As of late, I have been in the market for a new vehicle. Now, as resistant of the idea of purchasing a new vehicle and letting go of "old faithful," I wasn't dreading the purchasing portion, rather having the deal with overbearing marketers and salesmen smothering me with unwanted attention. Between the excessive phone calls, redundant e-mails and annoying text messages I was very much so dreading the entire process. However, we all know that purchasing a new vehicle is a rather large investment, on the consumer's behalf that is anyways.
That being said, for months I have come across a plethora of different advertisements for competitor automobile manufacturers that range from; radio commercials, newspaper ads and last but not least the infamous Toyota commercials depicting eager customers rushing to purchase that new Camry. At the least, none of these advertisements had me more inclined or even slightly provoked me to consider that particular vehicle manufacturer. Why? This is strictly, for me that is, due to the pushy and annoying sales tactic that marketers have crammed into the brains of many consumers. While watching television, one can witness a handful of automobile commercials that are aligned back to back, one after the other. Not only does this irk me but it sometimes becomes too overwhelming for consumers to digest. When we are relaxed at home after a long day of work the last thing people want to hear is a lengthy car commercial making unrealistic promises and on escalated sale prices. Subtle, is definitely the word I would use to describe a successful car salesmen/automobile manufacturer.
I've also witnessed car commercials using the "sex sells" method which ultimately, flops. In 2014 Evergreen Park Kia aired a commercial for "taking it all off" in which all the car salesmen were seen nude with a barely there censor. Not only was this commercial a major flop but Kia's attempt to market to consumers during dinner hour was entirely inappropriate and negatively shinned upon. Ultimately, the commercial stopped airing around the dinner hour, as I believe it finally dawned on Kia that children were an intricate part of the audience during that time frame. Quite frankly, this did not aide at all in my decision to purchase a new vehicle, in fact I crossed off Kia from my list as they made a negative impression on myself.
As time passed my patience was growing thin as I had not purchased a new vehicle. Frustrated is what I was feeling at the least. So, I took my frustration to Twitter and was pleasantly surprised with the results. Earlier this year of 2015, I had made a post to Twitter stating, "Can't seem to find the car of my dreams,.....#whereareyou #VroomVroom". Later that evening I received a response from my local Cadillac dealership who in which responded with, "Cadillac would love to offer you a free week test drive #Vroom#Vroom". Not only did I find the repost whimsical but I found it subtle, thoughtful and even pretty gratuitous to offer that to a consumer. Needless to say, I was swayed to come in for a test drive and possibly purchase a new vehicle. The sales manager responsible for the post had actually taken the time to personally send me his contact information in which from there, we had set up an appointment. Upon the day of my arrival I received exactly what I was promised, a free week test drive of the vehicle of my choice. I will end with this, today I am driving a Cadillac and it was all due to how I was approached and treated as a consumer, without initial conversation of money.......
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