Trendsetters BMW & GMC Using the Web to Drive Sales
Today's larger, progressive companies are investing millions of dollars into discovering how to deliver their message effectively to consumers via the Internet. For smaller businesses with smaller budgets, the dollars that larger corporations sink into bolder internet marketing campaigns are like free internet marketing lessons without risk or expense.
While your company may not be as large as those mentioned in this article, the following scalable examples illustrate how moving even a small portion of your marketing budget over to Internet Marketing can translate into noticeable returns for your company.
BMW Takes Hollywood Online
6.5 years ago on bmwfilms.com BMW released and distributed a stunt-filled, action mini-film series called "The Hire" starring actor Clive Owen (Sin City and The Bourne Identity). Guided by such directors as John Frankenheimer, Ang Lee (Crouching Tiger Hidden Dragon, The Hulk, Brokeback Mountain), Wong Kar-Wai, Guy Ritchie, Alejandro González Iñárritu, John Woo (Mission Impossible II), and Joe Carnahan, this was unquestionably a big-budget Hollywood style production.
The 8-part series, each directed by a different director, won numerous awards and received accolades from the New York Times and Time Magazine. The result: over 100 Million film views translating into approximately 1.9 million film views per month over its 4.5 year run which ended in October of 2005. Though the series is no longer available for download, various websites still sell the DVD 6.5 years after it first debuted at the Cannes Film Festival.
If these films released via non-traditional media such as television, the statistics would have been less accurate and much more time-consuming and expensive to track. Imagine if those films made just 1% or 1 Million of those viewers curious enough to visit a BMW showroom. If even 1% of those 1 Million leads purchased a vehicle at an average vehicle cost (est.) of $50,000.00 USD that translates into $500 million USD of additional sales over 4.5 years; just over $111 Million a year of additional revenue.
Sure, few companies have the budget that BMW has but try scaling it all down and finding a unique way to present your own products online that will excite your target market and leave your competition in the dust. The lesson here is thinking outside the box.
GMC Uses Traditional Media to Support Online Campaign
For the last 3 years, GMC has been working with creative company Digitas - the National Football League (NFL), and the Entertainment and Sports Programming Network (ESPN) - to power an online interactive campaign for GMC.com. Mary Kubitskey, national advertising manager for GMC had this to say about the decision to move advertising dollars online: "Any day I'll trade traditional media money for something nontraditional. Digitas did a great job in putting together a promotion, and we feed the promotion with traditional media." The campaign is a direct result of the company moving a larger percentage of its advertising dollars online.
She also added, "As with all our traditional marketing advertising, we're trying to go more digital. It's not a surprise that 30-second ads aren't working like they used to, and this gave us an opportunity to interact with NFL fans and football. I spend too many hundreds of millions of dollars in traditional media and broadcast 30-second spots and it's getting hard to see that money work for us. So we're engaging Digitas to keep trying to bring us what's new."
Bigger companies are starting to realize that traditional media doesn't have the same bite as it used to so they're thinking of ways to use traditional means in conjunction with newer online strategies to advertise effectively. Think of ways you can use your existing locations or marketing mediums to augment or enhance a web marketing campaign.
By Michael Dela Cruz.
Visit the Blog about gmc new yorkGMC Collectible Motorhome
In the 1970's, General Motors entered the RV market. Drawing on the exuberance of the times, the company set out to create the ultimate American Motor home. Their aim was to produce a top-of the-line vehicle with cutting-edge design and construction, not just another competitor in the already crowded vacation vehicle market. The common design in this era was a boxy, ungainly and top-heavy unit on a truck chassis. The GMC vehicle was intended to be a completely new design in every way. Design work began in 1970, with the market introduction planned for 1973. "Doesn't look like a box or ride like a truck" was the GMC ad slogan.
The new vehicle would be unusual for this era in several ways. First of all, it was to have a front wheel drive, a rare concept in cars of that day and unheard-of in mobile homes. The drive train and suspension were taken from the design of the Oldsmobile Toronado. The 265 horsepower 455 cubic inch Oldsmobile engine was attached to a Turbohydramatic 425 transmission with torsion bar suspension. The rear suspension was a product of GM's bus design, using dual swing arms, one leading and one trailing, with a single air spring on each side. Instead of a autobody steel, the body was to be made of lightweight aluminum and molded fiberglass-reinforced plastic such as was used in the Chevrolet Corvette.
The front wheel drive and independent swing arm rear suspension brought great improvement to the standard motorhome design. The lack of drive shafts and axles underneath the coach allowed a very low floor height, leading in turn to a low overall vehicle height and lower center of gravity. Aside from easier entry and exit, this reduced rollover risk and wind resistance and made the vehicle much safer and easier to operate for buyers accustomed only to car driving. A six-wheel braking system, with disc brakes on the front and drum brakes on all four rear wheels, further enhanced drivability.
Previous motorhome design focused mainly on the use of the vehicle as a temporary home once it had reached its destination, an extended stay in a mobile home park or a camping spot. Ease of getting to the destination was of secondary concern, and cumbersome handling on the road was taken for granted. GMC made a special point of targeting this feature for improvement by adding visibility from the driver's seat with a panoramic expanse of glass.
The motorhome was featured in 23 foot and 26 foot lengths, fairly small even for this era. Nowadays, much larger models are common. The motorhome's interior design was compact, with no permanent sleeping areas in the original design. All beds were converted from seating areas when required.
Hot water was provided by water heaters using engine coolant loops, which produced water so hot it could actually present a scalding hazard since coolant temperatures usually exceed 200 degrees Fahrenheit. The refrigerator was powered by a standard automotive battery, adequate only for overnight use before recharging.
By J Shipper.
