Targeted Selling: Getting the job done through smart advertisingJune 23, 2010 - Author: Dan Vonderheide - Comments are closed
I blew the opportunity to post a picture with this post because the best example of targeted advertising I’ve ever seen worked so well that the product was gone before I could document it.
The new Mini dealership in Louisville recently opened. It’s a fun, exciting product and the media people working on that account have done a good job of getting the word out about the opening.
As I was driving past one day, I noticed that somebody had parked their used Mini at the defunct custard stand across the street from the dealership. GENIUS. That guy knew where people would be looking for Mini cars and found a way to get his “product’ in front of them. The car is gone and I’m assuming it sold.
He could very well have paid for a classified ad at cars.com, added it to the masses at eBay and Craigslist, and driven around town witha giant flashing neon FOR SALE sign.
But even eBay and Craigslist have a certain element of “I’m looking for a car, I just don’t know what I’m looking for”. People who are at the MINI dealership are looking for a MINI. No doubt about it. This anonymous marketing wonderman had the foresight and intuition to know that and take advantage of that targeted foot traffic.
Genius. I wish I would have thought of that.