Page 97 - 100 Great Marketing Ideas (100 Great Ideas)
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windscreens, pulling up at the wrong pump, tying knots in their
handkerchiefs.
These adverts generated much higher than average recall, and
VW’s diesel sales rose 40 percent, making it the market leader and
displacing Peugeot; 43 percent of VW’s new cars sold in Britain in
2002 were diesels. The campaign was repeated in 2003 and 2004,
with equally dramatic results.
In practice
• Find out what people DON’T like about your product (or about
your company, for that matter).
• If you have a negative USP (unique selling proposition), try to
think of a humorous way of promoting it.
• Be prepared to promote heavily.
• Don’t expect instant results—it takes time to change opinions.
88 • 100 GREAT MARKETING IDEAS
