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A 1970s advertising lesson comes to mind
Jun. 15th, 2009 11:43 pmSo, car makers need to move cars. They really need to move cars.
Add to that the fact that we live in the future, and we come to a letter I received in Monday's mail. Balise Toyota in West Springfield sent mail offering a "100% of the factory full base model MSRP" on my trade in if I upgrade to a "new 2008 or 2009 Toyota."
(Please note that I bought my 2003 Toyota Matrix in June of 2002, so they're working to sell new cars from not just the last model year, but the previous one as well).
Of course there's an asterisk on the bold-faced offer. Even the standard roman face says "All customers will receive 100% of the base model MSRP* in trade on a new Toyota." No, they'll receive a trade-in allowance based on that amount less deductions for equipment failure, body/interior damage, reconditioning costs, and mileage adjustments." As in, no customers will receive 100% of the base model MSRP.
Still, they're trying to move cars. And they really got my attention with the gradient-screened call-out in the middle of the page. The headline (and the largest type on the page other than the Toyota logo): GeriSullivan.ToyotaUpgradeEvent.com
( Further detail, including implementation problems, college memories, and other amusements du jour )
Add to that the fact that we live in the future, and we come to a letter I received in Monday's mail. Balise Toyota in West Springfield sent mail offering a "100% of the factory full base model MSRP" on my trade in if I upgrade to a "new 2008 or 2009 Toyota."
(Please note that I bought my 2003 Toyota Matrix in June of 2002, so they're working to sell new cars from not just the last model year, but the previous one as well).
Of course there's an asterisk on the bold-faced offer. Even the standard roman face says "All customers will receive 100% of the base model MSRP* in trade on a new Toyota." No, they'll receive a trade-in allowance based on that amount less deductions for equipment failure, body/interior damage, reconditioning costs, and mileage adjustments." As in, no customers will receive 100% of the base model MSRP.
Still, they're trying to move cars. And they really got my attention with the gradient-screened call-out in the middle of the page. The headline (and the largest type on the page other than the Toyota logo): GeriSullivan.ToyotaUpgradeEvent.com
( Further detail, including implementation problems, college memories, and other amusements du jour )
