Chevy Switches Marketing Tactics
In a traditional sense, what Chevrolet Motor Company (Chevy) is doing in regards to marketing some of their new small vehicles may not make much sense. However, after taking a second look, the strategies Chevy is implementing makes a world of sense and look to be favorable for their overall marketing campaign as a company in today’s current market.
The Chevy Spark, Sonic, and Trax, considered as the company’s “small-car lineup”, are being grouped together in a singular marketing campaign taking a “lifestyle approach”. Through the campaign, Chevy has developed a website called ChevySmallCars.com which features “Small Talk” videos featuring up-and-coming musicians, podcasts with authors and humorists, and even custom Pandora Radio stations. Aimed at young buyers, senior advertising and marketing manager for Chevrolet, Mary Kubitskey, stated, “They are not core vehicles for us… we don’t want to compete with the huge launches of Malibu and Cruze that are out there”.
Aside from the microsite hosting the content geared towards the younger generation, Chevy has been spreading the campaign widely across the web. Since this generation does not seem to favor one social media platform over another to a tremendous extent, unlike the older “Generation X’ers” and “Boomers”, the motor company has taken the approach to distribute the content widely on multiple platforms such as Instagram, Snapchat, Facebook, Twitter, etcetera. “This is a way for us to engage them at a lifestyle level and not so much of a really hard sell,” said Kubitskey.
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