MINI2

jlivingood · Mar 1st, 2002, 01:59 PM

MINI's launch was discussed in the Wall Street Journal today. Full text posted at http://www.mini2.com/forum/showthrea...threadid=4586.

Some interesting facts:
* US advert budget is $20M (this is less than the ad budget for some new movies!)
* Sounds like there will be little or no TV ads...

MINI is coming... :-)

Jason

Colorado "S" · Mar 1st, 2002, 02:55 PM

Why advertise when there is a 1-2 year wait list is a lot of cities already. Makes sense.

Even without advertising, the MINI will still probably get media saturation at Launch Time (T-minus 21,20,19...)

jlivingood · Mar 1st, 2002, 03:07 PM

Quote:

Originally posted by Colorado "S"
Why advertise when there is a 1-2 year wait list is a lot of cities already. Makes sense.

I don't buy the claim by dealers that the MINI is sold out for a year or more. I think the issue is simply enthusiasts getting their name on lists at multiple dealers (I am guilty of this myself).

Also, I think most of the waiting lists are for Cooper S rather than Cooper (some dealer lists do not even differentiate between the two).

I just found it odd that they'd spend what it cost to launch a new movie to go and launch a whole new car brand...

Oh well... Guess we'll be some of the only ones "in the know" so to speak. ;-)

I like the countdown -- feels like a space shuttle launch countdown!

Jason

BruceK · Mar 1st, 2002, 03:21 PM

Quote:

Originally posted by jlivingood
I don't buy the claim by dealers that the MINI is sold out for a year or more. I think the issue is simply enthusiasts getting their name on lists at multiple dealers (I am guilty of this myself)....

I agree with Jason. I was talking with my dealer earlier this week about my upcoming S order. He said that if someone was added to their standard Cooper (not S) list right then, they would proably have a car by mid-summer.

Sounds good for those people that are just deciding now that they want a standard Cooper.

rj · Mar 1st, 2002, 04:51 PM

From GlobalAutoNet.com:

BMW/MINI

Ad campaign for this month's U.S. launch is small but memorable, like the car; it involves billboards and traveling the country to show off Minis perched atop Ford Excursions.

With the new Mini set to hit the U.S. market on March 22, BMW has signed off on a low-budget, unusual advertising strategy. At a cost of about $20 million, the company aims to inform the 98 percent of U.S. consumers who have no idea what a Mini is. A Miami advertising agency has come up with a plan that includes billboards, one-inch print ads that will run in the margins of magazines, and a driving ad campaign to twenty-four cities that perches Minis atop Ford Excursions and drives them around the country. Curious passers-by are given cards that bear the Mini's Web site address. The Mini will be sold in forty-five U.S. locations; the company hopes to find 20,000 buyers in its first full year here.

normalizer · Mar 1st, 2002, 06:43 PM

Anybody else do the numbers on this? $20 million ad campaign with 20k cars coming in.

That's only $100 per car in advertising. Sounds quite the bargain to me, at least for the first year.

My dealership allready has about 90 people on their "list" at $1k a pop, or $90,000. Assuming they invested that money in the same mutual funds that I did, they made about 10% on the investment in a year or $9000 without ever selling anything or paying ANYTHING in advertising.

I am in the wrong buisness.

Cape Cod MINI · Mar 1st, 2002, 08:13 PM

I agree that the current dealer lists are "enthusiasts"....perhaps better stated as "manics" or "maniacs" and once we get our cars there will be plenty of MINI Coopers on the lots.
I'm afraid that many folks will come off the street and buy a MINI Cooper and be driving it long before I'm driving my S that I've had a deposit on for 8 long months and who knows for how many more. Sort of frustrating isn't it? Sort of wish no one else knew about the MINI except us! Less advertising is better for those of us who need our cars so desperately!

MGB Boy · Mar 1st, 2002, 09:13 PM

Quote:

Originally posted by Cape Cod MINI
I agree that the current dealer lists are "enthusiasts"....perhaps better stated as "manics" or "maniacs" and once we get our cars there will be plenty of MINI Coopers on the lots.
I'm afraid that many folks will come off the street and buy a MINI Cooper and be driving it long before I'm driving my S that I've had a deposit on for 8 long months and who knows for how many more. Sort of frustrating isn't it? Sort of wish no one else knew about the MINI except us! Less advertising is better for those of us who need our cars so desperately!

Indeed, my dealer (Keeler, Latham NY) mentioned today that thier list is currently running 70% S/30% Cooper, and that if I wanted a Cooper instead of an S, "chances are that you could drive out with a regular Cooper by the end of March."

C'est la vie...

FYI, he also mentioned "March 22, 2002 is the opening day at Keeler for MINI, on that day or around that time frame, feel free to stop in for a test drive of the Cooper S." Just might have to do that...

-Ricardo

rj · Mar 1st, 2002, 09:54 PM

Anybody else do the numbers on this? $20 million ad campaign with 20k cars coming in.

That's only $100 per car in advertising.

I did the numbers....that's $1000 per car...

Zaphod · Mar 2nd, 2002, 09:57 PM

Replying to MGB Boy:

My dealer expressed similar figures for Cooper/Cooper S interest among depositors. I'm #84 on a combined list at Hank Aaron BMW in Atlanta, but if his estimated 80% of the depositors are holding out for an S, that means I could be as high as #17 if I go for the Cooper.
He also told me that when my number comes up, I could go for the Cooper, leave my deposit in for an S, and he'd call me in a year or so to spec that car out when my number comes up again.

Anybody else thinking of doing this?

Personally, I can live with a Cooper for a year, even two, and a pre-specced one at that, if I'll be one of the first in the area to have a MINI. Then I just trade up later on. Sounds like a deal to me.

mad hatter · Mar 3rd, 2002, 10:59 PM

My guess is that MINI decided to let the (us)

mainiacs do a good portion of the advertising for them. With 20k cars a year,a good portion of them will be gone without spending a dime.If someone wants a Cooper they can probably get one fairly soon whilst us die hard miniacs will patiently

(painfully) wait for what we really want. In a couple of years they may have to pump in a little more money to teach everyone else about the pleasure they have been missing out on for so long. I don't care if I have the first one on the block as long as I get the one I want, I'll still be

BruceK · Mar 3rd, 2002, 11:33 PM

Quote:

Originally posted by mad hatter
My guess is that MINI decided to let the (us) mainiacs do a good portion of the advertising for them....

I'm certainly doing my part.

Everyone in my family, my extended family, everyone at my work, all my neighbors, and virtually anyone who knows me knows about classic Minis and now the new MINIs.

Once my Cooper S arrives, it is only going to get worse.

normalizer · Mar 3rd, 2002, 11:37 PM

Quote:

Originally posted by rj

I did the numbers....that's $1000 per car...

Sorry, the whole metric euro daylight savings time thing throws me off every time.

Mar 1st, 2002, 02:55 PM	#2 (permalink)
Colorado "S" MINI2 Senior Join Date: Feb 2002 Location: Denver Local Time: 05:43 PM Posts: 416 Offline	Why advertise when there is a 1-2 year wait list is a lot of cities already. Makes sense. Even without advertising, the MINI will still probably get media saturation at Launch Time (T-minus 21,20,19...) Dave @ MCO MINI5280

Mar 1st, 2002, 03:07 PM	#3 (permalink)
jlivingood MINI2 Master Join Date: Jun 2001 Location: Philadelphia, PA, US Local Time: 12:43 AM Posts: 808 Offline	Quote: Originally posted by Colorado "S" Why advertise when there is a 1-2 year wait list is a lot of cities already. Makes sense. I don't buy the claim by dealers that the MINI is sold out for a year or more. I think the issue is simply enthusiasts getting their name on lists at multiple dealers (I am guilty of this myself). Also, I think most of the waiting lists are for Cooper S rather than Cooper (some dealer lists do not even differentiate between the two). I just found it odd that they'd spend what it cost to launch a new movie to go and launch a whole new car brand... Oh well... Guess we'll be some of the only ones "in the know" so to speak. ;-) I like the countdown -- feels like a space shuttle launch countdown! Jason Jason Livingood \| personal web site 2002 DS/W MINI Cooper S Thank you for signing my rear fog light petition. Now we have rear fogs! :-)

Mar 1st, 2002, 03:21 PM	#4 (permalink)
BruceK Moderator & Sponsor Join Date: Mar 2001 Location: San Antonio, Texas Local Time: 06:43 PM Posts: 3,758 Offline	Quote: Originally posted by jlivingood I don't buy the claim by dealers that the MINI is sold out for a year or more. I think the issue is simply enthusiasts getting their name on lists at multiple dealers (I am guilty of this myself).... I agree with Jason. I was talking with my dealer earlier this week about my upcoming S order. He said that if someone was added to their standard Cooper (not S) list right then, they would proably have a car by mid-summer. Sounds good for those people that are just deciding now that they want a standard Cooper. + 2002 MINI Cooper S - Dark Silver / White roof, Sport, Premium, Lapis blue leather + 1965 Mini Traveller - Tartan Red / White roof, 1275, Cooper S discs, fully restored/renewed

Mar 1st, 2002, 09:13 PM	#8 (permalink)
MGB Boy heterochromic & loving it Join Date: Oct 2001 Location: at the rink Local Time: 07:43 PM Posts: 4,245 Offline	Quote: Originally posted by Cape Cod MINI I agree that the current dealer lists are "enthusiasts"....perhaps better stated as "manics" or "maniacs" and once we get our cars there will be plenty of MINI Coopers on the lots. I'm afraid that many folks will come off the street and buy a MINI Cooper and be driving it long before I'm driving my S that I've had a deposit on for 8 long months and who knows for how many more. Sort of frustrating isn't it? Sort of wish no one else knew about the MINI except us! Less advertising is better for those of us who need our cars so desperately! Indeed, my dealer (Keeler, Latham NY) mentioned today that thier list is currently running 70% S/30% Cooper, and that if I wanted a Cooper instead of an S, "chances are that you could drive out with a regular Cooper by the end of March." C'est la vie... FYI, he also mentioned "March 22, 2002 is the opening day at Keeler for MINI, on that day or around that time frame, feel free to stop in for a test drive of the Cooper S." Just might have to do that... -Ricardo 06 MCS-W/77 MGB/69 MGB-GT "2 minutes by yourself and...you feel shame, you know...and then you get free"

Mar 1st, 2002, 09:54 PM	#9 (permalink)
rj MINI2 Newbie Join Date: Jun 2001 Location: us Local Time: 07:43 PM Posts: 31 Offline	Doin the numbers Anybody else do the numbers on this? $20 million ad campaign with 20k cars coming in. That's only $100 per car in advertising. I did the numbers....that's $1000 per car...

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Mar 1st, 2002, 01:59 PM	#1
jlivingood MINI2 Master Join Date: Jun 2001 Location: Philadelphia, PA, US Local Time: 12:43 AM Posts: 808 Offline	MINI Launch Ad Budget MINI-Sized MINI's launch was discussed in the Wall Street Journal today. Full text posted at http://www.mini2.com/forum/showthrea...threadid=4586. Some interesting facts: * US advert budget is $20M (this is less than the ad budget for some new movies!) * Sounds like there will be little or no TV ads... MINI is coming... :-) Jason Jason Livingood \| personal web site 2002 DS/W MINI Cooper S Thank you for signing my rear fog light petition. Now we have rear fogs! :-)

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Mar 1st, 2002, 04:51 PM	#5 (permalink)
rj MINI2 Newbie Join Date: Jun 2001 Location: us Local Time: 07:43 PM Posts: 31 Offline	From GlobalAutoNet.com: BMW/MINI Ad campaign for this month's U.S. launch is small but memorable, like the car; it involves billboards and traveling the country to show off Minis perched atop Ford Excursions. With the new Mini set to hit the U.S. market on March 22, BMW has signed off on a low-budget, unusual advertising strategy. At a cost of about $20 million, the company aims to inform the 98 percent of U.S. consumers who have no idea what a Mini is. A Miami advertising agency has come up with a plan that includes billboards, one-inch print ads that will run in the margins of magazines, and a driving ad campaign to twenty-four cities that perches Minis atop Ford Excursions and drives them around the country. Curious passers-by are given cards that bear the Mini's Web site address. The Mini will be sold in forty-five U.S. locations; the company hopes to find 20,000 buyers in its first full year here.

Mar 1st, 2002, 06:43 PM	#6 (permalink)
normalizer MINI2 Regular Join Date: Jan 2002 Location: Nashville, TN Local Time: 06:43 PM Posts: 342 Offline	Anybody else do the numbers on this? $20 million ad campaign with 20k cars coming in. That's only $100 per car in advertising. Sounds quite the bargain to me, at least for the first year. My dealership allready has about 90 people on their "list" at $1k a pop, or $90,000. Assuming they invested that money in the same mutual funds that I did, they made about 10% on the investment in a year or $9000 without ever selling anything or paying ANYTHING in advertising. I am in the wrong buisness.

Mar 1st, 2002, 08:13 PM	#7 (permalink)
Cape Cod MINI Exposing the Beast Join Date: Oct 2001 Location: Cape Cod, MA Local Time: 08:43 PM Posts: 5,337 Offline	I agree that the current dealer lists are "enthusiasts"....perhaps better stated as "manics" or "maniacs" and once we get our cars there will be plenty of MINI Coopers on the lots. I'm afraid that many folks will come off the street and buy a MINI Cooper and be driving it long before I'm driving my S that I've had a deposit on for 8 long months and who knows for how many more. Sort of frustrating isn't it? Sort of wish no one else knew about the MINI except us! Less advertising is better for those of us who need our cars so desperately!

Mar 2nd, 2002, 09:57 PM	#10 (permalink)
Zaphod MINI2 Newbie Join Date: Jul 2001 Location: Atlanta, GA Local Time: 09:13 PM Posts: 18 Offline	Doin' some other numbers Replying to MGB Boy: My dealer expressed similar figures for Cooper/Cooper S interest among depositors. I'm #84 on a combined list at Hank Aaron BMW in Atlanta, but if his estimated 80% of the depositors are holding out for an S, that means I could be as high as #17 if I go for the Cooper. He also told me that when my number comes up, I could go for the Cooper, leave my deposit in for an S, and he'd call me in a year or so to spec that car out when my number comes up again. Anybody else thinking of doing this? Personally, I can live with a Cooper for a year, even two, and a pre-specced one at that, if I'll be one of the first in the area to have a MINI. Then I just trade up later on. Sounds like a deal to me. Reality is a matter of opinion.

Mar 3rd, 2002, 10:59 PM	#11 (permalink)
mad hatter MINI2 Regular Join Date: Feb 2002 Local Time: 07:43 PM Posts: 124 Offline	My guess is that MINI decided to let the (us) mainiacs do a good portion of the advertising for them. With 20k cars a year,a good portion of them will be gone without spending a dime.If someone wants a Cooper they can probably get one fairly soon whilst us die hard miniacs will patiently (painfully) wait for what we really want. In a couple of years they may have to pump in a little more money to teach everyone else about the pleasure they have been missing out on for so long. I don't care if I have the first one on the block as long as I get the one I want, I'll still be Nothing like the Duval crawl DS/W S

Mar 3rd, 2002, 11:33 PM	#12 (permalink)
BruceK Moderator & Sponsor Join Date: Mar 2001 Location: San Antonio, Texas Local Time: 06:43 PM Posts: 3,758 Offline	Quote: Originally posted by mad hatter My guess is that MINI decided to let the (us) mainiacs do a good portion of the advertising for them.... I'm certainly doing my part. Everyone in my family, my extended family, everyone at my work, all my neighbors, and virtually anyone who knows me knows about classic Minis and now the new MINIs. Once my Cooper S arrives, it is only going to get worse. + 2002 MINI Cooper S - Dark Silver / White roof, Sport, Premium, Lapis blue leather + 1965 Mini Traveller - Tartan Red / White roof, 1275, Cooper S discs, fully restored/renewed

Mar 3rd, 2002, 11:37 PM	#13 (permalink)
normalizer MINI2 Regular Join Date: Jan 2002 Location: Nashville, TN Local Time: 06:43 PM Posts: 342 Offline	Re: Doin the numbers Quote: Originally posted by rj I did the numbers....that's $1000 per car... Sorry, the whole metric euro daylight savings time thing throws me off every time.

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