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Marketing Trick: A Porsche in Your Driveway

Canadian dealer puts a new spin on direct marketing by parking a Porsche in front of prospective customers' home.

By Claire_Martin Jul 30, 2012 11:30AM
"Your Dream Car. In Your Driveway," is one of the taglines that Toronto's Pfaff Automotive dealership used in an innovative new marketing campaign in which it canvassed the city's most affluent neighborhoods and parked a white Porsche in front of certain houses. 

A photographer was on hand to snap photos of the car parked in these driveways. A marketing team immediately created customized postcards that they deposited into the respective mailboxes -- each homeowner getting a visual of what Porsche ownership would look like for him or her.
 
It's a nifty new take on direct marketing -- one that Pfaff says was effective. The dealership reported that 32 percent of the Porsche-in-your-driv​eway postcard recipients responded positively, signing up for a test drive at the dealership.

Here's a video, courtesy of Adweek, on how the dealership's marketing team executed the campaign:

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4Comments
xquzit98
Jul 31, 2012 1:08PM
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I think it's very clever.   And Annatar, if you had a legal right to the property that is the city Right-Of-Way, it would be the first I have ever heard of such a thing.

 

If it was legally your property, it would be a road easement, not a ROW.

insert random name
Aug 2, 2012 5:15AM
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You are correct about the invasion of privacy thing.  Just look at Google Street View.  They have been through legal battles, but they won because they only take pictures from angles that any pedestrian would view as they walk by.  The Porsche marketing campaign would be no different.

 

And by the way, if you don't like it, all you have to do is not buy one.

Zerlak
Jul 31, 2012 3:10PM
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"I would consider suing them for invasion of privacy"

 

Taking a picture of the vehicle in front of your home is in no way invasion of privacy. In order to become invasion of privacy, they would need to get into a location that isn't considered viewable by the public, so say your backyard, and then proceed to take pictures of you, or your family, while in your own home. Your windows being open, or closed, also determines what is considered an invasion of privacy. Leaving the blinds open to your front window? Then a person has the legal right to be able to take look in and even take pictures.

Annatar
Jul 31, 2012 6:45AM
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If I wanted a Porsche, I would already drive one. I do not need or want anyone to market anything to me, for any reason whatsoever under any circumstances!

Someone taking a shot of my home would seriously aggravate me, to the point where I would consider suing them for invasion of privacy and trespassing. The property lines in my state usually reach to the middle of the road (with right-of-way for utilities), so technically, if they did this, they would be trespassing. Also, as far as I know, nobody but the United States postal worker is allowed to touch the mail box. Accessing the mailbox is considered a federal criminal offense.
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