Buick needs a new commercial

Marketing is so important because it helps the consumer make a purchase decision and create an image for the product.   This is especially important because a vehicle purchase is based on so much more than the simple need for transportation.  If it were, we would all drive four door sedans, with low gloss paint and low price.  A vehicle purchase is about needs and wants.  The need is usually practical, like space, price and efficiency.  The want is emotional.  It is what makes a person get a car that reflects their personal style.  The want is what makes someone chose a particular car brand over another.  Advertising is about triggering the want.

Sadly, Buick has chosen an ad campaign, while quaint, is doing no service for them as a brand.  In the ad, people are looking for a vehicle and cannot find it because the new product does not look like the traditional style.  The catch phrase is “That’s not a Buick!”   This is an attempt to demonstrate the new version and direction of the company and the cars it produces.  The message, unfortunately is lost.  By having a commercial that in effect highlights the old, it takes away from the new.  It does not make the new car intriguing or exciting, which is the purpose of a car commercial.  The marketing chief, Tony DiSalle says that there is a perception gap in what the new product represents and that there needs to be a change, but this is not the way to go.  

A better idea is to project the new image in the ads.  The new Buick Regal has a turbo performance engine, highlight that by showing the car on a winding road, trees rustling, leaves blowing and a driver with a beaming smile.  The Lacrosse is a full size sedan that is luxurious and associated with success.  Make that connection with it parked in front of a nice house, or better yet with people clamoring to ride in it on the way to an important event.   Create an image that the consumer can receive.   The new Cascada convertible is an image vehicle that is quite attractive, but if the customer isn’t convinced to want it, it will struggle to sell.   A good marketing campaign can make the difference.   Buick, you have some good cars, but your ads have to help people to find them, not show people looking around saying I don’t see them.

In the beginning there were headlights....

To all of those who are reading this, I thank you for taking the time to do so. This is the beginning of my chance to share and discuss my love of the automobile. I trust that it will be informative, and entertaining.

An American Minivan

The minivan is and remains the ideal transportation for the family.  The front wheel drive platform and two box design make it roomy and efficient.  The sliding doors allow an easy way for entry and exit.  Humans continue to be found in family groups and therefore a need for this type of vehicle still exists.  Honda, Toyota and Nissan still realize this.  Some European companies know this too.  The domestic manufacturers, however have seem to think differently.  General Motors and Ford stopped making their vehicles in this class years ago claiming a lack of interest.  The fact that others still produce a vehicle proves otherwise.  The harsh reality is that there was no interest in an inferior product.  A person looking for a vehicle for a family does not mean that there aren’t certain expectations like any other vehicle.   The vans that are on the market offer pleasing looks, performance and comfortable interiors.  Cars offer rear mounted cameras, full leather interiors, Wi-Fi, performance engines and style. Some cars even come with larger wheels and tighter suspension to perform as a ‘sport’ version.   A van that offers the same will sell.  Ford and GM need to recognize that.  American families want a van but they are discriminating.  They expect a van to earn their dollar.  It is time for a new van that meets the needs and wants of a modern driver.  It needs to offer refined features, it needs to look like a million bucks and list for less than $40,000.  GM and Ford, I hope you are listening.   The era of the minivan is not over.  The market is still there.   Your product is not.

A point of discussion

Often a blog is a point of expression for the person who created it.  It makes perfect sense, a public journal to share ideas and views.   It is a way to self publish instantly.  That is why I do it.   I would like to do it a bit different.  I am certainly not the most experienced man in the world, and I think it is a mistake for anyone to assume they are.  It is my hope to start to share some of my experiences as well as what I have learned from others.  Since I have learned from others, I hope I can continue to do that in this forum.  Please feel free to comment and share.

Black Friday

It is Black Friday 2013.  I simply do not get it.  It is the beginning  of the Christmas shopping season and that certainly is something to be joyous about.  The holiday season is always fun.  What I don't get is the consumer mania that it creates.  The economy today has been a bit slow, which is a concern for the nations retailers.  In order to save the season stores have extended hours in  the hope that more shoppers will come and therefore spend more money.
The sad reality is this shopping day is supposed to be the beginning of the shopping season, not the pinnacle of it.  I don't believe that this so called "Thanksgiving Creep" that caused stores to open earlier is going to make for increased sales or revenue.  I believe that it will lead to protracted sales.  History has shown  us that there are better bargains to be found on other days.  History has also shown us that the Friday shopper is finishing making major purchases.  So therefore additional purchases after this event will probably not be significant. 
The large issue here is the economy.  It continues to lag as we try and fix some major financial missteps of our past.  The average consumer does not have the same income to spend.  People will continue to buy things for Christmas and I wish them well.  The reality is people can't spend what they don't have.  Forcing people to miss a family tradition of Thanksgiving is not the answer.

Financial Workshop: The Budget

By now you are working your plan and have a fairly clear understanding of your spending patterns.  You have seen how much you spend on coffee in a week and just how expensive it is to park in the city.  Hopefully this information can now be put to work to benefit you.  By projecting your pattern forward  you can plan better for future events.   Maybe you want to save for a vacation, maybe you want to pay off debt and maybe you just want better control of your money.  This is what a budget will do for you.
Take a look at your financial records and specific categories that you have listed.  The more categories you already have established means that more precise the budget will be.  First take a look at the overall total expenses you have had over the past few months.  Average this amount.   Now do the same for your income.  Now, cross your fingers; hopefully your average expenses is lower than your average income.  If it isn't then this is the first point that has to be fixed in the plan, but you have to know how to fix it.  Take a look at your categories ( rent or mortgage, food, entertainment) and average those expenses as well.   Looking at the numbers will give you some direction on where changes can be made.  IF you had more expenses on average, then this difference (your deficit) has to be balanced.   You need to find places where you can cut back.  If you have a more income than expenses, this is a surplus.  Start paying down debt and start saving money.  Balancing your budget allows you to control your money and not let it control you.
For any more specific questions feel free to comment or email.

Financial Workshop: Work the plan

It has been a while since the last update, but let's assume you have stayed on task.   By now you are tracking your finances and getting better at monitoring your expenses as well as your income.  Whether you are using a paper form bank ledger or computer software you should have a system listing your transactions.  It won't be perfect, but that only comes with time.  There will be times when you forget to list that Saturday night gas purchase.  There will be times when you get the math wrong.  It is okay.  Your monthly statement is the opportunity to fix it.  By balancing your account you review your accounting records and begin to see a spending pattern.
This is a great start to gaining financial control, but it is not full control of your money tool.  Reviewing your finances is one part, the other is future planning.  This is where a budget is used.  Unfortunately, the word budget has come to mean something bad.   "I can't have that, because I am on a budget." is a common  sentiment.  It is used to imply restriction.   Actually, everyone is on a budget.  Some budgets are larger than others.   A budget is simply a financial plan.   By examining your spending patterns, knowing your income and expenses, you can develop a plan for future expenses.  It also is a way of finding where excess in one area can be used to pay for items in another area.  Maybe by giving up the vending machine will give you money for parking.   Giving up fast food lunch will pay for your cable bill.   A budget gives you a picture that is easy to see and sometimes even pretty (that is with a color printer and a couple pie charts).
Continue to work your plan and use your money tool.   Next update, I will take you through basic steps to make a budget so that you can begin to have full control of your finances.
As always feel free to leave comments, questions or your point of view.