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Launching New Models


Steamdrivenandy
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The thread about the Lunar Clubman Saros Special Editions got me thinking. I guess you can align this with Bailey's recent launch of the Pursuit range too.

 

Is it better for manufacturers to publicise the details of a new range well before a major exhibition like the NEC or hold back and launch at the exhibition itself with no information available beforehand?

 

My view is that giving out info well in advance generates interest and people who are really interested in the range will go to the exhibition specially to see it. On the other hand launching with a big pizazz at the exhibition itself, with no previous publicity, gets only those people who are going to the exhibition anyway and therefore the amounted of really interested potential customers is reduced.

 

With the latter type of launches appearing to become more common I'm left wondering why the various marketing departments think the latter sort of launch is a good thing. Surely they can alienate stay at home customers who would have possibly purchased if they'd known what was to be launched.

 

To me that's logical, but given the trend, am I missing something?

I've got nothing to do on this hot afternoon

but to settle down and write you a line.

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I think the advance is the better method, more honest. Bailey announced the Pursuit, dealers told people buy this Orion if you want it because there'll be no more. Customers weren't left feeling they had been conned into buying an obsolescent model. Others who were considering other makes would often wait to check out the Pursuit before buying.

 

On the other hand these "teaser" things, like Swift has done with HT, are just annoying. Especially when they have a chronic video like that rubbish from Swift. No goodwill engendered there.

Isuzu D Max pulling Bailey Unicorn 2 Valencia

Bailey Autograph 740 MH: Isuzu for sale LOL

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As there are so many caravan shows it is difficult to have a launch as which one do you pick? Most new ranges come out in September and, as the figures from the Lawns and NEC shows testify, a lot of the new 'vans are ordered in the last quarter of the previous year. You would wonder why a new update now unless they aren't selling in the numbers that they had wanted and were trying to react quickly to feedback received at the earlier shows / dealers.

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I think that if a manufacture is releasing a new range, a teaser campaign to provoke interest does work, as it gets customers guessing about what's new, they generally use it to tempt customers to the shows, if they give all the info upfront, most customers would maybe wait until the new product arrives at the dealers after the show, which considering the manufactures investment at shows is not what they would want.

 

Though sometimes a little bit of info for both dealers and customers would help ;)

 

 

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I think that if a manufacture is releasing a new range, a teaser campaign to provoke interest does work, as it gets customers guessing about what's new, they generally use it to tempt customers to the shows, if they give all the info upfront, most customers would maybe wait until the new product arrives at the dealers after the show, which considering the manufactures investment at shows is not what they would want.

 

Though sometimes a little bit of info for both dealers and customers would help ;)

:goodpost::goodpost:

Isuzu D Max pulling Bailey Unicorn 2 Valencia

Bailey Autograph 740 MH: Isuzu for sale LOL

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I have only bought once direct from a show, and it was a Compass that had had no publicity at all and was still being finished on first show morning. ...I had not gone to buy a new 'van but was impressed by the specification and the fact the Compass stand was, in part, being manned by Catterick Caravans,and Broad Lane Leisure, so I was able to get a show deal from a local agent. It was a good van too. ........

 

Only once have we been to a show to see a newly publicised 'van and then come home to buy it. .......that was a Lunar 12 years ago and it needed half a tropical rain forest underneath the floor to keep it from collapse!

 

geoff

Kia Sorento KX-1 CRDI 4WD towing an Elddis Affinity 530

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