Toyota’s marketing campaign for the 2010 Prius includes advertising on Gas Station TV — you know, those TV screens at the gas pump that show news and ads. I for one hate those TV screens and do everything I can to avoid going to gas stations that have them. I simply resent being forced to watch and listen to whatever is being blasted during the time that I pump my gas.
Assuming I am not the only one who feels that way, I might discourage Prius from using this marketing medium. However, a new study shows that this may just be the perfect venue for Prius to market to those unfortunate people who do have to watch ads while they are pumping.
Why? Because relevance is key. A generally known concept in marketing circles, there is new data to further back it up:
Ads on websites with content that related to those ads were 61 percent more likely to be recalled than those on websites with unrelated content, according to a study from CBS Vision, as reported by MediaPost’s Online Media Daily. Interestingly, social networks, shopping sites and food sites created the best recall rates (29 percent to 39 percent). And non-topic-specific search and portal sites had the lowest recall rates.
While this study is website specific, the results just back up what has already been proved by other studies. So, Prius may actually be smart to advertise to people who are pumping gas (and would rather not be). And you should definitely figure out who your target market is and where they are — and make sure to market to them there.
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June 17th, 2009 at 2:00 pm
Good writing. Keep up the good work. I just added your RSS feed my Google News Reader..
Matt Hanson