TITLE

Playing piggyback

AUTHOR(S)
Guyer, Lillie; Geist, Laura Clark
PUB. DATE
March 1999
SOURCE
Advertising Age;3/29/1999, Vol. 70 Issue 13, pAM26
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article offers a look at the event-marketing programs of automobile companies in the U.S. in 1999. To leverage its resources, Lexus is combining its Taste of Lexus consumer event with two-day dealer training sessions. Lexus always has had annual training sessions for dealers, but combining it with a consumer event is a first for the luxury carmaker. The company has decided a decade ago to pursue its target buyers--51-year-olds with household incomes of $140,000--by promoting the lifestyle events they enjoy. Nissan came to the same conclusion, from another direction. It had set up dealership sales training meetings in about 30 U.S. cities to run from May through late July 1999. Ed Sheehy, director of Nissan marketing, remarked that the company plans to invite about 20,000 customers in total. The company also may conduct Xterra ride and drives in conjunction with the events.
ACCESSION #
18196799

 

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