Okay. If this is published, I might want royalties.
BMW Motorsport is about heritage. To sell BMWs you need to appeal to both enthusiasts and new owners. Enthusiasts are worried that the new E92 M3 is watered down and unlike the old M3 makes. You need to show that its not. For new owners you need to show that the car is an experience, enthusiasts already know this.
If it were me I would stagger my ad campaign. Come up with four or so separate advertisements.
1.The first should be a lineage sort of piece. Show the progression of the E34 M3, the E36 M3, the E46 M3 and then the new E92 M3. Pose it as an 鈥渆volution.鈥?Something like:
鈥淲e started with 4. We tried six. Now we have 8鈥?br> -This shows the move from a 6-cylinder engine to an 8-cylinder, a very large leap. This would be for enthusiasts.
-Show a picture of the car鈥檚 engine bay exposed.
2.Next, I would want another targeted ad at the enthusiasts. The new M3鈥檚 chassis is supposed to be super-advanced and very responsive.
鈥淭he only thing faster than the engine on the new M3 is the chassis.鈥?br> -Show the M3 hard banking into a sharp turn and how the front end doesn鈥檛 roll out.
3.The next add you should just show a picture of the new M3鈥檚 roof. It is completely carbon fiber and is unique to BMW cars.
鈥淭he roof is carbon fiber鈥o we need to say more?鈥?br> -This appeals to both enthusiasts and anybody who is buying the M3 as a new buyer. Typically, those people are those with extra money that want a little bit more exoticism than a regular 3-Series and like the 鈥渟porty-look鈥?more than the 鈥渟porty-nature鈥?of the car.
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