Marketing a supercar company

by RyanJ
22 replies
I have a small supercar company that needs some help. I honestly I am not sure what if anything I can do for them. They are ranking 1-3 for all of the important keywords and they are on Facebook (kind of). They need to sell just a few cars a year. They can use some face time at more events around the country but I wouldn't have anything to do with that.

Do you guys have any creative ideas that would boost name recognition and sell a few high-end cars ($200K-$250K) over the next year? For some reason I am little stumped tonight. If you need more info feel free to ask. I am sure I forgot something.

Thank you.
#company #marketing #supercar
  • Profile picture of the author agkfl
    Originally Posted by RyanJ View Post

    I have a small supercar company that needs some help. I honestly I am not sure what if anything I can do for them. They are ranking 1-3 for all of the important keywords and they are on Facebook (kind of). They need to sell just a few cars a year. They can use some face time at more events around the country but I wouldn't have anything to do with that.

    Do you guys have any creative ideas that would boost name recognition and sell a few high-end cars ($200K-$250K) over the next year? For some reason I am little stumped tonight. If you need more info feel free to ask. I am sure I forgot something.

    Thank you.
    This will be a more out side the box that you will have to do with them, beyond internet marketing. PM me the clients website, and I can see if I can come up with any ideas.
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    • Profile picture of the author RyanJ
      Originally Posted by agkfl View Post

      This will be a more out side the box that you will have to do with them, beyond internet marketing. PM me the clients website, and I can see if I can come up with any ideas.

      Sorry I currently do not have enough posts to PM you.
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  • Profile picture of the author SiteSmarty
    Hey RyanJ: Marketing on the net takes time, but if your supercar buddies want to build a relationship with prospects they could put up a site that "helps" supercar owners with their cars and build a community around whatever car they sell. See ViperAlley.com. I've belonged to their forum since it started, now the guy has 20,000 members and their addresses. He can sell them anything he wants. The guy that owns the site owns photopost so he uses his own products built around Vbulletin, but you can do something similar with WordPress and VB.

    If you have any product such as a car, this type of marketing is the best. Just keep in mind it takes time, but realize the internet is in it's infancy so time is on your side.
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    • Profile picture of the author RyanJ
      They actually do have a forum on their site. Unfortunately it is fraught with spam posts. It would definitely benefit from a bit more marketing that way. Right now it looks pretty bad. Thanks for the idea, somehow I completely overlooked their forum as marketing.
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      • Profile picture of the author SiteSmarty
        Ryan: A couple of ways to get less spam on the forum is to name the forum something other than forum or community in the URL. Most sites are setup like this: mysite.com/forums or community. Spammers target those terms. The other thing to do is pay to remove the forum like. For example on VB they have a link at the bottom of the forum. You can pay to remove that link and this cuts down on spam. You can add other spam filters like Akismet. Forums are a pain in the butt, but they can pay off big time.
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  • Profile picture of the author NickSway
    I'd bet a supercar company has a huge budget to market. With the right marketing techniques and a large investment, it would be incredibly easy to get a couple sales a year.
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  • Profile picture of the author AfteraDream
    Get some great pictures of the cars, share the crap of it on Facebook on groups for car enthusiasts there. That will help with branding.

    BUT, you have to know who is actually buying those cars. It's not the people on this forum and most likely not on any forum. They are busy people who hang out in their own communities, read different magazines, different websites that are more focused on luxury and toys.

    You have to go to those places to market to them. Maybe sponsor some events those people hang out.. golf? Horse races? Yacht shows? Branstorm these things then go to companies that sell those things and try doing partnerships with them or ask how they advertised and grew their business.

    Keep us updated! I'd like to see how supercar company grows too..
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  • Profile picture of the author InVizion
    Start sharing info about the product on LinkedIn, lot's of execs there. Start discussions, participate, and build relationships! Identify your ideal customers and target them on LinkedIn, it works!
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  • Profile picture of the author Jeff Lenney
    Pimterest. Nuff said
    Signature

    Too lazy to write something clever here, so check out my marketing blog and learn from a REAL Super Affiliate at JeffLenney.com

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    • Profile picture of the author RyanJ
      Originally Posted by eljeffe77 View Post

      Pinterest. Nuff said

      Maybe I don't understand the full power of Pinterest but it is hard to imagine being able to sell a $250,000 car there. Purely to garner brand recognition?
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      • Profile picture of the author AfteraDream
        Originally Posted by RyanJ View Post

        Maybe I don't understand the full power of Pinterest but it is hard to imagine being able to sell a $250,000 car there. Purely to garner brand recognition?
        It reminds me of saying:

        What does 'Hits' mean?

        Answer: How Idiots Track Success

        Similar with social media. Most of visits will be meaningless visits. I don't think most of the customers will be on the Net.. Just because it's trendy doesn't mean it works for all businesses.

        Try ''infiltrating'' into lawyer, bankers, traders, accountants, high-priced auto service biz owners networks. Lawyers have lots of connections and know tons of people.
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  • Profile picture of the author Chronic IM
    Hello!

    Internet marketing is effective but takes a lot of efforts. You can try advertising and promoting on social networking sites. Share information about your products and build a good relationship with clients by starting forums, discussions and other activities.

    Best of Luck!
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  • Profile picture of the author SkyeFWP
    Go buy Dan Kennedy's Marketing To The Affluent.

    Case closed.
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  • Profile picture of the author aStroke
    I know a friend who owns a piano store and he hosts shows and events at his showroom very often for business moguls to network. I think if you find a venue like this, it'll definitely be a gold mine for you.
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    • Profile picture of the author Kevin AKA Hubcap
      Ryan,

      Try this. Find out from current customers why they purchased from your client and not their competitors and use that in your marketing.

      With a product like this your job is to create enough desire in a prospect to get them to come to the dealership or at the very least make a call.

      From there, the on-site sales team and the car are responsible for the sale.

      Some things you could do:

      1. Cars and Coffee and similar events--Have them show up at the larger of these types of events.

      2. TV/Newspapers/Podcasts--local, regional, and national media are always looking for good stories. Find an angle and you'll get free media coverage.

      3. Forums/Web Sites/Blogs-- go to whatever sites your prospects visit and let them review the car. Make sure they take plenty of pictures and video. Those reviews will generate interest among forum/blog readers.

      Remember people who buy exotic cars, for the most part, are not value buyers. Find out what they want in an exotic, then tell them you have exactly what they're looking for.

      Of course the car must deliver the goods.
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  • Profile picture of the author mjbmedia
    Look into using Augmented Reality to allow prospects to actually (virtually) drive the car on their hometown streets giving a view from the drivers seat, even with their loved one sitting next to them, allow it to be captured as a POV video piece.

    Arrange track days for corporates and affluent clients, get them videoed , online, giftpacked etc .

    You want to get targetted people living the experience, living the dream, then working out how to afford it once theyre hooked
    Signature

    Mike

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  • Profile picture of the author Fadiz
    Get bunch of high res image and add the company site at the bottom right corner then submit it to auto blogs and car fanatics or sites that talk about unique products like this for example Awesome - Awesome Stuff - The Awesomer this won't get them instant sales but it would give you some major buzz

    PS. if you wanna track the results run a google search by image and you'll get all the sites that featured your images and this way you have something to show to your client
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  • Profile picture of the author redcell1
    1.) find out what makes them stand out from their competitors.
    2.) Your buyers will likely not be on pinterest.
    3.) Target affulent forums that only the wealth go to. Example is 6SpeedOnline You won't find any cheapskates there. Find some more forums similiar to that. Start networking here and posting pics. Don't come off at selling right away. Just share your passion and the rest will take off if done properly.
    4.) People with expensive toys like to show them off. Find local meetups of exotic cars/high end cars. They often do stuff for charity because it's a way to flash money but not look like an arrogant person since it's for a good cause.
    5.) Car events such as SEMA,Mfest Etc can work for them depending on various factors.

    6.) If you really want to create buzz, your going to have to do something short of humiliating the competition in friendly yet competitive way. Everyone likes to see companies challenge themselves. Big boxing matches always have "tension" before the fight where they talk smack about each other. Do yours with a video of your supercar company taking on a competitor's car and winning them in a street legal race.

    Honestly this is one of the better niches to work with because you really do need to be creative to stand out. Boring Landing Pages won't cut it here. Expensive taste has to be treated differently.
    Signature

    Just here to see the shenanigans.

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  • Profile picture of the author Jason Kanigan
    Not sure what a "supercar" is, but I imagine this sort of thing is very visual. If you can get the product in front of people who are enthusiasts, it will create some buzz.

    Look for events you can bring one or more of these vehicles to. I just answered another post about pairing up wine suppliers/wineries with local car shows. Talk to these two groups and maybe you can get paid and get the things paid for in order to bring these supercars to these events. Then you have a chance of getting in the local newspaper...maybe a trade magazine.

    "You gotta give action to get action."
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  • Profile picture of the author RyanJ
    These are all great ideas I appreciate all the replies so far. I will bring up different options to them at our meeting. These ideas have really just started a firestorm of thought in my head. I do have various connections in the world of the affluent (Not saying I live in a world of affluence) that would be very happy to partner on a project like this.

    This leads me to my next query... What/how to charge? These are all projects that could take days or even weeks of planning and promoting. I am used to everything being done online. I need to connect with a professional event planner to merge their skills with mine.

    My thoughts now are to get their opinions on the various ideas here and hone in on the first project. Then take it from there. This is very hard for me as I am the type that prefers to see the entire process, from start to finish, on paper before I have left the office on the first day of planning.
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  • Profile picture of the author AfteraDream
    Charge enough to make a full-time living off of it. Maybe even more. Depends on their profit margins too. If in one sale you bring they earn 50k then why not charge them 5k month.
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  • Profile picture of the author mjbmedia
    pricing depends on how super the supercars are (price wise) . If they normally sell say 8 a year and with your input they sell 12 then you take 15-25% of the additional profits plus a small retainer on future income from servicing etc of said clients
    Signature

    Mike

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