Honda isn't just talking the talk with its marketing plan. Honda, largely associated with outputting reliable, safe, valuable vehicles, is stepping it up with its advertising and trying new, untraditional approaches. This is what Mike Accavitti, senior vice president of marketing for Honda U.S. said, according to Automotive News.
Honda allocates 30 percent of its U.S. marketing budget for "risky" initiatives. Social media is largely in the spotlight for that initiative. In fact, Honda has an in-house social media department to keep content fresh, so the brand isn't entering the marketing arena blindly. The other 70 percent goes toward media such as television, digital and print advertising.
One of the latest from Honda is an inspirational speech from celebrity Nick Cannon. He's driving in a Honda Civic and outlines his journey toward success with a simple formula: be yourself. He explains that the journey isn't easy--that challenges will accompany you, but with the willingness to work harder will also invite successes.
"Forget about the competition. Forget about the circumstances. You can't control those things," he says. "What you can control is: you. You can challenge yourself. Push yourself. Best yourself. And at the end of the day the only question left to ask yourself is: what are you going to do next?"1
It's a strong message Honda's sending, and it's walking the walk by putting itself out there, too. The ad generated 70 million twitter impressions with the #bestyourself hash tag and it invited 2.5 million views.
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Source:1 http://wot.motortrend.com/honda-taking-more-risks-with-marketing-strategies-418101.html#axzz2iMfXczwS
