Niche marketing
Written by Verne on November 24th, 2007I came across this Volkswagen ad tonight starring my music idol John Mayer (who seems to get a mention in every one of my music-related posts). I’m not sure when the ad aired or where it was aired, but it targets car buyers who are also music enthusiasts. And not even regular “I like to listen to music” music enthusiasts, but very specifically “I like to rock out with my guitar” music enthusiasts.
If this ad had aired in Toronto in August, I probably would have taken a second look at VW’s. I too was in the market for a new car at the time, and I am also very much a guitar-playing music enthusiast who may or may not have ever had the urge to plug into my car’s stereo system and rock out on a white backdrop and be cool like JM. But the question is, how many of us are there?
We see car ads targeting audiences as specific as soccer moms, construction workers, and extreme athletes. Are guitar players (or musicians in general… I suppose you could plug in a keyboard too) out of sync (hah! pun was actually not intended) with these audiences, or did the marketers at VW see them as a natural (and profitable) segment of their typical audience?
If anybody has any info on the ad or campaign, please share!
If you enjoyed this post, subscribe to the free feed by RSS or Email.
This entry was posted on Saturday, November 24th, 2007 at 12:57 am and is filed under strategy... or lack thereof. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
Nevin
November 24th, 2007 at 1:50 amWow, that’s pretty cool. I’d definitely look into this but too bad it’s only offered in the US. Interesting concept though because you can plug the guitar into the VW and have it act as a “amp”.
But it’s a bit too tacky though.