A smart card for smart cars. What did this company do to leave a lasting impression on its target market?
I’m wondering if you have lots of Christmas paraphernalia around your homes. Speaking of paraphernalia, did you know that one automotive company sent its customers tiny ornaments and other holiday decorations to promote one of its products? If you’d like to know more about this, keep reading below to know how this company left a memorable impression on its target market.
|
||
|
A smart card for smart cars. What did this company do to leave a lasting impression on its target market? Smart is a German automotive brand and division of automotive company Daimler AG. The marque is now under Mercedes-Benz and is known for producing microcars and subcompacts, primarily the Fortwo and Forfour.
The brand markets its products in 46 countries around the world and by 2015, the production of the Fortwo surpassed 1.7 million units. One of the most distinguishable characteristics of the Smart car brand? It is very tiny―a very smart and practical choice if you want to help save up more space on the road! As one of the smallest modern cars, the Smart car’s compactness is what contributes to its efficiency. Its size bolsters its brand image! So, in 2010, Mercedes-Benz thought of an unconventional way to embrace that small-but-smart image and have fun with its customers. How? Through the Christmas-themed Smart Cards!
Partnering with marketing agency BBDO for this campaign, Mercedes-Benz sent out “little gifts” to its customers in Canada. These little gifts were designed to be miniature gifts to remind customers of the Smart car’s trademark. The mailer included:
The main message of the campaign? A Smart car may be small, but it provides a BIG amount of joy! This same theory applied to the Smart-sized holiday gifts that Canadian Smart car owners received alongside their annual Smart cards in 2010. Recipients of this direct mail felt touched with Mercedes-Benz’s little gifts to spread the Christmas fun and promote the Smart car brand. They remembered this campaign and talked about it with their family, friends, and other peers both online and offline. This further spread the reach of the Smart car brand! Talk about generating a BIG buzz through little, cute gifts! As an independent business owner or marketer, what can you learn from this campaign? Direct mail is a great tool that can help you deliver a message, develop your brand, generate short-term returns, or gather important information. When used properly, this will attract potential customers to your brand. Even a simple branded envelope can help in your brand’s marketing efforts. This could be your first contact with a prospect. So, always make sure your first impression is the RIGHT impression. Although there is a growing trend towards digital marketing and online media nowadays, direct mail is still an important part of the marketing mix. So, consider direct mail as an important part of your business. Use this tool to reach your target market, effectively communicate a message, and monitor your brand’s performance. Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Follow us on LinkedIn. Stay tuned for tomorrow’s 12 Days of Christmas article! Do you want to learn about how one postal service company made a traditional Christmas game bigger and better? See it in the next 12 Days of Christmas article! |
