Re: My Audi Focus Group Experience... (no wonder AoA Ads suck)

[Jordan <jordib@sprynet.com>]

Hey

What is the Ad guys names, we can all send them messages that there should
be a better precence of Audi Sport.  And show AOA that there is a large
number of us interested in Audi's motorsports.

Jordan '90 90
At 11:07 AM 08/23/1997 -0500, Jason Palmer wrote:
>Buying a NEW Audi does have its privileges. I was asked to participate
>in a focus group in Dallas on Automobiles this week.
>
>I kinda knew it was an Audi funded event (I got $100 fer it!). When I
>pulled into the lot, I parked beside a pearl A4 2.8 and a Bamboo A4
>2.8q. While waiting a pearl A6, black A6 wagon, cactus A4, mid-blue A4,
>and another silver A4 rolled into the lot. Hmmm... Audi?
>
>I had my list ready: cruddy tires, soft suspension, that creaking noise
>from my headliner... or in case the group was to focus on the buying
>experience, I was ready!
>
>The first round was 'in one or two words, why did you buy an Audi?'
>styling
>price
>ride
>handling
>its cool
>only wagon from germany
>its cool
>quattro
>value
>(Guess where I sat)
>
>We went again, but got the same answers, but I threw in 'technology' as
>my round 2 answer.
>
>The questions:
>Who is an Audi owner?
>BMW?
>Mercedes?
>Lexus?
>How do you feel in an Audi?
>How does your Audi inspire you?
>	My answer was "it inspired me to eat chicken pot pies for 3 months to
>save for a down payment" (I won with that answer!)
>
>I was waiting for the good stuff...
>
>The main focus was slogans. 
>Some I remember:
>Made of Mettle.
>Made by hand. From the heart.
>Engineered to move you. (I said was an Exlax ad)
>Engineered to Inspire you.
>Built to inspire you.
>(Lots of hokey inspirational, heart, move slogans)
>
>My absolute favorite:
>The Art of Engineering.
>Thats it, we have a winner. I like that slogan when Audi used it in the
>80s. I had 75% of the room agreeing with me. Of course, it was taken out
>of the lineup.
>
>It was clear to me that I was the only person there that was a gearhead
>enthusiast. 2 other ladies were repeat buyers, and the others were
>camry-accord owners.
>One guy was a bmwhead. "I bought my A6 avant wagon because its the only
>wagon from germany in the states... (passat?) I would have bought a 5
>series if a wagon was available." Later he said he likes the rear drive
>of the Audi and the front drive part of the quattro was good too.
>I corrected him.
>
>The good stuff didnt occur until I starting talking with a lady (12v A4
>manual frontdriver) that used to live in Tennessee, where I was about 20
>months ago.
>We were talking about the seats, paint, differences in the turbo and
>2.8.
>One of the 'men behind the mirror' (AoA ad guy) was outside for a smoke
>break and came to us and said that was one of the better sessions he had
>seen. I was standing beside my car when he asked where my 1.8 turbo
>was... I turned to it and pointed. He was thrown by the FACTORY 16"
>wheels and thought it was a V6. I said it is the 97 sport package.
>
>AoA ad guy: You know more about Audis than I do!!
>Me: Yup.
>AoA ad guy: Wanna job?
>Me: Yes.
>
>I asked him when the S4 will be ready for the states...
>Several years.
>When will the TT be here?
>Feb of 99.
>
>Then he kinda moved back into the building.
>
>I tried my best. I made the point clear that Audi needs a motorsports
>presence in the US. I really tried.
>
>Thats my report. I probably screwed up the entire focus group system for
>the US by posting the answers! But I was the only lister on the panel...
>
>Only 6 more groups and I get a Hoppen chip for my turbo!!!!
>
>Jason Palmer
>97 A4 1.8Tqm w/ mettle?
>