Cover Story
Untitled Page
Marketing Masterminds, continued ...
• Joel Ewanick
Hyundai Motor America vice president of marketing
We
all know it: We’re living in uncertain times. The economy is in the
tank. Consumer spending is down. So how do you get people to buy your
cars? Ewanick and his crew found the answer: Give people a little
assurance. Buy a Hyundai, and if you lose your job within a year of the
purchase, the company will cover the next three months of lease or loan
payments. And if you’re not back on your feet by then, you can return
the car – no strings attached. How’s that for assurance …
WHAT
YOU LIKE MOST ABOUT HYUNDAI’S ASSURANCE CAMPAIGN: There is a line in
the ads: “We are all in this together, and we will all get through this
together,” which summarizes how we feel here at Hyundai Motor America.
We understand what everyone is thinking and going through; we are going
through it as well. This message has had unbelievable resonance with
consumers. The simple fact that a car company cares is astonishing to
many people. The best part for us is that it comes from the heart; we
really believe what we are saying. We have hope that the times are
going to get better. We are talking to customers, not at them, and we
are projecting what everyone feels – hope and confidence that this will
end.
WHAT YOU LIKE MOST ABOUT YOUR JOB: Hyundai sells a great
product, but we know that many consumers still have not discovered us.
Our challenge is to bridge the gap between their perception of Hyundai
and the reality of our world-class lineup. It’s a marketing challenge
that takes very strategic and disciplined thinking to overcome. We are
crafting strategies that are making a significant difference about how
people see Hyundai, which is the most rewarding position a marketer can
be in.
FAVORITE TV COMMERCIAL AND WHY: My favorite commercial
of all time is “It’s Morning in America” for Ronald Reagan’s first
presidential campaign. The ad was written and narrated by Hal Riney,
easily one of the best advertising people of our time. It illustrates
that, when done correctly, a single ad can capture and focus emotions
and propel someone to the most powerful office in the world. Maybe he
would have won anyway, but this one ad solidified the race.
FUNNIEST JOKE YOU KNOW: It’s not a joke, but I like the sentiment …
You
are driving along in your car on a wild, stormy night. You pass by a
bus stop, and you see three people waiting for the bus:
1. An old lady who looks as if she is about to die.
2. An old friend who once saved your life.
3. The perfect man (or woman) you have been dreaming about.
Which
one would you choose to offer a ride to, knowing that there could only
be one passenger in your car? Think before you continue reading. This
is a moral/ethical dilemma that was once actually used as part of a job
application.
You could pick up the old lady, because she is
going to die, and thus you could save her first. Or you could take the
old friend, because he once saved your life, and this would be the
perfect chance to pay him back. However, you may never be able to find
your perfect dream lover again.
The candidate who was hired
(out of 200 applicants) had no trouble coming up with his answer. He
simply said: "I would give the car keys to my old friend, and let him
take the old lady to the hospital. I would stay behind and wait for the
bus with the woman of my dreams."
Never forget to think outside of the box.
Marketing Masterminds, continued ...
• Joel EwanickHyundai Motor America vice president of marketing
We all know it: We’re living in uncertain times. The economy is in the tank. Consumer spending is down. So how do you get people to buy your cars? Ewanick and his crew found the answer: Give people a little assurance. Buy a Hyundai, and if you lose your job within a year of the purchase, the company will cover the next three months of lease or loan payments. And if you’re not back on your feet by then, you can return the car – no strings attached. How’s that for assurance …
WHAT YOU LIKE MOST ABOUT HYUNDAI’S ASSURANCE CAMPAIGN: There is a line in the ads: “We are all in this together, and we will all get through this together,” which summarizes how we feel here at Hyundai Motor America. We understand what everyone is thinking and going through; we are going through it as well. This message has had unbelievable resonance with consumers. The simple fact that a car company cares is astonishing to many people. The best part for us is that it comes from the heart; we really believe what we are saying. We have hope that the times are going to get better. We are talking to customers, not at them, and we are projecting what everyone feels – hope and confidence that this will end.
WHAT YOU LIKE MOST ABOUT YOUR JOB: Hyundai sells a great product, but we know that many consumers still have not discovered us. Our challenge is to bridge the gap between their perception of Hyundai and the reality of our world-class lineup. It’s a marketing challenge that takes very strategic and disciplined thinking to overcome. We are crafting strategies that are making a significant difference about how people see Hyundai, which is the most rewarding position a marketer can be in.
FAVORITE TV COMMERCIAL AND WHY: My favorite commercial of all time is “It’s Morning in America” for Ronald Reagan’s first presidential campaign. The ad was written and narrated by Hal Riney, easily one of the best advertising people of our time. It illustrates that, when done correctly, a single ad can capture and focus emotions and propel someone to the most powerful office in the world. Maybe he would have won anyway, but this one ad solidified the race.
FUNNIEST JOKE YOU KNOW: It’s not a joke, but I like the sentiment …
You are driving along in your car on a wild, stormy night. You pass by a bus stop, and you see three people waiting for the bus:
1. An old lady who looks as if she is about to die.
2. An old friend who once saved your life.
3. The perfect man (or woman) you have been dreaming about.
Which one would you choose to offer a ride to, knowing that there could only be one passenger in your car? Think before you continue reading. This is a moral/ethical dilemma that was once actually used as part of a job application.
You could pick up the old lady, because she is going to die, and thus you could save her first. Or you could take the old friend, because he once saved your life, and this would be the perfect chance to pay him back. However, you may never be able to find your perfect dream lover again.
The candidate who was hired (out of 200 applicants) had no trouble coming up with his answer. He simply said: "I would give the car keys to my old friend, and let him take the old lady to the hospital. I would stay behind and wait for the bus with the woman of my dreams."
Never forget to think outside of the box.
