Mazda is now relying on a flexible pop-up stand, which should be used in popular, heavily frequented locations. Why? The Japanese want to bring an impressive presentation of brand values - design, technology and driving pleasure - in a new strategy to the man and the woman. Part of this alignment is also a new trade show strategy that focuses on non-auto-aligned events. Let's take a closer look.
Just think outside the box
Mazda does not start with the new concept but not simply on blue haze (which does not come out of the tailpipes anyway with the current emission standards - but only marginally), but builds on experience. 2017 already installed two temporary pop-up lounges in Dusseldorf and Berlin, right in the city center. Now you want to go the "next step" and go straight to potential customers. "Surprisingly different" is another of those phrases that you see flashed in the eyes of Mazda marketing experts.
The new presentation concept focuses on a flexible pop-up booth in lively locations with a high audience frequency. The Japanese are aiming for a slightly different performance, which not only makes them curious, but also fits the new one Mazda 3 is aligned. In addition, the brand new, forward-looking Skyactiv-X technology presented. Not to mention, of course, the 30 anniversary of the cult roadster Mazda MX-5.
The Mazda Pop-Up Stand
On customer catch you want to go with a stand of several elements, which is used at various events. Of course you want to reach such an audience of millions. And if you imagine the Frankfurt pedestrian precinct on a sunny early summer day, then this idea is not far away from reality.
In addition, Mazda wants to be active in sports and music events and not only besiege shopping streets. City festivals are also being planned. And this is where the question arises: Is not this approach already known? The open Sunday with car show in the next small town? Is it ringing? Mazda goes this way, but extends it to the high-quality stand, which should act just like the interior of a Mazda - high quality. So the Japanese come to their target group and not vice versa.
Frankfurt Motor Show, Paris Motor Show? Unfortunately, no!
In addition to these locations Mazda would like to attack at trade shows - but not at auto shows. Since 2014, the Japanese are already represented at the photokina in Cologne as well as at the IFA in Berlin and gain good experiences here. The audience is particularly attractive here: young, tech-savvy and fashion-conscious.
A more traditional approach is pursued by Mazda with the support of Mazda dealers in regional activities. Here, too, a more intensive exchange with local interested parties should be focussed and anchor the brand locally. In this case, a smaller version of the Mazda pop-up stand will be used.
In contrast, Mazda omits the big auto shows in the current strategy and concentrates on just one more important trade fair per continent. Accordingly, one will look in vain for Mazda at the IAA 2019. As far as Europe is concerned, the Japanese will only be at the Geneva Motor Show of 7. to 17. To be seen in March. But there they want to shine with a world premiere. You can be curious.