This weekend I've stopped with a "cruise". For those who do not know, is an event where the public come and see the classic cars that people either restored or simply take care of the very good throughout the year. When I went to view all of these classics, I noticed that there is a really great marketing lesson to be learned here.
What you have here are enthusiastic fans. These people are dedicated to one brand. So, attention, that they are willing to pay thousands of dollars are. Then they will do what most fans do in delirium, to spread the word and show their love for this brand. These are dealers who are spreading the word to the world on. While these cars are no longer produced, the word is still around.
But what is really happening here? It is not society that they are delighted - it is a product that the company is in a sense, what has become a classic, and somehow found its way into the hearts and minds of loyal fans. Is it nostalgia or is there something unique about these clean cars?
For me, the answer lies in the product and marketing. The product must be one of perceived value, have inflamed qualities, emotions, and "sticks" with you. Marketing must reflect these elements and create loyal fans, not by you, but the creation of a sustainable news that last a lifetime. These days we are too concentrated to be urgent. Everything is now. Everything is fast. Everything is on the churn. This creates no classic. They also create the angry fans.
Change this offer in your marketing efforts and services. Are you creating services that are sustainable? Services can do to avid fans, and the products. If you create and market your services, long term to keep in mind. Think about how these benefits can be as old-timers - they could create such loyal fans that care enough for the long-term use and continue to spread the message long after they are introduced. It is a great time to think about it especially with all the great community-based social networking tools. We have the skills, the manufacturers of old cars have never had - that's the word to spread around the world faster and cheaper. But rather than become just spreading the word to make sure that the product or service behind the message, a simple classic.
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