Vs BMW vs MB.. Press Team

[SDNR]

Could be.

But ...

It depends how the costs are distributed: how much money went for production, and how many for media space. eg. MB can be making less ads, putting in more targeted media, advertising less frequently - but investing more in production per ad than BMW.

It's all about quality vs quantity.

Also: MB marketing (not only advertising!) is still much bigger than the one of the BMW. Yet I have no info about distribution within marketing budget - expect sales promotion, financial services, and advertising.

This makes me think MB invests huge money in marketing researching, dealer network, customer care / management, etc.

The nature of advertising has changed a lot over the past decade -- at the luxury end of the market there is a lot of "experience" marketing rather than just the usual print advertising etc. This means invite-only promotions and clever brand association with "lifestyle" events (sport and art events are popular).

Also, the way certain types of products are marketed can vary hugely depending on the target market. For example, a car like the S class is what is referred to as a "massclussive" (mass exclusive) luxury product -- meaning that it is prestigious but still affordable to a relatively wide market. The product will be widely marketed in a range of Media and also presented to potential clients at large promotional events.

A product like the SL65 BS is closer to the category of product known as "Über Premium" ....and this may be marketed directly to potential clients through personal invitations to "experience" the product ...or in the case of Ferrari and Lamborghini, only giving previous owners of the brand, the chance to acquire a limited edition model. The emphasis is on a very personal and memorable experience for the most VIP customers -- this is very much what the Maybach 'Centre of Excellence' is all about.

 

[Centurion]

The nature of advertising has changed a lot over the past decade -- at the luxury end of the market there is a lot of "experience" marketing rather than just the usual print advertising etc. This means invite-only promotions and clever brand association with "lifestyle" events (sport and art events are popular).

True. Printed media is the cheapest form of advertising. Like you said events, tickets to Mclaren F1 paddock, LA fashion and various product placements is what really cost money.

 

[EnI]

True. Printed media is the cheapest form of advertising. Like you said events, tickets to Mclaren F1 paddock, LA fashion and various product placements is what really cost money.

I'm not sure "printed" media is cheap in every case.

Eg. the huge "billboards" - more painted building facade than a panels are very expensive, and very visible.

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Or "billboards" like this one:

http://www.germancarforum.com/bmw-lounge/23545-gigantic-bmw-m-billboard-65-000-sq-ft.html

Yet I agree events have deeper impact, although not reaching such broader audience as classic advertising.

 

[klier]

^so far 6 to 1 he does a bad job
hahah

Yeah, but you cans ee who has voted and it's only MB fans, so it's ok

 

[SDNR]

I don't have any idea which one to vote for .....I think they are so competitive that they keep passing each other. Ultimately, if we're talking sales, then BMW is more successful ...BMW is apparently the most productive automaker in the world -- but then, how much is it costing BMW to market their products? .....and Mercedes isn't so far behind in sales, and its product range is far more vast and generally more expensive ....so their profit is higher.

 

[castagna]

Audi.

 

[VroomVroom]

Audi.

And you just made the decision sooo much harder

But tbh I like them all equally, but Audi is my Favorite

 

[SDNR]

Audi is the cool and quiet one -- Merc and BMW like to make a big noise about themselves all the time .....while Audi calmly goes about its business studiously working on its master plan .....wait for the A8

 

[Centurion]

Audi is the cool and quiet one -- Merc and BMW like to make a big noise about themselves all the time .....while Audi calmly goes about its business studiously working on its master plan .....wait for the A8

I'd say Audi are very loud at the moment, especially in their US marketing.

 

[King-B]

Audi is the cool and quiet one -- Merc and BMW like to make a big noise about themselves all the time .....while Audi calmly goes about its business studiously working on its master plan .....wait for the A8

Well Audi is going to have to speak up if they wanna get more noticed in the US...Sorry, but I feel like Im only speaking the truth.

 

[VroomVroom]

Audi, BMW and Mercedes are all amazing companies, they are all as good as each other, each great in different ways

 

[Cashmere]

atleast as far as recent press releases go (ooh, esp the SL65) the press shots are suberb. Im not saying BMW pics suck, but they can do better.

On the other hand BMW adverts are the best thing since sliced bread. BMW definitely dominate in their adverts, both print and film.

 

[Storebrand]

Mercedes takes some of the best press pics in the business, sadly I'm not as impressed apond entering the show room floor! BMW's the exact opposite imo, there press pics are nice, but nothing spectacular.. Go to the dealership & you'll be more then impressed!

 

[Merc1]

Well Audi is going to have to speak up if they wanna get more noticed in the US...Sorry, but I feel like Im only speaking the truth.

Bingo! I was just going to say this. Audi needs to flaunt whatever their actual or perceived advantaged are. People say they're being agressive, yet I still see far more BMW and Mercedes ads.


M

 

[Storebrand]

Bingo! I was just going to say this. Audi needs to flaunt whatever their actual or perceived advantaged are. People say they're being agressive, yet I still see far more BMW and Mercedes ads.


M

It appears to me that efforts are being made ever since the SUPER BOWL..

 

[SDNR]

I'd say Audi are very loud at the moment, especially in their US marketing.

Well Audi is going to have to speak up if they wanna get more noticed in the US...Sorry, but I feel like Im only speaking the truth.

Bingo! I was just going to say this. Audi needs to flaunt whatever their actual or perceived advantaged are. People say they're being agressive, yet I still see far more BMW and Mercedes ads.

It appears to me that efforts are being made ever since the SUPER BOWL..

Hmm, such differing points of veiw.

Audi advertising and sales is obviously a bit of a mystery ....it's kind of like Michael Jackson's kids -- we know they exist, we're just not precisely sure how they happened

 

[EnI]

Audi advertising and sales is obviously a bit of a mystery ....it's kind of like Michael Jackson's kids -- we know they exist, we're just not precisely sure how they happened

LOL!

... and how do they look like, what they do, what's happening with them, and what will be the final outcome in few years when they "mature" ... (I hope they do since their father never did)

Yep, quite some similarities.

 

[dOmInIX]

Lately - definately Mercedes.

Mecedes shows us more photos and material and that is what really counts in eyes of most of us. Maybe it is due to different design, nevertheless I have more defined view on new Mercedes cars which isn't the case with BMW.
BMW releases bland and boring photos, cars in the photos have regular paint, small wheels. Generally, BMW cars look much better in real life. I think if BMW gave us more and better photos of the new models (which wasn't the case with i.e. new 3-Series Coupe, new 7-Series) we wouldn't have so many pointless debates over design, we would know how the car exactly looks, IMO.

 

[GTA45E]

Great topic!
I totaly agree with that.. presentation is bacally the first impression and is a stepping stone to the selling process. I agree that BMW could do a better far better job with their press photos and videos.

You can be on a tight budget and still take great photos and videos.

 

[SCOTT27]

Actually it is nothing to do with the marketing budgets of how we promote our models. BMW has always been conservative and restrained in it's identity now and again we have the exception to the rule being the 1er line aswell as Coupe and Cabrio in which they are designed to appeal to an entire different demographic.

entirely we do not go crazy but we do have a conservative approach in everything we have done, you might not agree with the press photos at first but these are the first substitute for the real thing and @ BMW we prefer you make your judgement from the real thing instead of a photograph.

Each BMW model has a specific marketing approach to it's segment , announcing the 7er it is a new interpretation of dynamics , style and refinement so we incorporate this into the marketing - subtle elegance a real statement BMW are making hence " The new Era" as this is an approach how BMW intend to progress the car further , China was a very exceptional market for the E65 and with the F01 we intend to penetrate other markets further , We pulled the wraps off the 7er in Moscow because we know how Russia adapts to the luxury car segment - Whenever something new appears they intend to be the first and we are aiming the 7er right at this , although Russia has been an exceptional market for E65 series aswell.

with the Z4 which begins filming next week , It is intentional to return this as a German built sports car and totally de-Americanize the image associated with the current model , With some great ideas on the strategy how to bring this core BMW sports car back into enthusiasts minds.

But what we have found is that people especially new customers appreciate the restained approach to our cars which focus more on the core specifics of BMW sheer driving pleasure . Our marketing conveys real luxury and an inviting approach to our cars and we have found that more and more younger people are attracted to our cars this way - A great car is the start but you have to showcase that car in a capture you heart kind of way, Show how it moves , show how dynamic it is , great locations , great visual aura and captivating music. BMW dont limit there marketing shoots in just one location. we go wherever there is great driving roads and that associates well with our cars, City panoramas as work well in showing off the architechtural simularities of our products. Thats why for the Z4 we will be using Australia's "great ocean road" as one driving location.


For the M3 the approach is more restrained than an AMG. Because our cars look more restrained and do not scream power (until you drive and turn the wheel). With Mercedes that element of surprise is already visible so there goes the element of surprise until the car actually begins to move.

Surprisingly being erstwhile and kinetic can also work magic between any demographic , look @ MINI as a brand it's marketing is pure pop-culture , image , music , fashion and of course the MINI itself , It is a very exciting prospect in not taking life seriously. MINI might be determined as the "yoof" brand of BMW? It is not just young people that buy MINI's. You only have to look at the sucess of the marketing of MINI to what it has achieved as you see how Smart has floundered.

As you regard the motor show events? Your pictures of the IAA in 2007.
BMW actually build from the ground up a purpose built hall to showcase automobiles and innovation. Where as Mercedes transform the festival hall into the stage for it's event. This is more to do with the home market than anything else, @ BMW @ Geneva the theme was "Efficient Dynamics" and therefore everycar which featured ED technology (Class-leading cars in their respective segment )were on show in Geneva - I know people hated that because they wanted an M3 Coupe instead of a 118d well sorry but ED Innovation was the key message from BMW @ Geneva 2008.

And as for the comment I probably hold the tri-pod or something...
Well yes I do , ocassionally I give feedback and suggest maybe we should do this ... And on no matter what shoot I am on I always help in adding a personal touch such as polishing the car because as this is my project I am looking for nothing but perfection, when the car goes on film for the first time.