Mercedes Readies Second Exclusive Online Community
Mercedes launched the password-protected Web site six months ago. Through questionnaires, polls and live chats, the company seeks to better understand what makes Gen Y tick. It uses the forum to get feedback on an array of topics from product designs to advertising concepts for the 19- to 32-year-old crowd.
“In marketing, you have to stay relevant. Certainly some brands are more challenged than others in staying relevant and vital to this new audience,” Cannon said. “[Generation Benz] is allowing us to gather data and get to know our customers in a deeper and richer way.”
The site, developed by Passenger in Los Angeles, currently has about 800 members, each of whom was invited by Mercedes. Nearly half have visited in the past 60 days, and of those, a few hundred are “very regular users,” Cannon said.
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“In marketing, you have to stay relevant. Certainly some brands are more challenged than others in staying relevant and vital to this new audience,” Cannon said. “[Generation Benz] is allowing us to gather data and get to know our customers in a deeper and richer way.”
The site, developed by Passenger in Los Angeles, currently has about 800 members, each of whom was invited by Mercedes. Nearly half have visited in the past 60 days, and of those, a few hundred are “very regular users,” Cannon said.
Read Full Article
