After several days of training, although there is no final entry, it is enough for Liu Dalin.
Liu Dalin is a civil servant from the outskirts of Shenyang. He usually likes to drive and likes to stimulate activities. In November 2008, the Futian Auman O'Connell Cup 6th National Truck Contest took place in Shenyang. He signed up for the event. After two days of training at the Cassava Training Camp, he boarded the ETX car of Futian Auman, and he really had an addiction to driving a large truck.
His driver's license is C. It is impossible for him to drive a truck. This experience is very rare to him. Liu Dalin's brother-in-law is engaged in feed transportation. He usually looks at her brother-in-law to drive a truck. This time, he finally realizes what he calls a "high drive above."
After the opening, he felt that Auman’s car was very good. Now that her business is big, her brother-in-law is preparing to buy a new car for transportation. He suggested that the brother-in-law should buy a Auman. Liu Dalin's example will be staged at almost every truck race this year.
“Fukuda Auman Ou Kang Cup Sixth National Truck Contest Training Camp†is actually another initiative of the national truck competition organizing committee to create experiential marketing for sponsors.
Break through the marketing dilemma of commercial vehicles
Experience marketing that has become popular all over the world since the beginning of this century is no longer a new term in China. This marketing method has long been widely used in Internet, electronic products, food, and even car sales, but it is in the field of commercial vehicles as a production material industry. The earliest use was the Kasse training camp established in the 2008 National Truck Contest.
The car has a wide audience and is not subject to any restrictions. It is very convenient to carry out experience marketing. Commercial vehicles are different, often subject to site constraints, and it is impossible to carry out activities to urban centers. Therefore, marketing promotion is often limited to traditional advertisements and new products. Conferences, tours, etc. However, customers of commercial vehicles are those who want to buy cars to make money. They often do not have time to listen to your lectures, and there are many options for commercial vehicles. If they cannot have characteristics, they cannot impress people, and few people attract people.
The most important point is that the current domestic transport companies are not all transport companies. Most of them are retail households or self-employed. They are distributed more widely, and it is difficult to grasp consumer psychology and conditions. How do they know when they need to buy a car? Therefore, traditional commercial vehicle marketing faces difficulties.
In 2003, the National Truck Contest came into being. Futian Auman, who was in the brand introduction period, was keenly aware that a new platform for marketing commercial vehicles was born. This platform is closely linked with trucks, accompanied by brand communication, and become a product experience. Platform with promotion. Thus, since 2004, Fukuda has continuously sponsored the National Truck Contest.
After Fukuda sponsored the card race, he made new explorations in marketing and made many new attempts to use the platform of the National Truck Contest. He gradually brought an event to civilians and entertainment, and his influence gradually expanded. In the above, Fukuda Kai made a series of marketing activities using the Cassidy platform, such as the lucky draw, invited the winners to Beijing to see the finals of the Futian Auman Ou Kang Cup National Truck Contest, and invited the customers to come in close contact with the European racers. The biggest experience, of course, is recommending customers to participate in truck competitions: events are held every year in different regions and cities across the country, accumulated over the past few years, and how many people have watched card races, knowing that Foton Trucks has no statistics. Just remember that only one race in Chongqing, the audience reached more than 6 million people. While many of the players' careers are truck drivers or bosses of logistics and transportation companies, their experience may be more valuable.
Experience marketing upgrade
“Not satisfying is the upward wheel,†when many of his peers are still amazed at why Auman’s “dark horse†as a heavy truck industry has created an enviable “Oman Speed,†and cooperated with the tacit understanding of the National Trucking Competition Organizing Committee and Futian. Auman is already planning a new way of experiencing marketing. This time, they are preparing to pull the people who will not drive trucks and more customers into the experience team.
Along with this, the "Cay Say Training Camp" will follow the sound of the 2008 Fukuda Auman O'Connell Sixth National Truck Contest horn on May 9 in the famous seaside city of Evergrande, Xiamen.
Everyone has a dream. Every man has a racing dream, just because there is no condition. Card Race Camp is born for your dreams. This is the recruiting slogan of the card racing camp. There is no B photo to pass training, but also to open truck racing. There are no B racing experience, you can also train racing, get a racing addiction. Training courses include theoretical courses on racing rules, racing mechanical properties, equipment and driving skills cards, and on-site training.
Each station's card racing training camp is a prelude to the beginning of the card race. Generally, the camp is held one week before the competition. The national truck contest organizing committee will often send a coach to train the participants in batches for training. The driving experience drives the charm of the truck. It turns out that once the card racing camp was launched, it immediately became popular. According to reports, in the 2008 Fukuda Auman O'Connell Cup sixth national truck competition has been held in Xiamen, Hohhot, Yinchuan, Shenyang, Weihai five races, a total of 700 (of which nearly 40% are Auman's customers) Many people took part in the professional training of the training camp. 1,500 people participated in the test drive, and the audience who only watched the training camp exceeded 30,000.
Chen Peng, deputy general manager of marketing company of Beiqi Foton Motor Co., Ltd., said that the card training camp solved a contradiction in which a person holding a C card cannot drive a heavy truck, and from Auman’s own point of view, through the card racing training camp, The target customers can directly experience the benefits that Auman products bring to customers.
Chen Peng said: "Ouman's own popularity and reputation have already had a certain impact on target customers. For target customers, ordinary marketing methods can't feel the highlights of the new products we launch and the advantages of competing brands. By the way, through the Cascade training camp, customers can directly contact the car, and through their own driving, they can experience the differences between Auman's new products and the products they used in the past."
"The card racing training camp has indeed played a win-win effect." Li Shangxiong, executive vice chairman of the national truck competition organizing committee, said. He believes that the holding of the Cascade training camp has enabled more people to sign up and the coverage of the Cascade has been further expanded. On the other hand, the Cascade Training Camp has transformed the experience of customers, riders and fans into the race. They passed Personally feel the quality and advantages of the vehicle, experience the equipment of the new car, have a deeper understanding of the product and the brand, the concept of "Futian Auman racing quality" will also be established.
It can be said that the CASE training camp is not only a complete and enriching content of the national truck competition, but also further interprets its concept of “people-oriented entertainmentâ€. At the same time, the CASE training camp is also an upgrade of commercial vehicle experience marketing. The model.
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