Podcast Summary
Subaru's Strategic Marketing to Lesbian Women: Subaru's targeted marketing to lesbian women during the 1990s led to increased sales and a loyal following, demonstrating the importance of catering to diverse consumer groups.
Subaru identified and targeted a niche market of consumers – in this case, lesbian women – during a time when inclusive marketing was not the norm. This strategic move helped revitalize the company's sales during the early 1990s when they were struggling against larger competitors. Amy Knop's story, as shared in the podcast, illustrates this point. Her beloved but not-so-nice Subaru Impreza became a subject of a bidding war between Amy and another couple. Amy's friend Erica, who was selling the car, preferred it to go to another lesbian couple. This preference was not an accident. Subaru had spent over a decade targeting this demographic, leading to the stereotype that lesbian women love Subaru cars. The company's efforts paid off, as sales increased, and the brand gained a loyal following. This marketing strategy not only helped Subaru but also set a precedent for other companies to consider and cater to diverse consumer groups. It's a powerful reminder that understanding and addressing the needs and preferences of specific consumer segments can lead to significant growth and success.
Identifying specific consumer groups: Successfully marketing to diverse consumer groups can lead to increased sales and brand loyalty.
Understanding your audience is crucial for successful marketing. Subaru struggled to connect with mass markets and instead found success in identifying specific consumer groups, such as rugged individualists, technical professionals, educators, and healthcare professionals, as well as a significant number of women, particularly lesbians. Subaru recognized the potential of this untapped market and hired a small ad agency specializing in marketing to the LGBTQ+ community to help them connect with this audience. This shift in strategy led to the successful "Dial a Mattress" campaign and ultimately turned Subaru's fortunes around. This story highlights the importance of recognizing and catering to diverse consumer groups to increase sales and brand loyalty.
Subaru's groundbreaking marketing campaign to the lesbian community during the AIDS crisis: Subaru's inclusive marketing to the LGBTQ+ community during the AIDS crisis expanded their market and normalized representation in mainstream advertising
Subaru's groundbreaking marketing campaign towards the lesbian community in the early 1990s, during the AIDS crisis when many companies shied away from advertising to the LGBTQ+ demographic, demonstrated the power of understanding and catering to specific consumer groups. By recognizing the significant presence of lesbian Subaru owners in Massachusetts, Subaru challenged societal norms and paved the way for more inclusive advertising. This campaign, which involved extensive research and observation, not only helped Subaru expand its market but also contributed to normalizing the representation of the LGBTQ+ community in mainstream advertising.
Staying true to your convictions and sharing your message: Persistently present your ideas, even in the face of resistance, and find a way to appeal to your audience while staying true to your brand image.
Even in the face of prejudice and resistance, it's important to boldly present your ideas and beliefs to potential partners or clients, especially when backed by data and research. In the story, John and his team at the small ad firm faced discrimination and skepticism when pitching the idea of marketing to the lesbian community to a major car company. Despite the initial hesitation and fear of backlash, the president of Subaru surprised everyone by embracing the idea and hiring the firm. This example highlights the importance of staying true to your convictions and being persistent in sharing your message, even when it may seem unpopular or met with resistance. Additionally, it's important to find a way to appeal to your audience while staying true to your brand image, as John and his team did when designing ads for Subaru's new consumer base.
Subaru's clever niche marketing to the LGBTQ+ community: Subaru's success came from targeting specific niches, using subtle references, and gradually moving towards more mainstream advertising.
Subaru's successful marketing strategy in the late 1990s and early 2000s involved targeting specific niche audiences, including the LGBTQ+ community, through subtle and clever advertising. John, a marketing executive involved in the campaign, shared an example of an early print ad featuring a Subaru and two women. Initially, the women were shown together, but executives requested they be separated and text added between them. This led to the team using subtle references, such as license plates, that would resonate with the LGBTQ+ audience without being obvious to others. The campaign's success was evident when sales began to grow, and Subaru made a bold move in 2000 by hiring Martina Navratilova, a high-profile lesbian tennis player, for a major ad campaign. This marked a shift from niche marketing to more mainstream advertising, which further boosted sales.
Subaru's groundbreaking LGBTQ+ marketing during the late 90s and early 2000s: Subaru's niche marketing strategies featuring LGBTQ+ figures and storylines led to significant sales growth and cultural impact, but as societal norms evolved, they shifted focus to appeal to a broader audience.
Subaru's groundbreaking marketing strategy during the late 1990s and early 2000s, which included hiring prominent gay figures like Martina Navratilova and creating storylines featuring LGBTQ+ characters in TV shows, led to significant sales growth and cultural impact. However, as societal norms evolved and LGBTQ+ representation became more mainstream, Subaru shifted its marketing focus to appeal to a broader audience, featuring heterosexual couples and outdoor activities. Pam Duderian, who was instrumental in Subaru's marketing efforts during this period, believes that the success of niche marketing campaigns contributed to their eventual obsolescence, as they became more mainstream and reflective of the changing cultural landscape. The debate continues on whether advertising campaigns shape or reflect societal attitudes. Regardless, Subaru's bold moves during the late 90s and early 2000s paved the way for more inclusive marketing and representation in the automotive industry.
Unexpected sense of belonging from Subaru ad: Representation and understanding in media can foster a sense of belonging and acceptance for marginalized communities
Identity and acceptance can be found in unexpected places. In the story shared on this episode of Planet Money, Amy, a gay woman, felt a sense of belonging when she saw a Subaru ad with the message "it's not a choice, it's the way we're born." This message resonated with her as an inside joke, making her feel seen and accepted. This experience highlights the importance of representation and understanding in fostering a sense of belonging and acceptance for individuals in marginalized communities. Additionally, the episode offers an opportunity to enter a giveaway for Planet Money prizes, including merchandise and a year of Planet Money Plus. To enter, go to npr.org/planet-money-giveaway, no purchase necessary, open to legal residents of the US, 18 and over, and ends on August 30, 2022. This episode was produced by Sally Helm, with special thanks to Dave Mulrion, Mary Trisbach, Rebecca Lindland, Paul Pukes, and Alison Kane. The idea for the story came from Alex Mayasi, who wrote a great story about it on PriceAnomics.com. The rerun was produced by Sam, Yellow Horse Kessler, engineered by Gilly Moon, edited by Justine, and executive produced by Alex Goldmark. I'm Mary Childs, I'm Stacey Vanix-Smith, and I'm Noelle King. Thanks for listening.
