At the Business of Plugging In conference on electric vehicles in Detroit, GM took an innovative marketing approach by targeting kids in the GM ‘Passport to Knowledge’ event. About 300 area students were given "passports" with information and challenge questions on 8 different sectors of the electric vehicle industry and instructed to cycle through 8 corresponding stations—each staffed with a high-level GM rep.
The GM ‘Passport to Knowledge’ event is a clever take on marketing the potentially intimidating technology associated with electric vehicles. Upcoming plug-in vehicles like the Chevy Volt must attract and win the favor of early adopters.
Much in the same way I taught my parents how to use the Internet, make a call on a cell phone and text message, the next generation is perhaps the best equipped to usher their parents into this new automotive era. As one of the younger students I followed matter-of-factly explained to a fellow student in his group during the GM ‘Passport to Knowledge’ event, "[The Chevy Volt] is like a hybrid, only you have to plug it in at night like your [Nintendo] DS." (You can see him in the second image, raising his hand.)
Marketing Cars to Kids
GM 'Passport to Knowledge' Shows Students How Plug-In Tech Works
Trend Themes
1. Targeting Kids in Marketing - Using innovative marketing approaches that specifically target kids can help create interest in new technologies.
2. Educational Events for Early Adopters - Organizing educational events, like the GM 'Passport to Knowledge,' can attract early adopters and help them understand complex technologies.
3. Generation Z as Influencers - The younger generation, equipped with advanced knowledge of technology, can become powerful influencers and bridge the gap for their parents with new automotive technologies.
Industry Implications
1. Electric Vehicle Industry - Innovative marketing strategies and educational events can drive interest and adoption of electric vehicles.
2. Automotive Industry - Incorporating educational initiatives and targeting specific demographics, such as kids, can disrupt the automotive industry and shape consumer perceptions.
3. Technology Education Industry - The need to educate consumers and bridge the technology gap presents opportunities for the technology education industry to create innovative programs and materials.