Friday, April 16, 2004

My final word on Maybach advertising

Ok, so I found a few final details about Maybach advertising at, and wanted to share them because they are really quite extraordinary (how could your company do something similar?).

From the link above:

"The potential buyers will receive, hand-delivered, a quality $50 coffee-table book detailing the car's history and brief details of the new model.
It is the first phase of an intensive direct-marketing campaign, according to Mercedes-Benz Australia spokesman Toni Andreevski.

"We've gone for a personalised focus rather than mainstream advertising," he said.

Later next month, the country's top 160 individuals, identified through the BRW Rich 200 list will get the same coffee-table book but it will be presented in a hand-crafted high-gloss timber box worth about $300 and personalised with the potential customer's name in brass on the lid."

Also from the link above (this is where the "studio" comes from):

"Once a customer contacts the company for more information, he/she is assigned a personal liaison to help with the transaction. There are two options for actually ordering a vehicle:

You can travel to the Maybach Studio in Sindelfingen, Germany.

You can visit select Mercedes-Benz dealers that have a Maybach sales center on-site. "

Here's something else pretty cool (and, hey, it continues to get cheaper and cheaper):

"With its stylish architecture and exclusive furnishings, featuring cutting-edge communications technology, the Maybach Studio reflects the fascinating world of the luxury brand - a world that can also be experienced by customers unable to visit the studio in person: Thanks to video conferencing technology, they can directly address staff in Sindelfingen from any Maybach Sales Center in the world should they have questions regarding the purchase and equipping of their high-end luxury sedan."

More info about the Maybach commissioning process here from Road&

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