In an attempt to create some viral online buzz for the launch of its 2009 1-Series coupe, BMW did something different. They also did something fake.

Via BMW films, they created a fake documentary, with a fake director, around a fake German town filled with fake German people (who even had fake teeth) who were blathering on about a fake celebration (“Rampenfest”) for a giant fake ramp that was supposed to launch (literally) the car to the US. After about 20-minutes of the 35 min video I’d seen enough. And, in that 20 minutes, I don’t recall a word about the car.

If this attempt at viral marketing was targeting ad bloggers like me and ad award show judges, then they hit their mark. (Apparently, it was the darling of the award shows) But I’m not sure how many serious car buyers, over 30, it impressed. I’d be happy to be proven wrong so, if anyone knows, please tell me. Because with a storied heritage of German mechanical perfection, it escapes me as to why BMW would opt for silly gimmickry and fakery to try to sell their newest model.

So, what are your thoughts on this? Leave your comment on the “comment” link below.

HAVE A GREAT PRODUCT.
At the risk of stating the obvious, a big key for marketing success is having a great product. In his best-selling book, Purple Cow, marketing guru Seth Godin calls it, “being remarkable.” Though many not-so-remarkable products may seem to do well because they have great marketing, no long-term success can be achieved without a great product. In fact, if a product is not great, great marketing will usually make it fail faster. Because though people may buy it, they won’t buy it again and may tell all their friends it’s bad. Case in point: (more…)

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It’s ALWAYS better to Attract than Chase.

This tip may be the most important one of all. So, I have to say it again:
It’s ALWAYS better to Attract than Chase.

This is not rocket science. If you can …

1) determine the core emotional desire or need of your customer
2) address that desire or need with a really good solution
3) present that solution in a way that’s not agressive (ie: attracts their attention and motivates them…)

…then they’ll be lining up at your door. It’s the difference between smart, respectful marketing, and selling.
(more…)