Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Timmy James

Timmy James Chief Operating Officer

Exclusive Blog Posts

Highly Informative Factors About Runescape 2007 Gold

Highly Informative Factors About Runescape 2007 Gold

The trend of the video gaming arena is growing among individuals every day all over the world. It will become the very best leisure time hobby on m…

How to Improve the Sales to Service Handoff

How to Improve the Sales to Service Handoff

With fixed ops departments shouldering more of the profitability burden in dealerships, the ability to retain customers is more important than ever. Yet, n…

WEBINAR RECORDING - How to Build a Winning Employee Acquisition Strategy

WEBINAR RECORDING - How to Build a Winning Employee Acquisition Strategy

  If there is a constant in dealerships today, it is that they need to acquire and retain high-quality employees. In this webinar, we will p…

Marketing Strategies That Worked For Our Dealership Clients

Marketing Strategies That Worked For Our Dealership Clients

In the past fifteen years, dealerships have moved an incredibly large chunk of their marketing budgets from offline to online channels. Any search rela…

3 Reasons Satisfied Customers Still Don’t Return for Service

3 Reasons Satisfied Customers Still Don’t Return for Service

Yes, CSI is important — and no doubt an effective measure of the level of engagement a dealership maintains with its customers — but satisfaction is no…

Using Emotions To Excite Customers: Honda’s Brilliant Holiday Marketing

70b9a105a366fea93157f6a735dcffc4.png?t=1To promote their brand this holiday season, Honda is pulling out all of the stops by incorporating just about every feeling and sentiment it can into a series of commercials featuring toys. Consider their “Happy Honda Days” commercials that published around Thanksgiving. Every one of them featured a toy covering many demographics – including He-Man & Skeletor, Stretch Armstrong, Strawberry Shortcake, G.I. Joe, Jem and even Little People. These commercials were designed to evoke a feeling of excitement and nostalgia that, they hoped, would then be associated with Honda vehicle -- and Honda isn’t afraid to tell consumers that is exactly what they’re up to.

 

Take a look at this commercial featuring He-Man’s arch enemy, Skeletor, which begins:

 

Salutations. It’s me Skeletor. Remember the exultation you felt when you got me for the holidays? Well, feel that again with a new Honda CR-V…”

 

Or another from the same campaign featuring another popular toy from the past, Stretch Armstrong:

 

Hey, I’m Stretch Armstrong. Remember how pumped you were when you got me for the holidays? You tried to pull my arms off. Didn’t happen. Well, feel that excited again with a new Honda Accord…”

 

That’s about as in your face as you can get, folks.

 

Honda’s December holiday campaign features a series of videos titled “Toy Tunes,” which up the ante by adding in popular (and created) holiday songs sung by some of those same nostalgic characters from our past. This is all tied in with a contest that awards several charities $50,000 for the most watched video – the Urban Little League Initiative, the Children’s Hospital of Orange County and the Pediatric Brain Tumor Foundation.

 

Honda’s marketing team has produced clever film and video content for quite some time now, including the Honda “Hands” and “Illusions” commercials that won big in the 2013 Automobile Advertising of the Year Awards, presented at the Detroit Auto Show last January. They know what they’re doing.

 

Building an emotional connection with your customer – whether that’s excitement, nostalgia, charity or simply a “feel good” type video – creates a connection in the customer’s mind – even if they aren’t aware of it.

 

So take notes from Honda’s marketing playbook when considering your marketing strategy. Emotions sell -- and that’s exactly what you want to do.

Robert Karbaum
The Ontario Toyota Dealers did something equally, if not more magical this holiday season. Granting 24 wishes to 24 Special People over 24 days. All documented via video. Really great content: http://www.toyotawishmaker.ca/

 Unlock all of the community & features  Join Now