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A friend and his wife recently purchased a Honda Odyssey van.
They waited about a year from the time they decided to purchase a new van to the time they actually did so.
I would not call them impulsive.
In that year, they did not test-drive any other vans, domestic or foreign. Not one. In fact, they didn’t even test-drive an Odyssey. Not even once. They frequented a Honda dealership only twice, once on a vacation to Minnesota and then again to buy the van. They had never owned a Honda before; the van they drove was a 1998 Dodge Grand Caravan.
There were only two vans in the running: the Odyssey and the Toyota Sienna. And my friend’s wife felt the Toyota was not as roomy. So even Toyota really never had a shot. Never was a domestic van considered. Even the color was never really in doubt. She wanted the Ocean Mist.
The only “marketing” that I can see shaping the decision: their experience driving a domestic van for many years and the influence of a brother-in-law, who drove an Odyssey. That’s it!
And I can’t remember one Super Bowl ad for a Honda anything, can you?
So, which auto company would you rather be the Chief Marketing Officer for?
Marketing is so much easier (and less expensive, I would guess) when you have perception on your side.
February 21st, 2007 at 12:41 pm
David — Your power of perception is “right on.” I’ve been involved with power plant tours for the past 20 years. In my office I have a small poster that reads: “A company may spread itself over the whole world — may employ thousands of men and women — yet the average person will form a judgement of the company through contact with one individual. if that person is rude or inefficient, it will require a lot of courtesy and efficiency to overcome the bad impression. Every member of an organization who comes in contact with public in any capacity makes an impression — an advertisement — for the company, good or bad.”
You can bet that if the brother-in-law had a bad experience with the Odessy, the couple wouldn’t have bought it, despite all the advertising and salesmanship in the world.
As the old saying goes, “first impressions are lasting impressions.”
February 22nd, 2007 at 9:11 am
With my latest auto lease..it was simple. When my lease ran out I dropped by the dealer I have been working with for years. He has always been friendly, fair and square. No more convertibles, due to my heariong problem.
We went out of the lot to look over used good cars for leasing. He always agrees to a new car guarantee. I test drove a Chrsler 3M for a few miles. Done. It is a great car.
I don’t know how this fits into your marketing program/concept , but it works for me.