General Motors post great news, and good SM engagement.

My favorite car brand, Chevrolet, has some great news regarding Spark. According to Autoblog, the car exceeded sales projections by 35% during the last 12 months.

GM found a "Spark" of sales with Chevy hatchback. /terrible joke

GM found a “Spark” of sales with Chevy hatchback. /terrible joke

This is pretty impressive considering that profits from larger vehicles (trucks and SUV’s) are the main profit center for GM and other domestic automakers. News of the sales figures put me in the mood to look up car prices and fantasize about my next car purchase. I’ve stated before on this blog that Chevrolet is my favorite car brand (the marketing combined with the chic/smooth driving experience won me over long ago), but that a new car purchase is a bit further in the future for me. However, I’ve been looking into the GM Card to put towards the inevitable future. Up to $1,500 saved on a new Malibu sounds pretty great. Then I got to thinking: Why have I not seen any annoying commercials to signup for a GM Card?

The Chase “Fan for the ceiling” commercial has broken down many a potential consumer I’m sure (I know of at least two individuals who signed up for it after seeing the commercials at least 50 times), so why no barrage of GM Card commercials?

I’m not sure, but with the ability to earn 3% towards a new Chevy and 1% cash back, the GM Flexible Earnings Card seems like the next best card to take a 80’s movie song, make it annoying, and watch the applications roll in.

Sidenote: The social media efforts for GM Card are on point as well. The facebook page is filled with actual interesting content (questions that aren’t trying to sell to me at all) and proper customer service responses. In the social media world, especially for advertising, “If content is king, quality is queen.”

 

 

Everyone has 5 love brands.

Bob Kupbens (VP of marketing and digital commerce at Delta) says there are only five brands that a consumer could ever love (love brands), and that airlines aren’t usually one of them.

Delta probably isn't one of your love brands.

Delta probably isn’t one of your love brands.

These love brands, he points are, are essential to one’s life. 

Mulling this over, I started to think of what would be my five love brands. And there’s definitely an airline on it. 

1) Virgin Mobile. I brag about this service whenever I get the chance. Love their products, love the package options, and love how hassle free it is to have this service. 

2) Virgin Atlantic. Best flight experience I’ve ever had. I’d fly any Virgin airline any day…unless Delta was cheaper.

3) Chevrolet. Note, I’ve never even owned one, but I want to own one and eventually I’m going to own one.

4) Target. The shopping experience at Target is unlike any other in a department store catering to the “price conscientious” consumer. According to Bob Kupben, this is definitely a love brand. When people hug you at parties because you work for a company, it’s a pretty good indication that it’s a love brand. 

5) ???

Kupbens spoke at the Ad Age Digital Conference in April, and shared Delta’s aspiration to improve their digital initiatives to help propel the airline into the “love brand” territory. I’m curious to know what most people would consider their love brands, and if they can name more than a couple (I still can’t quite think of what my fifth one would be). 

As far as Delta becoming a “love brand”, it will take more than advertising, which is why the airline is also focusing primarily on improving their operations. This is a key element I feel some companies overlook. You don’t get on the “love brand” list by appearing to be better with the best advertising, media buys, and one-trick-pony tactics. It’s great that consumers love your commercials, but what do they get when they walk into your establishment. It’s good for a company to give back to a community, but is it done only to show how “involved” with a community you are, or is there an actual interest in helping a community that is unrelated to a company’s bottom line?

Becoming a love brand is done by changing the way a company operates, so that the brand consumers interface with on a regular basis is consistent and delivers on the brand promise. I’m hopeful that Delta will be able to become a love brand for many. I love flying Delta. It’s cheap enough, clean enough, and I’ve never had a problem with them.

…Maybe that’s my fifth love brand.