Volvo trucks case study.docx - Dan Brosseau Principles of Marketing Volvo Truck Case Study 1 Which promotional mix elements does Volvo Trucks use Volvo

Volvo trucks case study.docx - Dan Brosseau Principles of...

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Dan Brosseau 9/25/18 Principles of Marketing Volvo Truck Case Study 1. Which promotional mix elements does Volvo Trucks use? Volvo Trucks uses the promotional mix elements of digital marketing, advertising, and personal selling to promote their products in their campaign. The company used digital marketing through social media and their “Live Tests” Youtube videos. Youtube videos engage a more targeted audience than mass marketed television ads because people who are interested in the video or product watch the video and people who are not interested don’t. Through this digital marketing, “the campaign produced more than 100 million video views, 8 million social media shares, and more than 20,000 editorial features [...] In all, the media impact of the campaign was valued at more than $170 million”. In addition, Volvo Trucks used advertising when they “sponsored print ads in the trucking press as well as interview with Volvo engineers, released in both print and video” in order to promote their products. They also used personal selling and were able to personally engage customers through this campaign, seen when “a third of respondents had either contacted a dealer or visited Volvo Trucks website” where the sales force would be able to build a relationship with the customer.
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