Chapter 7 -‐ Cooperation Network and Strategic Alliance
7.3. Experiential marketing for LUXGEN7 SUV
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by LUXGEN for the existing and potential consumers.
7.3. Experiential marketing for LUXGEN7 SUV
We believe that experiential marketing interaction in real-time, a live brand experience and thereby a significantly deeper consumer bonding process are also necessary for strengthening the relationship between the LUXGEN brand and the Russian consumers, as well as bringing unforgettable experiences to them.
7.3.1. LUXGEN Show+ experiential theater
One of the most important tools for a successful promotion of LUXGEN in Taiwan are showrooms with multimedia theater Show+ in every LUXGEN department, where the potential customer can experience a virtual 6-8 minutes test drive of the vehicle. This marketing approach can be considered unique, especially in terms of technological implementation.
We believe that such 3D showrooms will enable LUXGEN to stand out from its competitors in this segment in the Russian market. A 3D and interactive SHOW+ experience theater at the booth enables the visitors to have a grand new futuristic hi-tech car appreciation. We would like to suggest that additional mini-showrooms should be established in the places which are often visited by LUXGEN`s potential consumers – females with high income. Such places are, first and foremost, big shopping malls where expensive luxury brands are sold. One of the most representative examples is Crocus City Mall in Moscow. Women come to this place with a purchasing intention, and they are overwhelmed by positive emotions caused by shopping process. This is an ideal mindset for the desire to experience a virtual test-drives of LUXGEN and making a purchasing decision afterwards.
7.3.2. Creating the community of LUXGEN lady motorists
The examples of Russian SUV brands have demonstrated that consumers` sense of belonging to the community of the brand`s lovers is an effective tool of establishing warm and sincere relations between the brand and the consumer.
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In order to establish such a community, a forum for targeted customers – females might be created and be called “LUXGEN Lady”. In this way, it will be easily for them to share their experience on driving LUXGEN SUV and exchange useful information. Besides the subjects related to the vehicle, women consumers will also be able to discuss such topics as family, relationship, children, beauty, fashion, cooking, etc. This community will also have the pages on Facebook and VKontakte, a Russian version of Facebook.
LUXGEN can organize various contests for the users of the forum, such as “Miss Beauty”, “Miss Fashion”. There can also be creative contents when the users will have to write an essay on the subjects like “My first acquaintance with LUXGEN” or “The inspiration that came over me in a traffic jar”. The users can have their personal blogs, among which the most interesting one will be given an annual award “LUXGEN blog of the year”. In these contests, users` voting will choose the winners. LUXGEN team might organize annual quizzes, in which the winner, defined by the group of independent experts, will be granted with the title “Miss Intelligence”. There can also be the contests for kids, such as to draw a family and LUXGEN.
The forum can also be an interactive platform between the consumers and the team of LUXGEN Russia, where any user can contact the representative of LUXGEN Russia to make a suggestion regarding the vehicle, marketing campaign, special promotion, etc.
Besides, this forum can be the place for LUXGEN Russia marketing specialists to conduct various opinion surveys for more deep understanding of consumers` needs and preferences.
7.3.3. Event marketing
The example of top-5 SUVs in the Russian market demonstrated that event marketing plays an important role in featuring their advantages and brand values.
7.3.3.1. Creative Blind Drive Show
Speaking about LUXGEN, its Blind Drive Show in Taiwan incredibly represents the
“Think Ahead” context. The blind drive performance is already a piece of work that
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speaks best of LUXGEN’s SUV product force in Taiwan (LUXGEN, 2012). The term
“blind drive” means that the driver is sitting in the LUXGEN car with all the windows covered, while the only thing the driver can rely on is the 4WD LUXGEN7 SUV with its LUXGEN THINK+ system integrating the Side View+ and Eagle View+. LUXGEN7 SUV is even able to climb up to a 28 meters high seesaw moving forward and backward smoothly in the sky. Russian visitors who will see such a show will definitely be impressed with the strong capability of Taiwan’s IT, and the strength of the car. In Russia, such shows can be organized during opening ceremonies of LUXGEN dealer centers. The show should be designed as a fairy-tale performance as a part of “Making Fairy Tale Come True” campaign: the driver will perform the role of Ivan Tsarevich, who is testing the car for Vasilisa. The show can be supplemented by various entertainments for children, such as concerts, contents, games, since potential consumers will be invited to come to watch the show with their families, and LUXGEN will position itself as a brand, which is considered even towards its smallest potential future consumers.
7.3.3.2. Family travelling with photo contest
In addition, we would also like to suggest LUXGEN to hold such an activity as organizing group travelling by cars to different places for the owners of LUXGEN with their families. Since family travelling by car over a long distance has always been ne of the most favorite activities in Russia, we believe that this event, conducted by LUXGEN will attract much attention of Russian motorists and become very popular among the owners of LUXGEN SUVs. What is more to the point, a big group travelling, which includes many families will make a trip even more interesting, give the opportunity to make new friends and provide the participants with the sense of belonging to a community of people who have something in common.
The participants will be supposed to take photos during the trip, and the best photo report will be posted on LUXGEN Russia web site and “LUXGEN Lady” forum. The prize is supposed to be a new HTC smartphone.
It is also suggested that some automotive journalists should be invited to join such trips to make reports about them in automotive magazines.
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