Sell The Kia Stinger!

[Kia Stinger]

It's not what you're thinking...

I'd like to have a discussion with some examples of how YOU, a Stinger owner, would SELL the car if you were in control of the company's marketing. The way I see Kia's advertisements, they're like "The Kia Stinger is a great car... BUY IT!".

Okay. Yeah. I'd like to buy it. I'm definitely going to think about it...

That's the reaction people have to their ads. I don't think they're really SELLING the Stinger very well. In other words, I think their ads have a lot to be desired. So I'd like to see how YOU, as an owner - who knows all the great qualities of the car from person experience - would write an advertisement.

Please reply to this discussion with some ideas. When all is said and done, I'd like to create a page on the site to help SELL these cars. I'm going to link the pages directly to Kia's' "build" page so people can get started after reading our ultimate Stinger ad...

edit: Since I don't think we have anyone to actually make video commercials, let's focus on how you'd present the Stinger in a text advertisement. Let's sell the Stinger right here, right now...

 

[tofu]

I haven't even really seen any ads...

 

[eljay]

No ideas, but I'm puzzled when you mention people's reactions to Stinger ads. I've seen only two magazine ads. The fold-out inside cover ad in Car and Driver made a statement, and I liked it: "Performance. It's serious business." My take away was that this was their way to distance the Stinger from the hamster ads. The one in Motor Trend didn't impress me--just a picture and "167 MPH and 0-60 in 4.7." Merely a tease.

My friends keep asking me why there are no TV commercials. Anybody seen one? I sure haven't, but then I don't watch sports, where car ads are most likely to debut. I did find this on You Tube, which may be what they plan to use, and I actually kind of like it:

But I have no ideas--I'm not an owner yet! But since this is a car that appeals on so many levels, I'm guessing it needs to be a series of ads, aimed at different aspects of the car--performance, comfort, practicality, looks, etc. Something that makes the point that it stands out in so many areas that it's in a class by itself.

 

[oxide365]

saw this on the Cav's game yesterday.

 

[rdromance]

Went and saw Star Wars yesterday and there was a Stinger ad prior to the movie. Also saw a billboard in New York city for it.

 

[Morristl]

My local dealership has no clue on how to sell the Stinger. I "tried" to deal with them today and it was so painful. I was simply trying to get an idea if they would entertain a number below MSRP. His response was a detailed lease breakdown with numbers that didn't even add up properly. The $6100 in incentives wasn't even applied properly. The taxes were calculated wrong. I could go on but won't. He wasn't willing to sell below MSRP and told me some dealers were adding the premium markup. I told him from what I've heard a lot of consumers are also walking out in those situations. He then tried to sell me on the value of the Stinger and I replied "based on what"? Hey, I'm a Stinger fan but at this point it's a Stinger version 1.0 and the risk is on the consumer until proven otherwise. This will only happen with lots of sales and reliability data. Otherwise they're just stacking Stinger features against the luxury lines and demanding the same level of respect, no questions asked. I've learned 10x more on YouTube videos and this forum than I have at the 2 dealers I've visited. I called an out of state dealer this afternoon to see if the experience is any better.

All that said, the Stinger is fully capable of selling itself if Kia would educate the sales teams. As mentioned above, the first time I went in I told the guy about several Stinger features. He was totally unaware of the current lease offerings (this was 2 weeks ago). It's like Kia wants to plant a flag and say WE'VE ARRIVED but the sales teams are ill-prepared the make this happen. Selling a Rio and selling a Stinger are 2 different things.

What I'd do?: Educate the &#*@ out of at least 1 sales professional in every Kia dealership. Like a "train the trainer" approach. Send them somewhere and let them burn the brakes off a Stinger. Then send them back to test everyone else in-house. Pass a certification and you can sell the Stinger.

 

[eljay]

What I'd do?: Educate the &#*@ out of at least 1 sales professional in every Kia dealership. Like a "train the trainer" approach. Send them somewhere and let them burn the brakes off a Stinger. Then send them back to test everyone else in-house. Pass a certification and you can sell the Stinger.

I totally agree. But the sad fact is that when I called one dealer, I was referred to a rep that I spent significant time "educating." When I finally asked him a question he couldn't bluff his way through, he said, oh, let's go ask him. Turns out that the guy he asked had actually gone to a Stinger training and had driven several Stingers there; he was a real enthusiast. So why wasn't I assigned to HIM in the first place, instead of to the next guy on their list? When I was called and asked to give an evaluation of my visit, I said that I would deal with them again if the guy with Stinger training was my rep. I haven't heard anything from them since. Benefit of the doubt, maybe that's because they don't have my trim/color in yet, but needless to say, I'm talking to other dealers now, not them.

For the average buyer--the person who's not on the Forum--great advertising won't make up for bad showroom experiences.

 

[oxide365]

new stinger commercial! i like it!

 

[Kia Stinger]

For the average buyer--the person who's not on the Forum--great advertising won't make up for bad showroom experiences.

This is exactly why we need every single human being in America to sign up here.

 

[Kia Stinger]

new stinger commercial! i like it!

Yeah, that IS a good commercial. Now they just need to make sure it's aired 25 hours per day!

 

[ibmaxx]

new stinger commercial! i like it!

Sorry don't like it. Too flashy flickery and epileptics should beware. Almost gave me a migraine. No sophistication whatever.

Here is how to put a good sales commercial together. Kia should hire this guy:

 

[MarkyMark]

Yeah, this Stinger TV spot is just another car commercial that does NOT connect with the viewer...

Kia's Ad Agency, David & Goliath, are onto something in using Blake Griffin, and "Griffin Force" series to market the Optima, and then dropped it completely. They use LeBron James for the K900, and no one buys that LeBron James would advertise or buy a Kia for anyone he actually likes...

Kia's moving away from NBA athlete star power with the Stinger. Fine, but they missed a nice opportunity with the Stinger using stars. Luxury car companies typically lead with socioeconomic people placement to relate their cars with success.

Kia should have used actors - comedic actors - for their launch. Using Will Ferrell and Robert Downey Jr., would have been a great starting point. But it wouldn't be a skit or story-line ad. Rather, it would be a solo ad with Will and a solo ad with Robert, doing their own quasi-reality commercial, making some comments to just the camera - thus you. And why they personally own and drive one. Of course Will might look at the camera on the passenger dash while driving and say "The Stinger is sexy San Diego." but quickly break character laughing while pushing the car hard and clearly showing he loves it. Will could throw in a Taledega Night's reference/quote, etc... but at the end, it closes with the driver door open, and will talking to the camera, he's holding out in front of him, saying, "I genuinely love this car. Now my wife wants one. Great!..."

Something to this effect. Well written, and co-crafted by Ferrell and casual but showing the car is everything it is, but guys like Ferrell, someone most people love, is opting to drive because it's a great car, not because a super movie guy should be driving an Audi, etc...

Robert Downey, different location of course, his place/home, etc... and driving to meet a friend, and picks them up, and does his own interview with a friend (not an actor but a buddy of his) and they just do their own quasi-car review. Akin to Comedians in Cars getting Coffee, but just about the car.

Kia should have gone this direction. It's a social media, selfie, type of a approach with stars people really love from various genres.

That's my idea.

 

[iclicku]

Sorry don't like it. Too flashy flickery and epileptics should beware. Almost gave me a migraine. No sophistication whatever.

Here is how to put a good sales commercial together. Kia should hire this guy:

Now I have this strange urge to buy a Suzuki...

Old Top Gear had a bit where Jeremy Clarkson and James May made an advert for a VW Scirroco.

My advert would probably turn out worse than theirs did...

 

[Chris]

Yeah, this Stinger TV spot is just another car commercial that does NOT connect with the viewer...

Kia's Ad Agency, David & Goliath, are onto something in using Blake Griffin, and "Griffin Force" series to market the Optima, and then dropped it completely. They use LeBron James for the K900, and no one buys that LeBron James would advertise or buy a Kia for anyone he actually likes...

Kia's moving away from NBA athlete star power with the Stinger. Fine, but they missed a nice opportunity with the Stinger using stars. Luxury car companies typically lead with socioeconomic people placement to relate their cars with success.

Kia should have used actors - comedic actors - for their launch. Using Will Ferrell and Robert Downey Jr., would have been a great starting point. But it wouldn't be a skit or story-line ad. Rather, it would be a solo ad with Will and a solo ad with Robert, doing their own quasi-reality commercial, making some comments to just the camera - thus you. And why they personally own and drive one. Of course Will might look at the camera on the passenger dash while driving and say "The Stinger is sexy San Diego." but quickly break character laughing while pushing the car hard and clearly showing he loves it. Will could throw in a Taledega Night's reference/quote, etc... but at the end, it closes with the driver door open, and will talking to the camera, he's holding out in front of him, saying, "I genuinely love this car. Now my wife wants one. Great!..."

Something to this effect. Well written, and co-crafted by Ferrell and casual but showing the car is everything it is, but guys like Ferrell, someone most people love, is opting to drive because it's a great car, not because a super movie guy should be driving an Audi, etc...

Robert Downey, different location of course, his place/home, etc... and driving to meet a friend, and picks them up, and does his own interview with a friend (not an actor but a buddy of his) and they just do their own quasi-car review. Akin to Comedians in Cars getting Coffee, but just about the car.

Kia should have gone this direction. It's a social media, selfie, type of a approach with stars people really love from various genres.

That's my idea.

Meh, you just desribed those awful Lincoln commercials with matthew mcconaughey. I think most ads like that are horrible. Why do I want a car because LeBron or Robert Downey Jr, or mcconaughey supposedly has one?!? All they need to do is tell me what features it has what the specs are, and show me some pictures of it. Plus this way they can save the million + they are paying some idiot to tell me he likes it when we all know he doesn't..

 

[Taimaishoo]

It's not what you're thinking...

I'd like to have a discussion with some examples of how YOU, a Stinger owner, would SELL the car if you were in control of the company's marketing. The way I see Kia's advertisements, they're like "The Kia Stinger is a great car... BUY IT!".

Okay. Yeah. I'd like to buy it. I'm definitely going to think about it...

That's the reaction people have to their ads. I don't think they're really SELLING the Stinger very well. In other words, I think their ads have a lot to be desired. So I'd like to see how YOU, as an owner - who knows all the great qualities of the car from person experience - would write an advertisement.

Please reply to this discussion with some ideas. When all is said and done, I'd like to create a page on the site to help SELL these cars. I'm going to link the pages directly to Kia's' "build" page so people can get started after reading our ultimate Stinger ad...

I wouldn't have to say a word. As soon as a customer would walk in, I'd appear out of nowhere, place my index finger on their lips in a "Shhhh". And just slip them the keys for a test drive. SOLD!

 

[Euljiro1ga]

Just tell the dealers "don't f this up."

 

[Kia Stinger]

I like the ideas but I just edited the first post with:

edit: Since I don't think we have anyone to actually make video commercials, let's focus on how you'd present the Stinger in a text advertisement. Let's sell the Stinger right here, right now...

 

[MarkyMark]

Meh, you just desribed those awful Lincoln commercials with matthew mcconaughey. I think most ads like that are horrible. Why do I want a car because LeBron or Robert Downey Jr, or mcconaughey supposedly has one?!? All they need to do is tell me what features it has what the specs are, and show me some pictures of it. Plus this way they can save the million + they are paying some idiot to tell me he likes it when we all know he doesn't..

No, Matthew isn't a reality first person selfie type of a gig. Go watch Comedians in Cars getting coffee with Seinfield. You'll get my idea. Lincoln is pushing a huge stylistic/cool brand with Matthew. And BTW, that has also pushed up Lincoln's brand and sales in a big way, but don't think that is how Kia should approach it...

 

[Kia Stinger]

It IS true that Lincoln sales have been going up. Between the improvement on the vehicles and probably McConaughey, they're doing well... If I'm not mistaken, women are fueling automobile purchases in America. And women like McConaughey. I mean heck - do you think men are the ones wanting all these CUVs?

 

[ibmaxx]

I like the ideas but I just edited the first post with:

edit: Since I don't think we have anyone to actually make video commercials, let's focus on how you'd present the Stinger in a text advertisement. Let's sell the Stinger right here, right now...

OK but musical accompaniment is important too so perhaps choose music then text? My suggestion is here from 1.28 to 3.03