|
|
||
|
Our frustrations are shared by many shoppers. In shopping research and focus groups we (at Ford) have heard the shopper. And shopping is not a pleasant experience. For most shoppers it probably feels like a $25,000 root canal. As we analyzed the issue, we came up with various reasons like lack of a relationship, limited shopping dialogue, and transparency. Car shopping has always been contentious. However, the internet has amplified the distrust by increasing the information available to the shopper. For example, on a lighter note, I think Cars.com captures this tension well in their current series of commercials (i.e. Glondoor Stone Circle). Of course Cars.com answer is to go into the dealer prepared (via Cars.com), AND have a back-up plan using some bully, enforcer, or witch doctor. As technical marketers, we need to be cautious training people use our marketing experiences. This is the equivelant of training fish. Fish swim. If you want to train them to be soccer players good luck. Most people’s tolerance to learn how to use a marketing application is slim to nill. Instead we should be building experiences based on natural behaviors of our target, insights, and a strong value proposition. |
||
|
Copyright © 2010 Bowe's Blog - All Rights Reserved |
||