HOW INNOVATIVE IS YOUR MARKETING? Does the excuse that you can’t “afford” to do anything interesting sound familiar?
Have a look at this guerilla marketing campaign put on by a Mercedes dealer in Stuggart, Germany. These little suction cupped Mercedes ornaments were to support a larger test-drive campaign, to get people who already own luxury cars to try out a Mercedes.
You would think that a Mercedes dealer wouldn’t have to worry about draining their marketing budget…but spending LOTS of money doesn’t always equate to effective marketing.
I’m not sure how thrilled I would be with the idea that while I was inside buying dinner for my family somebody came and stuck something on the hood of my car, but after I got over it I would probably go take a test-drive…inspired by the marketing effort!
It’s About Connecting
These guys could have spent thousands of dollars just to attract one new customers to their dealership…but instead they spend maybe $10 on a hood ornament, a printed card inviting them for a test-drive and minimum wage for somebody who knew the difference between an Audi and a Pinto.
Mercedes knows it’s not about the money it’s about creating a connection…capturing the imagination of their prospects. And now YOU know. So go do something big!
B!Gshots Bottom Line: Sometimes spending only a little money can have a big effect!