buick advertising campaign part 2

April 4th, 2002

This is Jeremy again with McCann-Erickson, the advertising company responsible for bringing Buick advertising to the public. (Okay insert joke here). Thanks to everybody for providing powerful insight to my other subject. I will do my best to make sure that the answers received will show in Buick's future advertising. Here are some other questions if you feel like answering them. 1) What medium (Life Magazine, 60 Minutes commercial, billboard, etc...) would you like to see Buicks ads appear? -Please do not make an references to A funeral wall [img]images/icons/smile.gif" border="0[/img]2)Alot of people have mentioned Buick returning to its birth? Please give examples of what you liked about Buick's original product line. (Bright colors, big engines, etc...)3) What would you like to see in Buick advertising? (Humor, real people, more Tiger Woods) 4) Name some commercials you find arousing or interesting.Thanks again for all your help and I will try my hardest that Buick hears your voice. Don't forget that you can reach me personally at jknix@ku.edu or buickcampaign@hotmail.com

Dave@Moon · April 4th, 2002

Jeremy:The answer to your question #1 will depend heavily on GM's future plans for the "brand". I'd say that TV spots on shows with a youthful, but educated demographic would be your best bet. Shows like Frasier, The Daily Show and The West Wing come to mind. This way people who are, or soon will be, in Buick's target demographic will get exposure to the name along with the Audi and Lexus ads which appear during these shows.However, this could seriously backfire if GM isn't interested in investing heavily and immediately in the Buick product line. There has to be a complete line of cars to promote (i.e. a convertible, a station wagon, a sport sedan, a coupe, an SUV and/or a mini-van, etc.). Without this kind of investment, Buick is just setting itself up as tomorrow's water cooler punch line.As for what Buick's past line is best remembered for, the answer is very simple. If you compare Buick's car lines to those of it's competators in any year prior to 1970 (an admittedly arbitrary date chosen because it marks the end of the era generally considered most collectible), you'll not find a tremendous difference between the various competing models. Buicks were often attractive and occasionally ahead of the engineering curve, but not definitively so. They did stand out in one sense, however.In the past, when you bought a Buick you bought as well made a car as could be purchased for a reasonable price. A Buick did not cost an extraordinary amount more than a Chevy or a Ford, but when you brought that new Buick home noone questioned whether that car was inferior to theirs or worth what you paid for it!Today you buy a Buick and the Honda or Toyota owner next door (justifiably) feels sorry for you. And the BMW owner thinks you're driving a big Kia.As to the ad's content, again this answer is simple.We not as unsophisticated as consumers as we used to be. The loss of Olds and Plymouth and the downfall of Chrysler have aided in our being jaded to domestic car advertising. People at this point know that the executives that are responsible for our cars and thier marketing would just as soon be selling us tuna or sewing machines (if that was where the money was).If you want people to buy Buicks, you have to convince tham that there is a future to the "brand" as substantial as it's past! This is adamantly true for anyone of my generation (43) or younger. You can do this with humor, fuzzy collages of past models, or Kookla, Fran and Ollie for all we care. Just so we know we're not buying this decade's Hudson.As for car commercials that stand out in my memory, there is one genre that stands out well above the other's. This is where the executives that are responsible for their products walk out in front of a camera and personally commit themselves and their reputations to the those products. Mr. Iacocca more or less invented this style in the TV age (he actually was emulating the magazine ads of Chrysler from the 1930's). Currently Mr. Ford has coopted this tack for his company. There have also been some Japanese and German firms that used this tactic, though most featuring their engineers instead of the executives in charge. We need to see that the people who are making the decisions at GM have the courage of their convictions to stand behind their products personnaly. GM has a decades-long reputation for decision by committee, and the avoidance of direct/personal/identifiable responsibility. This, at least, can be corrected via advertising. Mr. Lutz was hired to a purpose. One that is obvious and immediate. He should be featured and applauded for it, so that his work has the intended effect as soon as possible. Which leads me back to my opening premise. Are GM's plans for the future of Buick compatable with improved marketing? If you client has the guts, it could reclaim its past and pride. I hope you're asking them hard questions as well! Thank you for caring enough to ask us! [img]images/icons/smile.gif" border="0[/img][ 04-05-2002: Message edited by: Dave@Moon ]

April 4th, 2002

I agree with Dave-Moon)?( on all of his items, however, I would also put a 10 or 15 second ad in the middle of OPRAH show. You have 78% of the U.S. women watching that show every day. Women nowadays have as much to say about purchasing new items as men. If the sneaky ad can get to half of these women sales will go up.2. What I liked about Buick's past. Color schemes, 2 tones wrapped around real chrome moldings. I was intriqued the other day by a LaSabre I saw. White top Black body and White below the cladding line. Looked sharp as all hell. Few years ago someone decided that green was taboo on cars and for 4 or5 years no green. Lots of people like green cars, not just one shade of green but several options.3. I would like to see real people along with management being proud of their Buick. The only person that really made an impact on Buick who was famous was Bob Hope.It can't be repeated.4. Don't normally watch commercials so can't really comment on that.Hope it works for you. Loren 56 Buick Century

Dave@Moon · April 5th, 2002

I find it interesting that Jeremy's first thread on this subject, which amounted to a cattle call for pot-shots at Buick products and management, resulted in 53 posts in a little more than 72 hours.This thread, which calls for positive/creative input to help Buick, has 2 posts in 36 hours, and none in the last 24. [img]images/icons/frown.gif" border="0[/img]

BuickNut · April 5th, 2002

I have to admit, I answered to the other thread, but thought mine, and the others, while they were negative - were notheless constructive criticism in telling what they, and I, found fault and what Buick was doing wrong. Ya have to know what's wrong before ya can fix it [img]images/icons/smile.gif" border="0[/img]I agree that there needs to be a revamping of the line in order to sell something worthwhile that personifies a Buick as a Buick. Return to old Buick of being not only a luxo-cruiser - but sporty/big engine/handling as well. Buick did that successfully in the 60's and 70's between the G.S's, the Wildcats, the Riv (quintissential Buick format the embodied luxury, speed, muscle, handling, and new technology), as well as the Electra's and LeSabers...hey, ya CAN have your cake and eat it too !!!I whole heartily agree about putting the head of Buick in the ad kinda like what Ford is doing, and what Ioccoca did. I think though that since this gentleman heading Buick doesn't have the background and rep of actually being a car guy - that Lutz would actually be the best guy to head the charge.I can't emphasize enough though, that they need something worthwhile to advertise, and not the current line of boring stuff. The Rendevous is s good first step though. Despite all the bantering about what Tiger actually drives - its still appealing to those others than the older set...but on the luxo end, still needs to keep the older buyers in their sights.....Shows (once they have something to sell to the appropriate age group...) might be anything from "Friends" (...I don't watch, but it could catch the lower target of what their market demographic should be..) to "Frasier" to "Everybody Loves Raymond", to ball games......[ 04-05-2002: Message edited by: BuickNut ]

Skyking · April 5th, 2002

Jeremy, just a thought on this, but why don't you hire some German & Japenese people to advertise for Buick....It seems to work on there cars when we are doing all the commercials for them. Just a little reverse psychology.....

ranchero · April 5th, 2002

Jeremy - here are some thoughts on Buick advertising in response to your four above questions: 1 - medium: What I read & see: WSJ, CNBC. This is where I see the cars Buick used to be advertised (Mercedes, BMW, Audi, Lexus). 2 - what I liked about Buick: see other thread. 3 - what to see in Buick ads: not Tiger; not fun; not funny; not cute. Buick was a serious, substantial, satisfying car. If Buick can make cars that fit the bill, then I would like to see the following aspects of Buick emphasized: performance; quality; comfort; reliability; durability; manufacturer support; range. Of course Buicks don't really mean that anymore - well maybe supercharged Park Avenue. Those aspects are why doctors & bankers buy BMWs & Mercedes & why they used to buy Buicks. 4 - commercials I find interesting or amusing: "How ya doin'?" - cowboy in New Jersey bar/Budweiser; "Brown to the Bone" - George Thorogood/UPS; 20 year olds seat dancing in Mitsubishi cars (original music though crappy cars I don't want to buy); "You're getting a Dell, dude".

April 5th, 2002

A previous post rather rightly pointed out the difference between the replies to the previous topic and this one. It is often much easier to critique than to offer meaningful solutions. I don't have any to speak of, but I can point out a few things that have occured to me. Real people drive Buicks, so use real people in the ads. Have someone who owns a few nice Buicks on the tube, with his cars in the background, explaining what he likes about Buick and why he added this new one in the foreground to his collection. Buick never spent as much as the others on advertising in the past. I guess they felt that the product should sell itself. I have found a few in the old musclecar mags, but really like the ads from the old National Geographics with the Rivis and Wildcats with forward-looking and optimistic themes. Today, more people are watching TV and surfing the net than reading newspapers, but radio is still a cheap and effective medium. The street is still as effective as ever...put out a neat car with some Buick guts in an affordable price range and let other people see and want one of their own I have owned and driven many cars from all of the major companies but once a Buick enters the stable, it stays. I don't know why, but perhaps it is because my dad always bought them, or that my first was a 66 Skylark GS that I drove through high school, college, and med school without doing more than changing belts, hoses, mufflers and a throwout bearing.It earned its retirement, and is getting a well deserved cosmetic makeover. To be sure, it was built well, but the engineers are still amazed by the number and condition of the lovingly maintained cars tht show up at the BCA and GS Nats.They love the fact that their creations are still loved and driven.I have been there and seen it. I must say that even in tired shape, an old Buick still feels better built than a sibling Chevy, Mopar or Ford. A good looking old Buick driving down the road does the same thing that a good looking Mustang does. People think, "What a great car! It looks and runs good after all these years. That company builds cars that last." They don't think about all of the hours searching for parts, etc, etc. Emphasize where Buick has been and where it is going. Put a few cherry local Buicks in the dealer showroom next to the new models and let people see it for themselves. Performance and looks are still selling Mustangs. Choice Grand Nationals are still changing hands for the original sticker price after 15 years!!!! They never lost their value. That alone is a powerful statement of what people want. We don't need flashy paint, just pleasing colors that accent the styling, which should also be fresh and different from the other companies' offerings. They should unleash a few of the showcars that they tantalize us with, without the input of the beancounters. Have the guts to put car guys in positions where they can do what they are capable of. Installing Lutz is a big step in the right direction. The bottom line is SALES, not stock value. The one should FOLLOW the other. I will buy the stock if I LIKE THE CARS. Sell us something we like, and be willing to do things that sell cars, such as allowing me to decide if I want a stick shift without a/c, or power windows. If I like a Riviera color on my 3800 supercharged Skylark, give it to me. If I want a Buick overhead cammer supercharged Wildcat, give it to me, or I will buy a Jaguar. GM was once a conglomerate, and is now a company. Give each division some freedom to build itself some distinguishing features, with their own engines and unique personality.It isn't enough to call it a Buick, it has to be a Buick. Anyway, I appreciate the chance to sound off, and see what others think.Thanks for listening. Dan

April 5th, 2002

I think a common thread in the earlier posts was worry more about the content than the ads. Spend the money on making the cars better. In the short term this means some intelligent parts bin raiding (such as Pontiac is doing with Holden).Step one - delete the following parts from being available: drum brakes white walls dealer installed fake convertible tops EXCEPT on one LeSabre-based Geezermobile (cash cow)Step two Entry level car based on the 3.5 OHC, FWD - If this sounds like the Intrigue, it is. GM canned their best intermediate.Step 3 - Use an Alfa or Saab platform for a new "Wildcat" line. Opel/CTS platform a second choice.Step 4 - new big sedan - this is the problem - there is no good GM platform available. It will have to wait for the rwd Caddy - tart up the Park Ave and soldier on.Trucks - from a design standpoint,who cares? Pick a GM truck platform and make a fancy version. There is a lot of money to be made selling Chevy trucks with leather seats.OK gang, fire away

Dynaflash8 · April 5th, 2002

When Better Cars Were Built, Buick Built Them, and When Better Cars Have Been Built Again, Buick Still Built Them.Step Up and Enjoy All That Buick Can Offer. Luxury, Speed, Endurance and Economy and Don't Forget - BUICK IS THE BEAUTY, TOO.The offer a long, beautiful luxury automobile like an old Limited or Roadmaster; Then a Sporty Gentleman's Roaster like the BUICK BLACKHAWK. Soften the seats, improve the quality, don't stop with stick-on portholes, bring back white wall tires, and compete with Lincoln & Mercury on their own turf. Leave the toy cars to Toyota and Chevrolet and stand on your own two feet with a real car upper middle class luxury car like you built in the mid 1930s to late 1940s, a luxury and sporty car like you built in the 1950s and 1960s and a standout, stand alone, stand up car like the 1964-1972 Riviera. Then you can truly say, Wouldn't You Really Rather Have a Buick?[ 04-05-2002: Message edited by: Dynaflash8 ]