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Discussion Starter · #1 ·
I am really tired of reading here and elsewhere on the web that one of the reasons that the Volt is not selling as well as it should is that it's advertising/marketing is not effective.

I am no advertising executive, but I do have to explain to others- sometimes simply and quickly and in language that they will understand- when asked about my Volt.

So I am interested in how members of this forum would pitch the Volt- simply and quickly and in language that average will understand.

I am sure that some of the other threads here have such ideas, but I want to try and gather them in one place.

If you like what someone else writes, just post and quote and your favorite(s) from this or any other thread.

I want to see what the brain trust here thinks about the best marketing tact(s).

Thanks for playing.

Mark
 

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Discussion Starter · #2 ·
Here's a starter:

What makes the Volt different than other electric cars?

The Volt can make it's own electricity.
 

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I liked the happy Volt owner series and think they should have continued with them.

Otherwise simply focus on the car's many great attributes: fun to drive with great pickup from a stoplight. Solid construction, quiet, smooth, lots of (hatchback) cargo space. 5 star safety rating, awards a yard long, one of the highest owner satisfaction ratings for any car. Perfect for daily commutes, but good for long trips as well. Oh yeah, you can fill it up in your garage while you sleep and the gasoline backup means you'll never be stranded when the battery is empty.

 

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Discussion Starter · #4 ·
Thanks for the input from one of our esteemed Mods.

I liked those ads too, but I am looking for new stuff- some simpler messages, like:
Fill it up in your garage while you sleep.
Perhaps adding, Go anywhere a gas-only car can go. ?

All of the points mentioned in Steverino's post are good and relevant- especially as bullet points that flesh-out impact words.

Please add your small sets of words that explain and have impact- that resonate with people and get their attention....
 

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http://www.youtube.com/watch?v=cn_L05WLc94 Start at around 7:50. To summarize:

People who drive 150 to 200 cars a year love the Volt. In terms of refinement there are three levels. Walking. Volt. $100,000 car. Those are your choices. To match the refinement you get from a Volt you have to buy a Tesla or Rolls Royce. But the difference is that the Volt is cheap.

Should give them plenty to work with.
 

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Commercial with multiple real volt owners (not actors)

"I'm (insert name)"
Graphic pops up showing city, state, and daily commute
"And I'm getting (insert lifetime mileage) miles per gallon in my volt"

Squeeze 4 or 5 in each commercial and have a number of different ones

And they should end with Ari C who should have an insane number
 

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Do an ad extolling the virtue of being able to drive the car when or where others can't. Liks showing the Volt driving by huge traffic jams . car after car after car after car....all on the shoulder. And the end of the commercial, the Volt drives right by the source of the jam and the statement becomes obvious- all the other cars are waiting to fill up at a gas station. Lines so long that nobody is going enywhere any time soon. Except the smiling volt driver. And you don't need many words to reinforce the point. Chevy Volt- Go when others can't.

You could do the same thing without the car in the pic. A guy shows up at the office. Only the boss is there. Big place, real quiet. a clock shows up in the shot. 9 am. Coffee pot is still full. Phones are ringing..... No one there. The boss looks at the guy and asks, " What are you doing here?" in a perplexed, frustrated boss kind of voice. The guy looks totally confused and says, Well, it is Thursday Morning, Riggghhhhtttt?????" The boss asks, How did you get here? The guy says, I drove my car. Boss: How did you do that? I've got 100 employees that are all out there that waiting to get gas... Picture pans to a window and outside is a line of cars a mile long at a gas station. Guy: I've got a Volt. Picture pans from the gast atation to the huge parking lot with one car in it. A Volt plugged in. And the guy goes to his desk leaving the boss to chew on that. Fade to a script (in Volt font??) "Impress your boss- get to work every day." But that one would be far too Honda or Toyota-like for Chevy to use....

Yeah, I know- gas shortages are a thing of the 70's. Probably too passe. So modify the theme, but use the basic idea.

Everyone shouting at the boss that they need a raise cause gas is so expensive. One guy sitting qietly in the corner. The boss goes to him and asks why he doesn't want a raise like everone else. Guy says gas isn't a problem for him.... It wouldn't take long or very many words to make the point. Reminds me of the old EF Hutton ads- Major commotion, then one guy starts to say something and everything stops dead. Everybody listens. The dramatic shift in volume and activity is an attention getter in an ad. And you made your point before they guy even says anything.

Sell the basic advantages. You aren't going to sell the car on price, even though we know there are pretty good deals to be had. And I'm not sure GM really wants to advertise that they are discounting such a vaunted car so heavily. Be short, be succinct, use a little wry humor, and make the volt look like a smart choice.

But be be careful with what you ask for here. Go ahead, advertise the car heavily. Drive up demand. you will drive up the price. Those deals that we love will start disappearing. Double edged sword....

But in the end, I'm not sure GM has it in mind to really mass market the Volt. Clearly the car serves several masters at Gm. If they did want to go big volume with it, thye would have already done a lot more. And they don't need you or me to think this up their slogan. But I'll still go be a technical advisor when the shoot one of the above spots.
 

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Highlight the real world miles driven per every gallon burned.

I've come to think that GM has decided to let the Volt stand on its own, to let it sell itself. Not that they are abandoning it, but to let the market come to it rather than GM investing in marketing dollars to pull buyers in. Given their total lack of effort which unfortunately is also found at the dealer level, sales numbers are actually more impressive than they seem.

Assuming the profit margin on Gen 1 Volt is scant, GM doesn't see any advantage to spend $$ pushing a low profit product hard towards the 200k sales point where the federal tax credit will expire. This also explains why they are not doing anything with the highly touted Spark EV.

Meanwhile, they are keeping their powder dry, keeping a close watch on market trends, and getting ready for a major assault on the market with the Gen 2 Volt.
 

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How about an ad where they play the theme from 'Cheers' and tell us 'Gas Stations...where NOBODY knows your name'.

Oops. They already did one of those but ended it with the Cruze Diesel. Darn.
 

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I've had folks tell me my VIDEO is better than most Chevy Ads!

(Click below)
 

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We could start with a driver unplugging his charger, saying to the camera, "With a Chevy Volt, I can fill up at home!" Then driving and talking about the smooth, quiet ride. "I get the convenience of an electric vehicle without the range anxiety." An animation showing what happens when the battery runs out. "I can go over 300 miles on a tankful." Finally the driver gets out at the beach, pats the car and says, "Love my Volt!" As they head to the shore, a voice over comes on: "There's a reason Volt owners are the happiest drivers on Earth. Find out why at your local Chevrolet dealer."
 

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Here's an idea that was discussed on this week's Autoline After Hours. The suggestion is each dealer offer $500 to any licensed driver. The specifics is a coupon good for $50 of service every 6 months until the $500 credit is used up. The offer is made to any licensed driver regardless of car they drive and while their car is in for service the person would be required to test drive a car. The thinking is on average every forth drive results in a sale, and the actual cost to the dealer is about half the face value of the coupon.

If Chevy dealers did this and had people drive the Volt I bet a lot of these folks would end up buying it.
 

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Discussion Starter · #14 ·
... Chevy Volt- Go when others can't.
Nice concept.

Some of the ads would have to be held until the next gas crisis, I agree.

I don't really care if the GM people are interested or not.

I might do some of my own.

Thanks for playing.
 

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Discussion Starter · #15 · (Edited)
I like this idea- thanks. larry4pyro

Need a snappy line to explain it- is this it?: Test drive a Volt and get $500 of free service
 

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Discussion Starter · #16 · (Edited)
coupon good for $50 of service every 6 months until the $500 credit is used up. The offer is made to any licensed driver regardless of car they drive and while their car is in for service the person would be required to test drive a... /QUOTE]

Volt- nice idea- what is the snappy line that goes with this: Take the quietest test ride of your life in a Volt and get $500 of free service
 

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Discussion Starter · #17 ·

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Discussion Starter · #18 · (Edited)

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Discussion Starter · #19 ·
http://www.youtube.com/watch?v=cn_L05WLc94 Start at around 7:50. To summarize:

People who drive 150 to 200 cars a year love the Volt. In terms of refinement there are three levels. Walking. Volt. $100,000 car. Those are your choices. To match the refinement you get from a Volt you have to buy a Tesla or Rolls Royce. But the difference is that the Volt is cheap.

Should give them plenty to work with.
Really nice clip at 7:50- thanks! (Even though overall the vid is more about the ELR- which is overpriced, agreed).

What would be the short and sweet message here?
 
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