January 5th, 2010 by cloud

Products these days appear to be more on the accompanying product than the product themselves, and the keystone in this promotional strategy seems to be coming up with saleable items that are considered cool.

We are used to this strategy in promoting films and Television shows from the variety of plastic toys, tee shirts and mouse mats available on eBay. I might have asserted in the shops, but there don’t appear to be most of them about now. Actually, it’s the fertile advancement in the acclaim for internet shopping which has boosted the trend for such product. If each product required a store shelf, the high st would be overrun with novelty present shops. One of the new contenders on the block when it comes to promotional accessories is in the auto promoting industry.

But just how will they hope to help possible customers to buy their product? Or is it the case the accessories available are for folk who are owners. Having spent a bit in Monaco, where autos are gigantic, glossy, fast and incredibly dear; having a Ferrari tee shirt, belt or wallet is thought of as a fine sign of outward pride. The guys and gals that are sporting these wares are usually truly owners of a Ferrari. In the United Kingdom the typical bloke that rambles around in a Ferrari baseball cap in reality owns a Ford Fiesta. Fortunately, the Italian brand with it’s prancing pony is basically classic enough in itself to be a fashion item. A little like wearing a Britain soccer shirt when everybody knows you are absolutely not on the team. Volvo accessories on the other hand are likely only acquired by folks that drive Volvos. I will not imagine a Porsche driver swanking about with a key fob that’s for a different class of vehicle, and I won’t image someone that drives a Citroen having any Volvo accessories either. Having said that, I do remember a pal of mine, back in the 1980s having a puffer style jacket that was worn by rally marshals, decorated with the Volvo emblem. I hopelessly wanted that jacket and I owned a Fiesta; oddly enough so did she.

It was actually the cool factor of the rally organization that made it fascinating though , and without the selling groups of the time knowing it, there had been a product right there that we had an interest in, as it was cool. It is this angle of opportunity the blokes at Vauxhall have employed in advertising the Corsa. The clever use of in-year-face woolly toys with rude boy attitudes has given the Corsa an edge over its opponents. The C’mon dolls as they’re called are one bit of goods which has nothing at all to do with the product. They do not wear Corsa garments, they are not decorated with the Corsa brand and they definitely aren’t an automobile. They’re fascinating though; but as much as I need one, at no point do I want to go out and purchase one of Vauxhall’s automobiles. Is this a marketing ploy that is massively backfiring? A vehicle company certainly can’t turn a profit on sales of woolly toys alone, you would need to sell approximately one thousand C’mon dolls to equal the acquisition of a Corsa.

At least with folk that are purchasing the Volvo accessories, they are driving the auto as well as wearing the tee shirt and sporting the key fob. What a fantastically reasonable promotion system.