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Younger generation Sacramento Mercedes Mechanic

Younger generation Sacramento Mercedes Mechanic

by Kenny Kellogg, January 27, 2016

Younger generation Sacramento Mercedes Mechanic

In 2010 Mercedes-Benz made plans to reach out to a younger audience with the introduction of “Generation Benz” an innovative online community comprised of about 200 to 250 people in the age groups of 20 to 39. It was an online community designed to provide the Mercedes-Benz marketing team with information regarding buyer habits and preferences within this demographic. The “Generation Benz” online community contributed to the production of a consumer profile that offers advantages to dealers worldwide, such as, Sacramento Mercedes.

Insight was gained by Mercedes Benz from this community that enabled the creation of a successful marketing campaign that launched the CLA product. It included a Super Bowl advertisement with Usher and Kate Upton, as well as the Super Bowl directly, being played in New Orleans and sponsored by Mercedes-Benz. The sponsors used digital and social media channels to target Millennials and a combination earned, paid and owned media, to access key influencers within the target demographic. It was a campaign designed to create brand awareness and eventual brand equity.

Marketing research is a crucial factor for any product or service entity, whether worldwide of for Sacramento Mercedes. In this particular aspect, the feedback from an online community proved critical in giving Mercedes-Benz the insight and information required to obtain a younger demographic and at the same time, remain faithful to its brand tradition.

For this campaign, Mercedes-Benz utilized a combination of product and a unique creative marketing strategy to reach a younger targeted audience. With a then price tag of a $29,800 starting point, appealing model styling and the product size, objections to purchase were countered by a significant value for the target consumers. As usual, this visible quality was supported by the renowned dealership network and service mechanic training and efficiency.

Younger generation Sacramento Mercedes Mechanic

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