Plenty of customer experience thought leaders know the ugly truth about advertising — it’s a “tax you pay for being unremarkable” or a punishment for not having the best customer experience. Here’s a great example:

Honda’s cog advert was two minutes long and only ran ten times in ten days. Overnight Honda’s website became the second most popular car site in the UK. Millions of people also watched the advert online.

Sales in the UK rose 28 percent, despite spending less on marketing and PR than rivals, AND increasing their prices. Dealership visits and conversion rates went up, and the campaign added about £400m to Honda’s revenue.

No no no. Wait a second, that’s a terrible example. Err...

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