Well, it has been a time since a little branded gift would have pleased anyone. Those times are gone. Prospects and clients are more and more demanding, aware of their power of choosing between brand A and brand B, ”practically” the same, differentiated only by the story built around the name of the producer/distributor. Same offer, price war is dangerous, not much to do to attract people. Products are sold by words and image surrounding them in a virtual/imaginative environment. Well, since material gifts are either too expensive or too meaningless, experience is what we can offer. People become more hedonistic, less inclined to gather things, more preoccupied with ”feeling”, ”being” and ”happening”s... Give people bead and circus, is now more ”give people circus” and more, let them be the ”in” the circus. Let them play.
The F1 Roadshow in Bucharest these days - another marketing event, to promote the new fleet of Renault. Changing wheels, driving race like cars and seeing the original F1 equipment - good marketing. Chapeau! The gap between performance in F1 and day to day driving remains an issue that can hardly be solved with image fine tuning. But this is another business.
http://www.renaultf1.com/en/_2009/team/index.php#/team/newsdesk/communiques/22420/
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