Everybody Gets A Car!
- March 26, 2012
- Posted by: Rochelle
- Category: Brand + Design, Marketing + Selling
She gave away 276 free cars that day. And yes, Pontiac covered the taxes too, so they truly were free.
But even in a giveaway (Pontiac donated the cars), Oprah’s team stayed true to her brand.
The audience was carefully selected. It was packed heavily with teachers, the unsung everyday heroes that Oprah celebrated. And not just any teachers, but those who desperately needed a new set of wheels.
The model—a Pontiac G-6 sports sedan—was chosen by the show as the right fit for her demographic. They chose an array of features to load into each car. The variable? Winners chose the color.
Now fast forward. To your business, your service mix, your clientele. How well do you know—and target—your sweet-spot audience? Which features do you always include as part of your work and which can your client customize? How do you help them create their best ride?
Hint: consumers—clients, customers, employees—prefer having choices. Not a dizzying array, but the opportunity to customize their experience. Which of course enmeshes you more tightly to your audience. The art of it is pinpointing the perfect mix of your best delivery while allowing clients to make choices that fit their DNA.
Have you discovered the right mix?