General Buzz Generating

The other day on NPR’s “Morning Edition,” I heard about a new buzz-building tactic beleaguered General Motors is using to raise some awareness about its new vehicle lineup. The NPR reporter calls it “old fashioned word of mouth.” Word of mouth may be one of the oldest, proven advertising methods, but what GM is employing here is anything but old fashioned.

The General apparently realizes that contemporary marketing communications is not a one-way street, that is, you don’t just shove the message down the consumer’s throat and expect them to buy, buy, buy! In fact, with social media like Twitter and Facebook, a two-way, consumer-to-business dialogue is taking shape, and any company wanting to remain viable in the emerging marketplace had best take notice.

What GM is trying is a buzz-building program wherein employees get to take home a new GM model—the interviewee for the story has a new Camaro—and meet a product-demo quota. Employees record feedback from family, friends, and acquaintances that test drive the GM loaners. Geez…a new loaner car and all…that’s a nice perk.

The trial period—letting a consumer experience the product firsthand—is a proven method of wooing skepticals and converting non-believers. Trials are also expensive, especially when we’re talking about brand-spankin’ -new automobiles. But realistically, what has GM to lose? Calculated risk taking is often the road to riches, and GM needs all the help it can get.

If GM’s new products are really so much better, let the American consumers decide for themselves. Who knows? A Chevy Malibu may just win the heart of a concerned Camry connoisseur.

May the Best Car Win…

With GM killing Pontiac, the G8 GXP never had much of a chance.  I snapped this photo at the Buffalo Auto Show last year.