It’s no surprise as to why Honda is
so successful and it’s not just because they do create amazing vehicles—it is
also the exceptional job their marketer does. The big idea behind making a successful
slogan, as well as ad campaign for the 2017 Honda was to express to consumers
that a car can look great while still doing all of the thing a quality vehicle
should do. The advertisement will feature a billboards, as well as ads ran on
major websites and social media platforms. “Posting
ads on websites that receive heavy traffic is one way to get the word out about
your business,” (Lovering, Small Business Chron.). In order to get this
message across I wanted to have a full understanding of car itself and all the
components. Consumers tend to gravitate towards products that relate to their
everyday needs—products that make them think that their life could be changed for
the better, simply if they purchase this item being advertised. Which is why I
want to create a simple and sleek advertisement that will convince the customer
that they will be driving a luxury car but not for the luxury price. Including
a piece of my fashion knowledge into the advertisement is part of the concept
that this car is not only efficient and affordable but also stylish. Fully
engaging with customers is vital, how else will a company discover what satisfies
their consumers. “Customers are the most
important part of any business because they are the lifeblood of your company,”
(Treyger, Business 2 Community). In order to advertise to Honda’s customer,
I took a look at their demographic. Who was buying the Honda Civic previously;
age, gender and their annual income were some important questions to think
about. Through research I found the Honda Civic purchasers tend to be quite
young, millennials in fact. In order to appeal to that young crowd I wanted to
execute a sleek and stylish campaign that still had some mature aspects.
“Social Sharing.
Millennials grew up sharing on social media. 75% of Millennials have a
profile on a social networking site (Pew Internet). Millennials expect brands
to have a social presence, but would rather see a brand without a social
presence than a brand with unengaging, self-centered social media marketing.
Don't take the shotgun approach or "spray and pray." As you begin,
focus your efforts on where the audience you are trying to reach is
participating the most. Start there and build your way up,” (Beechler,
Marketing Cloud).
My slogan "It's not only about
how it looks, it's about what it does. But, it sure looks good while doing it,”
is perfect for the young generation of today. Because, unlike consumers before
this generation, millennials don’t just care about the appearance of something
but also its quality.
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