US Mazda dealers get factory ad push
04-04-2018 | 12:29 AM
#26
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From: Australia
/\ Yes, Camry here beats Accord by a 1,000 country miles, Homda (#9) is way past Mazda OZ in sales.
Toyota Number 1, Mazda #2, then Hyundai, GM and Kia at about 7th, IF you add Kia and Nut Sunday together they are beating on Toyota's door step for #1 position down under.
Toyota Number 1, Mazda #2, then Hyundai, GM and Kia at about 7th, IF you add Kia and Nut Sunday together they are beating on Toyota's door step for #1 position down under.
04-04-2018 | 01:18 AM
#27
Wiseguy
Joined: Aug 2008
Posts: 1,084
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From: Italy
looks to me like Driving Matters was working if you check the numbers
https://www.bizjournals.com/losangel.../04/03/LA55567
we'll see if #FeelAlive can equal or better that
https://www.bizjournals.com/losangel.../04/03/LA55567
we'll see if #FeelAlive can equal or better that
I suspect that discounts in % are totally different. The cars are exactly the same.....tv advertising...? i don't think.
04-04-2018 | 01:14 PM
#28
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Joined: May 2008
Posts: 2,938
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From: Grapevine, Texas
As usual goes straight over your head..
What you don't think Australia has the same population as you?...you guys really need to get out more mate, and see the world maybe.
What I mentioned is the targeted Meaningless PC Drivel.
For the record, I have associates of all nationality and colour and religion, including local indigenous aborigines, my heritage goes back now 5 generations and is EU/UK decent, so what, what I get tired of and most reasonable people do of this stuff being rammed down our throats, I just want people to get on and GET ON WITH IT (life).
In regards to this new Mazda ad, you can clearly see it's intention and 'how' it was think tanked...it is just old and tired and dull fluff.
Who knows it may just work...BUT, they (MNAO) has gone from 'Driving Matters' to now 'Feel Alive', I am not an advertising xpert, but to me when you look at say successful Subaru they target dog owners (dogs driving cars), brilliant!, no PC BS and it clearly works to sell cars.
I think there is more to come from Mazda in US.
What you don't think Australia has the same population as you?...you guys really need to get out more mate, and see the world maybe.
What I mentioned is the targeted Meaningless PC Drivel.
For the record, I have associates of all nationality and colour and religion, including local indigenous aborigines, my heritage goes back now 5 generations and is EU/UK decent, so what, what I get tired of and most reasonable people do of this stuff being rammed down our throats, I just want people to get on and GET ON WITH IT (life).
In regards to this new Mazda ad, you can clearly see it's intention and 'how' it was think tanked...it is just old and tired and dull fluff.
Who knows it may just work...BUT, they (MNAO) has gone from 'Driving Matters' to now 'Feel Alive', I am not an advertising xpert, but to me when you look at say successful Subaru they target dog owners (dogs driving cars), brilliant!, no PC BS and it clearly works to sell cars.
I think there is more to come from Mazda in US.
Back to the ad, I credit Mazda for at least trying a different approach. This subtle approach has been successful for other car makers. It remains to be seen if this brings in any new and/or younger buyers to Mazda showrooms. There are still Mazda driving-based ads running. This new ad is getting heavy play in youtube videos, so yes that targets this same youth free-spirit demographic.
Last edited by gwilliams6; 04-04-2018 at 02:38 PM.
04-05-2018 | 07:01 PM
#29
40th anniversary Edition
Joined: May 2008
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From: Grapevine, Texas
Mazda has new US Magazine ads, like on the back cover of May's issue of Motor Trend magazine.
It shows a picture of the Mazda-Joest car and states: "Not Just a Rethink, a Re-Everything. Reimagine,revamp,reexamine,retool,reconsider ,recalibrate
,readjust,realign,rearrange,reevaluate,reassess,re dedicate and refocus. Now, we are reborn. We are Mazda Team Joest. We intend to rewrite records. And help lead Mazda into a future of limitless potential.
Driving Matters"
Any thoughts ?
It shows a picture of the Mazda-Joest car and states: "Not Just a Rethink, a Re-Everything. Reimagine,revamp,reexamine,retool,reconsider ,recalibrate
,readjust,realign,rearrange,reevaluate,reassess,re dedicate and refocus. Now, we are reborn. We are Mazda Team Joest. We intend to rewrite records. And help lead Mazda into a future of limitless potential.
Driving Matters"
Any thoughts ?
04-07-2018 | 12:36 AM
#30
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From: Australia
Part of the real reason WHY Mazda did so well in March was because of the massive backlog of forward orders, particularly the CX-5.
Remember another CX-5 line came on-stream for first time @ the Hofu plant (which only made MZ 3 and 6), basically Mazda can not make enough CX-5's to satisfy the HUGE order/sales demand.
Remember another CX-5 line came on-stream for first time @ the Hofu plant (which only made MZ 3 and 6), basically Mazda can not make enough CX-5's to satisfy the HUGE order/sales demand.
04-07-2018 | 12:57 AM
#31
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From: Australia
With advertising,
As I said before I am no expert , but to me what seems to work for 'other makes' is the fact they SELL the CAR and Model, they SELL and Show what they offer.
Mazda and a few others focus on showing how great it "LOOKS" but say nothing about the cars features.
I recall the first US ad for the then all new CX-5, it showed the car driving itself up and down and on a lollipop road with cartoon features around it, the story was the CX-5 was 'fuel efficient from all new Skyactiv Engines', BUT what about the rest of the car....?
WHY do these advertisers being paid massive amounts of $$$Cash.00 come up with such stupid commercials....!?.
WHAT THE HELL IS WRONG with them, why not just film the car inside and out and talk/show features on what it has or what it does?,
Just spend the 60 seconds SHOWING OFF the car....how hard can that be FFS.
Who @ MNAO approves this lame rubbish that tells ZIP about what is IN THE CAR!
Look , the CX-5 was yes fuel efficient....BUT..
Where was the filiming and pics on the i-Activsense?
Remember Mazda back in 2012 was the FIRST Japanese car brand to sell and have extensive safety features like.
1. Smart City Brake Support.
2. Reverse Cross Traffic Alert.
3. Lane departure Alert.
4. Radar Cruise Control and speed control.
5. Hill Launch Assist.
6. Lane Wandering Alert.
7. Driver Attention Alert (Fall asleep at wheel).
8. etc, etc ,etc
Almost all of these were available from 2012 Mazda's, but who knew about them.
Not until the last year or so are car makers advertising these features like they are all new.
MAZDA HAS HAD THESE LIFE SAVERS FOR PAST 6 YEARS!, on bread and butter cheap cars.
As I said before I am no expert , but to me what seems to work for 'other makes' is the fact they SELL the CAR and Model, they SELL and Show what they offer.
Mazda and a few others focus on showing how great it "LOOKS" but say nothing about the cars features.
I recall the first US ad for the then all new CX-5, it showed the car driving itself up and down and on a lollipop road with cartoon features around it, the story was the CX-5 was 'fuel efficient from all new Skyactiv Engines', BUT what about the rest of the car....?
WHY do these advertisers being paid massive amounts of $$$Cash.00 come up with such stupid commercials....!?.
WHAT THE HELL IS WRONG with them, why not just film the car inside and out and talk/show features on what it has or what it does?,
Just spend the 60 seconds SHOWING OFF the car....how hard can that be FFS.
Who @ MNAO approves this lame rubbish that tells ZIP about what is IN THE CAR!
Look , the CX-5 was yes fuel efficient....BUT..
Where was the filiming and pics on the i-Activsense?
Remember Mazda back in 2012 was the FIRST Japanese car brand to sell and have extensive safety features like.
1. Smart City Brake Support.
2. Reverse Cross Traffic Alert.
3. Lane departure Alert.
4. Radar Cruise Control and speed control.
5. Hill Launch Assist.
6. Lane Wandering Alert.
7. Driver Attention Alert (Fall asleep at wheel).
8. etc, etc ,etc
Almost all of these were available from 2012 Mazda's, but who knew about them.
Not until the last year or so are car makers advertising these features like they are all new.
MAZDA HAS HAD THESE LIFE SAVERS FOR PAST 6 YEARS!, on bread and butter cheap cars.
04-07-2018 | 09:39 AM
#32
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From: NYC
As an ad guy, I can tell you that “brand advertising” - selling by creating a brand personality for your product, rather than relaying a laundry list of product features, works quite well for many products and services, if done right. That’s a big “if” - not many ad agencies have the talent to pull it off, which is why you can make big bucks in this business IF you can do that. And not only do you need talent, you also need a client smart enough to recognize it and then commit to it. Alas, excellence - in advertising, restaurants, literature, film, theater, architecture, you name it - is, by definition, rare.
There’s another reason why brand advertising beats product feature advertising: you may have the better car today, a car that beats its competition on performance, features, etc. But what about tomorrow? Your competitor may come out with a model that’s ostensibly better than yours. If you’re running “feature” advertising, bye bye sales. But if you’re cultivated a following that loves your brand - your personality, your essence, what your brand stands for and is all about - you’ll keep your customers. Why? Because they LIKE you.
How many features does Apple list in an iPhone commercial? What beer attributes are enumerated in a Dos Equis “The Most Interesting Man In the World” spot? Mini’s “Let’s Motor!” campaign says very little about the cars until you find your way to the website or showroom. Good advertising drives sales by, over time, developing a “good feeling” towards the brand’s personality. With cars, a great spot whets one’s appetite to learn more about the product being sold, because one is attracted to the personality of the brand. So the buyer then goes online, does their research, and gets his facts. But the ads make him or her favorably predisposed to want to associate with (i.e. wear, learn more about, be involved with, and yes, BUY) the brand’s product.
In fact, here in the states, it’s inevitably the mediocre products that run stupid advertising that list fact after fact in a dull attempt to “logic” you into a purchase. Just watch any Chevy commercial. Want a quick read on the intelligence of any company? Look at their advertising.
There’s another reason why brand advertising beats product feature advertising: you may have the better car today, a car that beats its competition on performance, features, etc. But what about tomorrow? Your competitor may come out with a model that’s ostensibly better than yours. If you’re running “feature” advertising, bye bye sales. But if you’re cultivated a following that loves your brand - your personality, your essence, what your brand stands for and is all about - you’ll keep your customers. Why? Because they LIKE you.
How many features does Apple list in an iPhone commercial? What beer attributes are enumerated in a Dos Equis “The Most Interesting Man In the World” spot? Mini’s “Let’s Motor!” campaign says very little about the cars until you find your way to the website or showroom. Good advertising drives sales by, over time, developing a “good feeling” towards the brand’s personality. With cars, a great spot whets one’s appetite to learn more about the product being sold, because one is attracted to the personality of the brand. So the buyer then goes online, does their research, and gets his facts. But the ads make him or her favorably predisposed to want to associate with (i.e. wear, learn more about, be involved with, and yes, BUY) the brand’s product.
In fact, here in the states, it’s inevitably the mediocre products that run stupid advertising that list fact after fact in a dull attempt to “logic” you into a purchase. Just watch any Chevy commercial. Want a quick read on the intelligence of any company? Look at their advertising.
Last edited by New Yorker; 04-07-2018 at 09:42 AM.
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04-07-2018 | 11:09 AM
#33
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Joined: May 2008
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From: Grapevine, Texas
I couldn't have said it better New Yorker. In America people choose cars first because of some personality or emotional connection, then they may look at specs. We are car folks so we think everyone should be interested in the cool car specs and features. Well only to a point with most US buyers. They want to "feel the need' for that particular car ,brand and persona first. That is what the new Mazda ads are trying to tap into. I am sure they thought long and hard about where and how they were spending their Ad dollars before going in this direction. Time will tell if it bears fruit. cheers.
Last edited by gwilliams6; 04-08-2018 at 09:35 AM.
04-07-2018 | 01:46 PM
#34
Smoking turbo yay
Joined: Apr 2017
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From: BC, Canada
It was universally hated because the movie the ad is based off is a sell-out...
Anyway, I think best car ads are still the "happy people driving cars" ones, like the one for the new Camry. Just depends on how you pull it off.
04-07-2018 | 04:38 PM
#35
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From: Australia
Selling a car is not like selling an i-phone, value is somewhat different, but.
Mazda (in USA) want to go 'up market', that was their aim 4 years ago for two reasons landed costs and the fact they are/were putting way more in their cars as standard features compared to others.
But they don't show what they have got, now everyone else has caught up and even passing them.
In US, I see Nissan, Ford, Toyota, Volvo and others actually Presenting what their cars can and do in a subtle and in your face way.
This 'building a brand' fluff has been done to death, not as if Mazda are new comers.
To me it is almost as is they (Ad agencies) has run out of ideas. (and yes it is not easy).
Mazda (in USA) want to go 'up market', that was their aim 4 years ago for two reasons landed costs and the fact they are/were putting way more in their cars as standard features compared to others.
But they don't show what they have got, now everyone else has caught up and even passing them.
In US, I see Nissan, Ford, Toyota, Volvo and others actually Presenting what their cars can and do in a subtle and in your face way.
This 'building a brand' fluff has been done to death, not as if Mazda are new comers.
To me it is almost as is they (Ad agencies) has run out of ideas. (and yes it is not easy).
04-08-2018 | 10:49 PM
#36
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Joined: Mar 2011
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From: Denver, CO
You guys are also forgetting one major reason why Mazda's marketing strategy is different than Toyota's or Chevy's:
Mazda doesn't have the available funds to market as much as Toyota or Chevy.
So they need to be economical in how and where they spend money.
That stuff doesn't just fall out of the sky, or grow on trees, you know.
You know what I'm grateful for?
The fact that Mazda builds cars way better than they market them.
BC.
Mazda doesn't have the available funds to market as much as Toyota or Chevy.
So they need to be economical in how and where they spend money.
That stuff doesn't just fall out of the sky, or grow on trees, you know.
You know what I'm grateful for?
The fact that Mazda builds cars way better than they market them.
BC.
04-08-2018 | 11:22 PM
#37
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From: Australia
Marketing strategies appear to work in other Mazda world markets just fine.
I guess it depends who has the ad account and how successful that agency really is.
ie, it is not what they spend but how they spend the cash, they all work on similar principals of 'x' $'s per unit (vehicle sold), so yes it is in the interest of the ad agency to be successful, more cars sold the more cash for ad creation and kudos..
Up until end of 2017 sales have not been great in North America, that is an undeniable fact.
Do they get 'value' for money....?, so far 2018 is working GREAT for Mazda in USA, we all want this continued success for the future of Mazda worldwide and their model range.
I guess it depends who has the ad account and how successful that agency really is.
ie, it is not what they spend but how they spend the cash, they all work on similar principals of 'x' $'s per unit (vehicle sold), so yes it is in the interest of the ad agency to be successful, more cars sold the more cash for ad creation and kudos..
Up until end of 2017 sales have not been great in North America, that is an undeniable fact.
Do they get 'value' for money....?, so far 2018 is working GREAT for Mazda in USA, we all want this continued success for the future of Mazda worldwide and their model range.
04-10-2018 | 10:07 AM
#38
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From: portland oregon
Mazda and other companies involved in the marketing of the movie were the companies that are actively interested in helping the environment. Through making their companies and products greener as well as donating to things like reforestation projects. A few bloggggers who couldnt understand the concept of that turned the whole thing on it's ear because that's what happens on the internet/social media/blogosphere then and now. a few loud people who don't understand something misinform alot more people.
Mazda was chosen not just for it's skyactiv push but also for it's work on bioplastics for interior and exterior parts rather than dino-oil based and was helping with an Amazon rainforest project. Some enviro nuts that couldnt get their head around the concept of a car company being green were the problem.
Last edited by zoom44; 04-10-2018 at 10:29 AM.
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ASH8 (04-11-2018)
04-10-2018 | 01:59 PM
#40
Smoking turbo yay
Joined: Apr 2017
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From: BC, Canada
actually most people I know liked the Lorax movie. The movie studio plus Mazda and a handful of others raised a good bit of money for environmental charities with. Being a fan of Seus, the Lorax and Mazda I still have Mazda Lorax wallpapers on my pc today. I had picture of me with aLorax mustache around here somewhere. I just saw it last night.
Mazda and other companies involved in the marketing of the movie were the companies that are actively interested in helping the environment. Through making their companies and products greener as well as donating to things like reforestation projects. A few bloggggers who couldnt understand the concept of that turned the whole thing on it's ear because that's what happens on the internet/social media/blogosphere then and now. a few loud people who don't understand something misinform alot more people.
Mazda was chosen not just for it's skyactiv push but also for it's work on bioplastics for interior and exterior parts rather than dino-oil based and was helping with an Amazon rainforest project. Some enviro nuts that couldnt get their head around the concept of a car company being green were the problem.
Mazda and other companies involved in the marketing of the movie were the companies that are actively interested in helping the environment. Through making their companies and products greener as well as donating to things like reforestation projects. A few bloggggers who couldnt understand the concept of that turned the whole thing on it's ear because that's what happens on the internet/social media/blogosphere then and now. a few loud people who don't understand something misinform alot more people.
Mazda was chosen not just for it's skyactiv push but also for it's work on bioplastics for interior and exterior parts rather than dino-oil based and was helping with an Amazon rainforest project. Some enviro nuts that couldnt get their head around the concept of a car company being green were the problem.
I recall that a lot of Star Wars fans were pissed at The Last Jedi, while I thought it's fine since while I like Star Wars, I wouldn't call myself a dedicated fan.
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04-12-2018 | 09:27 AM
#44
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From: Grapevine, Texas
05-20-2018 | 06:25 PM
#45
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Would not give up your day job as an 'ad guy'..
Been watching lots of live US TV and many of the car ads I see are specific to features on product..
Oh like GM, lady driver hits a Deer..
Subaru America, car stops before it rear ends a truck..safest car available (Mazda had this tech all in 2013)
Funny how these brand sell more than Mazda in USA with their specific ads.
Instead Mazda makes fluff ads that say nothing except motherhood statements about the brand...
Driving Matters and "feel alive" what a load of BS.
IF you are not selling the product (and what it has) you are not selling.
Been watching lots of live US TV and many of the car ads I see are specific to features on product..
Oh like GM, lady driver hits a Deer..
Subaru America, car stops before it rear ends a truck..safest car available (Mazda had this tech all in 2013)
Funny how these brand sell more than Mazda in USA with their specific ads.
Instead Mazda makes fluff ads that say nothing except motherhood statements about the brand...
Driving Matters and "feel alive" what a load of BS.
IF you are not selling the product (and what it has) you are not selling.
05-21-2018 | 02:47 PM
#46
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Posts: 3,319
Likes: 58
From: NYC
Would not give up your day job as an 'ad guy'..
Been watching lots of live US TV and many of the car ads I see are specific to features on product..
Oh like GM, lady driver hits a Deer..
Subaru America, car stops before it rear ends a truck..safest car available (Mazda had this tech all in 2013)
Funny how these brand sell more than Mazda in USA with their specific ads.
Instead Mazda makes fluff ads that say nothing except motherhood statements about the brand...
Driving Matters and "feel alive" what a load of BS.
IF you are not selling the product (and what it has) you are not selling.
Been watching lots of live US TV and many of the car ads I see are specific to features on product..
Oh like GM, lady driver hits a Deer..
Subaru America, car stops before it rear ends a truck..safest car available (Mazda had this tech all in 2013)
Funny how these brand sell more than Mazda in USA with their specific ads.
Instead Mazda makes fluff ads that say nothing except motherhood statements about the brand...
Driving Matters and "feel alive" what a load of BS.
IF you are not selling the product (and what it has) you are not selling.
Brand advertising - which is what you’re complaining about - absolutely works for products where emotion is part of the purchase decision. And make no mistake, for many cars, emotion - not just logic - plays a role in purchase decisions, because most of us don’t choose a car based on facts alone.
Most car makers have a broad, emotion-based brand campaign, and often additionally run feature-driven advertising as well.
It’s why Nike said “Just do it” instead of talking about superior sneaker construction.
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StealthTL (05-22-2018)
05-21-2018 | 11:47 PM
#47
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From: portland oregon
they have some feedback metrics already
https://www.brandchannel.com/2018/05...nacchi-051018/
https://www.brandchannel.com/2018/05...nacchi-051018/
We have seen some positive results through interest and intent measures. Google search terms for Mazda overall were up 24% in April and unique visitors to our website up 30%, and when we get to leads (and) quote requests for vehicles, they were up 82%.
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Jedi54 (05-22-2018)
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