Car advertising is huge.
Pick up any magazine and you’ll notice full page print ads. Watch TV and you’ll see big budget commercials.
But how much of this advertising features celebrity ambassadors? If “I can’t think of any” is your response than you’re spot on.
There’s a reason why car brands don’t use celebrities in above the line advertising. Market research has shown that celebrity car ambassadors don’t resonate with consumers.
I’m not saying that ambassadors can’t add value by the way of consumer promotions, PR and other below the line activities. I’m saying when it comes to the sales pitch, Joe Blow couldn’t give a stuff about the famous face that drives the car.
Car consumers are savvy and their buying behaviour is extremely rational. They look for speed, comfort, control, size, safety, luxury, affordability etc. When a car brand is paying thousands of dollars for a TV spot, they don’t want to clutter these key messages with a celebrity – this is a distraction for the consumer.
(Seeing a well paid athlete with a free car, doesn’t exactly fill consumers with warm and fuzzy feelings either).
The fact is, car ambassadors are best used for strengthening relationships with trade partners, creating consumer brand experiences, increasing brand awareness, demonstrating corporate social responsibility, engaging staff and creating PR opportunities.
Managers should concentrate on these things when pitching for a car deal. Oh and make sure the car sponsorship makes sense!
