With the development of the automobile market and the gradual maturity of the consumer concept, the marketing methods of the car companies are also constantly innovating. The brand strength is demonstrated through a series of experiential marketing models, which also effectively helps dealers to sell cars more easily; on the other hand, experience Through interactive and shared experiences, marketing has won the trust and recognition of consumers. Intelligent Floor Washers,Smart Floor Scrubber,Household Smart Floor Scrubber,Bionic Self Cleaning Floor Scrubber,Household floor scrubber Grey Whale Intelligent Appliances (Shenzhen) Co., Ltd , https://www.szgraywhale.com
In recent years, the brand promotion of manufacturers has been one-way communication from the original products and brands, and simply pursues sales, and turns to the customers, and uses the interactive and experiential ways to bring the brand culture to the hearts of the people. Consumers’ attention to car dealership brands is also reflected in the relevant experiential marketing campaigns launched by car manufacturers.
A few days ago, FAW Toyota launched its first stop in this year, "Le Carnival" in Suzhou. Ma Chunping, director of public relations at FAW Toyota, said that “Le Carnival†is a full-brand experience event initiated by FAW Toyota in 2011. It shows the history of FAW Toyota's entire car and enterprise development to the public in the form of an unprecedented car-themed amusement park. After-sales service, derivative services, public welfare investment and other achievements.
From the current point of view, experiential marketing not only provides consumers with a good user experience, but also drives the improvement of local car consumption. Statistics show that from January to May this year, FAW Toyota's cumulative sales reached 210,000 units. With the listing of the 11th generation Corolla in June, FAW Toyota is expected to achieve rapid sales growth in the second half of the year.
According to reports, FAW Toyota has set a sales target of 660,000 vehicles for the whole year. Among them, the new Corolla wants to “face the enemy positivelyâ€, and targets the target speed sagitar and sylphy, reaching the target of 20,000 vehicles per month, plus the crown that still holds its position. The COROLLA series will target a monthly sales of 30,000 units next year.
"From the booking situation, the goal of the new Corolla monthly sales of 20,000 vehicles has almost been reached." Ma Chunping said that through the deepening of experiential marketing, coupled with last year's updated RAV4 and the new Vios, this year's overall sales target is not Will change. Beijing Business Daily reporter saw in the scene of Suzhou “Le Carnival†that FAW Toyota's 11th generation Corolla, the new Vios and the new RAV4 all appeared, and set up multiple links to provide consumers with experience.
It is worth mentioning that in the industry, experiential marketing has another title - "mobile auto show." In the first three seasons of FAW Toyota's “Le Carnival†event, 24 stations throughout the year made the consumers in the city and surrounding areas become the audience of this “mobile auto showâ€.
The industry believes that, unlike the traditional test drive marketing, the new experiential marketing in the field of automobile marketing has become a tool for brand manufacturers to spread. Through comprehensive experiential marketing with large-scale, multi-dimensional, full-service products and full-service services, consumers can experience the charm of brands and products at a close distance, while also promoting sales.
Take FAW Toyota's “Le Carnival†as an example. In 2011, it was held for the first time in the three-month event period, receiving tens of thousands of results from consumers and media reporters. From the consumer feedback and sales data in the past three years, the experiential marketing campaign of “Le Carnival†has successfully completed the dual task of boosting sales and delivering brand value.
“In the traditional 4S shop, the sales staff intends to promote the consumer purchase behavior as soon as possible through price and publicity.†Su Hui, an expert in the automotive market, believes that experiential marketing allows consumers to product through personal experience and even interesting interactive links. And the culture creates a sense of identity, which leads to the purchase behavior, which is a win-win marketing method.