INITIATIVE

 

The entrepreneurial inclination that spurred my move to California in January 1988 also inspired me to search out and contact with the West Coast Director of Sales for Range Rover directly. I had one question for him: “What keeps you awake at night?“ His answer: “Getting prospective buyers into the dealership showrooms in December, January, and February.“

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The solution appeared obvious, Genuine Targeted Consumer Engagement. This was clearly the best method to remedy his problem. A promotional platform was of course delivered to great approval, but prior to concepting engagement I felt the urge to evaluate Range Rover’s strategic platform in the luxury car category. THOUGHT: move Range Rover from merely marketing themselves within luxury to overtly emphasizing exactly what sets them apart from all other luxury vehicles.

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In 1988, Range Rover was marketing itself directly and exclusively within the luxury car segment while only paying brief homage to its heritage, its ancestor the Land Rover - the first 4-wheel drive tested and validated across the vast plains of the African wilderness.

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The following slides illustrate the strategic platform I presented to introduce the engagement concept differentiating RR and their communications platform. SINGULAR MAIN IDEA: Leverage Range Rover’s heritage in a product based manner. Luxury being the “added value” for the target.

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The idea centered around delivering the message in a compelling manner that resonated with the aspirations of the target and inspired the desire to come in and take a closer look. And to do so with concepts and product copy that people actually wanted to read.