Smart Car, Smart Relationship Marketing
http://www.tendocom.com/view/smart-car-smart-relationship-marketing...
"Relationship marketing done well should build brand affinity. The goal is to facilitate both word-of-mouth evangelism and a propensity for repurchase. But like Maui’s scenic Road to Hana, the journey is often more interesting than the destination. Take the Smart car, for example...."
-- DavidV
"Relationship marketing done well should build brand affinity. The goal is to facilitate both word-of-mouth evangelism and a propensity for repurchase. But like Maui’s scenic Road to Hana, the journey is often more interesting than the destination. Take the Smart car, for example...."
-- DavidV
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Replies to This Discussion
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Permalink Reply by DavidV on -
Thanks!
For those that are interested, here is the follow-up companion piece:
http://www.tendocom.com/view/bigger-isnt-always-better-1937]Bigger isn’t always better | The Tendo View
-- DavidV
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Permalink Reply by DavidV on
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Just a quick update to note that the other day I received letter from Jill Lajdziak, President of Smart USA, acknowledging my blog entry above.
I mention this not just because I'm flattered (I am) and appreciate the gift she included (thanks!) but because it reinforces the core message of my article - Smart listens to what it's owners have to say and is a stronger brand for it.
More to the point, this listening takes place not as some outsourced function that reports no higher than middle management, but clearly goes all the way up the chain of command.
Now, I have met some extraordinarily passionate and enthusiastic folks at Smart, including Doug Gould, Director of Northwest Operations, who came out for a driving event I organized for the San Francisco regional owners club, as well as the dealer principals at Smart Center San Francisco, Smart Center San Jose, and Smart Center Sacramento, each of who helped organize customer caravans to attend our technical workshop and autocross.
The fact that these folks take the time to get to know, and interact with, their customers as more than mere sales prospects speaks volumes about Smart's viability as a nascent U.S. brand.
I would like to publicly thank Jill, and to the rest of team Smart. I look forward to our paths crossing again soon.
-- DavidV
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Permalink Reply by Pat Craven on -
Smart needs to update their web site more often. I started going to it in I think in 08. It hasn't changed much then. Smart needs to go to the Mini website. There they give you a vision of how cool and fun it is to own a Mini. They do clever things like tell you about Mini etiquite such as not pulling forward in a parking space but park at the back of the space. It really paints a picture of why you would love to own a Mini. They even had video game using the Mini. It is much more interactive and visual. The Smart site looks and feels like it has a very low budget. I would guess that most people that are researching a Smart go to the website. Smart only has 1 time to make a first impression. Mini has it beat hands down.
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