Print, Outdoor and Direct Marketing Strategies
Disucuss about the Creative Strategy for Mercedes Benz X Class.
The following strategies and the rationale for using those have been prepared for promoting the Mercedes Benz X Class UTE vehicle for the tradies of Australia. The strategies include print, outdoor, direct marketing, digital, television and radio.
Print: As mentioned in the creative brief, advertisements shall be displayed on magazines mostly for in-flight travelers who do not find time to read magazines otherwise.
Through directmarketing method, the company will be able to contact or communicate directly to their customers. The process has various ways which includes communication through media like phone text messaging, email, websites, online adverts, database marketing, fliers, catalogue distribution, promotional letters, and targeted television, newspaper, and magazine advertisements, as well as outdoor advertising (Shaheen, Cohen & Jaffee, 2018).It is quite obvious that in this digital age the company willexploit the internet at its best. Therefore, hey need to have unique and innovative strategies to attract more people and distinguish themselves from the others.
- Direct mail in now a day has become one of the most conventional method that the companies use to invite their customersbut these direct mails should have special attractions with discount or incentivereferralsso that the customersfeel engrossed with the marketing campaigns of the company. These mails may include the absorbing and captivating video of the features of the cars.
- Through mobile advertisements, the company will be able to reach their targeted customers more successfully. This is because the potentialcustomers in this current setting explore the features of the cars then choose one of them to buy.
- As Benz is a renownedautomobilemanufacturer, they must use a novel way to grab attention of their customers in the opening their showrooms of introducing their new production namelyMercedes Benz Xclass. They can put hydrogen balloons into the invitation boxes and send to be chosen customers with the tagline “Luxury Redefined”. These balloon will have tags attached in them which will deliver the marking message of the company to the customers as well as invite themto the event (Ryan, 2016).
- Musical greeting cards can be an influencing factor to sale the cars effectively. This will be applicable in the print marketing strategy. In this respect the company will be creatinga talking print ad. This will have the message recorded about the feature so the cars. This will aim to drive the brand’s message or the tagline of the company so that the customerscan feel attracted to see the images of the car or to know the features.
- The company can use the print media very well. As the target customers are the Aussie tradies, the print media will have more engaging effect on them than other marketing processes. The company can use a 3D rendered image published in the newspapers which can only be seen by using 3D glasses. For this, the advertisement will come with specially made 3D glassed attached with the newspaper. Through this the customers will be able to see the 3D image if the car and know its feature.
- The next strategy will again have categorised with print media. The company will be giving advertisement in the local or national newspaper which is very common for any of the companies but this newspaper advertisement will have a completely newapproach.As the readers will open the last page of the newspaper, a light-sensitive chip attached to the page announced the arrival of Mercedes Benz Xclass.
- Outdoor marketing strategies will also have a far reaching and in depth effect on the potential customers. This will be done through arranging events. In these events, the company can distribute free staffs which will be greatly like by the market segment. This will include big discounts, cash prize and free servicing for a year or so.
- Community engagement is one of the most attractivemethod of outdoor marketing. The company can visit the placeswhere it can get the highest presence of the targeted customers, like plumbers, electricians, builders, carpenters, painters, sparkies and other tradies of the country.
Innovative ideas in the marketing strategies plays a very important role in the company’s sales of new products. For this reason, the companies will be needing some very important methods to reach the customers. The methods of print, outdoor and direct marketing strategies will help the company to reach their potential customers, introduce their products popularly and increase revenues.Direct marketing for the Mercedes Benz Xclasswill be highly innovative as this will direct attract the customers from different occupations. As the presenting feature of this car is highly moving, there will be no issues regarding the convince procedure to the castanets of Australia. This company will be relating to the specific target market with some specific occupation (Rozdolskaya et al., 2016). These are Aussie Tradies like electricians, plumbers, technicians and mechanics.These people will be attracted to buy this car when they while find its features perfectly matching with the deliverables of high class brand but within an attractiveexpense, they will be interested to this new car by Mercedes Benz. Through direct marketing the company will be able to communicate directly to the potentialconsumers and increase its involvement. These strategies discussed above mainly aim to reach more customersand match their demands. These marketing strategies will have aparticular effect on the targeted market as to see these advertisements, the people do not have to search for anything internationally rather whenever they will open their mails, they will have the messages in the accounts or whenever they will search for a car in the websites, they will comeacrossmobile advertisementsdiscussing the features of this new product of a very well-known brand. The existing customers when get special attention or welcomingvouchers from their favourite brand, obviously feel to visit the stores in no time. The community events or othercelebrations are the best place to directly communicate with the potential customers.Through these the company will get a chance to physically meet their potential customers which will not be possible through print media. By usingthese events effectively, the company will get a chance to store the data of these customerswhich will be later used to reach them effectively.
Rationale
Digital:
Facebook – Mercedes Benz X Class official page with the heading
Twitter – #XClassfortheextraodrinaryClass, #BeastisBack
Instagram – Insta Features of the X Class with the tagline, “Luxury redefined”
LinkedIn – Linking X Class to X-traordinary Class
Rationale
The use of the tagline in the social media sites like Facebook, LinkedIn and Twitter would attract the buyers that compose mostly the tradies community in Australia. Trending the Twitter hashtag #XClassfortheextraodrinaryClass with the extraordinary stories of the tradies in Australia would further increase the curiosity of the buyers and they could even relate personally to the product. Further, #BeastisBack hashtag could be used to project the timeline of X Class and then show its latest features. LinkedIn platform would provide an opportunity for the workers who contributed to the creation of X Class. In this way, the tradies community of Australia would also relate to the workers. Instagram would allow the makers to elaborate the features of the car and target the Aussie tradies at the same time by putting up picture stories (Ngai, Tao & Moon, 2015).
First Advertisement
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Video |
Audio |
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An Aussie electrician is shown going for his usual work in his old pickup vehicle A montage of the electrician driving to work and the Mercedes Benz X Class descending from darkness The electrician is exhausted with the driving and work when he comes home cut to the first glance of X Class |
Background music plays Audio of the car The music changes to soft when X class is on the screen |
Second Advertisement
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Video |
Audio |
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Plumber goes for a family outing on his old car with nothing for infotainment Visuals of him driving the car with his wife beside him and his son on the back seat Cut to plumber’s upset look Mercedes Benz X Class 8.4 inch infotainment screen is displayed with kid’s show playing |
Plumber’s kid: “the trip is so boring daddy, I want to go home and watch my favorite show” Audio of the show playing on the screen |
Third Advertisement
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Video |
Audio |
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Luxury car seen approaching when a kangaroo suddenly crosses the road along with the Joey The car driver, who is a an Aussie carpenter tries to put a break but hits the kangaroo The screen goes black Mercedes Benz X Class appears on the screen partially with only its autonomous emergency brake being highlighted The first visual is reenacted but with X Class this time and its autonomous emergency brake is highlighted Cut to the kangaroo with the Joey who is seen crossing the road happily |
Music from the car’s audio plays in the background Sound of the clash |
Fourth Advertisement
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Video |
Audio |
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Visuals from the first ad The X Class emerges from darkness and lightens up the electrician’s ambience Cut to the electrician’s face that glows up with the car’s luxurious exteriors Visuals from the second ad Camera zooms out from the infotainment screen to reveal the whole X Class vehicle Cut to the boy’s ecstatic look Visuals from the third ad Camera rolls to the builder’s face inside the car when he puts a brake and then finds himself inside the X Class The electrician, plumber and carpenter appear on the screen simultaneously revealing the car’s USP |
“Bringing light to life” A grand opera-like music plays in the background “Put a break to the brake, not to life” “X Class for the extraordinary class” plays in the background |
The first advertisement shows the hectic life of an electrician and the need to change to something luxurious. The montage is used to create a dramatic effect while introducing the vehicle. The two visuals playing simultaneously will create an interest in the viewers (Stamatogiannakis et al., 2015). The ad does not reveal the product entirely thus prompting curiosity amongst the viewers.
In the second ad, the need for a new luxurious vehicle is shown from the plumber as a family man’s perspective. With his son complaining about the lack of entertainment while traveling, the ad connects with the community of the tradies who hardly get a chance to go for outing. The ad reveals the infotainment feature of the vehicle while keeping the curiosity alive.
The third advertisement reveals the most advanced features of the vehicle, which is the auto emergency brake. The use of kangaroo appeals to the Aussie masses and they feel an immediate connection. One similar shot has been used with both the old vehicle and the new vehicle to portray the product’s feature clearly to the masses. An Aussie carpenter has been used for the ad because carpenters are a unique community of Australia, who are making fortunes from their hard work.
The fourth ad finally reveals the entire product with all the three ads reaching the climax. The electrician’s life is filled with light thus showing a connection. The son of the plumber is happy to have the infotainment he needed thus showing the common life of a plumber. The builder is shown saving the lives of the kangaroo and its kid thus implicitly showing a builder’s responsibility. The ad would connect to the target audience effectively because it has all the elements of a solid TV ad campaign.
SFX – Car engine accelerating with full speed
Anchor – “The classy X Class has finally arrived”, “The Beast is Back”
SFX – Sound of thunderstorm is overwhelmed by the car’s revving
Anchor – “Built for the tough and the classy ones”, “the new X Class is for the extraordinary class”
SFX – Australian popular music plays
The use of fewer lines in the radio ad and car engine’s rev sound makes it clear for the listeners. They understand what the commercial is about and relate to it. The thunderstorm SFX is added in order to create an impact. Further, the anchor mentions the target listeners indirectly in the ad thus making it clear for the listeners to understand
References:
Granda, F., Azpilicueta, L., Vargas-Rosales, C., Lopez-Iturri, P., Aguirre, E., Astrain, J. J., … & Falcone, F. (2017). Spatial characterization of radio propagation channel in urban vehicle-to-infrastructure environments to support WSNs deployment. Sensors, 17(6), 1313.
Ngai, E. W., Tao, S. S., & Moon, K. K. (2015). Social media research: Theories, constructs, and conceptual frameworks. International Journal of Information Management, 35(1), 33-44.
Rozdolskaya, I., Evtushenko, E., Somina, I., & Degaltseva, I. (2014). Problem-oriented way and multi-aspect character of research of innovative management of competitive enterprises at the stage of global transformations. Life Science Journal, 11(9), 963-970.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.
Shaheen, S., Cohen, A., & Jaffee, M. (2018). Innovative Mobility: Carsharing Outlook.
Stamatogiannakis, A., Luffarelli, J., Yang, H., Batra, R., Seifert, C., & Brei, D. (2015). How to use visual design to boost brand equity. The Psychology of Design: Creating Consumer Appeal, 121-132
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