Audi India - The King in Consumer Marketing

We're living in a world where brands are finding it super tough to keep up with the demands of consumers and that speaks volumes of the high consumer driven age we're in. With consumers being smarter and extremely researched these days, brands are competing at every level to outsmart competition in not only reaching out to, but also providing prospect customers with the experience they are looking for.  Social media presence is no longer the buzz word; practically everybody who's anybody is on there! With Facebook and Twitter bursting out of its seems, advertisers fighting for elbow room and with more and more users accessing social media through apps, it really isn't worth betting all the bucks on.

The latest move most companies are going in for is the user experience.  We've lately seen Nokia do this with their Lumia, where radio campaigns shout that you can go pick up a Lumia and try it out for free for a couple of days and if you don't like it just return it or else purchase it.  Most pure tele-marketing brands have an all-year-round offer to try their products and return them for a full refund within a limited time if consumers are not fully satisfied with them.  For years together automobile and high-end electronic brands have given consumers a touch-feel to their products before making a purchase decision.  But today it seems every product is finally seeing value in enticing their customers by making them believe "we no longer sell; you buy".

The invite to the A4 F1 circuit experience

So, it's about time automobiles changed their approach and set a new benchmark. That's exactly what Audi's doing in India.  Audi set up  its own sales in India in 2007 as a division of Volkswagen Group and has sold between 10,000-12,000 units till date. The brand is known to have a niche customer base and also a very loyal one. So it's no surprise to see Audi go out of their way to please them with more than just service.  Right from VIP passes and invitations to some of the most elite events around the country Audi's customers get it all.  2012 being big for Audi India - with the global launches of their TT Coupe, A4 and Q3 and S4 all set for this year, needless to say, in a country where value for money sells better than premium, Audi has its money on the A4 and Q3 to hit the volumes, and has to find a way to get people to notice it and yet not have their loyalists discard the product for being entry-level.

Michael Perschke, Head Audi India
at the A4 launch

To launch its 8th generation A4 in a big way this month, Audi India hand-picked their chosen clientele and prospects from around the country and decided to blow their minds by creating the 'Audi Experience'!  What's the cover got to do with the book? Everything! These chosen flew were flown down to India's Formula one, Buddh International Circuit in Noida to have the experience of a lifetime.  With this product launch, Audi's gone where no one's gone so far. The entire experience included picking up the chosen one from their home in (of course) an Audi (some got the A6, some the Q7, some the Q5), and then training on circuit with Team Audi India's most promising racers on track driving and handling and finally the adrenaline pumping A4 experience on the track!  Audi also offered hot lap experiences of the R8 and RS5 while on the circuit. I was one among the chosen few and all I can say is this is one experience no one is forgetting soon. More importantly, there was no selling and yet Audi's sales team is now hands full pre-booking either this or the to-be-launched Q3 and S4, and no guesses who were the first to book. What's more is nothing does better than word-of-mouth selling when someone describes an out-of-the-world experience in a product that made it all possible. (see the complete album)

Audi A4 F1 experience at Buddh International Circuit

Of course, social media is key in linking up to promoting and publicizing such marketing. So the key really is in beautifully tying in all of a brand's marketing presence - print, radio and digital (and even the dying and not so relevant) television with everything that's the buzz around your product and see those sales hit the roof!  It doesn't get more real than this - Let's learn the new consumer experience from Audi!!