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[CookinFlat6]

The only thing that matters is that Merc, despite hiring Lewis and letting him design gangster clothing and promoting their cars, achieved record sales and caught up with their rivals. Which was one of the objectives they stated when employing Lewis

The Lewis factor did not work against them like some suggested when declaring Merc had made a mistake because Lewis and his ilk would put off Mercs traditional customer base

Mercs investment in the F1 team has already paid off for Daimler - thats the only recorded fact

[Jabberwocky]

Has the money invested by Daimler been recouped then?

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[Hammer278]

I would be reluctant to say Lewis had a major influence in US and Deutschland sale increases for Mercedes.
First thought that comes to mind is those markets aren't really a Lewis market. Especially in the US where F1 and it's participants aren't really house hold names.

The names that a non F1 fan can probably recognize in the US are Schumacher, Andretti Vettel and Hamilton.

Case in point, Mobil 1 ads played for a long time with Lewis and Tony Stewart, when Lewis moved on from McLaren and they brought in Button to do those ads, they actually had to "introduce" him.

Still i am unsure if their reach is big enough to increase sales alone in the US. Some know their face and name but do they really care if they see them with Mercedes enough to make them go buy one?

It's called experiential marketing mate! Just like what Redbull does with their sporting activities, flying jets around the skies with Red Bull painted on it....all this has nothing to do with canned drinks, but it plays a part in turning your head around when you actually see the product on the shelf. The same way with Hamilton, if you like the guy as a driver and the next time you pass a Mercedes (or get passed by one) on the highways you associate the car with the new driver the race team has acquired....and slowly it could turn you to think something along the lines of 'a Mercedes could look good in my garage'...see what I'm getting at? All these gimmicks are subtle, but they play a role in expanding the fan base.

[What's Burning?]

Has the money invested by Daimler been recouped then?

Lewis' salary is paid by Mercedes AMG Petronas. That money had been recouped multiple times over already when jumping up three spots in the WCC finishing order.

[LRW]

.....The same way with Hamilton, if you like the guy as a driver and the next time you pass a Mercedes (or get passed by one) on the highways you associate the car with the new driver the race team has acquired....and slowly it could turn you to think something along the lines of 'a Mercedes could look good in my garage'...see what I'm getting at? All these gimmicks are subtle, but they play a role in expanding the fan base.

And this is where I just dont see it working on me. I am a Hamilton fan (I know I keep it well hidden), and I would NEVER think of Hamilton when I see a C-class driving past. I wouldn't even think of the F1 team. Road cars and F1 are so separated in my mind, I cant make a connection.

[bud]

I would be reluctant to say Lewis had a major influence in US and Deutschland sale increases for Mercedes.
First thought that comes to mind is those markets aren't really a Lewis market. Especially in the US where F1 and it's participants aren't really house hold names.

The names that a non F1 fan can probably recognize in the US are Schumacher, Andretti Vettel and Hamilton.

Case in point, Mobil 1 ads played for a long time with Lewis and Tony Stewart, when Lewis moved on from McLaren and they brought in Button to do those ads, they actually had to "introduce" him.

Still i am unsure if their reach is big enough to increase sales alone in the US. Some know their face and name but do they really care if they see them with Mercedes enough to make them go buy one?

It's called experiential marketing mate! Just like what Redbull does with their sporting activities, flying jets around the skies with Red Bull painted on it....all this has nothing to do with canned drinks, but it plays a part in turning your head around when you actually see the product on the shelf. The same way with Hamilton, if you like the guy as a driver and the next time you pass a Mercedes (or get passed by one) on the highways you associate the car with the new driver the race team has acquired....and slowly it could turn you to think something along the lines of 'a Mercedes could look good in my garage'...see what I'm getting at? All these gimmicks are subtle, but they play a role in expanding the fan base.

Thanks for the marketing lesson...haven't had them before My point is I can't see Lewis being used in some of Merc marketing campaigns as the main reason for the sale boost in the US market. I don't think (even if he is known by non F1 fans) that he would make a perspective buyer swing towards Merc over BMW.

[Hammer278]

.....The same way with Hamilton, if you like the guy as a driver and the next time you pass a Mercedes (or get passed by one) on the highways you associate the car with the new driver the race team has acquired....and slowly it could turn you to think something along the lines of 'a Mercedes could look good in my garage'...see what I'm getting at? All these gimmicks are subtle, but they play a role in expanding the fan base.

And this is where I just dont see it working on me. I am a Hamilton fan (I know I keep it well hidden), and I would NEVER think of Hamilton when I see a C-class driving past. I wouldn't even think of the F1 team. Road cars and F1 are so separated in my mind, I cant make a connection.

Fair enough. I make the connection all the time. I think of F1 as a showroom for elite brands and when I see cars on the road who's brand is involved in F1 I make the connection straightaway. It just depends how you view the sport and the cars on the road....everyone has their own mental approach in how they see things, so maybe F1 sponsorship has a much larger effect on me than it does for you.

[Hammer278]

Thanks for the marketing lesson...haven't had them before My point is I can't see Lewis being used in some of Merc marketing campaigns as the main reason for the sale boost in the US market. I don't think (even if he is known by non F1 fans) that he would make a perspective buyer swing towards Merc over BMW.

Good point, and I'm an example of what you're talking about. I'd never buy a Merc road car today when I have the cash to spring for a BMW or Audi instead. I support the race team through and through but that's as far as it goes. So Hamilton being my favourite driver is not going to make me buy a Mercedes, but it might make someone else who is 'iffy' between a Merc and a BMW to just lean that 1% more towards a Merc since Hamilton drives one. (when he isn't in an F1 car)

[LRW]

Fair enough. I make the connection all the time. I think of F1 as a showroom for elite brands and when I see cars on the road who's brand is involved in F1 I make the connection straightaway. It just depends how you view the sport and the cars on the road....everyone has their own mental approach in how they see things, so maybe F1 sponsorship has a much larger effect on me than it does for you.

Do you think its an age thing??

Thats not an insult in anyway. I just wonder if you being younger, more enthusiastic about things, you make these connections. But because I'm old and grumpy, I havent the energy or interest to make connections?

[CookinFlat6]

Has the money invested by Daimler been recouped then?

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In business an investment paying off can be measured in tangible and non tangible forms. Also an investment paying off means the realisation of benefits associated with the investment.
This is different to saying 'the investment has been recouped', this is also ofcourse very different to saying 'the investment is not paying off' or 'the investment is losing or is a loss'

In most investments to say 'the investment is paying off' is normally the best one can say as most investments are long term and indeed some are ongoing.

So in Mercs case we can say 'merc are winning', or 'Merc are ahead' or Merc are happy with their investment' or 'Merc have spent wisely and were right with their investment'

[LRW]

Thanks for the marketing lesson...haven't had them before My point is I can't see Lewis being used in some of Merc marketing campaigns as the main reason for the sale boost in the US market. I don't think (even if he is known by non F1 fans) that he would make a perspective buyer swing towards Merc over BMW.

Good point, and I'm an example of what you're talking about. I'd never buy a Merc road car today when I have the cash to spring for a BMW or Audi instead. I support the race team through and through but that's as far as it goes. So Hamilton being my favourite driver is not going to make me buy a Mercedes, but it might make someone else who is 'iffy' between a Merc and a BMW to just lean that 1% more towards a Merc since Hamilton drives one. (when he isn't in an F1 car)

Do you think it would? I find it amazing that anyone would think like that. I'm looking at Audi / BMW / Mercs at the moment - and Lewis will have NO affect on that decision what so ever.

[Hammer278]

Fair enough. I make the connection all the time. I think of F1 as a showroom for elite brands and when I see cars on the road who's brand is involved in F1 I make the connection straightaway. It just depends how you view the sport and the cars on the road....everyone has their own mental approach in how they see things, so maybe F1 sponsorship has a much larger effect on me than it does for you.

Do you think its an age thing??

Thats not an insult in anyway. I just wonder if you being younger, more enthusiastic about things, you make these connections. But because I'm old and grumpy, I havent the energy or interest to make connections?

Haha I wouldn't know about that really. If you want an example right here, WB is a Porsche guy (owns one) and he's mentioned or at least hinted about his eagerness for the brand to join F1 one day. He's not my age I suspect.

[Hammer278]

Thanks for the marketing lesson...haven't had them before My point is I can't see Lewis being used in some of Merc marketing campaigns as the main reason for the sale boost in the US market. I don't think (even if he is known by non F1 fans) that he would make a perspective buyer swing towards Merc over BMW.

Good point, and I'm an example of what you're talking about. I'd never buy a Merc road car today when I have the cash to spring for a BMW or Audi instead. I support the race team through and through but that's as far as it goes. So Hamilton being my favourite driver is not going to make me buy a Mercedes, but it might make someone else who is 'iffy' between a Merc and a BMW to just lean that 1% more towards a Merc since Hamilton drives one. (when he isn't in an F1 car)

Do you think it would? I find it amazing that anyone would think like that. I'm looking at Audi / BMW / Mercs at the moment - and Lewis will have NO affect on that decision what so ever.

It's gotta be working somehow man, or are you saying all the sponsors and carmakers in F1 are just wasting their time and should pack up and give their employees bigger bonuses annually?

[LRW]

Do you think it would? I find it amazing that anyone would think like that. I'm looking at Audi / BMW / Mercs at the moment - and Lewis will have NO affect on that decision what so ever.

It's gotta be working somehow man, or are you saying all the sponsors and carmakers in F1 are just wasting their time and should pack up and give their employees bigger bonuses annually?

God no. Im not arguing the theory of it at all. And it obviously works - or they wouldnt do it. I just find it amazing that it works. I find it amazing that someone would think - "wow my hero X is advertising Y. Therefore I really must buy some Y" instead of "Look Y are paying my hero a lot of $$ to advertise X. Thats interesting".

[CookinFlat6]

Thanks for the marketing lesson...haven't had them before My point is I can't see Lewis being used in some of Merc marketing campaigns as the main reason for the sale boost in the US market. I don't think (even if he is known by non F1 fans) that he would make a perspective buyer swing towards Merc over BMW.

Good point, and I'm an example of what you're talking about. I'd never buy a Merc road car today when I have the cash to spring for a BMW or Audi instead. I support the race team through and through but that's as far as it goes. So Hamilton being my favourite driver is not going to make me buy a Mercedes, but it might make someone else who is 'iffy' between a Merc and a BMW to just lean that 1% more towards a Merc since Hamilton drives one. (when he isn't in an F1 car)

Do you think it would? I find it amazing that anyone would think like that. I'm looking at Audi / BMW / Mercs at the moment - and Lewis will have NO affect on that decision what so ever.

It's gotta be working somehow man, or are you saying all the sponsors and carmakers in F1 are just wasting their time and should pack up and give their employees bigger bonuses annually?

the clue is in Merc catching up with Audi and BMW. Merc are only in F1 to sell cars

I doubt Merc will be deciding to cancel their investment based on thoughts that there is no effect on sales