Porsche opens an experiential racing emporium just outside of Los Angeles. BMW branches into retail in Paris. Ford partners with Manchester United.
It’s been a busy few weeks for the marketing and advertising departments for car companies. As the digital environment and global marketplace continues to change and evolve, auto firms are trying to keep up.
And here comes Chrysler with a new marketing strategy, the experiential “Ride & Drive” program. Chrysler is trying to eliminate the stress that can sometimes come along with an in-person dealership test drive trip.
Now, instead of the planning and going and waiting process of the traditional test-drive, Chrysler is bringing their new cars to you in the most random of places. Like malls, schools and concert halls, hoping the car buyer will connect with the car in-person. And then after test-driving in the low-pressure environment, they believe you’ll go and Tweet or Facebook about it. Their research found between 60 and 70 percent of people get online to tell other people about their experience.
As savvy business folk know, there’s nothing more powerful than word of digital mouth. Marrissa Hunter, head of advertising for Ram trucks, says that Chrysler is trying to mimic the Apple Store ambiance. People LOVE going into the Apple Store; it’s a digital zoo.
The Ride and Drive program will be utilized by all of Chrysler’s brands throughout the country in their attempt to get you to go from physical to virtual.
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