Marketing ideas for FPV

[banarcus]

Spot on there about the marketing=maturing tree comment 4vman. Ford is still playing catch up in the V8 market since they dropped their bundle in the early 80s. You can see that GM will not easily give this piece of the pie up as shown with their V8 kW increases SINCE the BA when it first arrived.

[data_mine]

Originally Posted by b2tf

The classic example being your shoddy dressed unshaven guy who walks into the dealership, doesnt get service and goes to another one and spends up big.

HSV have this right too. Me and a mate walked into a HSV dealer (after test driving a GT) wearing our best Ford shirts (mine was a Stone Brothers shirt), had no trouble getting into a Clubsport for a test drive.

My dealings with FPV dealers on the other hand have been a big mix up of some good experiences, and one VERY VERY VERY bad experience.

[Lagom]

Originally Posted by GTP006

Agree with your post but I would add that Holden do very well with their emotive advertising which is something Ford don't. The "pulling power" add was good but soon dated and became blah. Ford don't flog the "Australian Made" banner enough either.

How important is Australian made to customers now? For some it matters, but for most it no longer does; there's market research to support this, for example AustraliaSCAN.

Remember the time when manufacturers would show off when their cars were "fully imported"?

[Lagom]

Originally Posted by b2tf

No matter what market research says it is a mistake to ever think you can categorise your customers. The classic example being your shoddy dressed unshaven guy who walks into the dealership, doesnt get service and goes to another one and spends up big.

What does this have to do with how advertising is targeted? There's noone at FPV denying that person the opportunity to buy that car. If this person reads car magazines, goes to motorshows, takes a general interest in cars, s/he should know what FPV is.

In this case, it is a poor dealer, judging 'a book by its cover'.

The truth is, in marketing, you have to target your customers, more so for a small, niche brand. A small brand like FPV simply does not have the resources to advertise to every person under the sun; it targets those whom it believes it has the best chance of winning as a customer.

You can segment the market into different groups. You have to, because you can never be all things to all people, especially as a niche brand.

[4Vman]

Originally Posted by Lagom

What does this have to do with how advertising is targeted? There's noone at FPV denying that person the opportunity to buy that car. If this person reads car magazines, goes to motorshows, takes a general interest in cars, s/he should know what FPV is.

In this case, it is a poor dealer, judging 'a book by its cover'.

The truth is, in marketing, you have to target your customers, more so for a small, niche brand. A small brand like FPV simply does not have the resources to advertise to every person under the sun; it targets those whom it believes it has the best chance of winning as a customer.

You can segment the market into different groups. You have to, because you can never be all things to all people, especially as a niche brand.

Exactly.

[WASP]

Without question the Ford/FPV merchandising machine remains the poor cousin of the Holden/HSV one. This maybe due to demand as the blue oval is the underdog out of the two.

And yes Tony, there's no such thing as a 1:18 model of a BA Mk2 GT in Rapid!! Even my last GT, a red XBGT sedan doesn't exist even now :( As a lover of models I find this very frustrating.

On a branding front I think FPV still have away to go in terms of brand awareness. Most people, even non-car folk know what a HSV is, but FPV’s brand awareness and equity needs further development. Personally I think the way to channel this is thru youth. They may not be buyers now, but the seeds need to be sone and they will influence their parent's! After all, even as adults the decision to buy an FPV/HSV is largely influenced by the little kid inside of all of us.:

[data_mine]

I've got a 1:18th and a 1:43 of a BA2 GT-P in silhouette with silver stripes. Close as i can get to my BF GT-P in Ego with no stripes.