Ferrari is a beautiful, luxury sports car designed and manufactured in Maranello, Italy. Like the German brand, Porsche, it is loved and admired by millions and is a powerful brand with a massive global outreach.
Founded in 1947, Ferrari has a wide selection of models, including Grand Turismo Berlinettas, Grand Turismo Coupes and Grand Turismo Spiders. It also has a range of supercars and is known to produce one-off special versions of its cars for wealthy individuals.
Although Ferrari is renowned across the globe as a leading luxury sports car, this doesn’t mean that those millions of fans are able to afford such an acquisition. As such, reaching out to the select few clients that actually have an interest in purchasing a Ferrari takes a specific kind of marketing that Ferrari have implemented consistently well.
Some of the main tactics used by the Ferrari branding and web design team to successfully market itself include:
Targeting
The official Ferrari website receives tens of thousands of views every single day. Using advanced tracking methods, Ferrari’s marketers are able to establish which visitors’ behaviours demonstrate those of targeted consumers. Once targeted consumers have been located, Ferrari then displays banner ads on other websites to its specific clientele, in order to attract those clients back to the Ferrari website.
Search marketing
When people perform searches in Google for Ferrari-related content, the company uses this information to show relevant ads that lead them back to Ferrari’s landing pages. These landing pages are uniquely crafted to highlight a specific feature of Ferrari, such as its 7-year genuine maintenance programme.
Display advertising
Ferrari has also designed unique and aesthetically engaging digital adverts that show up on relevant websites with the right content and to the right audience. All of their adverts and landing pages match the aesthetic appeal of Ferrari whilst remaining flawlessly functional and effective.
Direct Mail
This super brand also uses traditional marketing techniques to convey a sense of luxury. Using a select list of potential customers, the company then contacts those individuals using direct main. This traditional marketing technique is designed to reflect the superior quality and personalisation of this luxury brand and give potential customers a clearer insight into the overall Ferrari experience.
Exclusivity
Finally, Ferrari’s high-performance supercars are incredibly exclusive and only available to the very wealthy. The company has a small selection of exclusive dealerships located in 52 countries and also takes great pride in its workforce, who are proud to be associated with this supercar brand.
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