Monday, July 30, 2007

So what exactly is this 'new marketing' stuff anyway?

Then - Volvo runs print ad hoping to convince customers that its vehicles are safe:

Now - Volvo customer posts pictures on her blog of damage to her car after it flips during wreck. More importantly, she posts a picture of her daughter walking away from the wreck with a few stitches and bandages.

This is what 'new' marketing is all about. It's about company and customer now both having the ability to produce content that can be seen by millions. And as in this example, it's usually about the customer doing a better job than the company can.

I'd invite everyone to go read Ann's story, and also invite Volvo to reach out to Ann and thank her for doing an amazing job of giving all her readers a reason to seriously consider buying a Volvo.

PS: Thanks to Jenna for letting me know I botched the Volvo URL, it's fixed now.

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Anonymous said...

Good post Mack. I hope Volvo notices. That said, I am guessing seat belts had as much to do with her daughter walking away as did the Volvo.

Buckle up, my friends.

Mack Collier said...

That might be Lewis, but my guess is that most people that read Ann's post see it as visual evidence that Volvo produces safe cars.

That's an incredibly powerful customer testimonial for Volvo, made possible by social media.

Anonymous said...

Hey Mack,

As a Volvo owner, I hope they pick up on this and jump into the frey. There are a lot of Volvo owners that are extremely passionate about the brand (consider that most people drive Volvos for decades). The tag line "Volvo For Life" is legitimate as they managed to grab me with their sporty S60! Great work as always, Mack.

Oh, and hey...check out Johnson and Johnson's BTW blog. No link to it from the corporate Homepage?

Mack Collier said...

Kevin thanks for the comment and the heads up about the JNJ BTW blog. I actually have them in the hopper to run in my Company Blog Checkup Series in the coming weeks. Thanks!