Vespa sells scooters. When gas was around $4.50 a gallon ($1.55/liter), scooters were popular. Now, petro is cheaper. Fewer people are coming into scooter stores. So what’s a scooter seller to do?
Well, Vespa is taking their story out of the store. (Dare I say, "out of the box?") According to this Marketing Daily story, Vespa will go directly to the employees of Continental Airlines who work at the Newark airport, and market to them as if they were a special group of constituents. (Among other things, they will ask the workforce to consider the environmental impact of “reducing the wheel count” of 3,000 employees.)
Implications: This is a great time to break from convention. Think different. Create opportunity.
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