Santa Monica, CA, February 10, 2006 -- Campos Creative Works, Inc., (CCW,) one of the world's leading producers of marketing events for major Fortune 500 companies, is collaborating with Honda on the March 21 launch of a national dealers instructional tour promoting the 2007 Honda Fit.
CCW, which is celebrating its 15th anniversary year during 2006,
is producing a multi-city U.S. sales tour for the introduction of the all-new 2007 Honda “FIT” vehicle, starting in the Los Angeles market (Orange County Fairgrounds,) March 21-23. Other cities on the tour will include Seattle, San Francisco, Denver, Chicago, Dallas, Miami, Atlanta, Washington, D.C., Philadelphia, New York and Boston.
CCW will begin training over 7,500 Honda Sales consultants in late-March to prepare them for the pivotal launch of the all-new 2007 Honda Fit. The Honda Fit is a versatile, five door vehicle that allows its owners diverse seating configurations to move anything from tall plants to surfboards and large boxes. There’s a lot of flexibility packed into this premium compact vehicle.
The Fit is targeted at unique, individualistic consumers who view their vehicles as a method of self-expression rather than mere transportation. As expected the Fit’s target audience is heavily comprised of younger buyers.
CCW has developed an innovative training program that will educate Honda Sales Consultants on the features and benefits of the Honda Fit along with the best sales practices to capture this new buyer. The training program begins months before the actual sessions with an announcement brochure and a website that includes games, pre-event quizzes, and insight into the lives of the Gen Y Fit target buyer.
In a unique move, CCW interviewed approximately 30 potential Fit buyers on video to get the real story about their interests, shopping habits and prevailing attitudes in life. CCW decided not to use actors because it was essential that the interviews appeared authentic and honest. From those 30 interviews, five individuals were chosen for in depth video case studies. They ranged from a young couple to a thirty-something college professor. CCW was able to capture these individuals being real while experiencing the Fit firsthand and bringing this “behind-the-scenes” customer portrayal to the sales training. Amazingly enough, the interviews echoed all of the research that currently exists about Gen Y, strongly driving home the Fit learning objectives.
What CCW did that was new, unique and different is filming potential Honda Fit consumers in a REAL environment for training. Most companies hire actors or give “psychographic/demographic” canned profiles. The company interviewed 30 people in the Honda Fit target and shows them actually speaking their mind and interacting with the Fit. CCW did not script them as to what to say.
The 2007 Honda Fit Sales Training Tour will visit 21 markets nationwide and will also include a dynamic drive against two key competitors. Look for the Honda Fit in showrooms this spring.
The series of events is not being marketed to the public. The only audience is internal Honda sales people. Campos Creative Works is “getting the word out” about this event via a four-page announcement brochure that drives people to an immersive website. The website introduces the Honda Fit’s benefits and features, sends them to links about the Fit and its competitors, gives them background about Gen Y including links to websites and music downloads.
The website also features a Gen Y quiz, a custom Honda Fit game and a pre-event learning quiz that allows attendees eligibility for prizes when they arrive at the event. CCW will be sending e-mail blasts every week to encourage people to go the website, and will also be updating the website content to keep the target audience excited about it.
ABOUT CAMPOS CREATIVE WORKS:
Founded in 1991 by partners Julio Campos, Sandra Sande, and Jennifer Gerich, Santa Monica, CA-based Campos Creative Works, Inc., is one of the world’s top producers of business to business and experiential marketing events. CCW, with a full time staff of over 30 employees, is an international, full-service, creative company specializing in the production of corporate and consumer events. The company’s client list is literally comprised of a “who’s who” among the world’s most high profile hi-tech (software and hardware,) automotive, and consumer powerhouses, including Microsoft, Intel, Volvo Trucks, Ford, Toyota, Mattel and Absolut, to name just a few.
CCW has produced events both domestically and in literally every corner of the globe for hundreds of clients during the course of the past 15 years, including such cities as Cannes, Paris, Hanover, Chile, Moscow, Shanghai, Beijing, Istanbul, Seoul, Delhi and Cairo, as well as other cities in Ireland, India, Japan and Brazil.
Campos Creative Works, Inc., a Certified, Minority-Owned Business, is located at 1715- 14th Street, Santa Monica, CA, 90404. The phone is 310/453-1511.
Contact:
Dan Harary
Asbury Communications PR
Beverly Hills, CA
310/859-1831
asburypr@aol.com
