http://www.lidenver.com/blog/2009/07/06/scions-marketing-backfires/ Just another WordPress weblog Sun, 20 May 2012 02:33:41 +0000 http://wordpress.org/?v=2.7.1 hourly 1 http://www.lidenver.com/blog/2009/07/06/scions-marketing-backfires/comment-page-1/#comment-28 Dave Dute Mon, 10 Aug 2009 23:05:54 +0000 http://www.lidenver.com/blog/?p=221#comment-28 The problem with Scion's approach is that they are asking too much of their target audience. The strategy should be that of generating awareness via product placement - the idea of having Scions placed in locations where their target audience spends time, be it Tokyo Joe's, Wax Trax, or other locations depending on how Scion profiles and segments. Asking people to take their time to test drive and fill out surveys is just too much. That's like asking for a prenuptial agreement before the first date. The problem with Scion’s approach is that they are asking too much of their target audience. The strategy should be that of generating awareness via product placement - the idea of having Scions placed in locations where their target audience spends time, be it Tokyo Joe’s, Wax Trax, or other locations depending on how Scion profiles and segments. Asking people to take their time to test drive and fill out surveys is just too much. That’s like asking for a prenuptial agreement before the first date.

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