Mercedes’ iconic three-pointed star symbolizes the auto producer’s mobility on land, water, and within the air. Given its latest advertising efforts, the status automotive model would possibly wish to add one other level to its skill-set: digital mobility. Mercedes re-emergence and success on the digital scene might be attributed to its modern, fearless spirit and intimate advertising strategy.
Mercedes digital technique is knowledgeable by the auto-lux’s three key model parts as outlined by Mercedes-Benz design head Gorden Wagener: innovation, trend-setting, enduring fashion. Utilizing these model parts, Mercedes is emphasizing self-expression and buyer intimacy to woo the digital native cohort (16-33). It is establishing a robust presence on industry-leading social networks, resembling Fb, YouTube, along with crafting an formidable, completely Mercedes neighborhood. Has the shopper intimacy technique labored?
The status auto model is already seeing the fruits of its innovation. After a hunch throughout the eye of the recession — taking $three.5 billion in losses final 12 months — Mercedes gross sales rose 24 p.c worldwide in January. CEO Deiter Zetsche says the automaker, which minimize is dividend, will return to revenue this 12 months, stories USA As we speak.
Mercedes’ give attention to buyer intimacy helped flip it from the odd man out to come-back child. “I am speaking about getting that a lot nearer to your buyer — that makes a few of our methods of concentrating on them look Stone Age,” stated Steve Cannon, VP of selling for Mercedes-Benz. “We’ve got truly taken cash away from issues like focus teams and the like and moved it to [customer intimacy] packages.”
Two digital campaigns have outlined Mercedes self-expression and buyer intimacy initiatives: “Categorical Your Model” and Era Benz. “Categorical Your Model” and Gen Benz promote its new E-Class — focused in the direction of forward-thinking, innovation-seeking, prosperous patrons. The “Categorical” marketing campaign makes use of mannequin/actress/zombie killer, Milla Jovovich in a colourful headpiece by avant garde hat designer…
To learn extra about Mercedes and buyer intimacy, go to Sparxoo, a digital advertising, branding and enterprise improvement weblog.