Toyota Motor Co has always been successful in delivering new age ultra-smart tech features harmonized with retro-age class and durability. It is well-known to produce cars for the people that blend well with the environment. Toyota has recently launched a full-blown marketing campaign to promote its RAV4 EV4 among potential buyers with the support of DirecTV to screen the TV Subscriber data. Toyota Motor Co. is flipping a new trump card this time using its marketing strategy to attract customers to buy its Electric Vehicle Toyota FT-EV RAV4 SUV.
Toyota FT-EV4 RAV4 is a full-sized electric-variant that lacks an engine, but can be conveniently used to transport people without worrying much about parking or crowded roads. It is powered by a Nickel Lithium ion-MH battery crust that delivers 27kWh travelling 200kms in a single charge. For a car that is built as an Experiment, it needs an equally innovative and unique selling strategy. Toyota will be using the more sophisticated and dollar-saving strategy called Dynamic advertising with the help of DirecTV. DirecTV is US’s largest satellite service provider. Using a yet-to be featured data screening program, Toyota-DirecTV marketing alliance will skim through satellite-TV subscriber data hoping to directly reach out to consumers.
The traditional marketing using cable advertisements is set to diminish. Toyota-DirecTV alliance will help them pin-point at the customers who fall under the category of techno-geeks looking out to try experimental products in US cities such Los Angeles, San Francisco and San Diego. DirecTV will identify and compile potential consumers who are willing to buy and experiment with new electronic gadgets. DirecTV will then showcase Toyota EV’s Live ads exclusively to those subscribers who meet the criteria.
DirecTV regulates 2minutes out of 60minutes of airtime in over 100 Channels streamed all over United States of America. While it’s a very limited time space to feature the advertisement, Toyota-DirecTV alliance has decided to club the online viewers as well in its experiment. This will give them a window of atleast 12 million viewers out of which, they can expect a good number of potential buyers. As Toyota has invested more money directly into the digital budgets, DirecTV will run a concurrent series of Live streams on regular television channels and online channels to generate more numbers.
The alliance is driven by low-cost precise advertisements meant for a targeted population of sure-shot buyers instead of a more general audience. They expect the sales via digital marketing to return more than it is expected now. With a serious competition already ensuing on TV channels for ad slots, digital marketing can prove to be the anchorage that Toyota has been looking out for such a long time to bring Toyota EV’s into its established stable of ‘best-selling’ tech models. It will also mark the advent of a new line of marketing channels for direct marketing using revved up technology.
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Tagged: 2013 Toyota RAV4 EV, Toyota
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