust too.


In keeping with Taxi idea, will you be able to offer targeted neighborhoods a couple of cars where in people can carpool to work and back in your car or offer women trips to shopping malls and back in your car and use these people's experiences in your advertisements. Also give each passenger a booklet about the car.
'Real people, Real experiences'.


From what I read I get the feeling that most of the PR and advertising efforts were spent on showing the superior functionalities of the car. But if you have had success with this car in other markets in world, using those examples might lay some of people's fears with regards to durablity and resale value of the car to rest.


Some more thoughts...

1) I think an article in a prominent newspaper or a automobile mag by a respected writer might help. People trust editorial material over an full page advertisement any day.


2) Can you try to align yourself with the younger crowd, bring about a sense of 'revolution'. This way they can help spread the 'movement' that portrays educated rebellion as an 'IN' thing and encourages them to question old beliefs (suzuki) and base their decisions on facts.

3) Has this car had any success in any other markets in the world, if so use those examples in your PR and ad campaign

4) Try product placement in movies and tv series. Have a really done up, tricked out model of the car and place it in some action based hip movie and then give the car to the main lead in the movie so he can drive around the city.
A la James bond...

Hope that helps.
 
Posted by: urbanchakra* Accepted Answer
1/4/2007 3:40 PM (CST)

Can you offer leasing opportunities where in customers pay in installments for a specific period of time and at the end of the lease either have the option of keeping the car by paying off the balance and end up owning the car, or just return the car and not pay anymore which you sell through second hand dealers. This way you can buy time to improve your image and hopefully the resale value of the car and this act shows some level of belief you have your company and your product.

Also at the end of the lease, they can upgrade to a newer model or newer car with our company by working out the difference.
I think popularizing this line of thought process might work well for you.
 
Posted by: bigstarnow Accepted Answer
1/4/2007 4:49 PM (CST)
Man you people can write... I didn't feel like reading all that so here goes... sorry if it's a duplicate of what others have said.

One of the biggest challenges car dealers have is image. Notice how I said dealers and not cars. People want to trust you, they want customer service, they want their hands held, they Don't want to haggle about price, financing, etc.

Start a program that invites customers to call for a personal test drive for a limited time. Drive to their house or a convenient location and then let them drive, explore, ask questions, hem and haw, whatever. Even if they don't buy you will get their attention. Of course, combine this PR to get the word out. I bet the WOM will grow exponentially. One person that takes part in the program will win a car...again PR.

Become the most helpful dealer in the world and create the most pain free buying experience. Your sales people can use wireless laptops to investigate financing, etc. right in front of the customers in the location of their choice.

Customer Service, Follow-up, Relationships, quality repair, reliable staff, on-time - this is what people want.

Be a leader - go for it
 
Posted by: d_crawford* Accepted Answer
1/4/2007 7:13 PM (CST)
If sitting in the car makes people believers, get them to sit in the car. Do a massive direct mailing of car keys to your targeted market, with one key winning the car. Everyone has to come try their own key to start the car--you get potential test drivers (future owners) sitting in your car. Voila' -- cars sold.

You can lessen the expense of the mailing by having them come pick a key from a barrel or something, but I think the actual key in the mailing would result in a bigger turnout. They may have the one key that wins a brand new car! That's hard to pass up.

You can have everyone come on one day during certain hours and turn it into a media event--maybe live coverage with a radio popular with your demographic.

Follow the usual contest winning criteria--i.e., they let you use their quotes/likeness and so on for future advertisements.

Good Luck!

Deborah
 
Posted by: rjohnni Accepted Answer
1/5/2007 8:51 AM (CST)
Enough said on top. And I'm trying to be like your car in the above Suzuki market.

1. Long term: Slow and steady activity to dispel the truth about 'bad' chinese cars. let your PR engines work overtime writing about how chinese cars are taking on the world...and why cars of your specs are anyday better than the monsters on the road. And why actually your cars have a better edge: spec by spec comparisons...

2. Short term: Do testimony route from existing users, docs/attornies etc... who are still perceived to be of high face value, and high believability. The idea has worked for a Cross Compact/SUV in India after them failing to appeal in the regular ad language perspective. Reposition the car as your local city car as I believe that's where the money is with their affluent/quazi cosmo lifestyle.
'I'm a karachiite/ian, own a Karachi Car. So the car gains acceptability, and local respectability.

Also do some extensive study on Skoda's very disapponinting entry into UK...And don't forget to check out the Skoda Jokes on intenet.

I saved the best for the last: Gift 10 of your cars in each city to your city celebrities on a condition that they will use it at least 15 days. When they move around in the car, the natural friends and peers will know about it...WOM work

There's more...but only if you need it

The most i liked is the idea of giving away the keys....and asking people to check and drive away...AMAZING. Also put time and efforts into your 500 owners, make your close knit family, do something to them and let them spread the word. Refer harley owners' HOG.

KUDOS
 
Posted by: Kamran Accepted Answer
1/8/2007 2:28 AM (CST)
Asad Sb,

I am a Pakistani, own a Suzuki Alto (Hate the Car, shoddyyy quality) and right now am in the process of replacing my Car. I am thinking of getting a Honda, and will probably buy it within the month.

I have no idea or information about your Car. I have seen a few Ads about Chinese Companies, but was NEVER turned on enough to follow up on them.

The issue is, I am one of the PEOPLE, you MUST inform & convince, and I am ignorant of your Company or Product.

You might want to check out the quality of your Ad Campaign.

Regards
 
Posted by: Kamran Accepted Answer
1/8/2007 2:34 AM (CST)
Another thing, just last night, TWO people (a Dental Surgeon and a Marketing Professional) told me that, they NEED cars. Question is why are they not thinking about your Car.

Two, you might think about holding road shows in different Universities and asking your Company people to talk to their friends & acquaintances about your car (maybe email them). this might generate a few leads and it is LOW cost

regards
 
Posted by: Kamran Accepted Answer
1/8/2007 5:46 AM (CST)
I also asked 2 Colleagues and the Office Driver, if they know about any Chinese Car and the answer from all of them was No.

The Colleagues are thinking of buying cars also, and considering Suzuki.

 
Posted by: asadwahid* Author Response
1/8/2007 11:03 AM (CST)
Thank you all for the wonderful ideas and the phenomenal about of input that everyone has put in. i agree that the biggest weakness we have right now is as under:

LACK of AWARENESS of the product.


We are already agressively going after taking care of the issue of guaranteeing resale value to a certain extent to protect the customers. As Mr. Kamran stated ' he hates suzuki' well thats just about the same response we have gotten from just abotu all other suzuki customers.

We require to induce mass trial of our vehicles somehow and get people to visit the dealerships. I loved the idea of the key mailings program to people on a list. Thats pretty amazing. just a few more promotional ideas such as this to draw peple to the car (or the car to them) and much f our work will be done.

Also an amazing idea is to use the 500+ customers as part of a network who spread around the good word about the cars to people they know. We have already offered incentives to customers who refer potential clients with some success. previously we were offering incentives to customers whose referrals lead to a sale, but i guess a better idea would be to offer a incentive JUST to get someone to get to the showrooms.

Strong PR is also a solid lead to work at. with frequent press releases about the company's accomplishment globally. also product placement in a popular show/program is a pretty wicked [read amazing :) ]

love u guys. lets keep our brain juices flowing. i have to find a way to get this community a thank you gesture to show my appreciation for the amazing input.
 
Posted by: Kamran Accepted Answer
1/8/2007 10:43 PM (CST)
First, if you want to do something for the Community, spare some money from your marketing budget & pay it to Marketing Profs as advertising or donation or whatever on our behalf (all of us, who have given you inputs).

Two, which car company do you work for?

Three, I would recommend that, you target University Students. They play a major part and can influence people. e.g. a friend buys a car, all other friends pile in & go for a drive or drive it themselves. Their verdict influences elders also.

You might offer incentives to students also. If someone buys a car, whichever student has referred them, you give them a commission (1,000 or so rupees, 60 PKR = 1 US $). No sale, no commission or other renumeration. So they are working part time for you.

I would not rely too much on TV programs. All popular programs are HEAVILY sponsored, and the Ads get annoying & ignored. In addition, you dont get time to watch TV, due to committments (I am working 16 - 18 hours a day and travel frequently, so dont have time to watch TV) Just look at yourself, what free time do you have or thing you find easy to do. All other professionals would have the same or matching schedules. So figure out how to take advantage of it.

If you want to place Ads, you might want to do something with the cricket team (give them cars for man of match performance or getting to semi finals etc). Offer trips to West Indies to Car Buyers & Gifts to people watching matches etc. Think about doing this with other teams (Hockey, Squash etc).

Think about approaching different firms and asking them, if they would like to buy cars for their employees. Offer huge discounts. My firm is exploring options of arranging cars for All Employees (small firm). They would jump at the offer of saving money.

I am not interested in Global Impact, what I am interested in is local progress. To be honest about it, I have learned more relevant things about your car from this thread, than from your Ads. FIRE your Ad Company.

Regards

 
Posted by: asadwahid* Author Response
1/13/2007 3:40 AM (CST)
Thank you everyone for your amazing input. It is truly helpful and highly appreciated.
 
Posted by: asadwahid* Author Response
1/13/2007 4:05 AM (CST)
Dear Kamran, i am unable to get in touch w/ you through ur profile. U can send me an email at nospamasadwahid@hotmail.com so i can get back to you w/ the details u require. (please remove 'nospam' from my email address when sending out email. its to prevent auto-bots from sending out spam. best regards
 
Posted by: urbanchakra* Member Response
1/13/2007 5:37 PM (CST)
Thanks AsadWahid. I am glad you appreciate my input (Product placement).

Good luck with your venture!
 


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