Four Wheels for Four Legs
Mitsubishi is the official vehicle sponsor for the Chicago Chapter of PAWS, the city’s largest No Kill humane organization. The running group Team Paws enters marathons, triathlons and other races to raise funds; Mitsubishi provides a Team Paws-branded Outlander GT for support, and has a branded footprint for raffles, giveaways and other activities. The partnership is handled by Legacy Marketing Partners. Michelle MacRae, manager for event marketing at Mitsubishi Motors North America, fills us in.
CHIEF MARKETER: How do you brand Mitsubishi at the events?
MACRAE: The “What Are You Into?” branded footprint program demonstrates what our products can offer runners and that we “get” what they are into, and want to be involved.
CM: How do you determine the impact of the program?
MACRAE: We use a number of different metrics. This program, while important in generating sales, is focused on consumer opinion and consideration of our products. Our goal is to open a dialogue early in the purchase cycle and become part of the consideration set when customers enter the market.
CM: How do you quantify ROI?
MACRAE: We look at everything from impressions, to leads, to consumers that follow up at dealerships, and finally to actual cars sold. Much of this measurement is facilitated by a survey that touches on a number of topics, including overall brand perception and opinion of our current products.
