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Generation Benz
Mercedes is already planning to launch a second online community after the success of its Generation-Y targeted, “Generation Benz.” Consisting of some 800 members who received invitations from Mercedes, the aged 19- to 32-year-old crowd is so responsive to questionnaires, polls and live chats that Steve Cannon, vp of Mercedes’ marketing, speculates the site could replace certain types of focus groups. Online communities are a remarkable platform for maintaining relevant marketing strategies and, as Cannon says, “[getting] to know our customers in a deeper and richer way.”
Mercedes has an awesome invite only, user community. I am a charter Mercedes Advisors in this community. What Mercedes did was tap into their already loyal userbase to get them to feedback to the company on what their thoughts are on many different aspects of interest concerning the Mercedes brand. This was a very smart move on their part in that they have an exclusive group of people who take enough pride in the brand that they want to help make the company better. How powerful is that? It also helps that the website is as well designed and functional as their cars.
Comment by Tracy Lee Carroll — December 6, 2009 @ 12:58 am