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Building brand loyalty before 16
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Mercedes Benz has been doing an excellent job of marketing for both the present and the future. While their current consumer-facing campaigns have been touted for their unwillingness to stray from the brand message, what’s really interesting is that more than any other automaker they seem to be placing a massive emphasis on investing to reach out to future customers. Their hope is that they're able to begin to lay the groundwork that will allow these future consumers to turn into fanatical brand loyalists (that buy their brand for years and years to come).
Case in point, Generation Benz, which is an exclusive online community targeted to Generation Y customers allowing them to interact and collaborate directly with the teams at Mercedes-Benz. This program, among the first of its kind, allows manufacturer to steer the brand based on the desires and preferences of these potential future customers. The information gleaned from this program has been invaluable for shaping product development and brand marketing.
Another example of their willingness to reach out to aspiring owners is the announcement that they’ve launched a series of Mercedes Benz Driving Academies in the UK, which teaches anyone over 10 years old and 5 feet tall the basics of driving a car. Aside from teaching basic driving skills and familiarizing them with being behind the wheel, Mercedes is also able to showcase some of the advanced features of the vehicle. By making the Mercedes product central to this experience, they are in essence beginning to create little miniature brand stewards that will more than likely want to own Mercedes when they reach driving age and beyond.
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Nice work Mercedes. Now, can you just bring this to the United States? :)
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