Bear Grylls and Stephen Fry - Alfa Romeo Forum
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(Post Link) post #1 of 11 Old 20-12-13 Thread Starter
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Bear Grylls and Stephen Fry

Xmas special, sponsored by alfa Romeo why on earth would alfa want to sponsor anything on tv?

I could understand if they had a shiny new model out (FL G doesn't really count) and wanted to create some buzz, but they don't? Stop spending money on TV and spend some time bringing out the Guilia!
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No, they're right to. Alfas are so rare on the roads that they just wouldn't be on peoples' radar otherwise.
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(Post Link) post #3 of 11 Old 20-12-13 Thread Starter
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But would sponsoring a one off tv show on C4 really make any difference?
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It's just a branding activity I'd guess rather than part of a new marketing strategy. If you look at the presenters, the channel, and audience demographics I think it fits in quite nicely with what Alfa say they have planned for future models over the next few years and they need to keep the brand relevant to those buyers (ex SAAB buyers I bet who probably don't watch motorbike racing) They just seem to need to remember that they are a car-MAKER and not a posh advertising consultancy.
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The awareness from this sponsorship is probably better value than spending the same money on press which is usually used to communicate in the medium term what deals are going. This kind of below-the-line work is building the brand towards SUV products which are coming .
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I suspect that Alfa are undergoing a subtle marketing strategy for this transitional (I hope!) period. They have recently started sponsoring a football team for the first time - Eintracht Frankfurt - which initially I thought was a strange choice. But when you realise that Frankfurt is the world's 10th richest city (according to the Economist), a major transport hub and financial centre with the world's largest trade fair and the team travelling around Europe, it seems logical from a marketing perspective.
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The cars gave to the German football team represented 10% of the German Alfa sales the first month of their sponsorship.
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(Post Link) post #8 of 11 Old 21-12-13 Thread Starter
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See the football team I kind of agree with, that is getting the name out there to thousands every week and it's the 'oh my favourite player drives one, so I want one.'

Cue2 I see your point. Seems very geared towards the crossover/SUV thing. Had slipped my mind as it doesn't interest me in the slightest, unless of course they make it look good.
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(Post Link) post #10 of 11 Old 21-12-13 Thread Starter
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They're not very good mind. Played 15 for 17 points and placed 15th out of 18 in the bundesliga May buy their shirt though..
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Quote:
Originally Posted by DaveAlfa147 View Post
they need to keep the brand relevant to those buyers (ex SAAB buyers I bet who probably don't watch motorbike racing) .
I think Subaru beat them to it - my mate had a Saab 9-3 and within a couple of weeks of Saab folding he was bombarded with marketing info from Subaru. He now drives a Legacy wagon.
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