Ford Ka Trail na água

Como são os bastidores de um lançamento automotivo?

Viagens Corporativas oferecem experiência e networking

ford ka trail terra

Quando a crise aperta, viagem corporativa é um dos primeiros cortes que as empresas fazem para segurar custos. Só no ano passado, o setor teve queda de quase 9%, de acordo com dados da Alagev (Associação Latino-Americana de Gestores de Eventos e Viagens Corporativas).

Mas, o que parece economia empresarial, pode ser um tiro no pé no desenvolvimento de negócios, captação de clientes e, principalmente, relacionamento com a imprensa, blogueiros e formadores de opinião.

“Uma viagem corporativa oferece experiência”, conta Adriane Rocha, gerente de Relações Corporativas e Comunicação da Ford Brasil, montadora que tem investido no relacionamento com blogueiros e formadores de opinião, além do contato tradicional com a imprensa automotiva especializada.

Mas que tipo de experiência? Além de testar o carro em primeira mão, a “cereja do bolo” deste pacote, um lançamento automotivo oferece outros pontos de contato com a marca. E um um bom nível de facilidades, cuidados e até mimos.

Com a velocidade da informação no meio digital, além do maior número de lançamentos e eventos do setor automotivo (sem contar outros setores), a agenda dos jornalistas e blogueiros anda cheia. É difícil tirar gente das redações por muitos dias ( até porque as redações andam bem enxutas).

Com isso, os lançamentos de carro e eventos automotivos, que na década de 1990 chegavam a durar 4, 5 e até 7 dias, atualmente tendem a ser mais curtos – de 2 a 3 dias. Além das redações, os orçamentos também ficaram mas enxutos.

Passo a passo do lançamento

Ford ka trail guaruja

No geral, um lançamento automotivo começa com o convite ao jornalista ou blogueiro e a confirmação. Recebi o convite para o lançamento do Ford Ka Trail para conhecer o novo modelo da montadora no Guarujá, litoral de São Paulo.

Um evento automotivo sempre inclui um bom hotel. É difícil imaginar tirar os jornalistas das redações ou os blogueiros de seus trabalhos e casas para uma hospedagem “mediana”. Neste quesito, o evento do KA Trail foi certeiro: reservou dezenas de suítes de frente para o mar no luxuoso Hotel Jequitimar, no Guarujá.

ford ka trail quarto
Quarto com vista para o mar
Ford ka hotel
Hotel Jequitimar: 5 estrelas

A agenda do lançamento automotivo cumpre um cronograma, descrito em uma carta de boas-vindas colocada em cada quarto. Jornalistas e montadora seguem à risca, com pontualidade britânica, o protocolo.

Para oferecer a experiência ligada ao estilo do KA Trail, um compacto aventureiro urbano, a Ford criou uma experiência para os blogueiros e formadores de opinião: uma aula de bodyboard com a campeão Paola Simão na praia de Pernambuco, de frente par o hotel.

ford ka trail blogueiros
Blogueiros e jornalistas em aula de body board

ford ka trail blogueiros bodyboard

A ideia era oferecer uma ligação entre o produto (com tributos de aventura, maior altura do solo e pneus mais robustos, para superar obstáculos leve) e uma atividade lúdica, para encantar os formadores de opinião. Os blogueiros e influencers puderam curtir e pegar dicas com a esportista Paola. Seguindo o cronograma, coquetel, jantar e descanso.

O dia seguinte

O segundo dia de evento sempre começa cedo. No evento do Ka Trail, a apresentação técnica do produto contou com engenheiros, designers e executivos de marketing, que detalharam as inovações do produto, público-alvo, novos tecidos e revestimentos e e equipamentos desenvolvidos para o compacto. Além do preço (a partir de R$ 47.690) e de uma plataforma de varejo, que mostra até o valor da parcela que o cliente vai pagar no site da montadora.

Mas, e a cereja do bolo, o test drive? Afinal, é sempre interessante poder guiar carros que ainda não chegaram ao mercado. Além de divertido.

Equipe da Ford apresenta Ford Ka Trail para imprensa
Equipe da Ford apresenta Ka Trail para imprensa

Nos eventos automotivos , em gerals, são 3 jornalistas por carro. Após o briefing do percurso, jornalistas e blogueiros podem pegar a estrada e revezar na direção de acordo com o Road Book que está em cada carro.

O trajeto do test drive do Ka Trail aproveitou as belezas e as curvas da estrada que liga o Guarujá à Balsa e Bertioga para testar potência do motor, dirigibilidade, frenagem e conforto.

Ford ka trail traseira

Fim do teste, almoço com vista para o mar e a certeza de ter vivenciado uma experiência única, que vira post de blog, reportagem de site, postagem no Instagram e boas lembranças.

ford ka trail andrea

Fotos: Divulgação e Reprodução

 

 

 

 

 

 

 

 

 

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626 thoughts on “Como são os bastidores de um lançamento automotivo?

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