Advertising is not PR, social media, or word-of-mouth, except that, well, it is. Especially when a campaign is tied to a big budget or a radical departure in the way a company does business. Let’s face it, the media and consumers talk about ads, which in turn creates buzz that makes more news and spawns more word-of-mouth. I bring this up because I am intrigued by General Motor’s “May the Best Car Win” campaign. No matter whether it is by design or not, this campaign has a significant marketing public relations component, and I think the GM execs are missing the mark by applying a dated solution to a contemporary problem. In a time when consumers look for products tailored to their needs from companies that actively interact with them, GM is using the old school “we’ve put our money where our mouth is” approach. This is basically a “take it or leave it” arrangement. (Sure I can take it now, and decide to leave it in 60 days, but it’s still all about the product.) There is no interaction and no hint of awareness about the needs and desires of the customer. This is a great example of archaic sales philosophy that just won’t work to reposition a fallen mega-corporation. It is going to be the company that positions itself a partner in a customers’ driving experience that will win in the long run. (The experience extends beyond customers’ transportation needs, and includes the symbolism of the automobile as a marker of personal style and connection with the physical environment.)
To make matters worse, GM selected the wrong messengers. With global awareness and environmental consciousness sharing the front of consumers’ minds with distrust for the corporate establishment, making gray haired, white males in suits the face of the GM turnaround is a non-starter. Anyone remember Marshal McCluhan? If the medium is the message, what are consumers taking away from any message delivered by GM chairman, Edward Whitacre, and his soon to retire colleague, Bob Lutz?
This may just be to be the latest no va (don’t make me translate) introduced by GM.
To make matters worse, GM selected the wrong messengers. With global awareness and environmental consciousness sharing the front of consumers’ minds with distrust for the corporate establishment, making gray haired, white males in suits the face of the GM turnaround is a non-starter. Anyone remember Marshal McCluhan? If the medium is the message, what are consumers taking away from any message delivered by GM chairman, Edward Whitacre, and his soon to retire colleague, Bob Lutz?
This may just be to be the latest no va (don’t make me translate) introduced by GM.
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