Comments on: A thought on Saab marketing and service http://inside.saab.com/a-thought-on-saab-marketing-and-service/ Lorum Ipsum tagline Tue, 27 Dec 2011 02:03:00 +0000 hourly 1 http://wordpress.org/?v=3.1.1 By: Daniel Lamko http://inside.saab.com/a-thought-on-saab-marketing-and-service/#comment-4509 Daniel Lamko Thu, 27 Oct 2011 05:03:00 +0000 http://inside.saab.com/?p=3504#comment-4509 Fingers crossed for the best future at Saab :) Fingers crossed for the best future at Saab :)

]]> By: Anonymous http://inside.saab.com/a-thought-on-saab-marketing-and-service/#comment-4501 Anonymous Wed, 26 Oct 2011 16:03:00 +0000 http://inside.saab.com/?p=3504#comment-4501 While I agree with all that you say and as we all know, Saab just don't have the funds to do a blitz on expensive advertising, I think we need to be careful if we think that the dealers will all be like Tom's above. I went into my dealer during the Re-Bjorn campaign and I have to say I was completely underwhelmed. They made no effort at all to woo me into a Saab. It was so bad in fact that I made a complaint to Saab about it who were very grateful for my bringing this to their attention but I don't know if they did anything about it as I have never heard back from them. I want to get back into a Saab and I am a great fan of Saab and I went into the dealership as I knew that Saab were still there and I knew that this campaign was on. But if I knew and they made little effort with me, what about all those who didn't know and still don't know that Saab are still out there, fighting for survival yes, but still alive? I think it is going to take a lot more than sending out flyers or booklets to existing saab fans and hoping that the dealers are all as committed as Tom appears to be.  While I agree with all that you say and as we all know, Saab just don’t have the funds to do a blitz on expensive advertising, I think we need to be careful if we think that the dealers will all be like Tom’s above.
I went into my dealer during the Re-Bjorn campaign and I have to say I was completely underwhelmed. They made no effort at all to woo me into a Saab. It was so bad in fact that I made a complaint to Saab about it who were very grateful for my bringing this to their attention but I don’t know if they did anything about it as I have never heard back from them.
I want to get back into a Saab and I am a great fan of Saab and I went into the dealership as I knew that Saab were still there and I knew that this campaign was on. But if I knew and they made little effort with me, what about all those who didn’t know and still don’t know that Saab are still out there, fighting for survival yes, but still alive?
I think it is going to take a lot more than sending out flyers or booklets to existing saab fans and hoping that the dealers are all as committed as Tom appears to be. 

]]> By: Anonymous http://inside.saab.com/a-thought-on-saab-marketing-and-service/#comment-4497 Anonymous Wed, 26 Oct 2011 13:38:00 +0000 http://inside.saab.com/?p=3504#comment-4497 Marketing can be expensive but it does not have to. It can also be smart. I think Saab should be defined by a word that is putted on all new cars, all printed material and so on... Maybe "Different" is a good word? Furthermore, look at what turned Apple around... Maybe Saab stores (as Apple stores) in cities are much better value for the money then expensive TV commercials? If you display the cars you can sell them. Now they are not visible. I think it is a cheap solution and Saab should own the stores themselves.  Marketing can be expensive but it does not have to. It can also be smart. I think Saab should be defined by a word that is putted on all new cars, all printed material and so on… Maybe “Different” is a good word?

Furthermore, look at what turned Apple around… Maybe Saab stores (as Apple stores) in cities are much better value for the money then expensive TV commercials? If you display the cars you can sell them. Now they are not visible. I think it is a cheap solution and Saab should own the stores themselves. 

]]> By: Anonymous http://inside.saab.com/a-thought-on-saab-marketing-and-service/#comment-4493 Anonymous Wed, 26 Oct 2011 12:08:00 +0000 http://inside.saab.com/?p=3504#comment-4493 Yes, nice correction of the spelling-- it is Folksam.  I still have a pristine 9000 with the manual and I still love it.  Comparatively recently, SAAB had print ads for a 9-5 Estate that said Folksam states it is safer than Volvos.  There was a link to this ad about a month or so ago on SaabsUnited. Yes, nice correction of the spelling– it is Folksam.  I still have a pristine 9000 with the manual and I still love it.  Comparatively recently, SAAB had print ads for a 9-5 Estate that said Folksam states it is safer than Volvos.  There was a link to this ad about a month or so ago on SaabsUnited.

]]> By: Anonymous http://inside.saab.com/a-thought-on-saab-marketing-and-service/#comment-4491 Anonymous Wed, 26 Oct 2011 11:47:00 +0000 http://inside.saab.com/?p=3504#comment-4491 When Saab is up and running again, maybe it will be time for another Talladega Run? Ivo When Saab is up and running again, maybe it will be time for another Talladega Run?

Ivo

]]> By: Anonymous http://inside.saab.com/a-thought-on-saab-marketing-and-service/#comment-4490 Anonymous Wed, 26 Oct 2011 11:42:00 +0000 http://inside.saab.com/?p=3504#comment-4490 Didn't the good old 9000 -guess what I drive ;-) - continue topping the Folksam safety list long after production had ceased? Ivo Didn’t the good old 9000 -guess what I drive ;-) – continue topping the Folksam safety list long after production had ceased?

Ivo

]]> By: Anonymous http://inside.saab.com/a-thought-on-saab-marketing-and-service/#comment-4488 Anonymous Wed, 26 Oct 2011 10:01:00 +0000 http://inside.saab.com/?p=3504#comment-4488 Great post and one I personally wanted to read for a long time :) I agree that SAAB can not afford expensive TV ads (unlike BMW, every 10 minutes...those are not ads, they are brain washes). But like someone said "Extreme creativity comes from an extreme environment" and I bet no one disagrees this is perhaps the most extreme period of all for SAAB. That campaign in Ohio is a very clever example that hopefully will get results. Personally I don't think there's any better advertisement then watching a beautiful SAAB rolling and standing out. But there is one very important thing in my humble opinion:  Market cultural differences; One can not expect the methods and arguments used  in Northern Europe to work the same way as in Southern Europe or Latin America, for example (the  ones I know best). It may be necessary to adapt some guidelines to specific markets and have people who can understand both SAAB and the local culture and somehow help to adapt the marketing strategy. To succeed in such a niche market  it may be wise to use people according to the balance between their brand knowledge, passion and human relation skills. Great post and one I personally wanted to read for a long time :)
I agree that SAAB can not afford expensive TV ads (unlike BMW, every 10 minutes…those are not ads, they are brain washes). But like someone said “Extreme creativity comes from an extreme environment” and I bet no one disagrees this is perhaps the most extreme period of all for SAAB. That campaign in Ohio is a very clever example that hopefully will get results. Personally I don’t think there’s any better advertisement then watching a beautiful SAAB rolling and standing out. But there is one very important thing in my humble opinion:
 Market cultural differences; One can not expect the methods and arguments used  in Northern Europe to work the same way as in Southern Europe or Latin America, for example (the  ones I know best). It may be necessary to adapt some guidelines to specific markets and have people who can understand both SAAB and the local culture and somehow help to adapt the marketing strategy. To succeed in such a niche market  it may be wise to use people according to the balance between their brand knowledge, passion and human relation skills.

]]> By: Justinn Norrgrann http://inside.saab.com/a-thought-on-saab-marketing-and-service/#comment-4482 Justinn Norrgrann Tue, 25 Oct 2011 22:12:00 +0000 http://inside.saab.com/?p=3504#comment-4482 Love this post a great deal.  I bought my Saab 9-5 from Just Saab in Ohio, and it was the best sales experience I have had anywhere.  I believe that you are right - create that personal, individual experience (as was done with me), and you cant help but make Saab fans.  Oh, and sell a few cars too. Love this post a great deal.  I bought my Saab 9-5 from Just Saab in Ohio, and it was the best sales experience I have had anywhere.  I believe that you are right – create that personal, individual experience (as was done with me), and you cant help but make Saab fans.  Oh, and sell a few cars too.

]]> By: Anonymous http://inside.saab.com/a-thought-on-saab-marketing-and-service/#comment-4481 Anonymous Tue, 25 Oct 2011 21:08:00 +0000 http://inside.saab.com/?p=3504#comment-4481 Others have said it in one way or the other, but in the US, Saab simply does not exist anymore even in the eyes of present and previous Saab owners. I have three friends, one a previous owner and two who presently own Saabs, they all have asked me (knowing how much I love my Saabs and have owned a series of them for almost 30 years); what am I going to do for a new car now that Saab is out-of-business. I tell them, just wait and see, Saab is not dead yet, and they just roll their eyes. We all know that Saab doesn't have the money for Super Bowl ads and the like, but if VM pulls another rabbit out of the hat and Saab lives, something beyond social media, local dealers, and word-of-mouth will be required for Saab to announce that they're back, are back to stay, and have great products. Some wide spread publicity and ads are absolutely necessary even if targeted to certain geographic areas (i.e. New England, the northeast, and the West coast) and targeted to certain demographic groups. Some combination of local TV and print is Sine qua non for Saab to bring both new and old customers into dealers showrooms. And smart PR people should be working overtime to find alternative low cost ways to broadcast the same message starting with trying to get TV and print to broadcast and write stories about the cat with nine lives, or....... the fat lady didn't sing. Much as American's like winners, they also like it when the little guy overcomes huge obstacles and succeeds. Saab's story should naturally be in the motoring press, but the story should also be in the NY Times, on 20-20, etc. Incidentally, the NY Times published a big story today comparing the situation at Volvo and Saab. All in all it was a pretty level headed view of Saab's present situation. I'm sure there might have been more than a few readers, who were surprised that Saab still existed even if it was on life support with the hours ticking down. http://www.nytimes.com/2011/10/25/business/global/the-divergent-fortunes-of-saab-and-volvo.html?_r=1&scp=2&sq=saab&st=cse Others have said it in one way or the other, but in the US, Saab simply does not exist anymore even in the eyes of present and previous Saab owners. I have three friends, one a previous owner and two who presently own Saabs, they all have asked me (knowing how much I love my Saabs and have owned a series of them for almost 30 years); what am I going to do for a new car now that Saab is out-of-business. I tell them, just wait and see, Saab is not dead yet, and they just roll their eyes.

We all know that Saab doesn’t have the money for Super Bowl ads and the like, but if VM pulls another rabbit out of the hat and Saab lives, something beyond social media, local dealers, and word-of-mouth will be required for Saab to announce that they’re back, are back to stay, and have great products. Some wide spread publicity and ads are absolutely necessary even if targeted to certain geographic areas (i.e. New England, the northeast, and the West coast) and targeted to certain demographic groups. Some combination of local TV and print is Sine qua non for Saab to bring both new and old customers into dealers showrooms. And smart PR people should be working overtime to find alternative low cost ways to broadcast the same message starting with trying to get TV and print to broadcast and write stories about the cat with nine lives, or……. the fat lady didn’t sing. Much as American’s like winners, they also like it when the little guy overcomes huge obstacles and succeeds. Saab’s story should naturally be in the motoring press, but the story should also be in the NY Times, on 20-20, etc. Incidentally, the NY Times published a big story today comparing the situation at Volvo and Saab. All in all it was a pretty level headed view of Saab’s present situation. I’m sure there might have been more than a few readers, who were surprised that Saab still existed even if it was on life support with the hours ticking down.

http://www.nytimes.com/2011/10/25/business/global/the-divergent-fortunes-of-saab-and-volvo.html?_r=1&scp=2&sq=saab&st=cse

]]> By: Anonymous http://inside.saab.com/a-thought-on-saab-marketing-and-service/#comment-4479 Anonymous Tue, 25 Oct 2011 20:39:00 +0000 http://inside.saab.com/?p=3504#comment-4479 Are US Saab dealers selling other cars? I think Saab people should sell Saab cars. It's not uncommon sales person not "selling" Saabs. I would like to see Saab only dealers with people that love these cars as much as we do. Are US Saab dealers selling other cars? I think Saab people should sell Saab cars. It’s not uncommon sales person not “selling” Saabs. I would like to see Saab only dealers with people that love these cars as much as we do.

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