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January 30, 2007
Buzz marketing does not a referral get
My friend Nicole emailed me today, asking if I would recommend the Mini Cooper. I've been a Mini owner for several years, and Nicole is thinking of getting one for herself.
It was fortuitous timing. Mini USA has launched a series of "talking billboards." The billboards can identify Mini Coopers using a coded signal from a radio chip embedded in the car's key fob. As drivers approach, a customized message flashes on the billboard. "Hi Jackie! Don't crash the car."
Being identified by a billboard sounds kinda creepy, but the messages are based on information submitted by Mini owners who've opted into the campaign. Nonetheless, it still seems a bit like the "Truman Show" or a poor-man's "L.A. Story."
Mini and its ad agency say the snooping billboards will "intensify the already strong 'tribal' feeling among Mini owners and stimulate their desire to support the brand." That's a big horse pill to swallow. If a company claims that its buzz marketing program will "intensify already strong tribal feelings," chances are it has OD'd on its own Kool-Aid.
Just last year Mini concocted another expensive gimmick: encrypted magazine ads that could only be read by Mini owners who'd been sent a kit with a special viewer to decode them. A lot of work just to be marketed to.
Nicole, of course, wanted to know about my Mini's reliability. She wanted to know maintenance costs and if I'd had any problems with the car. The car's cool design is obvious enough, but seeking out a recommendation is about making a judgment call on a pain-in-the-butt index: How painful (or pain-free) is owning this car?
So I told her about the nagging problem with the hatch door that has a habit of not always latching. And the rattling noises that creep up at highway speed. And the heat that comes out of the vents unless you have the A/C turned on. And that all the dealers in Chicago are an hour away from downtown.
Spend all the money on buzz gimmicks you want to convince non-owners they're missing all of the secret tribe fun. It won't change the nature of a real-world recommendation.
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Jackie, I was surprised! Expected to read your take on another innovative WOM marketing approach -- sometimes easy to be innovative -- much harder to execute something that really works! Thanks for the candid referral -- sounds like Mini might be listening to Mini! Huh?
Wow, that is a remarkable idea. I'm sure Seth Godin would love it. Mini is taking chances that Ford or GM would never risk. I think they are pursuing a valid strategy, to cater to their loyal fans. A mini is not for everyone but for raving fans, I'm sure they are estatic that the company cares about them.
Michael thanks for the post. The timing is fortuitous for me too as I'm currently working with the BMW Group in the UK strengthen their dealer network's understanding of both the BMW and MINI brands and the link between brand values and dealer behaviour. The question I have for you picks up on the work done by Fred Reichheld et al on the Net Promoter Score.
So my question is how likely would you be to recommend the MINI to a friend or colleague? Using a rate between 0 and 10 where 0 is extremely unlikely, 5 is neutral and 10 is extremely likely. What rating would you give?
Chuck,
I agree with your comments. Even if the campaign doesn't generate referrals it probably will create enough attention that would be car buyser might just venture into a Mini dealership.
Further it could be one of a number of factors that retains existing customers. Referrals are not the only way to drive business.
Jackie, I did not know you folks lived in Chicago. That is my home town...Go Bears!!!
Actually, this sounds a lot like "The Minority Report" with Tom Cruise -- that futuristic movie where all the ads read his retina and addressed him by name. I think it is kinda creepy!
Cool ads actually. I was amused by the "heat unless A/C on" comment. Our Suzuki SL7 has the same problem. Perhaps the design was influenced by ads from the compressor company? ;-)
