03-02-2019, 01:32 PM | #111 | |
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03-02-2019, 01:58 PM | #112 | ||
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Millennials like to travel and explore and they like experiences, they also like to make their own experiences and not be told directly how a brand should make them feel. The visuals in the add convey the "feeling" of having a bmw; nimble, free and unique. As an example the parking assistant is dancing because it represents the feeling of not having to worry about finding parking. The fact that it doesn't feel like a "traditional" Bmw message, to us, is case in point that the advertising agency knows how to market towards younger buyers. |
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03-02-2019, 02:16 PM | #113 |
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Merely alienating car enthusiast does no mean you are reaching hipsters. Being different for the sake of being different is not the solution. You can easily show G20 carving the canyon Carplay interfacing with Siri.
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03-02-2019, 03:25 PM | #114 | |
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BMW's USP in the market, as we all know, is positioned on the driving experience. They are free to reposition the brand as they wish, with attendant risks/benefits, but they haven't done that in marketing materials/campaigns in recent history. The previous launch of the 2 Series was based on resurrecting the imagery of the old 2002 models. This current spot is off-strategy for the brand, focusing more on "lifestyle/tech"...would work well for Lexus's outreach to younger prospects. Our segmentation work demonstrates that there continues to be a clear group among younger buyers for whom driving experience is the dominant motivation in choosing a vehicle. Not all Millenials have a monolithic set of attitudes/wants/needs and more than Boomers or Gen Xers did. There is diversity in each generation and BMW seems to have erroneously lumped all together simply based on their age, and may be missing their prime target. For BMW, wandering off the brand strategy with the low leverage media budget of just launching the 3, has risks of not attracting those who really want the attributes historically dominated by BMW, with its pros/cons as a vehicle, but also trying and failing to attract those who resonate with the "lifestyle/tech" position and find other cars that do this even better and are more satisfying overall for their wants and needs. The only important outcome is first choice preference in the vehicle selection...every other brand loses the sale equally. I find a mis-alignment between brand position, vehicle position, and marketing message. I guess we'll see how this works out...
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03-02-2019, 05:16 PM | #115 |
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No offense but who watches commercials, anymore? Never seen a BMW commercial in my life.
I’m 40, this will be our 4th BMW. My generation does not make purchases based on commercials. It’s sites like this that we read to make informed decisions plus YouTube! |
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03-02-2019, 09:54 PM | #116 | |||||
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when you have calves like mine, you defs need to show them off Quote:
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thanks dude, at least someone here knows whats up Quote:
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yeah sweet, i didnt mean it was faked, just amplified i guess |
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03-02-2019, 10:18 PM | #117 |
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You just wish you looked like Conan.
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03-02-2019, 11:01 PM | #118 |
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I have written many and, later on, approved many other marketing briefs, if that is to what your original statement referred. A string of words ending in whatever "amirite" meant was supposed to clearly communicate to the breadth of forum audience?
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03-02-2019, 11:16 PM | #119 |
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Although I was referring to your example about cell phones, your concern is warranted when different OEMs cooperate. For example, BMW must have identified that risk with the new Z4 versus the new Supra and is attempting to differentiate these siblings as much as they can with other attributes. Same with Mazda Miata and Fiat Spyder. However, for primary platform high-volume products that are not shared, a successful brand needs to maintain its differentiation. If this withers away, some brands may lose share and volume as price competition eventually dominates undifferentiated competitors. I believe BMW will work to recover their overall product-based brand strength, as shown by the 2 Series and early reviews of the new 3 versus the prior decade or so when they seemed to wander....this launch advertising campaign notwithstanding.
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03-03-2019, 12:19 AM | #120 | |
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lol yeah erm maybe not
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you have to concentrate to tell them apart at times |
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03-05-2019, 05:02 PM | #122 |
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