Kevin Harrington // marketing // blog

So, Saab have the shiney new Saab 95 and the 93X on display outside the Hilton Hotel, Madrid. Why? Well, they are promoting them to marketers attending the ‘Forum Mundial de Marketing y Ventas’. These delegates come from all over the world. All sensible so far.

While here we (I am one of those delegates) are listening to gurus like Philip Kotler talking about marketing 3.0 and other great things.

So what are the Saab boys doing with their five demo cars? Doors are locked. No opportunity to engage with the product. In fact a fine example of a wasted activity.

Saab UK has just sent me an excellent piece of direct mail. The small lumpy envelope contained an ‘honorary employee’ badge on a lanyard.

The hook to the offer is the opportunity to buy a Saab at Saab employee prices. These presumably wonderful prices aren’t stated. To find out more I need to go to my local dealer, Saab Reading.

A simple, compelling and clear message. Well done to Saab and whoever their agency.

Directory enquiries

When you can’t get in your car you need help. Well I did anyway. And the number for Saab Assistance was locked in the car. Directory enquiries seemed to be the answer.

Whoops, well it would have been if I hadn’t phoned 118 118. Congratulations to them on their marketing and choice of number; it is the service that sprung to mind immediately. I think the fact that their call centre may be past the White Cliffs of Dover is highly likely when one is asked, “How do you spell Saab?”, “What does Saab stand for?” and “Is it a local dealer?”

Give me strength.

Anyway, I abandoned all hope on that one and noticed the number 118 247 staring up at me from the yellow pages. A number in seconds, and it was the right one.

The lessons learned:

1) If you invest in a brand name make sure you deliver behind it.
2) If you want directory enquiries I recommend 118 247.
3) Don’t lock emergency numbers in your car. Store them in your mobile as well.