A Mini-Case Research on Infiniti and Their Dealerships
Infiniti is understood for crafting advertising campaigns that mirror the better of their model: trendy luxurious with a mix of energy and efficiency, and the promise of an exhilarating experience.
Their campaigns promise a premium expertise.
They spend tens of tens of millions of {dollars} to draw clients, however then hand off the important “final mile” to dealerships who ship one thing far much less polished. Much less glossy. Much less Infiniti.
Lately, I acquired a letter from an area dealership inviting me to their showroom. It had the alternative impact.
Listed below are the issues with their “final mile” method:
- The envelope had an enormous “FINAL NOTICE” assertion that was meant to get my consideration and make me open the envelope. Such gimmicks aren’t a reminder of an quantity due, they’re a loud announcement of spam.
- The letter welcomed me as a brand new buyer, however I had by no means bought from that dealership.
- The primary two paragraphs—important content material to carry my consideration—have been nothing however advertising fluff. Additional proof that this dealership, and Infiniti by extension, was losing my time.
- The letter regarded sloppy with a center-justified structure. As a substitute of a QR code, it included a blue web site hyperlink on a printed letter, as if I may click on the paper and make their homepage magically seem.
- The decision to motion was to ask the reader to name with questions. What questions? I’m not a buyer.
- The closing paragraph was off the mark and pointless, solidifying the tip of a wasted alternative and poorly spent advertising {dollars}.
