Volkswagen experiences the power of word of mouth
Volkswagen Canada has canceled it’s introductory campaign for the Volkswagen Eos? Now why would they do that… well, simply because it did not make sense anymore to go ahead with it!
See, even before any form of advertising was put up, the Volkswagen Eos had begun to disappear from dealer lots around the country, based on pure word of mouth alone. All of the year’s stock had nearly sold out.
But still, in my opinion if you have the budget for it, the ad campaign could serve to further build the Volkswagen brand in the country instead of just selling the car.
August 2, 2007 @ 9:14 am
What kind of big company that sell products before actually advertise them?
Never seen a VW cabrio before.
August 2, 2007 @ 9:24 am
Selling products before advertising is called a ’soft launch’.
There would be differing viewpoints on whether to proceed with advertiements in such a situation. Where stocks are not available, proceeding with the ad campaign could backfire as customers would cry foul. On the other hand as you rightly pointed out, it could help build brand. The decision is a business call but the predicament is a ‘good’ problem.
August 2, 2007 @ 9:37 am
In the early 90’s Audi sold out the Audi RS2 in the UK based on one single feature in Performance Car, by the same journalists now at EVO uk.
No ads. Cool eh
August 2, 2007 @ 11:02 am
somehow it reminds me of malaysia when rumors spreading around saying that we are gonna get a 60k toyota and thats it….bookings start flowing….zzz
same goes for VW to ehh…..i guess we are not just the kiasu ones thats booking/buying based on hearsay.
August 2, 2007 @ 1:37 pm
I agree with Spiderman3; this add could well back-fire; I don’t know how that is in Canada, but in the US people tend to go to a car dealer , choose the car they like in the dealers lot, sign a contract and drive it home; A year waiting time maybe unacceptable. And if the campaign was not targeted at brand building, then it’s better to scrap the campaign to save some money.
August 2, 2007 @ 1:55 pm
cool…
August 2, 2007 @ 8:25 pm
proton can use it as a selling campaign:P?
August 3, 2007 @ 1:28 am
A good example of consumer confidence in a brand. The cutting of the ad campaign due fast moving sales = IS ITSELF THE GENIUS IDEA OF VIRAL MARKETING CAMPAIGN. — By advertising using news, to report on the cancellation of advertisement campaigns.
GENIUS.
August 3, 2007 @ 5:12 pm
Nice car, so this is the Eos. Is it just a cabrio version of the Golf?
August 4, 2007 @ 1:39 am
Wow, no need gimmicks, no need teaser, no need peekabooboo….just sell like hot cakes.
Brand’s track performance is important, that’s the correct mentality.
But most of us here will not get to enjoy this kind of car after the heavy taxes.