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There has been a consistent thread in discussions on Swedespeed that Volvo needs to spend more money on advertising in the US. According to this WSJ article, they are now doing more with less by exploiting addressable TV advertising.

http://www.wsj.com/articles/volvo-s...car-buyers-on-tv-just-like-web-ads-1445335200

Volvo says it has started delivering TV ads to people who are probably in the market for cars--and actually prefer the kind of luxury cars Volvo makes. And it says it has the data to prove those laser-targeted TV ads are driving sales.

Specifically, over the past year-plus, Volvo and its media buying partners, Mindshare and the advanced TV ad specialist group Modi Media, have been running TV ads specifically aimed at about 12 million households. These households have members that are likely to be buying cars in the next few months, based on data from companies like Experian and Acxiom, as well as registration data from the Department of Motor Vehicles, Volvo and its agencies say.

Besides employing this digital-style targeting, Volvo and its partners say they've been able to track whether the specific households that get exposed to these ads go out and actually buy cars.

The carmaker won't say how many cars it has sold as the result of this tactic but, throughout this effort, Volvo and its partners have run test and control groups to gauge the effectiveness of the targeted ads. According to Bodil Eriksson, executive vice president, marketing, brand & communications at Volvo Cars North America, the addressable TV efforts have demonstrated a 22% lift in sales in the markets the campaign is running.

Thus, as this campaign has progressed, Volvo has pumped more money into addressable TV and taken ad budgets from national TV. The brand now expects to spend “several million dollars” on addressable TV--the industry term for delivering TV ads to specific American households based on their demographics and shopping preferences--this year, or about half of its TV ad budget, Ms. Eriksson said.

“You always have this constant argument at a company like ours, ‘does marketing work or not?' and it's really tiring,” she said. “This [tactic] works so well for us. So we've taken down our TV spending a lot as it's gotten too expensive for us.”

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Our TV (Uverse, cable) has a station on it that has only XC90 content. It's not much content, but that is ALL that is there.
um, sounds to me like someone is being targeted.... so did you do your duty and buy a new volvo? :D
 

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I don't have cable. Everything I watch is on the internet--a great source of entertainment and news. But recently on a business trip to LA, I saw an XC90 advertisement on the TV in my hotel room. I thought it was a great advert. It showed the XC90 driving in the countryside or in a charming European city, with cobble streets, through most of the commercial. It had a written statement above the visuals that said, "Our safest Volvo yet", then, after showing the interior, it showed, in a written statement, "Our idea of luxury". Then the giant spinning Volvo emblem at the end. Fantastic commercial. In the last Subaru commercials I saw, you were 2/3rds of the way through the commercial before you saw the car, or you knew what was going on. First rule of car commercials--Let us see the car!
 

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To be quite honest about Volvo commercials, they tend to be too conservative, too bland, too eurocentric, and too neutral for the U.S.

I would love to see a commercial that has someone be either funny or excited driving a Volvo. For example, have someone definitely fitting an American lifestyle saying something like, "This is a Volvo? Sweeeeet..." or "Volvo? You sure this is a Volvo? Man, this car is stylin'"

Volvo please throw in some humor and some diversity with the drivers in your ad. Soccer moms, hip young families, are nice but let's have commercials that will inspire people to look at Volvos as a fun, cool vehicle.

The commercials I see on tv look like they have been all filmed in Gothenburg or in the rural areas of Sweden. Absolutely out of touch with the U.S.

Have some hip music too...not that euro pop style.

Lincoln ads, although campy, are doing well and attract attention to a so-so brand.
 

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I agree itoredmond. The xc90 tv ad I've seen is really awkward. I don't even really want them to make a US centric ad- I like scandinavian style and the promo videos are usually pretty sweet. But the tv ads are weak. Wouldn't mind them being more cinematic.
 

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You mean a commercial more like this?

 

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You mean a commercial more like this?

That's what I'm talking about...

But let's put a brotha' behind the wheel to give it a cool factor.
 

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I am glad to see Volvo advertising. Having more variety to target different segments would be a plus. I personally like the Scandanavian touch even in the US market. The earlier campaigns might have been too subtle, because it wasn't until towards the end that I actually confirmed that it was a Volvo commercial.

Also, I don't recall seeing a Volvo ad before I already made my decision in March 2015. I would notice the Volvo advertisements occasionally thereafter. I now see and notice them more this Fall during the pro baseball playoffs and other sporting events.

Nonetheless, multiple reviews, my top ten list and filtering based on needs and wants drove my ultimate decision to get the XC90. Seeing the ads now is re-assuring that Volvo is making a significant effort in the US and North American markets.
 

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To be quite honest about Volvo commercials, they tend to be too conservative, too bland, too eurocentric, and too neutral for the U.S.

I would love to see a commercial that has someone be either funny or excited driving a Volvo. For example, have someone definitely fitting an American lifestyle saying something like, "This is a Volvo? Sweeeeet..." or "Volvo? You sure this is a Volvo? Man, this car is stylin'"

Volvo please throw in some humor and some diversity with the drivers in your ad. Soccer moms, hip young families, are nice but let's have commercials that will inspire people to look at Volvos as a fun, cool vehicle.

The commercials I see on tv look like they have been all filmed in Gothenburg or in the rural areas of Sweden. Absolutely out of touch with the U.S.

Have some hip music too...not that euro pop style.

Lincoln ads, although campy, are doing well and attract attention to a so-so brand.
If I were Volvo, I'd focus on ads targeting safety, the way Subaru does. They still lead in consumer perceptions, but Subaru is closing the gap each year (and are already slaughtering Volvo in sales, which took a big upswing once they started focusing on safety).
 

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You know how cool Volvo is?

I sent an email to Hakan Samuelsson and cc'd Lex Kerssemakers regarding my lukewarm response to the current ads and said they should inject humor and diversity in their ad campaign in the US to be more effective. I said something like the Lincoln ads started out serious but became popular due to its campy coolness. I even said they should stress the factory in South Carolina bringing jobs to our economy and their commitment to the U.S.

And guess what?

Lex responded to my email within 20 minutes to show appreciation for my critique and he forwarded it to several others in the company. Cool guy.

What other company would do that?

Volvo rocks.
 

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If I were Volvo, I'd focus on ads targeting safety, the way Subaru does. They still lead in consumer perceptions, but Subaru is closing the gap each year (and are already slaughtering Volvo in sales, which took a big upswing once they started focusing on safety).
Not correct. Volvo's safety perception among buyers has gone up from 2013 to 2014 and it is 2x as high as Subaru's equivalent.
 

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You know how cool Volvo is?

I sent an email to Hakan Samuelsson and cc'd Lex Kerssemakers regarding my lukewarm response to the current ads and said they should inject humor and diversity in their ad campaign in the US to be more effective. I said something like the Lincoln ads started out serious but became popular due to its campy coolness. I even said they should stress the factory in South Carolina bringing jobs to our economy and their commitment to the U.S.

And guess what?

Lex responded to my email within 20 minutes to show appreciation for my critique and he forwarded it to several others in the company. Cool guy.

What other company would do that?

Volvo rocks.
very cool that he read and replied to the email

Lincoln's Mcconaughey got bigger thanks to SNL spoofing them, IMO

Whether those ads result in increased sales is all that matters, of course.
 

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Not correct. Volvo's safety perception among buyers has gone up from 2013 to 2014 and it is 2x as high as Subaru's equivalent.
I said Volvo still lead. That was correct. I said Subaru was closing the gap. That was also correct. I said Subaru was slaughtering Volvo in sales. That was also correct.

CR said:
Volvo has long hung its hat on safety, and this focus continues to pay off. In the minds of consumers, there is a single, clear choice. The Swedish brand increased its lead this year, potentially aided by public awareness of advanced safety features in general, and Volvo’s continued efforts to remain on the forefront of safety technology. The real news this year is the ascension of Subaru. This modest-scale automaker has made big news over the last year with its “good” crash-test performance, among other accomplishments. All its models, except for the aged Tribeca, have earned coveted Top Safety Pick+ status from the Insurance Institute for Highway Safety (IIHS). Other brands have largely held their own position year over year. It will be a challenge for automakers to close the gap with Volvo, but Subaru demonstrates that it is possible with consistent performance across a model range.
Volvo increased it's perception by 7 points, but Subaru increased theirs by 15. Everything I said above was absolutely correct. Here are past reports:

http://www.autonews.com/assets/PDF/CA9292125.PDF (2014, where Volvo was at 60, Subaru 30. In 2013, Volvo was 53, Subaru 15).
http://www.autonews.com/assets/PDF/CA77362125.PDF (2012, where Volvo was at 49, Subaru 10. In 2011, Volvo was 70, Subaru 17).
 

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I said Volvo still lead. That was correct. I said Subaru was closing the gap. That was also correct. I said Subaru was slaughtering Volvo in sales. That was also correct.



Volvo increased it's perception by 7 points, but Subaru increased theirs by 15. Everything I said above was absolutely correct. Here are past reports:

http://www.autonews.com/assets/PDF/CA9292125.PDF (2014, where Volvo was at 60, Subaru 30. In 2013, Volvo was 53, Subaru 15).
http://www.autonews.com/assets/PDF/CA77362125.PDF (2012, where Volvo was at 49, Subaru 10. In 2011, Volvo was 70, Subaru 17).
Subaru was the second largest lobbyist for keeping a 5-star crash rating second to Honda rather than going to a 100-point scale. There's a BIG difference between an 81 and a 99, both of which are "5-star."
 

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You know how cool Volvo is?

I sent an email to Hakan Samuelsson and cc'd Lex Kerssemakers regarding my lukewarm response to the current ads and said they should inject humor and diversity in their ad campaign in the US to be more effective. I said something like the Lincoln ads started out serious but became popular due to its campy coolness. I even said they should stress the factory in South Carolina bringing jobs to our economy and their commitment to the U.S.

And guess what?

Lex responded to my email within 20 minutes to show appreciation for my critique and he forwarded it to several others in the company. Cool guy.

What other company would do that?

Volvo rocks.
In this , and so many other ways, the vitality of Volvo is showing. The "Big Vo" is back. :)
 
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