Tuesday Snippets

Funny, after Aeronaut spotted the painted Saab in Florida a few days ago, this one just popped up on Flickr.

That’s tigers and alligators covered. Any more wild Saabs out there that we need to know about. There must be one in Sweden sporting some Boss Hogg style antlers, mustn’t there?

TigerSaab900.jpg

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K&N have released a new hi-flow oil filter for the 2.0 9-3 Sport Sedan.

A lot of people really like the K&N filtration gear, but be careful of your warranty.

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Following up on the fact that Danes seem to be quite satisfied with their Saabs, here’s the result of a 2006 survey of Norwegian car owners. My ability to read Norwegian is limited to the credits of Monty Python films, but I think it’s a 10,000 person survey.

The orange line represents the average. Again, Saab fare very well indeed in another European market close to home.

Nowegian%20satisfaction.jpg

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Automotive News posted an article today about Saab’s marketing direction in 2007. It was subscription only, but thankfully Wulf has reproduced it over at Saab Central.

As it focuses on event marketing, Saab is spending less on magazine advertising this year than in 2006.

Event promotions are cost-effective and put the small-volume luxury brand on consumer shopping lists, said Saab advertising manager Steve Haener….

…..Haener said Saab will appear at more than 30 events this year, such as air shows and arts and crafts exhibits. He said Saab’s displays at such events allow potential buyers to “sit in the product, take test drives. Event marketing can move the needle on consideration.

“For a small brand like Saab that struggles with awareness, it gives people something to feel and touch. It helps you understand Saab heritage.”

Air shows I can understand, but art and craft exhibits???

If it’s as cost effective as they say, then I think the air show thing is a good idea. The hangar display that Saab have put together is pretty well done and the people attending are into machinery (though they’ve also been generally described to me as rednecks in one email conversation on the topic).

A full calendar of events is available here and it looks like mostly air shows to me.

I can’t see the tie-in to art and crafts. Maybe SaabUSA know something about that demographic that the rest of us don’t. I’d have thought craft shows would be a Buick thing.

Wait a minute…..

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Anyone know of any decent and inexpensive Windows based software for editing HD video? I have to take my Windows laptop to Sweden next month and need to be able to get video online in quick time.

Any tips appreciated. Must handle High Definition digital video.

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11 Comments

  1. I realize that I need to be very careful how I word this as to not offend.

    I believe MOST (okay, I’m generalizing here and have no data whatsoever) SAAB owners reside in urban, politically-liberal-leaning areas (I know you live in conservative-leaning Tennessee, eggsngrits, that’s why I write “MOST”) of the country, like New England, Colorado, the Northwest, and California.

    Most airshows are generally at military bases, which draw more rural conservative-leaning crowds. You’re more likely to see an air show attendee driving a Ford or Chevy pickup truck or SUV with a magnetic yellow ribbon on the back and American flag stickers on the windows next to the NRA sticker. This is just my observation from attending the Edwards Air Force Base and Pt. Mugu Naval Air Station Open Houses for many years. And those bases are in liberal-leaning California!

    SAABs tend to sell better in “blue” states than “red” states.

    So I just don’t see American air show attendees being interested in a “quirky” Swedish car. But I’m hardly an expert. Maybe I’m way off base.

    Further, I don’t see Arts & Crafts shows attendees being able to afford a premium car in SAAB’s class. The base model 9-3 starts at USD27K, but option it up with the requisite automatic transmission and a few creature comforts and it quickly rises to over USD30K. The 9-5 is closer to USD40K. I’ve only been to a few Arts & Crafts shows (I’m embarrassed to admit I was coaxed into going to ONE), but the impression that I got was attendees are mostly stay-at-home moms and older retired folks. I don’t think these are the kind of people who can afford or are interested in buying a $30K premium Swedish near-luxury car.

    Maybe these events should be set up at ski resorts in the winter. Sort of like the SAAB/Salomon events in Europe. Those are the kinds of people who can afford and would want a SAAB.

  2. Outdoors and “extreme” sports events would be another place to advertise.

    Cycling events, marathons, triathlons, or X-Games type events where outdoorsy individualist-type people like to congregate would be ideal, IMHO.

    We know from posts here and at SAAB Central that a lot of SAAB owners enjoy cycling. There was a partnership with the Gary Fisher mountain bike team a few years back where you could buy a special Gary Fisher edition SAAB 9-5 Sport Wagon and the team used a 9-5 wagon as the team vehicle. I’d like to see more partnerships like this and it can’t be all that expensive. That way you’re targeting your audience to people who are already more likely to have a positive attitude toward SAAB rather than trying to convert people.

  3. Saab used to be part of a company that made jets, where else would you pu the cars? Sure, most people at air shows aren’t going to go out and buy Saabs, but some will, because some people like things related to jets.

  4. Jeff, while the “Born From Jets” campaign has been called enormously successful due to slogan recognition, it’s hardly made a blip on U.S. SAAB sales.

    Since the BFJ campaign began, I’d hazard a guess that overall sales have not increased significantly, and may have even sagged.

    That’s not really a successful campaign, IMHO.

  5. I wasn’t really referring to BFJ, I was talking about Saab’s airplane heritage in general. I’m not saying air shows should be the ONLY place to show off Saabs, but they should be there also to reinforce the jet thing.

  6. One the arts and crafts This maybe a misprint and suppost to mean art house and design exhibition, probably more like what they do in oz where they sponsor both of these quite regularly which are attended by people who are design orientated and have the means to atain a SAAB.

  7. 1985 Gripen, as for the airshows (especially the ones on a military base)… This is a good way to reach out to those currently serving. I’ve noticed a high level of Saab’s with active duty military (both with European deliver… which saves big bucks if stationed in Europe and with domestic sales). GM has an awesome program that saves active duty military alot of money. That’s definitely how I’m gonna’ afford my first Saab… and alot of hard work put in too!!

    As for the arts and crafts things, maybe this is a way to reach out to the gay community (which has the money).

    IMHO I still think the best way to get the name out there is to get back into Rallying.

    Swade, sorry about the article… It’s been crazy mad for me getting ready for this deployment with the Navy. I should have that article to you in the next couple days.

    ~ Talon

  8. As far as air shows go, I think its a great idea but not far enough. Saab and Salomon sponsor ski events around the world together, but I’d like to see more in the sport arena. We might not have the hatch back yet, but we have the combi and we can push the practicality. I want to see more Saabs as the official car of ski resorts (once we get AWD this NEEDS to happen, we need it to fight Audi and Subaru), and sponsoring other sporting events like cycling, kayaking, climbing, etc. I can sort of understand the arts and crafts thing, whatever exactly that is — but the point is that from the 90s until today, Saabs appeal to artists and outdoor athletes, and many of their marketing efforts did focus on that once apon a time, and I think that focus needs to be regained again, but larger and more directed this time.

  9. “As for the arts and crafts things, maybe this is a way to reach out to the gay community (which has the money).”

    Eh, what?

    For me, arts and crafts is a good market to go after and in line with Saab being so good on design. Just look at the ad material. They usually win awards for them. Of course they appeal to people interested in design. Let’s face it: lots of people (like myself) has bougt a Saab partly because they are good-looking cars. I have an interest in design and would never ever buy something that have been designed carefully. People who (as an example) collect art, often have money to buy a Saab – and maby also a freedom of the mind to do so.

    1985Gripen:
    Good point about BFJ and sales data. It may (as some Saab people said) be a very successful camping in terms of marketing, but if it doesn’t generate sales then it’s basically of no value.

  10. 1985 Gripen – be very careful when you use the word “most”.

    Also, Saab is being made available in almost the entire global platform where the General has presence. Even in Mauritius, no wait a minute, even in Namibia! We have ’em in South Africa, Botswana, Lesotho, Swaziland, Namibia, Mauritius. I am only talking about Africa. Yes, the numbers are small, but indeed the presence is there.

    The ironic part here is that none of this ownership has anything to do with people who visit air shows or arts and craft exhibitions. The marketing and branding portfolio here in Africa is completely different to mainland Europe or the developed countries including the USA where consumers could be buying them out of wealth and not necessarily as a traveling companion, but an educated guess at that.

  11. I don ‘t know what you guys can’t see…..Saabs are great for carrying knitting or speeding to late nite scrapbooking sessions. You can put a lot of home-made candles in the back of a 95 wagon too.

    Who needs outdoor sports when you can have quilters?

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