Page 171 - 100 Great Marketing Ideas (100 Great Ideas)

The ads are applied as a plastic wrap, so they can be changed easily:
drivers are chosen on the basis of the cleanliness of their cars and
the kind of places they go, so it is perfectly feasible to advertise on
golfers’ cars or on frequent flyers’ cars if the company wants to
approach that type of audience.

In practice

• Adverts need to be punchy—often observers will only have

seconds to see the ad as a car drives past.

• Choosing the type of driver is often crucial, because this will

determine the audience for your advertising.

• If possible, recruit drivers who are already fans of your product—

this gives them an excuse to talk about you to their friends and
acquaintances.

162 • 100 GREAT MARKETING IDEAS