Infiniti Competitive Edge Magazine

Challenge:
Provide competitive information in a timely — and compelling — manner

Ah, the competitive conundrum. How does one provide competitive comparison information to sales consultants in a timely manner when competing vehicles roll out at different times during the year?

Our challenge with Infiniti Competitive Edge was to overcome this immovable obstacle.

In the past, Infiniti’s competitive information was provided in an annual publication. But by the time sales consultants received it, most of it was dated. Our task was to create a publication that would provide this information in a more timely manner.

Solution:
Publish an attractive publication 10 times per year

As competing vehicles were introduced or updated, our team quickly gathered the information and assembled it in an extremely user-friendly magazine. Side-by-side comparisons with at-a-glance charts, photos, and demonstration drive tips enabled sales consultants to assimilate key information rapidly. The charts were created to show all strengths of the vehicles in an honest manner, not unduly weighing it toward Infiniti. By doing this, the publication gained credibility with sales consultants. They could anticipate the types of cross-shopping concerns a customer might have, and offer an educated response.

An easy way to say “Hello, what makes you so great?”

Nothing replaces experiencing the competition in a hands-on manner at the dealership or in a ride-and-drive, but not every sales consultant can shop dealerships as soon as competing vehicles are released. Infiniti Competitive Edge offers a convenient way for them to get acquainted with the key features, strengths, and weaknesses. The vehicles are “delivered to their desktop” in a timely and comprehensive manner.

The magazine quickly became what many sales consultants describe as one of the most important sales tools they receive, and made a name for itself with a number of awards as well.

+ View Case Studies List | + View Periodicals