Ferrari Public Relations - help pls :)

They maintain an Owner's website, outreach to us via that......

Then hold various public events via Ferrari North America, out of New Jersey....

Then they throw parties at the Factory based upon various themes, like the 25th anniversary etc of various models.....

What else do you want to know??

 

One COULD argue the entire expense of their F1 program is "PR"...altough it does maintian a tradition of the Old Man, win lose or draw they were in F1 for the long term..

 

Not so much today due to corporate sponsors/partnerships but actually the argument should be that everything else is a PR/marketing tool for to support the F1 program. Il Commendatore sold cars on the side to support his racing habit vs. the other way around for most manufacturers.

 

I can share this with you as being absolutely fantastic PR on the part of Ferrari towards their owners - we attended both links and they were truly wonderful.
http://www.ferrariclubthailand.com/F1_test_day.pdf

and here's one article on the 60th anniversary and the exceptional PR that went into making this happen
http://www.kidston.com/news-and-press/kidston-latest-news/ferrari-celebrates-its-60th-anniversary-august-2007

hope this help you a bit

Carol

 

The bound books detailing the car you are getting, the "baby pictures" of your vehicle when it was in development, the invitation for test drives of vehicles at the track and on the street. It all reeks of marketing, but it works.

 

Look for the book:

Selling Dreams: How to Make Any Product Irresistible (Hardcover)
by Gian Luigi Longinotti-Buitoni

He was CEO of Ferrari North America.

It is on ebay for $5 with free shipping

http://cgi.ebay.com/Selling-Dreams-How-to-Make-Any-Product-Irresistible-G_W0QQitemZ350242838225QQcmdZViewItemQQptZUS_Nonfiction_Book?hash=item518c1996d1&_trksid=p3286.c0.m14

 

You could also add that all the trinkets they sell is a form of PR. What other way can the average Joe, including kids, feel to be a part of the team? And, if they ever have the means can become an owner.

 

And, don't forget their partnership with Puma for Ferrari clothes, hats, shoes, etc.

Mike in Kuwait

 

Most of the items mentioned are more Brand/Marketing not PR.. The Public Relations mix is more of the outreach side they do via branding and motorpress.

 

I have always said that you could write a paper on Ferrari brand management. I would spin that direction more than just PR.

They have trained people to the point that they will check the box to pay $1,800 for an aux jack for the stereo. In another current thread people are explaining that you need to have a rainy day fund of $10k and be able to laugh at that kind of repair bill in order to enjoy your Ferrari. People expect huge repair bills with these cars and several drive them like they are made of tissue paper. Every other manufacturer on the face of the earth has been able to make a gear box that can be driven without double clutching yet this board is full of people that think that you can not drive a modern Ferrari unless you have the skills of an old race driver. Why is that?

Are Ferrari's really that fragile or is it part of the mystique?

What about the process to buy a Ferrari. They keep the output of cars limited, or at least work damn hard to convince people of that. They keep a very tight reign on dealers and how they allocate cars and keep an amazing eye on customers.

Plenty of speculative fodder for a 30 page paper. Probably not too hard to back it up.

 

Try contacting their PR department directly to get an interview. If it is for a legitimate school project, they will probably help you out. The contact info for their PR people can be found on any of their press releases. I would go direct rather that call the generic FNA number and get cut off by a receptionist. Just dont BS them and waste their time. I would also send them a copy of the paper when you are done. You never know when an internship opportunity may open up.

 

According to autonews.com... Not sure if it is up to date

Attilio Ruffo
VP Marketing, Public Relations & Communications
Ferrari North America Inc.

(201) 816-2600
250 Sylvan Ave.
Englewood Cliffs, NJ - 7632