R52 MINI talks about marketing the convertible
Thread Starter
|
6th Gear
Joined: Aug 2003
Posts: 2,675
Likes: 2
From: South Bend, Indiana
MINI talks about marketing the convertible
Tidbits from "Advertising Age", Jean Halliday's conversation with Kerri Martin, marketing communications manager of MINI division, Aug 23, 2004:
"BMW... has to overcome a slide in demand for convertibles and must avoid the trap other convertibles have fallen into-appealing so strongly to women that male buyers start to shun the car..."
"... Martin admitted the launch ads skew male- one outdoor execution compares the car to a 'Crotch Rocket'".
"Nevertheless, some experts said MINI will have to market carefully here. 'If men see alot of women driving a sports car, then it can't be a sports car and they abandon it... it's sexism 101. Men are paricularly afraid to be associated with a chick car".
"The current owner base is 62% male, 38% female... the gender split on handraisers wanting more information on convertibles is almost identical."
"One national magazine ad from Crispin spoofs a contract for owners to sign vowing to drive with the top down most of the time. Consumers will also get a copy of that 'convertible contract' when they buy the car."
"MINI is expanding its 'Make Waiting Fun' program for buyers... buyers will get a mug that fits in the car's cupholder when they purchase the convertible."
Godspeed.
"BMW... has to overcome a slide in demand for convertibles and must avoid the trap other convertibles have fallen into-appealing so strongly to women that male buyers start to shun the car..."
"... Martin admitted the launch ads skew male- one outdoor execution compares the car to a 'Crotch Rocket'".
"Nevertheless, some experts said MINI will have to market carefully here. 'If men see alot of women driving a sports car, then it can't be a sports car and they abandon it... it's sexism 101. Men are paricularly afraid to be associated with a chick car".
"The current owner base is 62% male, 38% female... the gender split on handraisers wanting more information on convertibles is almost identical."
"One national magazine ad from Crispin spoofs a contract for owners to sign vowing to drive with the top down most of the time. Consumers will also get a copy of that 'convertible contract' when they buy the car."
"MINI is expanding its 'Make Waiting Fun' program for buyers... buyers will get a mug that fits in the car's cupholder when they purchase the convertible."
Godspeed.
Thread
Thread Starter
Forum
Replies
Last Post
arf88
General MINI Talk
22
May 31, 2016 03:07 PM