In a previous post a few days ago I was writing a critique about the very bad new smart ad, thinking that the marketers really did not know how to do their job.
Keeping on doing some research on the Brand confirmed how I was right. As the Detroit News’ article evoques, “Smart has ardents fans but too few buyers”, I have been on the Facebook page of smart usa and on the shinny new website of the Brand and discovered that the marketer chose to do a bad ad!
There are good explanations on how the car is safe (designed and engineered by Mercedes), and showing the wide range of personalizations that the Brand offers, even that the body panels are interchangeable that means that people can change them as often as they want. The website also emphasis the environment-friendly belief of the brand in a really smart manner!
But moreover, the Brand creates a real relationship with the Facebook fans with games on the page. Indeed, people can share their “smart moments”. We can see people with their fun wraps, smart pulling a mobile-home, Smart full of grocery products, big dogs in several smart trunks etc.
The Brand created a real dream environment for insiders. Well what’s wrong with those marketers? Why don’t they realize that the issue of the brand is to initiate more people and therefore show to the world how the Smart is amazing and how being part of the group of privileged owners of a smart is being someone special, smart and unique.
And if they prefer staying in a closed circle of happy few why do they launch a national campaign to raise awareness?