Advertising Age has named Chrysler the marketer of the year for 2012, thanks to the company’s growth which is attributed to its new marketing techniques.
Fiat-Chrysler CEO Sergio Marchionne appointed Oliver Francios to the head of Fiat-Chrysler marketing in 2009 when the companies had an 8.9 percent market share. Now, Fiat-Chrysler have 11.5 percent market share: growth which is attributed to a clever new marketing scheme rooted in telling stories, not just spouting facts.
Chrysler’s customer loyalty numbers also increased a great deal since 2009, improving from 15 percent of customers coming back for another Chrysler vehicle, to 30 percent.
Francois has championed popular ads such as “Halftime in America,” featuring Clint Eastwood, “Born of Fire” with Eminem and “The Things We Make, Make Us.”
“Born of Fire” boosted consideration for the brand by 87 percent just a week after it aired. It also helped boost sales of the Chrysler 200 by 25 percent in the month it aired compared to the previous year.
Making Fiat popular in America was another hurdle which Chrysler marketing had to tackle, and it seems to be going well. Fiat sale are up to 47,000 units this year, compared to just 21,000 last year.
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