Japanese automaker Mazda manufactures some of the most impressive vehicles around in highly competitive segments with innovative new features such as the renowned SKYACTIV® TECHNOLOGY. Now the brand is seeking new ways to oust competitors for attention and refresh how they present new members of new Mazda lineup to the public.
How?
Mazda has come up with their new campaign, which they've labeled as the "Take6 Ride and Drive Program" and is very unique from any other automaker's efforts. Mazda's largest obstacle to overcome is spreading their name around and capture the focus from larger automakers.
This new operation will employ a group of brand ambassadors to travel around to 15 large cities around the U.S. to act as representatives and directly target members of their Millennial age market. In six minutes, the ambassadors will highlight the 2014 Mazda6 and offer a test drive of the vehicle, which will be parked close by.
As a means to attract potential customers into taking the test drive, they'll be offered various prizes like free deserts at nearby restaurants or gift cards. Mazda's U.S. director of PR and brand experience, Jeremy Barnes, details this unique approach, explaining ""It's because food is typically a passion point for our kind of customers. The Mazda logo will stare at you. It's another memory device for when you're buying your next car."1
So tell us reader, could you be enticed into test driving a new Mazda model by delectable treats? Of course, you could always simply stop by Budd Baer Mazda's Washington, PA showroom, conveniently located at 71 Murtland Ave. for a test drive of any new or used vehicle on lot.
Source: 1 www.forbes.com/sites/dalebuss/2013/08/08/mazda-uses-guerrilla-tactic-to-market-worthy-new-mazda6/
