There’s a big difference between viewing great marketing and knowing great marketing. When you know great marketing, you are aware of the reason (or reasons) WHY a certain company did what they did – or does what they do.
As you can see by viewing and enlarging the image below, what we have is an auto transporter destined to an Audi dealership.
So what?
In short, the big deal is this: Each vehicle is completely shrink wrapped in branded plastic wrap. In other words, the goal wasn’t just to protect the vehicles from road debris and bad weather; it was to make a statement.
What are the STATEMENTS being made?
FIRST…
A branding statement (the Audi logo wrapped around the vehicle). As an intelligent marketer will tell you, brand awareness is a critical factor in the marketing equation.
SECOND…
A statement reflecting the transportation of NEW vehicles to the dealership. “We want to make sure that our customers receive a brand new vehicle – free of blemishes.”
THIRD…
Establishing the expectation of quality…since the vehicles MUST be of significant quality to go through the painstaking process of wrapping.
FOURTH…
Establishing the expectation of customer service throughout the entire relationship with the Audi dealer.
OKAY…
To someone who’s unfamiliar with the Audi brand (and/or Audi automobiles), a brief glimpse of the auto transporter makes a statement. And THAT is the intended purpose. If that were not the case, then why would Audi invest in having plastic wrap customized with their logo? How does the addition of their logo on the plastic offer greater protection to the vehicles?
It doesn’t.
The wrapping gives the customer security.
How?
Have you ever gone to purchase something – only to find that the plastic wrapping was ripped? What did you do? That’s right…you looked for one that wasn’t ripped. A sealed package represents newness….security. Audi knows what it’s doing, and they know the impact that something as simple as branded wrapping can have on the consumer mindset.
They know, just as you now know, that consumers may not look for details – but they certainly are appreciated, and as the data has shown, have impact on sales. A number of post-purchase focus groups illustrate the impact of little things (like fully wrapping newly arriving vehicles), and what role those little things played in selling $60,000+ automobiles.
The POINT: Focusing on the smaller, less obvious details is what often has the greatest impact. Keep that in mind and you are sure to be even more successful than you already are. AWESOME!
Have A GREAT Day!
…Dr. Marc & The Mind Virus Team