The annual global advertising and marketing spend of the motor industry runs into billions of pounds and even though there was a dip in 2009 the sector is still a gorilla in terms of its overall expenditure. With sales of cars in 2010 expected to grow and exceed 53 million** its perhaps no surprise that the sector has continued to put its faith and
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money in advertising.
Whilst ad spend continues to be high the mix of media, promotional tools and techniques used is changing. Today far more money is pumped into on-line advertising than ever before with the internet now being seen by many leading car manufacturers as not only the start of a consumers search for a new car but in many cases they will also end their search on-line by buying a car over the web.
Dramatic changes in research and buying patterns by the consumer means that the manufacturers have had to respond and respond with multi-channel and multi-platform adverts. Its no longer possible to rely on TV and Print advertising,
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today its critical that car manufactures have a broad mix of advertising that fully embraces on-line advertising, social network ad placement, Twitter, and mobile phones.
At motor shows and car showrooms things are changing as well so don’t expect to walk away with armfuls of glossy brochures in future. Instead you’ll be able to hook up to the manufacturers web sites, download content to your iPad, Mobile phone or notebook or alternatively take all of the content away in a digitised format on a branded memory stick.
Branded memory sticks or fully customised flash drives (for example made in the shape of a car or key-fob) are becoming increasingly popular at shows because they are an innovative and fun way to engage with customers, to draw people onto the stand(s) and to send them away with lots of electronics brochures, specifications, prices, video clips, reviews and web links but without the need to print or carry anything.
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The reduction in printed material is great for the environment, great for the car manufacturer as it reduces print and transportation costs and great for the consumers as they are not burdened with lots of heavy brochures to lug around all day at the shows.
Custom flash drives are particularly popular for press events and new car launches because they are a fantastic way to send the journalists away armed with something memorable and something easy to carry and use that contains all of the press pack information, web links, video clips etc.
On-line advertising and promotion is clearly set to be with us for some time to come but branded memory sticks also have a place in the overall mix.
(**Source: Scotia Capital Global Auto Report)
