Saab jettisons some print ads to concentrate on events.
Automotive News / May 7, 2007 - 1:00 am /
As it focuses on event marketing, Saab is spending less on magazine advertising this year than in 2006.
Event promotions are cost-effective and put the small-volume luxury brand on consumer shopping lists, said Saab advertising manager Steve Haener.
"We've reduced our print presence this year," Haener told Automotive News.
He would not divulge Saab's 2007 budget for magazine advertising. Saab spent nearly $16.1 million to advertise in U.S. magazines in 2005, according to TNS Media Intelligence. No figure was available for 2006.
Haener said Saab will appear at more than 30 events this year, such as air shows and arts and crafts exhibits. He said Saab's displays at such events allow potential buyers to "sit in the product, take test drives. Event marketing can move the needle on consideration.
"For a small brand like Saab that struggles with awareness, it gives people something to feel and touch. It helps you understand Saab heritage."
Event spending is "a small percentage of our overall marketing budget," Haener said. "But for the amount of spending and the number of people we are interacting with at air shows, it is extremely efficient."
Last year, Saab introduced an ad campaign with the tag line "Born From Jets." Ad copy proclaimed: "Saab was founded by 16 aircraft engineers and their spirit lives on." Print ads included images of an aircraft hangar and jet maneuvers.
At air shows, Saab uses a mobile unit to re-create a World War II-era aircraft hangar, including an observation deck and control tower. The displays also include Saab vehicles and exhibits about safety, audio systems and other product features.
Haener said the "Saab Born From Jets Tour" is designed to bring the magazine ad campaign to life.
07-05-07, 05:08 PM
Saab jettisons some print ads
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