CASE STUDY - MERCEDES BENZ
The car industry is in the middle of a revolution and its trying hard to lose its sales stereotype.
Why would they need voice products?
Voice is the next search engine. People will use voice devices to discover, to learn, to be entertained and to feel smarter. Eventually we will move from smart speakers to personal voice assistants. The car is one of the places where Voice will explode because it saves time, makes things easier and is safer than tapping stuff on the dash.
The Voice Strategy is about existing in this new space while everyone else is years behind.
When someone asks Alexa about cars or specifically about Mercedes, it would be helpful if the Alexa could reply with something fun and useful. If another car maker or a dealership has a fun or useful skill, soon you will be irrelevant.
When someone wants to learn about Mercedes, it would be amazing if your skill was what they used.
If people wanted to understand Mercedes cars better at home, your skill would be very cool to engage consumers and build their interest.
All of this, combined with acting more like the GQ for cars online, acting more like a media company than a car company by producing lots of content on the industry and not just your company, will get more attention and sales than you will believe.
Theres no reason that a company like Mercedes Benz can’t create a world class skill about something that has nothing to do with cars. Michelin is a tyre company and is known for reviewing world class restaurants.
How do you get their attention? Content. Lots of content and it has to go on the Socials where people are spending their attention, like Instagram and Facebook. Instagram is huge for this type of business right now and they should be putting out 10 pieces of content per day. I know of one local car dealership that just lets their sales guys post videos on social media that seem charming and funny. It doesn’t work. If you do this in the Voice space, not knowing what they’re doing, they will die in the next 10 years. Seriously. How does a car brand compete when the user can’t see you. What does your brand sound like?
I’d build a voice skill that acts like a car specialist for the average person at home. Got a question about a new or a used car? Ask the specialist on Alexa. Something doesn’t work, they can ask Alexa. Your own specialist on Alexa. When it’s a natural fit, id talk about your brand.
Now imagine creating voice experiences in the dealership for your customers or for your employees. The opportunities to save time and friction are massive.
I’d run Instagram Story Ads against Mercedes owners.
I’d create a few 7 second videos for a YouTube pre roll ad against people who type specific searches into Google.
Then I’d find Instagram influencer accounts with a strong following in culture and ask them how much it would cost to create a post to promote your brand and your products.
Then we study what happens and kick on from there. We refine the whole process until we master your market and then innovate even more.