Few people will buy a new car unless they have a test drive. So obviously an important marketing objective for an auto retailer is to get customers inside their cars for a drive. Let’ say you have a newly designed vehicle — but most of the new design went on the inside and not on the outside.
Such was the case for the Nissan Patrol — a large SUV model sold in the middle east. When potential customers see the Patrol driving down the road, attention and interest are not peaked. There is no “Wow, that SUV looks sharp, I am going to have to check it out.” That was the problem facing Arabian Automobiles – the exclusive Nissan distributor in Dubai, United Arab Emirates. Arabian liked what Nissan had done with the Patrol — there were a lot of upgrades on the inside. So how can they get people to get into and test drive the new SUV? Who do you target?
Check out the clever campaign. It might be fun to put together a slide that outlines the basic issues facing Arabian Motors. You could ask students how the path to purchase worked – making sure they realized the importance of the test drive. Then talk about the new Nissan Patrol — a Google image search will quickly find you a photo to add to your slides. Ask students how you move customers along the path to purchase. Then show the video. Great to use with consumer behavior or promotion.