Fantastic example of personalized content

Getting people to test drive a vehicle is one of the major hurdles in the automotive sales cycle.  Getting people to picture themselves having a dream car may be a new step.

At the end of July Pfaff Porsche upped the game in delivering personalized content to people by parking a new Porsche in their driveway, taking a picture and printing a customized brochure for them on the spot.

I love this on a number of levels.

1. Personalization - it may be creeping the lines on trespassing, but being able to see what a Porsche looks like in your driveway is a great way to get people thinking about buying.
2. Targeting - A lot of people would want a Porsche, but not everyone can afford one.  This was done in areas with higher income levels (I hope no current customers though)
3. Tracking - Household level tracking becomes a reality where you can see exactly where this was effective, or not
4. Cost Effectiveness - With the margin of a single vehicle sale being high (typically around 15k for a premium vehicle) this is a very low cost way to generate interest
5. Scalability - While all manual, it is relatively low effort and could be easily scaled with a couple of extra cars and some additional man-hours

When I steal this idea for another client though I am going to try to add some additional elements to increase the sharability of reach of this type of work.

Make it digital - include a link on each of the brochures to a customized url that includes a sharable photo so the event can be shared with friends and family.

Make it global - coordinate in advance with Google Streetview to time when they are going to be around (it can happen) and park the cars in advance to allow the event to be experienced with everyone.