Smart Marketing - Learn From BMW
Hope marketing is the best marketing. It doesn’t require any money, time, or effort. There is however one downside to hoping that people find your service. You can be waiting for a long time.
German car maker, BMW, understands this and speeds up the process by creating the most interesting marketing campaigns around.
Below is a compilation of different approaches to car commercials and what sets them apart.
Sex Appeal Ad
This is a great example of combining sex appeal with a product. Viewers can relate on a more personal level because there is a real life storyline. As well, if you look closely all angles of the convertible are captured. This allows users to create a mental image of being in the car, which instantly creates an emotional appeal.
Walking Machine
The interesting thing about this commercial is the lack of a product. BMW is setting itself apart as an innovator. By displaying their values they connect on a more personal level.
Simon Sinek gives a great speech about how companies succeed through value sharing. Watch it here.
Concept Car
Pay close attention towards the end of this commercial. The focus is based on the experience. They are not selling a car. They are selling the joy of driving a BMW.
Afterimage
A powerful commercial. The sounds of the motorcycle create a feeling of being at the track. The afterimage effect burns the brand into the viewers mind.
What these commercials have in common
In these ads BMW follows premium/luxury marketing strategies. They sell their values and beliefs rather than a product. As well, price is never mentioned in these commercials.
What can be learned
Selling an idea is more powerful than selling a product. Establishing ones beliefs and values is a rapport building tool. It creates a strong bond between the consumer and the brand. Doing this raises a products value and makes price irrelevant.
Great companies market their values. Which other ones come to mind?
