hey marketing execs. wonder why...

i have never seen a Ferrari TV commercial or (media marketing) or print ads. 1) why not? 2) its impressive Ferrari has a household brand with little to no marketing. ask any little kid and know the name...interesting. then think about what other car companies spend each year.

 

Ever see an F1 race? There's your TV advertisement.

The reason they don't do it is simple. They have no need to do it.

Actually they do make "tv" commercials for new cars. They did it with every new model since the F430. They just don't need to spend to put it on television and let blogs and forums like these spread the word to the 3000 new buyers around the world who will buy it.

Honestly, Fchat is probably Ferrari's biggest and most efficient way to get new products introduced to those who will most likely buy them. They owe Rob a big plate of pasta.

 

Why do they need to advertise. Ferrari is the worlds most popular brand. See link below

Ferrari rated world's most powerful brand ahead of Apple - Autoblog


Show anyone just about any age a yellow shield with a Cavalino and they will respond "Ferrari".


It is my understanding Ferrari makes more off of logo'd items then they do the cars.

 

TV advertisement is expensive, and Ferrari is an ultra niche brand, for a very rich target audience. It doesn't pay off, and is pretty much unnecessary/inefficient. And it cheapens the brand.

Like the Mayor said, F1 works wonders for that purpose. And so does every Ferrari that appears on TV.

 

Road & Track, Car and Driver, Motortrend, TopGear, EVO... It's all marketing.

 

I don't see comercials for :: Lamborghini, Astin Martin, Bently, Rolls Royce, Koingsegg, Fisker
Either.

 

Exactly. People ask why they don't appear in a lot of auto shows. The reason: they don't need to.

 

Not only doesn't their volume justify the expense but at this level too much exposure hurts brand image.

 

Agreed. Also look at where the big TV spending for cars is: in sporting events, end of year sales. or new model introduction.

None of that would make sense to Ferrari. The only sporting event would be racing and that's already covered just by showing up.

A guy sitting down to watch a football game with a Bud Light in his hand isn't going to see a Ferrari commercial and say "hey, I think I'll go down and buy one of those!"

 

I find it interesting to see who's advertising what where.

Needless to say you don't get the same ad mix on Honey Boo Boo as you do in the programs at the polo matches.
Not that Ferrari advertises in either.

 

Trucks dominate car advertising. Just count them sometime.

 

They do advertise online, though... I've seen a few web ads for the FF, and for the merchandise store. I'm guessing I probably get those served up now & then because they'll see a cookie from F-Chat in my browser.

Anyone else noticed those?

 

What's with local car dealers and their cheesy ads?

One step below furniture stores.

 

Yes but above local lawyers!


The reason these ads are so bad is they spend very little producing them. And, too often, they use family and friends to do the pitching instead of a pro.

 

Correct. But why?
Is the message "I'm too dumb to cheat you?"

My new home seems to be the home of TV attorneys.

 

It could be said, the best marketing is done on the street. When you see a Ferrari or Lamborghini driving on the street, it exposes people to these cars both visually and audibly in a way no other format can really capture.

 

I noticed that too. A few months ago I kept getting Ferrari FF + merchandise ads even when I was searching online for non-Fcar items.

You're probably right about the cookies and they were most likely Google cookies because that's one of their revenue streams, targeted marketing from Google users' Internet trails.

So I agree Ferrari does advertise, but in a targeted fashion that lessens the chance of brand overexposure.

Another way exclusive brands can market discretely is by showing their products in big-budget TV programs or Hollywood movies. Not sure of the details but they probably cut a deal with the producers.

 

Here, take a look - I just now triggered one by going to ebay & searching for "Ferrari", then visiting the blog shown below. Check it out:
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Ha, I check Crazy Days & Nights too.... Some funny stuff on there,...

 

They do "advertise," just not to mainstream media outlets, as it would be irrelevant to most people.

https://www.youtube.com/watch?v=iRsV6YpLsKA

 

Great point.

 

Why advertise on TV and media if you are only selling a few thousand cars?

Big automakers spend millions to advertise because they a have a much bigger customer base.

Ferrari's sell on Mystique. They play it very well. Both a Chevy Volt and a Toyota Camry have far more technology and engineering dollars invested than any Ferrari, and are far better built. Neither are loud, red and fast. So both must be marketed to the public.


And REAL advertising?



What exactly is this???


Ferrari is worse than Apple at brand milking.
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Merchandising is not considered advertising because they pay you, not the other way around.

You really object to model cars being made? Really?

 

The quality of your brand dictates your needs for advertising. Ferrari is an exclusive brand that was never intended to be available on the mass market, ergo they aren't trying to convince people to choose a 458 over a Toyota Prius. It's purely an aspirational product that only the 'chosen few' can afford to have.

A mass-marketed product like Coke is an iconic brand like Ferrari, but they need advertising to reassure consumers that they have the product of choice when going into a store to purchase a beverage.

 

? Of course not. Its just a form of real advertising.

Ferrari is usually not being paid to sell their own merchandise. Sure, there is licensing, but they are in deep with merchandising the brand themselves. Every person who wears a Ferrari shirt is promoting the brand, and thus are advertising.

What do you think Ferrari World is? A cute theme park? Or a marketing exercise on a massive scale? There are literally concession stands hocking merchandise every few feet.

Do you think Ferrari actually cares more about the relative pittance they get from licensing or more about the free advertising and brand awareness it garners?

Correct, but not Quality, rather Exclusivity.