In an effort to promote and sell more C-Class and M-Class models in the United States, Mercedes-Benz is planning a $100 million advertising campaign. Sales for these two models have been less than impressive in the United States, and the company hopes to change that.
One strategy for the new campaign is to create nationwide ads instead of local ones. This will allow the marketing department to create more compelling ads, as they need only focus on one large campaign instead of several smaller ones.
Mercedes-Benz’s advertising dollars in the United States used to be allocated to local ads based on the sales volume from each area’s dealerships. That meant splitting up the dollars between 169 individual markets. To me, splitting it up like that just doesn’t sound cost-effective at all.
In addition to the TV ads, though, I think Mercedes-Benz should put a huge chunk of its advertising dollars into online advertising. I know the company already does this, but I would put more focus on Internet ads than I would on TV ads. More and more people are turning to the Internet to get their news, information and everything else. Advertising online also allows the company to tailor its campaigns to whichever demographic it is trying to reach. But, of course, that’s why I’m not the head of Mercedes-Benz’s marketing department. I’m sure the company’s pros know what they’re doing.
Whether you see one of the automaker’s new ads or not, your local Mercedes-Benz dealer is a great place to get a quality luxury vehicle. See a representative today and find out why so many others have purchased a Benz.
