Porsche: Test Drives Work Better Than Hood Cash

  • April 22, 2009
Porsche says eschewing discounts and offering test drives instead has worked to generate interest, although Porsche's target demo is unlikely to have credit issues. The Atlanta-based sales arm of the German sports-car maker says it has signed some 3,000 people for test drives at Porsche's U.S. dealerships.

The campaign, called "First Mile -- The Porsche Experience Drive," targets people who "may not be familiar with Porsche's newest products." The effort was timed with the market intro of the 2009 Boxster and Cayman.

An online component, via Cramer-Krasselt/Chicago, directs customers to a landing page where they can choose the model they wanted to drive, the date and time and then confirm a "First Mile" driving appointment with a local dealer.--Karl Greenberg

1 comment about "Porsche: Test Drives Work Better Than Hood Cash ".
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  1. Jim Dugan from PipPops LLC, April 23, 2009 at 8:22 a.m.

    Most car sellers over the years have realized that getting someone to take that test drives leads to the next stage. They're not sitting behind the wheel because they're looking to buy a pair of shoes.

    While Porsche has evidently realized that the constant discounts that have become to be expected from potential buyers, and while Porsche has conducted some mobile marketing, they (and all other retailers) would be wise to constantly be on a complete one-stop mobile site for consumer awareness at all times.

    Our mobile center is www.GripOffs.mobi. Businesses, retailers, advertisers, have the ability to create and edit their own information with an Offer, if they choose, and something as simple as a mobile e-coupon with a barcode for 'something.'

    Additionally, if the 'closing' (successful sales conversions) percentages are known for the people who actually come in and take a test drive (in this example), an added incentive for Porsche to get more people behind the wheel could be something as simple dinner certificate.

    Cars aren't selling. Neither is much else. Most retailers are missing the boat by not jumping in with both feet on the mobile advertising scene. It's cheap and we're all looking for the innovative businesses who really want to engage with us for the long term.

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