The 'Shopping for a new car' experience.

I read an interesting article in Advertising Age recently (you can read the full article here... http://adage.com/digital/article?article_id=125748 ) that outlined plans that GM "is getting ready to shift fully half of its $3 billion budget into digital and one-to-one marketing within the next three years".

"The goal is to go well beyond the banner -- GM spent $197 million in online ads last year, according to TNS Media Intelligence -- to encompass gaming, search, mobile and a broad array of interactive applications, according to several executives close to the automaker."

I'm assuming the purpose behind this shift is to 'connect' more with their customers.

What makes this interesting to me is that the auto industry in general has virtually ignored their primary consumer touch point that has existed since Model T's began rolling off the assembly line and that is, their dealerships.

Yes, they provide coop dollars to them and marketing materials but leave the rest up to them. Which means you could visit three different dealerships for the same automaker and come away with three different perceptions. Not ideal, when billions of dollars were spent to try and create a unique brand image and persona.

And it doesn't seem to matter which car maker's dealership you visit... they're all just showrooms with a bunch of sales people and desks (most of which look like they've been picked up at garage sales). And their sales pitch is uniform.

If you're negotiating price, then it's "let me talk to my manager" as he/she disappears for a few minutes.
Then there's the extended warranty & rust proofing which has always made me feel like maybe they didn't get it quite right when the built these vehicles. For me, this does nothing but cast doubt about quality and/or the character of the people I'm dealing with.

Dealerships are a built-in opportunity to connect with customers and to create an experience that not only makes the process enjoyable but is a reflection of the brand itself.

Regardless of what some guru's of the ether world may say, people are not going to purchase their vehicles online. Nor are they going to even make a final decision online. At most, they'll use the info they've gathered to make a short-list. And from there, it's all about the dealership and what the consumer experiences.

Would it be difficult to change the whole manufacturer/dealership relationship and how it works? Of course. Do auto makers really want to 'connect' with their customers? Don't know.

Tongue Ads... yikes!

(article from TrendHunter.com)

Coke Zero has launched in Brazil an extreme guerrilla marketing campaign using people’s tongues.

Several shops in Sao Paulo, Rio de Janeiro, Porto Alegre and Salvador give free piercings with the brand logo, with the only condition of taking pictures to publish on the website which redirects to a Google Picasa Album set.

The agency who created the idea is Espalhe Marketing de Guerrilha. This campaign is also supported by a TV spot which features talking tongues and eyeballs with legs.