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US:Mazda shifts marketing cash to reach youth
Mazda shifts marketing cash to reach youth
By Jamie LaReau
Automotive News
DETROIT --Mazda Motor Corp. intends to shift 5 percent to 10 percent of its marketing budget out of TV and print and into alternative marketing such as technology and event promotion.
Alternative marketing is a key strategy for Mazda as its customer base gets younger, said Jim O'Sullivan, CEO of Mazda North American Operations.
"International advertising programs and certainly alternative marketing are very important to us," he said. "Our customers spend on average approximately six hours on the Internet before they come to purchase from us."
O'Sullivan said the average age of a Mazda customer is 42, which ties it with the average age of a Volkswagen consumer and is just 1 year older than the average age of a Scion buyer.
"We're obviously attracting a lot of new customers in terms of awareness," O'Sullivan said. "Our target customer, in a lot of cases specifically for the Mazda3 and the RX-8, if they're watching TV, they're also on the Internet. So they're very active and multitasking, and therefore we have to be sure we bring the product to the customers."
Mazda is working closely with its advertising agency, Doner, to look at all technological avenues available for marketing campaigns. It's also considering doing events similar to last year's Rev-It-Up campaign, which was an amateur driving competition featuring the Mazda3.
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Stacy94PGT
My first car was a 67 Mustang Coupe, 2nd one was a 67 Cougar XR-7, 3rd one was a 66 Mustang Coupe. Why did I get rid of these cars for ? I know why, because I'm stupid, stupid, stupid. 
My next Ford.....
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