It was a big story back in January. Chevrolet moved its car advertising from Campbell-Ewald to Publicis.The campaign featuring Howie Long (not my favorite) was dropped for one described by Publicis Chief Creative Officer Bob Moore as using "very human, intimate, family moments--those that often happen in the enclosed environment of the family car--to capture the spirit of the Chevy."
Here's the problem. Those little moments are completely invisible and unmemorable. Chevrolet sponsored Glee last night running multiple ads and I honestly can't remember one of them. (Yes, I actually watched that show. Don't ask me why.).
Sales don't seem to be responding incredibly well either. In March GM's car sales were up 5%, while Ford's car sales were up 52%. Toyota, even with all its troubles, saw sales increase 29%.
Chevrolet changed advertising agencies and all they got was a different campaign, one that doesn't seem to be working.
What they really need is a new approach to marketing.
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Your point is well taken. GM does need better marketing.
ReplyDeleteBut dig deeper and you'll find what GM really needs is better product. Ford is kicking GM's backside but I'd offer not because of marketing. Rather Ford's product is in-line with consumers.
I drove a Ford Fusion for 3 months this winter. With the very major exception of all-wheel drive (which this Fusion did not have) the Fusion held it's own against my Audi A4. At about 60% of the retail.
Give consumers a product they want at the price they expect and they'll buy. Give consumers a new ad campaign to prop up inferior product and they'll be going to the 'fridge during the spots in "Glee".
I'm not convinced it's completely product. The Traverse is excellent. The Malibu gets great reviews. Yes, they have a hole in the small end of their line-up which will be filled by the Cruze. Even if all their products were perfect, GMs "If we build it, they will come" mentality really undermines all their marketing efforts.
ReplyDeleteA special "green" (hybrid, electric) Corvette, sensibly priced like a mid-1960s Mustang to a wider audience would be a hit, and not dilute the higher priced standard Vette. Hmmm?
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