“Sometimes the most powerful thing you can do to sell your product is help your customers to imagine exactly when they should buy it.” – Rohit Bhargava
In Rohit’s blog post Honda Masters the Art of Marketing Timing, the importance of Honda’s choice in focusing mainly on the age and life cycle stage factor of consumer behaviour.
Generally, what Honda did was build on the fact that people constantly make goals, either deliberately or subconsciously, whether about life, education or love. And from this, create an online site for “Leap List“, where consumers come in and make a list of things they want to do before they “take the leap”, or turn 30, or get married, and enter it to get a chance to win a Honda CR-V. Then people can come back and tick things they have done or achieved on their list with pictures or videos as proof for judges to see. Honda takes this information and try to fit in buying a car for every life stage, whether it be having kids or moving out. And so what they were really trying to say was: Why wait? Why to buy a car? You’ll need it to do all things on your list.
This approach I find looks deeper into intrinsic values and subconscious wants of consumers. It allows them to really think about what they want to do with their life and from they where buying a car could fit in and if a Honda was one they would consider. This way of looking a consumer behaviour at the personal and psychological side enables Honda to build a connection with people who are going through a decision phase, achievers, or just people living their every-day life, moving from just marketing based on cultural and social factors to personal and psychological.
https://www.youtube.com/watch?feature=player_embedded&v=VhkDdayA4iA