Recently, Volvo has announced their new marketing campaign which hopes to bring in a customer base of more than just soccer moms and hand-me-downs. Jeremy Lin, the Knick's all-star point-guard has agreed to appear in Volvo's advertisements for America, China, and other Chinese speaking countries.
Volvo is trying to widen their customer base by adjusting their target market to both the Chinese population and younger aged population. By hiring Lin, both Chinese and one of the most recognized athletes, Volvo hopes that these two different types of population will purchase one of their cars. By appearing in advertisements in China, Volvo also hopes to expand business with their young population as well as the middle-class Chinese population.
At the press release announcing the news, Lin took the podium and discussed why he agreed to take the offer with Volvo. He admitted that they are affordable, and high quality cars and that it why he is trying to decide which Volvo he himself should purchase (although unsure about having a car in NYC.)
One thing to be cautious about with their new spokesman is the non-athletic, older population of both the USA and China. By focusing their ad's on Lin, there may be a slip in their marketing to older men and women who may not be familiar with the basketball star.
What other troubles may Volvo face by hiring their new spokesman mainly to gain customers of young and Chinese populations?
At the press release announcing the news, Lin took the podium and discussed why he agreed to take the offer with Volvo. He admitted that they are affordable, and high quality cars and that it why he is trying to decide which Volvo he himself should purchase (although unsure about having a car in NYC.)
One thing to be cautious about with their new spokesman is the non-athletic, older population of both the USA and China. By focusing their ad's on Lin, there may be a slip in their marketing to older men and women who may not be familiar with the basketball star.
What other troubles may Volvo face by hiring their new spokesman mainly to gain customers of young and Chinese populations?
