Friday, April 03, 2009

Car industry needs PR


Context Analytics recently published a paper showing that for certain brands PR was way more effective than advertising. The brands most affected were those which had 'high involvement' products such as computers. High involvement products are ones where consumers typically do quite a bit of research before they make the purchase. I'd put cars firmly into that category and yet unless I'm blind I'd suggest that most car makers have done a pretty poor job on their PR. Instead they seem determined to convince people using TV adverts that they should rush out and buy their new vehicle. I'm of course basing this thesis on little real science. I did do a Google news search on major car brands and if you ignore all the bad articles about how deeply troubled the industry is, you see little that appears to be the result of a PR campaign.

A great example to me of a missed opportunity is Toyota's launch of the new Prius. The car doesn't go on sale until 'late Spring' but it is already on the Toyota website. Given how popular this car is I'd have expected there to be a lot of PR outside the traditional trade press. As yet I've seen nothing and as Prius owner (or Pious as a friend of mine calls them) I tend to notice when images of the less than attractive vehicle appear in the paper.

For the record then I'd strongly advise GM, Ford et al to forget their expensive ads and focus on getting the argument across using the media and social media. Assuming Context's study is accurate, they'll spend less and sell more.

17 comments:

Shael Sharma said...

Totally true. Volkswagen India brand launch was pretty much a PR driven exercise and it worked really well. Does Text 100 still do BMW?

Tim Dyson, CEO of Next Fifteen said...

we do indeed still work with BMW. I am deeply puzzled why the car makers haven't figured out that they need to convince people of the reasons to buy a car, rather than thrusting cars at them through adverts.

Anonymous said...

one week marketing -
online pickup secrets -
partenon -
pc on point -
perfect optimizer -
perfect uninstaller -
pick the gender of your baby -
power cash secret -
profit lance -
publicrecordspro -
public records pro -
push button marketer -
quit smoking today -
registry easy -
registry easy download -
registry fix -
registry winner download -
reverse mobile -
reverse phone detective -
richard mackenzie direct -
rocket spanish -
rss power plus -
sem business blueprint -
silent sales machine -
spam bully -
sports betting champ -
spyware cease -
spyware nuker -
spyware remover -
starting a day care center -
the bad breath report -
the cb code -
thedietsolutionprogram -
the diet solution program -

Anonymous said...

one week marketing -
online pickup secrets -
partenon -
pc on point -
perfect optimizer -
perfect uninstaller -
pick the gender of your baby -
power cash secret -
profit lance -
publicrecordspro -
public records pro -
push button marketer -
quit smoking today -
registry easy -
registry easy download -
registry fix -
registry winner download -
reverse mobile -
reverse phone detective -
richard mackenzie direct -
rocket spanish -
rss power plus -
sem business blueprint -
silent sales machine -
spam bully -
sports betting champ -
spyware cease -
spyware nuker -
spyware remover -
starting a day care center -
the bad breath report -
the cb code -
thedietsolutionprogram -
the diet solution program -

Anonymous said...

the super mind evolution system -
traffic travis -
truth about abs -
turbulencetraining -
turbulence training -
twitter affiliate cash -
twitter decoded -
video piggy -
video web wizard -
vincedelmontefitness -
vince del monte fitness -
warp speed fat loss -
wedding speech 4u -
windo fix -
your bill killer -
you will get paid -
zygor guides -
20 day persuasion -
advanced pc tweaker -
adware bot -
affiliate naire -
apple patch diet -
article submitter -
art of approaching -
burnthefat -
burn the fat -
carb rotation diet -
cold sore freedom in 3 days -
conversationalhypnosis -
conversational hypnosis -
copy that game -
cure for bruxism -
cure hemorrhoids -
cyber link pro -

Anonymous said...

dl guard -
driver checker -
driver robot -
drop shipping wholesalers -
earth4energy -
earth 4 energy -
easy backup wizard -
easy click mate -
easy photo biz -
eatstopeat -
eat stop eat -
epinoisis -
error fix -
error killer -
error smart -
evidence nuker -
fap turbo -
fatburningfurnace -
fat burning furnace -
fatloss4idiots -
fat loss 4 idiots -
final uninstaller -
fitnessmodelprogram -
fitness model program -
fit yummy yummy -
flattenyourabs -
flatten your abs -
flat to fab -
governmentregistry -
government registry -
heartburn no more -
hippo jaw -
homemadeenergy -
home made energy -

Anonymous said...

honest riches -
hot video squeeze templates -
instant website creation -
jump manual -
keyword research pro -
linden method -
malware removal bot -
maternityacupressure -
maternity acupressure -
meet your sweet -
micro niche finder -
musclegainingsecrets -
muscle gaining secrets -
muscle gain truth -
my traffic strategy -
nasty dirty money -
negative calorie diet -
no adware -
pc optimizer pro -
perfect uninstaller -
pergola plans -
pick the gender of your bady -
plr ebook club -
pregnancy without pounds -
profit lance -
publicrecordspro -
public records pro -
questions for couples -
quit smoking today -
ready made review sites -
reg genie -
registry easy -
registry easy download -
registry winner -

Anonymous said...

registry winner download -
retrievea lover -
reverse mobile -
richard mackenzie direct -
rocket italian -
rocket spanish -
roulette sniper -
rss ground -
secret affiliate weapon -
secrets book -
spam bully -
spyware cease -
spyware nuker -
spyware remover -
spy zooka -
starting a day care center -
tattoo fever -
team idemise -
the bad breath report -
the cb code -
thedietsolutionprogram -
the diet solution program -
the rich jerk -
the super mind evolution system -
turbulencetraining -
turbulence training -
vincedelmontefitness -
vince del monte fitness -
warp speed fat loss -
wedding speech 4u -
windo fix -
wrap candy -
zygor guides -
7day ebook -

Anonymous said...

360 fix kit -
advanced pc tweaker -
adware bot -
affiliate naire -
art of approaching -
beating adwords -
believe and manifest -
blogging in action -
body building revealed -
burthefat -
burn the fat -
carb rotation diet -
cheat your way thin -
cold sore freedom in 3 days -
conversationalhypnosis -
conversational hypnosis -
convert 2 ev -
cure for bruxism -
cure hemorrhoids -
digi cam cash -
digital media solution -
dl guard -
driver checker -
earth4energy -
earth 4 energy -
easy backup wizard -
easy member pro -
easy tv soft -
eatstopeat -
eat stop eat -
error fix -
error killer -
evidence nuker -
fap turbo -

Anonymous said...

fatburningfurnace -
fat burning furnace -
fatloss4idiots -
fat loss 4 idiots -
final uninstaller -
fitnessmodelprogram -
fitness model program -
flatten your abs -
gamers testing ground -
gov auction -
governmentregistry -
government registry -
gov records -
herbal hair solution -
homebre ware -
home job group -
homemadeenergy -
home made energy -
inteli gator -
joanas world -
joyful tomato -
kidney stone remedy -
learn digital photography now -
learn elements now -
linden method -
lose man boobs -
malware removal bot -
maternityacupressure -
maternity acupressure -
meet your sweet -
muscle gaining secrets -
muscle gain truth -
niche adsense themes -
ninety day powerseller -

Anonymous said...

pc optimizer pro -
pregnancy miracle -
pregnancy without pounds -
privacy control -
publicrecordspro -
public records pro -
quit smoking today -
reg genie -
registry easy -
registry genius -
registry smart -
registry winner -
registry winner download -
retrievea lover -
reverse mobile -
richard mackenzie direct -
rocket italian -
save my marriage today -
secrets book -
seo elite -
spyware cease -
spyware remover -
spy zooka -
stock assault -
talking to toddlers -
the action machine -
thebadbreathreport -
the bad breath report -
thedietsolutionprogram -
the diet solution program -
the rich jerk -
tonsil stones remedies -
top secret fat loss secret -
turbo cash generator -

Anonymous said...

turbulence training -
twitter online system -
uncle sams money -
underground hypnosis -
vincedelmontefitness -
vince del monte fitness -
warp speed fat loss -
water 4 gas -
wedding speech 4u -
wp goldmine -
wrap candy -
xsite pro -
zygor guides -
37 days to clean credit -
advanced defrag -
adware alert -
adware bot -
affiliate prophet -
affiliate video brander -
anti spyware -
art of approaching -
atomic blogging -
auction classified cash -
automated cash formula -
bbq book -
bloggers pay check -
blogging in action -
body building revealed -
burnthefat -
burn the fat -
carb rotation diet -
cheat your way thin -
chopper tattoo -
cleanup the profits -

Anonymous said...

cold sore freedom in 3 days -
commission blueprint -
conversationalhypnosis -
conversational hypnosis -
cure for bruxism -
declutter fast -
driver checker -
earth4energy -
earth 4 energy -
easy member pro -
easy tv soft -
eatstopeat -
eat stop eat -
fap turbo -
fatburningfurnace -
fat burning furnace -
fatloss4idiots -
final sync -
final uninstaller -
fitness model program -
fit yummy yummy -
flatten your abs -
forex ambush -
governmentregistry -
government registry -
healthy urban kitchen -
homebrew installer -
homemadeenergy -
home made energy -
instant article wizard -
jamo rama -
joyful tomato -
lose man boobs -
lower body make over -

sanbo said...

It's good to see this information in r resource, thanx now i have the link which i was looking for my research.I love this post. Thank you for writing it and sharing your life with all of us!TOP GRADE TRANSMITTERPOWER SUPPLY50W FM TRANSMITTER

essay-writing-service.co.uk said...

Great post, I enjoyed ready reading it, Keep posting good stuff like this.

researchpaperwriter.net said...

Wonderful

essay said...

Well what a great article is there to be read...I love the way it is written..impeccable collection of words and great composing of knowledge also...very interesting to read upon..

essay