When it comes to a marketing medium of choice for carmakers, the cinematic television spot has been a natural fit.
The recipe: put the flashy new car on a beautiful stretch of highway, add in some dramatic music and run the ad during prime time.
But as audiences shift from must-see-TV events to solitary Netflix streaming binges, automakers can no longer rely on splashy video.
As a result, Jordan Gracey, VW Canada’s digital marketing manager, has begun combining data and social with traditional media to stay relevant.
Car ads and TV seem to go hand-in-hand, so where does the web sit in this discussion?
Jordan Gracey
We know our drivers are highly digital. We recently worked with our media company and Twitter to extend the reach of a media buy and we saw some pretty great results. If you watched the NHL Playoffs, you probably saw our Tiguan “Prom Night” ad, and if you are a typical sports fan, you may have also been scrolling through your newsfeeds. Thanks to targeting, you may have also been intercepted by our Tiguan Twitter configurator, where you could be asked to customize a Tiguan that matched your personality. We took what we knew about our consumers’ screen behaviours and worked to provide a connected experience. TV was important, but it wasn’t the only piece.
Let’s talk about the traditional “sales funnel” for a second. How has it changed for VW?
I think it has changed for everyone and every brand, automotive or not. But the thinking behind the sales funnel will always apply, I think. But it isn’t as simple anymore. It isn’t just about getting people in at the top and moving them through. There are multiple points of entry and exit now, thanks to the variety of screens that have infiltrated our lives, along with third-party websites, social media, and so on.
Do you think that getting deep analytics hastens that change?
I want to be careful with how I answer this one. Analytics are crucial to any program or brand. If you have access to data, put it to work. If you don’t have access to data, get it. Approach measurement with a clear idea of what you want to get out of the numbers and what you will use the data for. But measuring everything could be data overkill.
A sticky point: Some customers love mobile and have no problem supplying personal data. Others might think it’s creepy. How does VW balance this?
We definitely aren’t creepy about personal data! We don’t collect data without asking and we don’t ask unless there is a value exchange for the customer. When we collect data, it’s about providing the person that trusts us with their data an enhanced experience — either through a campaign, or as an owner who receives personalized communications from us.
Does VW work with any third parties on this? How does the brand balance privacy?
Yes, we do work with third parties–but these third parties are partners such as Google, Twitter, Universal and companies that have strict privacy policies that match ours.
How important is it to keep engaging customers through the web? And does this follow for other channels, like social?
Very important! We are a brand that isn’t just focused on a transaction, we’re focused on our consumers – from how we attract them to how we continue to have daily conversations once they are owners. Along with extending brand reach, we are able to create a place where VW drivers can connect not only to us, but to each other. We regularly have drivers sharing their stories. There’s a strong community around the brand, and you can really see its strength on our social channels.
