But, on days like this, the reverse is true.
When it snows, or floods, or does something else freakish (and, let’s face it, mad weather’s becoming something of a common occurence nowadays), off-roaders come into their own.
Supermini drivers start saluting Range Rover owners. Old ladies send prayers and good tidings to RAV4 XT-R pilots.
Land Rover has thus taken the opportunity to capitalise on this good will, with a quite brilliant piece of e-mail marketing.
What’s it done? In short, send everyone on its database a smart, simple e-mail. It’s a link to the site, encouraging prospects to find out more? The really clever part?
Land Rover’s headlined it thus: ‘It’s never the wrong kind of snow, ice, rain or sleet for a Land Rover’
Smart, simple, savvy, and sensationally effective.
The link goes in to encouage prospects to book a test drive. A simple click on the e-mail is all it takes – and, we’re sure, Land Rover will achieve far more with this than any host of more conventional campaigns.
A brilliant example of a clever e-mail campaign which builds, enhances and buoys the brand all in one.
Good on you, Land Rover!