Volvo Will Try to Reinvent Auto Marketing With New Strategy, from Advertising Age.
SVP Marketing Alain Visser Says: Personalization Is In and Sponsorship Is Out
Volvo will almost double its marketing spend over the next five years and has vowed to shake up the automotive sector, in a bid to have more impact in a category where it has long been swamped by larger rivals with bigger ad budgets.
The Swedish car maker will provide a personal service technician for every customer. Each car will be delivered in person by a Volvo expert who will continue to be on call seven days a week for the duration of the vehicle ownership.
Alain Visser, SVP marketing, sales and customer service at Volvo Cars said, “We want to challenge traditional, conservative car marketing, which starts with TV, print, billboards and sponsorship. The recipe is always the same. But it’s not the best recipe for Volvo. When customers buy a Volvo they are buying a relationship — the personal service technician is like your butler.”