During my early morning coffee and country music routine, I came across a video (below) featuring Zach Brown Band and Ram Trucks. The video was a promotion for Ram Jam, an invitation-only country shindig that’s sure to be a hell of a good time with performances by Billy Currington, Zach Brown, Easton Corbin… just to name a few.
Cause marketing, wrapped into a pertinent celebrity endorsement with a lead-generating contest too? AND it’s all very well done? What more could a brand ask for!
I enjoyed the video. It wasn’t in your face. There were no long shots of interior features or lines being read from a marketing brochure. Zach Brown is a genuine country boy and this likely resonates very well with the more committed truck owner. He even goes on to make fun of those who buy trucks and don’t use them saying, “if it isn’t dented or dirty you aren’t using it right.” I give this spot an A++.
Trucks Do Work
Ram has done a good job of keeping their messaging simple – Our trucks do work. They even have a dedicated model, The Tradesman, which is a bare-bones work truck, for work people.
Another indicator that brand is serious about its role in commercial sales is the addition of regional positions dedicated to cultivating strong personal relationships with businesses. Their also seems to be an emphasis on the acquisition and nuturing of small business. While other brands focus on larger fleets much of Chrysler’s messaging seems directed at supporting smaller businesses at a very local level.
The one product segment Chrysler may have a challenge competing in , is the panel van. Currently the only offering from the brand is the Dodge Caravan which doesn’t have the same internal capacity as the Ford Transit Connect. In 2009 Mercedes and Chrysler ended their partnership, thus losing the Dodge Sprinter panel van.
Chrysler’s focus on the relationship aspect of commercial sales and not just product could pay off big down the road. This is particularly true for small business owners, who tend to place a greater value on personal relationships. An boost in positive sentiments within these micro-communites can lead to an improvement in overall brand perception resulting in increased market share. It will be interesting to see if these new efforts result in a higher market share within the commercial fleet segment. Only time will tell.
Happy Motoring, Juan
[stextbox id="black" caption="Click Arrow for Official Text -------------------------------------------------------------------------------> " collapsed="true" mtop="-17" mbottom="-2" image="null"]Zac Brown Band has partnered with Ram Trucks for the “Road to the Ram® Jam” series. The Road to the Ram Jam features five of today’s best country music artists and provides fans with the opportunity to win prizes including trips for two to the invitation-only 2012 Ram Jam concert event December 29th in Nashville, TN, where all five artists will perform!
All five participating artists will receive a lease on a 2012 Ram 1500 Laramie Longhorn truck. Zac Brown Band’s truck will then be auctioned off in early 2013 with all proceeds going to benefit a charity of each artist’s choice.[/stextbox]