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If you’re one of those people who likes to be the first to try a cool new tech product, chances are you were the Chevy Volt’s target market. This may come as a surprise to many who would think this electric car’s marketing strategy would be centered on “greenies.”
According to Volt’s marketing team, the strategy was to target techies first, before going after the rest of the market. And now that the early adopters are onboard, the company is set on educating the masses about the joys and benefits of electric vehicles.
“Our task now really is education, specifically when it comes to helping people understand the difference between a hybrid and a plug-in electric vehicle,” said Cristi Landy, Volt’s product marketing director.
In addition the television commercials, Chevrolet has also created a line of consumer-targeted videos. You can check them out on chevroletvoltage.com, and if you’re a Volt owner, there’s a chat feature where you can share your experiences.
To create buzz about the Volt during its introduction, early adopters of the Volt received a welcome kit that came with a pocket-sized video camera. These early Volt owners were asked to shoot videos of their Volt experiences and upload them onto the site.
[Source: Advertising Age]