This article descibes the long awaited Fit Ad campaign which starts Thursday. It's going to be weird, kinda like the web site.

http://www.nytimes.com/2006/04/18/bu...5EUwz4l/JwwcXQ

 

I hope it's good. the marketing so far is weak. But that may make good marketing more drastic since it'll have a "come out of nowhere" effect.

 

The fact is the whole campaign looks poor. it might just hurt sales and that could help the price stay down..

 

Yes. Lower demand!!! That would be good, 'cause I'm kind of offended to be categorized as a "metro-funky" person by the advertizing agency. Although, maybe there aren't too many of those in Iowa...meaning lower demand...?

 

Iowa - that isn't too far away. Yea the whole marketing thing just totally misses the upper midwest - and a lot more of the country.

 

Thanks for the link...

 

Marketing only needs to be done for the market that won’t realize they need the car. The FIt is supposed to be for young college students (16-25) or older empty nesters (55+). The empty nesters don’t need the Marketing they will get the car for what it is. The marketing is obviously aimed at the younger croud which is totally fine. Honda wants everyone else (25-55) to get into a more expensive car more suited as the norm for that age group. Why would they want to convince someone who is going to buy a $28K Accord to buy a $16K fit? Anyone who is not in the 16-25 or 55+ age group and is getting the Fit are probably against the norm. Honda wants the college kids to graduate to a better car and empty nesters to feel their youth again. Both these groups also have less money then the 25-55 group. It makes sense.

 

...or Wacky Ja*s perception of what is the norm in North America

 

Well, he's got a valid point. I'd argue that anyone older than about 25 buying the Fit is outside of Honda's target market. This is very much a car aimed at first-time car-buyers, and the "wtf?" element of the advertising makes the target demographic stay around the website just long enough to pique interest. Can't speak for those of us in Canada, but look around - how many people between the ages of 25 and 55 do you see driving a <$15,000 new car by choice?

 

I see an awfull lot when I look around. Some of us have one or two other cars. They don't all need to be fancy. Some people just like simple and efficient.

 

But those people will buy it anyways despite the marketing. Those are the people who buy on specs and for practicality. The people that Honda needs to attract are the young, people who can be swayed by lifestyle advertising now and will trade up to a Civic/Accord/Odyssey/etc. when they pay off the Fit and settle down, start families, etc.

 

When I was in college, I thought stickers were stupid. I guess I would have found their website stupid back then too.

 

I never liked being talked down to when I was young, and I imagine it the same with most of the kids today.

 

Marketing talks down to all of us every day. We are told what to wear, eat, buy, drive, like, dislike, want, and need. Everyone is susceptible to their techniques whether or not you think you are. You might think that an ad does not work for you and without realizing it do exactly what the ad wants you to. Not every ad works for every person. Nonetheless, there is a reason they spend 20M to market a car.