An enticement to Mini’s product is its custom design program on the internet, called “you-lificiation”. The customer can customize colors, decorations, hub caps, etc… The goal of Mini is for every car to be unique. After “you-lifying” your mini, the consumer can track the car online from production to delivery. To continue, Mini promotes itself through booklets at auto shows. Also, its website www.miniUSA.com helps to promote Mini and get the word out across the consumer market.
When advertising Mini, the company turned to less expensive mediums. They used print advertisements and billboards rather than television. By having such a unique company, Mini received priceless media coverage from TV shows, magazines, radio, and internet for free. The publicity that Mini received emphasized the car as safe, reliable, and valuable.
In addition to that,” Mini USA has proposed a race of their Mini Cooper S versus the infamous Porsche 911 Carrera S”(http://trutricks.com/2010/06/viral-marketing-mini-vs-porsche/) so as to remind consumers that, although Mini focus on building up an image as safe, and reliable, it doesn’t mean we give up too much for performance.