When it comes to promotional strategy, Audi does it all from advertising to personal selling and public relations. These promotional strategys go hand in hand. First off, Audi creates advertisements on TV,
billboards, magazines, etc.Audi's broadcast and online video placements centered heavily on major sports events, which meant Audi outspent BMW on network television. Audi launched its "Green Police" commercial in this year's Super Bowl. This gave Audi alot of "Buzz" and it gained more than 2.2 million views to date on YouTube. Another way Audi put their name out there was by taking a big position on Yahoo during the FIFA World Cup. Audi was the exclusive sponsor for Yahoo's coverage of the entire month long sporting event. Both ran schedules on endemic automotive sites such as Edmunds.com, AutoWeek, Auto Trends, Car and Driver and AutoTrader. Through these advertisements and sponserships, they are able to advertise new features and prices. All these strategies eventually lead you to a dealership.
This is where personal selling comes in. They obviously would like to sell you a car but they understand how big of an
investment a $100,000 car is. Therefore they take the time to get you the right car that fit your needs and budget. In terms of PR, the agency that wins the Audi PR business won't have to worry about turning around sluggish sales. In 2011, Audi said it expected its 2012 vehicle sales to hit 1.3 million -- a record with growth in most global markets, according to Automotive News. Also, for the month of October the Volkswagen brand -- which was named to Ad Age' Marketer- A- List this week -- posted the industry's highest sales growth in the U.S., up 40%.
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