[penguicon-general] where was MDLUG?

[Jer Lance]

On 5/2/07, Greg <greg_b at rocketmail.com> wrote:
>
> --- Jer Lance <jer.lance at gmail.com> wrote:
> > Research THEN Initiative.  The other way ends up creating such fabled
> > misfires as the Intrigue launch campaign (greatest domestic
> automotive
> > marketing faux paux in history).
>
> I tried Googling this for more details, but couldn't find anything
> specific to an ad campaign.  In a nutshell, whtat happened?



Umm, short version is several hundred million dollars worth of agency
spending on the launch of the Intrigue yielded a single digit nameplate
recognition, and a statistically nonexistent likelihood of research or
purchase within its segment.  I don't remember the final total, but it
worked out to the GDP of a reasonably sized company was dumped on the
marketing of a vehicle that never yielded a top two box above 10% for the
top two layers of the purchase funnel.

Heads rolled, it was ugly.

-- 
-jer
jer.lance at gmail.com
http://users.livejournal.com/jer_
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