January 25, 2013

Why this tiny little Fiat won my big marketing heart.

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If I could give this car a hug, I would.

When I stepped up to the Alamo car rental counter last week to pick up a car for a weekend trip, I could have won a gold medal if “Multitasking” were an Olympic sport.  I was schlepping bags, answering emails, planning what to eat for lunch, remembering things I forgot to pack, and just generally unfocused on the task at hand.  I rent cars all the time, and I know the drill, so basically, I put that part of my brain on autopilot – license, credit card, initials in a zillion places, give blood and your first born, and so on.

But when the service agent said these words, all distractions disappeared instantly and I snapped to attention like a guard dog on command:  “You’re in that tiny little Fiat outside.  Would you like to upgrade to something a bit safer?”

Did I snap to attention because I was worried about my safety?  Absolutely not.  (Mom, if you’re reading this…sorry.)  What happened was…the marketer in me became fiercely indignant on behalf of the Fiat brand.  All distractions were banished by these thoughts:

  • Why would a car rental company want to imply that it rents ANY cars that are unsafe?
  • Do the Fiat sales and marketing executives – who are probably hopeful that people who rent their car could be hooked into buying one – know that their car is being portrayed as “unsafe” at the car rental counter?
  • Does Alamo script their service agents with this language to scare people into upgrading to a more expensive car?  If so…shame on them.  If not…perhaps they need a better training program to educate their team how to “sell up” without “putting down.”

As all these thoughts crowded my brain in the span of 10 seconds, I realized that I was staring at the service agent like she had just committed a heinous crime.  And perhaps she did, from a branding perspective.  But I know that making a fuss about it would probably cast me as an unbalanced lunatic, so I just looked her squarely in the eye and said, “The Fiat is absolutely perfect.  I’ll take it.”

Clearly,  nothing wins my allegiance faster than a marketing underdog.  Fiat, if you’re ever looking for a PR firm in the US, give Redpoint a call.  🙂

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