Tag Archives: Volvo

It’s Not a Car Show: It’s Speed Dating for Brands

Once again, I accompanied my research assistants to the New York International Auto Show (#NYAIS) with an eye on evaluating the event as marketing.  Although I didn’t see any new exhibits that made me think differently about any given brand, I did recognize a hidden value of the show: speed dating for brands.

NYIAS Retro: Read My Posts from last year’s show

Part 1

Part 2

Part 3

With over one million visitors, all of whom seem to want to slide behind the wheel of the same Corvette that you do, NYIAS has no room for subtlety.  In my personal case, my research assistants made sure that I had even less time to decide whether to visit a booth.

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My research assistants couldn’t even agree on which booth to knock over first

As a result, I started to see the similarities between the show and speed dating (as least as I’ve seen it in the movies; I last dated in the Cretaceous Era).

  • The room has a lot of potential matches who start to look alike after awhile
  • Everyone is trying his or her darndest
  • You always suspect there’s someone better for you…somewhere

So, let me point out the brands that would have merited a second date, at least with me (disclosure: I have not been on a second date since 2001, so YMMV) and why I liked them.

Ford Cars: My Kids Liked Her

The closest thing I saw to a home run was (mixed metaphor alert): Ford’s partnership with the New York City Football Club of Major League Soccer. Continue reading

Marketing Winners and Losers at the NY International Auto Show (Part 1)

The lights!  The cars! The pumping music!  The attractive people on spinning turntables!  My aching back!

Yes, I attended the New York International Auto Show and lived to tell the (precautionary) tale of experiential marketing done well…and not so well.  Over the new few posts, I’ll point out how some marketers really made the most out of their residency at the Jacob Javits Convention Center and those who didn’t.

I’d like to start out with a winner, at least in my book: Subaru.  Subaru understands its audience, also known as nerds.

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Here’s what I learned:

  • Experiential marketing is a great opportunity to capture email from an interested party
  • There is no substitute for understanding your customer

Revenge of the (Station Wagon) Nerds

Oh, Subaru, you get me.  Your exhibit shot a marketing arrow right through my heart.

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A Hess Truck for Simon: A Plannerben Holiday Special

Every year, broadcasters temporarily replace their programming with Christmas- and Holiday-themed shows from old chestnuts like “Rudolph the Red-Nosed Reindeer” (pace, Stuart) to such cutting-edge and meritorious fare like “The Great Christmas Light Fight.”

Who am I to stand apart from the crowd?

I’d like to share my own personal tale of Holiday marketing, which we shall call “A Hess Truck for Simon.”  For a good bit of marketing insight and not a little schmaltz, read on.

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