EOC: Week 10: What Channels are you going to do to get your product noticed?

I choose to only use a magazine as the channel for my campaign. I believe entrepreneur type millennials read magazines still along with the blogs and articles online. Plenty of magazines like Entrepreneur, Inc Magazine, and Forbes provide sought for knowledge by young entrepreneurs. These are the the people who if not now, will soon be in the market for a vehicle of this class. The ads Mercedes will be running for my campaign are targeted to a very niche group of people. This means the ads don't need blasted over every medium available. The ads inform people they can try the vehicle for free for a week. Certain restrictions do apply and really only business owners would be able to try out the promotion.These specific magazines I feel still get into the hands of individuals that read them and who would benefit from having a Mercedes. Now if this campaign was advertised over television, radio, or even social media, to many people would hear about it and get turned down. This could potentially cause some bad publicity with Mercedes. With the ads targeted through the proper channel, they'll do what they're made to do and be read by the eyes that are suppose to read them. 

Final Project: Analysis of Project in the Real World

After showing my project to friends, family, and other students, I found I got mostly positive feedback. Everyone loved the idea and seen the great intentions behind it. “This core idea must be flexible enough to sustain a campaign, where every point of contact becomes a compelling experience.”  Advertising by Design, Robin Land Page 9.  The idea I have behind the “Let it Drive You” slogan and free for a week campaign is a new and innovative idea to the automobile industry. “A branded utility is a product created by a brand or sponsor that is ostensibly useful to the consumer and generally (but not always) offered free of charge. The product (or branded utility) should provide a useful and pleasant experience for the consumer.”  Advertising by Design, Robin Land Page 9.  Nobody could tell me Mercedes current campaign and thought mine would be a great way to target young successful millennials. “One way to make a brand relevant is to provide something useful—to appeal to people and earn their attention—based in their special interests or needs.” Advertising by Design, Robin Land Page 52.  My creative content I got comments on it could have been done differently. I got a suggestion to not even have the vehicle in the creative content. Focus on the let it drive you and show people someone making it to the top of their success. “We associate the product with the desirable experience.” Advertising by Design, Robin Land Page 87. Making the vehicle the tool used to achieve the success.  

Final Project: Creative Content

Final Project: Promotion

I decided I only wanted to use magazine advertisements. “The creation of an ad can happen in any number of ways.” Advertising by Design, Robin Land Page 95.  The promotion I’m doing with Mercedes is targeted to a fine group of individuals, so I don’t need it blasted to everyone and their mother. “A critical component is learning about the audience—the targeted, specified group of people at whom you are aiming your message, design, and solution.” Advertising by Design, Robin Land Page 15. The point of these advertisements and promotions are to get the right group of people into the dealership to try the Mercedes for free for a week. Let it drive you closer to success in your life. “We also believe that the best way to reach customers, regardless of the channel, is to actually offer them something they will value.” Advertising by Design, Robin Land Page 162. Now not everyone can even afford this vehicle. So for the people who couldn’t possibly afford it, they wouldn’t be able to participate in the promotion. “You need to understand where your audience will be coming from and think about any problems or concerns they might have before you start to sell or defend.” Advertising by Design, Robin Land Page 44. Also the promotion is targeted towards business owners. Young entrepreneurs are a growing market for many industries. The automobile industry should be taking notice and start targeting us for vehicles. More and more millionaire millennials are being created every day. 

Final Project: The Big Idea

The idea I have behind “let it drive you” is simple. “Once you come up with the idea for the tagline, the entire campaign should embody the same spirit, as in Work's campaign for Crestar Bank.” Advertising by Design, Robin Land Page 101. Mercedes allows their target market to test the car out for a week. If they don’t like it, they return it, or they can buy it at the end of the week. No dealership has ever done this and millennials would love it! Free for a week, what’s better than that? It will be called Mercedes “Let it drive You, Free for a Week” Campaign. The consumer would be filled with so much positivity pulling out in a free Benz, that week they would attract great things and would surely turn the heads of some potential business partners. The advertisements would be in select magazines for business owners and entrepreneurs. “How you present an image affects the ultimate communication. An image that fills the page communicates differently than an image surrounded by a lot of blank space.” Advertising by Design, Robin Land Page 138. This deal wouldn’t be for everybody, you would have to be a business owner and have high enough credit. The ad will show what looks to be like a business owner driving the CLS550 to new opportunities. “Your composition facilitates the viewer's reading of it—think of your composition as if it is an architectural space the viewer has to walk through.” Advertising by Design, Robin Land Page 172. Black background will cover the page with a silver typeface and a shiny city of opportunity. The vehicle will take up most of the page showing off its sexy look, heading deeper into the page towards the city. The content will have three focal points; the city of opportunity, the vehicle, and the free for a week type. The type will include the Mercedes logo with my new slogan and in a bright red; Free for a Week!  “Consider the medium, size, and how far the viewer is from the screen. Whether the page or screen is small (for example, mobile, banner, quarter-page newspaper ad), medium (computer screen or magazine ad), large (home TV screen, poster), or huge (billboard, public screen, movie screen) is a critical consideration.” Advertising by Design, Robin Land Page 132.

Final Project: Competitive Analyses

The car that competes most with my Mercedes-Benz CLS550 is the Audi A7 Sedan.  Both are excellent vehicles and each has their own personal qualities that outweigh the other. “Most competing brands are of equal quality—that is, they are parity products or services.” Advertising by Design, Robin Land Page 2. I don’t think either one is doing an above average ad campaign.  Both vehicles showing the vehicle being drove through nature and really highlighting their sleek looks. The Benz does one up the Audi though by adding a storyline and showing off the Mercedes technology that could help save your life. “When we can relate to the story, we feel a kinship with the brand or group being advertised.” Advertising by Design, Robin Land Page 193. This is a little ironic because the A7 slogan is “lead by technology” but they don’t really show the advanced technology like the CS550. Then Mercedes is using “the best or nothing” when they should focus on entrepreneurs who have already created something but are striving for more. Focusing on this need for more could give Mercedes the more that they’re looking for. Over a short time their target market for the CLS can change to millennial entrepreneurs which are a strong growing market.  “According to Abraham Maslow, one of the founders of humanistic psychology, we have a hierarchy of needs that influence our behavior. Maslow arranged these needs into a hierarchical pyramid. At the bottom of the pyramid are the basic (or physiological) needs, such as air, water, food, sex, sleep, etc. As you ascend the pyramid, physiological needs are followed by safety, love, and then esteem. Finally, at the pinnacle, we find self-actualization, which is defined as “the desire to become more and more what one is, to become everything that one is capable of becoming.” Advertising by Design, Robin Land Page 68.

Stepping away from the advertising side and looking into the specs of the vehicle, you might have a hard time deciding which is for you. The Benz is rocking a 4.6L Bi-Turbo V8 beating out the Audi’s engine in size, the Audi only having a supercharged Six-cylinder. Knowing this, you can probably assume which will get you the better gas mileage. Yeah the Audi wins with a combined of 24 mpg and the Benz getting only around 20 mpg due to that V8 engine. The Audi also takes the prize when looking at the price. Starting out you’re looking at just under $70k for the Audi and just over $86k for the Benz. Now which would you choose? I personally want the luxury of saying I roll around in a Benz. "Most often, two brands are compared for their functional benefits (our brand of nail polish makes your nails harder or our insurance company gets to the scene of the accident faster) or attributes (our burgers are broiled on an open flame while the competing brand is fried or our potato chips are unbroken contrasted to the broken chips of the leading brand or our organization treats animals more humanely)." Advertising by Design, Robin Land Page 112.

Final Project: 2016 Mercedes-Benz CLS550 - Let it Drive You!

I thought of the slogan “Let it Drive You!” when thinking about why I would buy this vehicle. What makes me and others like me want this vehicle? “The audience is the main group who would purchase this product, utilize this information or service, or patronize this entity or brand.” Advertising by Design, Robin Land Page 15.  It’s a businessman’s vehicle for sure with its luxurious features, the best technology, and slickest look. You can show up anywhere in this Benz and people will know you’re someone important. “By focusing on the attributes of an object, person, place, character, topic or theme, product, or service, you can find a characteristic that might lead to an idea.” Advertising by Design, Robin Land Page 38.


But that’s not all a vehicle like this offers. A car like this motivates and drives you to go places and do big things. You want people to see you in this vehicle and ponder on what it is that you do and how they can do business with you. “Emotional benefit: an intangible asset based on feelings, not on a functional characteristic of a product or service. It is a response that may derive from personal significance or reward and the desire to feel good.” Advertising by Design, Robin Land Page 49. It’s a tool you have to push your business to the next level. Your vehicle that you drive says a lot about who you are and what you may do in life. You want a vehicle that says I’m somebody and I’m doing big things in my life. You want a vehicle that shows you’ve accomplished something and you’re not done yet. You want the Mercedes-Benz CLS550, let it drive you! “And there you have it: you and your ailment, without this wonderful branded product or service, and you and your newly transformed fabulous life with this (miraculous) branded product or service.” Advertising by Design, Robin Land Page 107