Saab has the shiny 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’. The delegates come from all over the world. All sensible so far.
While here, we (I am one of the delegates) are listening to gurus like Philip Kotler talking about marketing 3.0 and other great things.
So what are the Saab people doing with their five demo cars? The doors are locked. No opportunity to engage with the product. A fine example of a wasted activity and poor marketing.
What did happen to Saab?

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