Converge Weekly

For years in the automotive industry, marketers have known that getting someone to actually purchase a car depends on much more than the features and latest gadgetry. No one buys a car solely for the face detection alert software – though certainly something like that can influence the decision. What really sells those cars, though, is a person’s prior experience with a brand and the opinion of others that they trust when it comes to experiences with the car or brand. Word of mouth and prior experience, those are at the top of the list.

Unfortunately, we don’t often see automotive advertising and marketing focused on these two things. It’s tough when each new campaign is for a different car, and time is limited to make the sale. With Honda’s new campaign, however, they are squarely targeting consumers with perhaps their most formidable asset … their reputation. The new campaign has a tagline presumably inspired by overhearing consumers talk about Hondas: “everyone knows someone who loves a Honda.”

Continue reading ‘Do You Know Someone Who Loves Your Brand?’