Capturing Marketshare With a Conversation Starter
Today I visited a blog by Mirona Iliescu in Bucharest Romania. She pointed to Mercedes Benz, where a free music CD download is offered every few weeks. This got me thinking about the marketing goal behind this offering. The selection is beautifully solid and offers new artists a venue to reach a new audience. And what does this have to do with selling cars? Are they just being camp and trendy like Starbuck’s selling music?
Hardly. It’s tough to start a conversation with car buyers.
- A car purchase happens infrequently.
- We generally down’t look forward to talking to car salespeople.
- Advertising bombards us with the message that we’ll be sexy, powerful and beautiful if we choose another model for our next car.
So I’m impressed when a firm spends the time and money to do a sweet job of starting a conversation that brings prospects and those who talk to prospective buyers to their website regularly. Oh, and you don’t have to play this in a Mercedes Benz to enjoy it.
How can you use this principle in your firm? Is there a thread your target clients have in common? Maybe it pertains to your business directly, maybe not. Maybe an employee who is a football fan is sending out missives about the season and would welcome the safety of knowing that this “staying in contact” project is good marketing.
Many industrial and technology firms face a similar dilemna as Mercedes Benz:
- Purchases happen infrequently.
- Our clients don’t relish talking about our technology/product.
- Competitors bombard our clients with the message that they’ll be better off trying them instead.
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