Much as a curvaceous woman`s form may be used to entice potential customers to buy a particular brand of soda, the sleek and glistening lines of a fine automobile like a Ferrari, Aston Martin or Lamborghini can be a medium for snagging customer interest at a show, charity event, or trade fair. This form of high impact advertising is meant to cut through the sometimes confusing din of other advertisers. It can effectively stand out from competitors by capturing attention and by its broad appeal to a range of consumers. Such a display can also serve to create “buzz” about a product.
While social scientists and psychologists might debate the finer points of why such advertising works, no one can deny that it does. Studies have repeatedly shown that anything that has the effect of startling or surprising a consumer will significantly impact their memory of the event. For example, a person might happen upon a sparkling red Ferrari displayed in the midst of a trade show. The surprise and pleasure of such an unexpected sight will make it a memorable event and far more memorable than an advertising campaign which handed out t-shirts or baseball caps to potential customers.
Effective advertising also engages the emotions. Create that emotional response and that spark and you will have created a customer that has been impacted in a visceral way by your advertising campaign. For many, such a response can be created through something like a fine automobile. The artistry, the mystique, the sheer pleasure of being near a unique car can engage the emotions in the same way in which love or obsession might. Perhaps it evokes the wonder and excitement of childhood. Entice the curiosity, cause a craving and a desire for a closer look and you will have captured the interest of a consumer in a seemingly effortless way.
Effective advertising also capitalizes on another human psychological quirk, that of selective perception. In short, selective perception is the way in which a person may unconsciously choose to interact with their environment, by filtering out the things that do not hold any interest and by focusing instead exclusively on things which are pleasing. This may be one of the ways in which a lavish and expensive car can become a catalyst to harness consumer attention. By standing out from the crowd in such a bold and approachable way, the consumer will be drawn in, possibly to the exclusion of all else.
Such advertising may also serve to disarm a potentially defensive consumer. Some people dislike being targeted by marketing campaigns. Yet, because the car is merely for display purposes, it is considered innocuous and might appeal to a person who might not otherwise be engaged or interested. Thus, a beautiful car can create a non-threatening introduction to an entirely different product. As a catalyst, it can be particularly effective across a broad range of consumers, because it encapsulates a product that is familiar to all people. Because it is an unusual example of such a universal product, it will also have the impact of surprise.
Nothing draws a crowd like a crowd. Humans are a curious and gregarious species and for all our advancement, we still seem compelled to flock together. Thus, a group of people lingering around a display of Ferrari cars for sale might serve to draw in other curious onlookers, who in turn will draw in more. If the aim is to create buzz, make a memorable impression, engage the emotions and spark interest, there may be no better way to do it than by merely parking the right kind of car in just the right place.