One way to stand out is to take the product to the buyer. This is what John Oxley Motors did in order to meet prospective buyers through a marketing campaign for the new Nissan Qashqai.
The campaign included two weeks of promoting the new Qashqai on radio and print and then one week of meeting people at coffee shops and offering a free coffee, which ran from August 4 – 9. It saw close to 500 people approach John Oxley staff at different coffee shops in the Port Macquarie CBD for a free coffee and to view the newly renamed Qashqai – previously the Dualis.
“What we did was take the car with sign writing on it and have coffee cups made up that had the name of the car, pictures and info of the car on them, so that we could talk to people and explain that this was a car that was the next model of a known car,” says Heather Smith, marketing communications coordinator at John Oxley Motors.
“We handed out about 400-500 cups of coffee and we were able to get 100 people to give us their info, and subsequently sold two Qashqai models,” say Smith.
“If we looked at doing a similar campaign again it would be tailored for a specific target market and maybe tweak it so it is isn’t exactly the same as this campaign. The Nissan Navara comes out later in the year, and we have six brands at our dealer, so we will target a campaign whenever we see an opportunity for it in the future.”
“At the end of the day it made sense to take the car out and show it around and get people to look at buying a car in their comfort zone. It is also a great idea in terms of getting other businesses and the community to participate and bringing people out in a different setting,” says Smith.
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