Question

Topic: Advertising/PR

Need To Attract First Time Buyers

Posted by ormancreative on 8/4/2010 at 11:31 AM ET 25 Points
Mazda is launching the MAZDA2 with a first time buyer's program. The program is geared to help unestablished buyers. We are looking for ideas on how to promote this to the 18-34 group range, thinking about college students in particular. We are in a town with 16 colleges, so some way to get those students on our lot with lots of PR is what we are looking for. Any ideas greatly appreciated.
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RESPONSES

  • Posted by Gail@PUBLISIDE on 8/4/2010 at 12:11 PM Accepted
    Promote your program where this age is: social media networks, sports organizations, etc. The colleges in your area probably have opportunities to put promo information in bookstores as well (great time of year for that).

    In your exposure messages, talk to what's important for 18 to 34-year-olds: saving money, dependability, looking cool to their friends.
  • Posted by marketbase on 8/4/2010 at 7:50 PM Accepted
    In a town with 16 colleges, consider putting a promotional/demo car on the road, especially throughout the campuses with magnetic signs and/or (removable) painting on the windshiled THIS COULD BE YOU IN YOUR MAZDA2! (on passenger side with an arrow pointing to the driver) with features/benefits aimed at your crowd: all those mentioned previously. Like some radio stations are known for, hold contests where people can register to win prizes based on sightings (social media, mail in, call in, whatever) stating exactly where and when the car was seen; select one winner (from all correct entries) per hour, day, week - whatever your preference to be announced on the college (or local) radio station, newspaper, etc. Could create a lot of excitement!

    Best of luck,
    jag
    MarketBase
  • Posted by ormancreative on 8/9/2010 at 9:57 AM Author
    Thank you for your thoughts!
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