Thursday, June 20, 2013

I Love My Honda Bear

An Illinois Honda car dealership  gives out 1,000 teddy bears per year.  Why?  And how? This Honda dealer found that their target market customers have small children which influence how smoothly the purchase happens.  The dealership boasts that they are the Superstore of Honda, with new and used car inventories of about 600 cars.   The 30 member sales team distributes the bears as gifts to qualified buyers who have small children. 

A car purchase is a major financial decision that typically involves the entire family.  A car salesperson faces every kind of emotion imaginable from apprehensive buyers to bored children.  There is nothing that comes close to the smiles and comfort a stuffed toy can bring to the negotiating table.  Imagine receiving your very own stuffed teddy with your car brand’s name on it.  I see many miles in the future for this bear. The bear makes an immediate emotional connection that reminds the buyer how much they are going to love their new car.  It also creates excitement, wonder, and makes paper processing time fly by for the little ones.

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