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Posts Tagged ‘marty’s marketing minutia’

Marty’s Marketing Minutia – Let the Game Begin

The Super Bowl Auto Ad Brawl Has Begun.

by on Jan.25, 2013

Mercedes offers a sexy sneak peek at the auto ad it plans for Super Bowl XLVII with Kate Upton.

The hype has begun. Super Bowl XLVII is still ten days away, but the mega-million-buck auto ad brawl is already underway as three of the eight deep pocket car advertisers pre-launch/pre-sell their new commercials to NFL fans!  The reason? Economics. And a numbers game.

At somewhere between $2.4 and $4.0 million per 30-second commercial this amounts to a helluva big expenditure for just one airing. But there’s an even bigger number, as over 115 million American viewers will watch the game February 3, some media mavens are predicting.

Until recently, advertising on the Super Bowl has been nothing more than putting up the game day spot and hoping, maybe, that it will trigger some Monday-morning quarterbacking around the water cooler — with polls and research adding some arguable, additional value. That was then.

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What’s become apparent is that a fairly large percentage of viewers are more interested in the commercials than the game itself. So, how to take advantage of that and extend the payback beyond just a game-day airing that is over in 30 seconds, whether a viewer was sitting in front of the TV or off grabbing something from the refrigerator?

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Marty’s Marketing Minutia – Auto Show Edition

Finding New Roads - and new customers.

by on Jan.11, 2013

Barbarians at the gate? The media hordes prepare for their annual assault on Detroit's Cobo Hall.

For years Cobo Hall, the venue for the North American International Automobile Show has been suspect. No matter how good the vehicles may be displayed with special lighting, the roof did leak, the rest rooms were awful, it was either too hot or too cold and exhibitors and media attendees alike were certain to come up with a vociferous array of complaints.

Result? A three-year, three-phase $270 million renovation and expansion is nearly complete, just in time for the show’s media preview days. There’s a new atrium overlooking the Windsor, Canada skyline and the Detroit River. The Wayne exhibit hall has had 25,000 square feet added and parking has been expanded by 500 spaces.

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Also good news is the relocation of the Michelin Media Center from the inconvenient third floor of  Cobo to Michigan Hall at river level. It’s located between the new three-story atrium, and the indoor Aisin Drive Green Experience test track. There will be more work spaces — 700 of ‘em –, hard line web connectivity, broadcast and photo centers and of course, a steady flow of coffee, refreshments and snacks.

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Marty’s Marketing Minutia – Special Triscadecaphobia Edition

by on Jan.04, 2013

The godfather of bad TV auto advertising, Cal Worthington, lives on.

We saw 2012 end with metaphoric skyrockets lighting the midnight sky for most auto marketers. Business was far better than expected. It was good, damn near great! Some auto advertisers were patting themselves on the back for their Super Bowl ads that went viral – viral all year! The consumer marketplace despite the on-going recession was in the car buying and leasing mood.  Result?

Single malts and champagne toasts along with the occasional long necks were raised in praise of the outgoing year along with great expectations and eager optimism for 2013.

The Last Word!

But in some corners of the automotive marketing, advertising, promotion and public relations world the future was at best bleak. There were more important new ad agency appointments in 2012 than ever before with many unplanned career changes and relocations for creatives, media and suits at every level. And there’s at least one big switch to come in the New Year with others rumored.

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Marty’s Marketing Minutia – Honda-Acura Edition

The ad agency games are on!

by on Dec.07, 2012

Is Honda getting the best possible creative work? That's what the review is intended to find out.

For decades – yes, decades – automobile clients were the backbone of many advertising agencies. Chevrolet was with Campbell-Ewald since the 1940’s. Gone under the brief but dramatic reign of global marketing czar Joel Ewanick. Cadillac was the cornerstone of McManus John and Adams (and various iterations) since the 1900’s as were its siblings Pontiac and GM Corporate. Gone like that, also by JE. Volkswagen began the trend of contemporary advertising with some legendary Beetle ads. But eventually, Doyle Dane Bernbach lost that business, too.

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In recent times BMW has changed agencies, as have Volvo, Porsche, Chrysler, Dodge, Buick, GMC, Mazda, Jaguar, Hyundai, Land Rover, Mini, VW, Saab, Fiat and a couple I can’t recall.  Billions of dollars in expenditures and income gone. It is a very tough and competitive business — and as we’ve just discovered, the Honda/Acura account could soon join that list.

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Marty’s Marketing Minutia – Winners & Losers Edition

Our marketing maven's take on COTY and NASCAR

by on Nov.16, 2012

Hyundai execs celebrate last year's win for North American Car of the Year.

Among the harbingers of Fall are the pernickety Car of the Year Awards (aka COTY) presented in numerous vehicle categories by enthusiast magazines, auto websites, various syndicated columnists and, well, it seems like almost everyone weighs in these days.

Many winners are so surprised their agencies have barely time to simultaneously release multi-page-ads in consumer and trade publications and duly note their accolade in TV spots. Not that there was any advance notice of course.

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Then there is the most prestigious COTY award – make that North American Car and Truck of the Year awards — presented during the Detroit Auto show, an event that has justifiably become known as the most prestigious and credible of the breed considering the winners are chosen by a group of 50 independent U.S. and Canadian auto writers.

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Marty’s Marketing Minutia: Domestic Goddess Edition

Martha pitches Toyota, Blake rebounds for Kia, Adweek honors Olivier, and TED honors Mazda.

by on Nov.02, 2012

Martha Stewart will team up with Toyota for the launch of the new Avalon.

Doyen of domesticity moves into garage: Martha Steward & Toyota Avalon

Sheets, towels, paint, pots, pans, plants, party planning, gardening, television shows, publications and more are just some of the associations Martha Stewart has used to become one of most powerful women and brands — targeted to an estimated 66 million women every month. Now add Toyota and the Japanese brand’s all-new 2013 Avalon which becomes the latest product on Ms. Stewart’s resume as part of “Martha Stewart’s American Made initiative.”

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A Toyota spokesperson noted, “Partnering with Martha Stewart and the American Made initiative made perfect sense for us – after all, about 70% of Toyota vehicles sold in the US are built here.  And, the 2013 Toyota Avalon is the perfect example of our commitment to building in America.  The Avalon was designed, engineered and built right here in the USA.”

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Marty’s Marketing Minutia

Ferrari takes to the rails, Nissan gets a Bolt from Usain, inside Google and more.

by on Oct.19, 2012

Yes, it's even faster than a Ferrari.

It might have been a slow week for the automotive marketing world if it weren’t for the world’s fastest man, London Olympics star Usain Bolt showing up in Tokyo this time for a tie-up with Nissan — more of that to follow.

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In fact, endorsements were the dominant news, Martha Stewart linking up with Toyota while Kia moved from Hamsters to a jazzy Batman Optima at New York’s Comic Com and Chrysler revealed plans to pair up with Motown – and the hip-hop world.  But here’s a look at some other developments over the past week:

The Ferrari Railroad  

Travelers to Italy rejoice. For a few hundred Euros you can now enjoy a Ferrari on a route from Naples, Rome, Florence, Bologna and Milan on the world’s fastest railroad known as Nuovo Trasporto Viaggiatori  or NTV.

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Marty’s Marketing Minutia: Fashion and Cars Edition

Fashionistas, foray, favorites, fantasy and fortunes.

by on Oct.12, 2012

Isaac Mizrahi teams up with Chevrolet.

Return Of The Fashion Designers?

Years ago Lincoln used the famous ladies haute courtier Bill Blass was arguably the first fashionista to create the interior of a new vehicle. But that long-running association ended some years back, as did Chrysler’s ties to Nolan Miller, noted entertainment designer for celebs, had a run at creating a few runway gowns and the interior of a Dodge Dynasty based on the television hit of the ‘80’s, Dynasty.

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So, in recent years, most makers have had minimal involvement in the fashion world but for the occasional high-profile event, over linked to the likes of an Oscar or Emmy ceremony.  But that’ beginning to change and the fashion world is forming new links to the auto industry.

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Marty’s Marketing Minutia

The Bummer Summer

by on Sep.21, 2012

Cadillac vs. The World

The scarcity of these columns the past several months was caused by a lengthy health hiatus not a lack of news, opinion or comments about automotive marketing, advertising and promotion. Far, far from it.

Confined for weeks to a hospital bed most of my non-sleep hours were spent watching TV, hours of mind-numbing reality programs, news from both sides, Wimbledon tennis coverage, the London Olympics and cooking shows.

Details! Details! Details!

Interspersed were a few good commercials and some not-so-good car commercials one could imagine especially those terrible summer sale commercials.

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Marty’s Marketing Minutia Special: Chrysler Sends in the Second Team

They make you feel good, but do Chrysler's Second Half commercials get you to buy a car?

by on Apr.02, 2012

A scene from the new Chrysler "Second Half" ad "Tommy and the Ram.".

Way back then, when Don Draper and his pals (and a few of us who were there in those halcyon days) were pitching a piece of new business from a major corporate client the conundrum was, “Should we pitch with product or institutional creative?”  More times than not, institutional – the warm and fuzzy, feel good, selling the big picture, aren’t we magnificent, munificent and magnanimous outlook — won hands down.

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It made the prospective client nod their heads in approbation because the company looked terrific which reflected positively on our not-so-noble, okay crass, intentions no matter how insincere our sincere ads were.  And, yes, it won some business too.

And that is what advertising is supposed to do – sell things!

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