Really? Satellite Radio is over a decade old. With the exception of those just entering the market, the vast majority of consumers have made up their minds whether this is a worthwhile expenditure. No amount of advertising is about to materially move the needle on this product.
Trial, on the other hand, will. And the location where trial is most likely to convert a customer is, yes, in a rental car.
A concept that has not been lost on Porsche...which has just provided Delta with 8 Cayennes designed to shuttle their most elite fliers between flights with tight connections. On the tarmac.
Porsche's Trevor Bleedorn says, "What we're getting is roughly just over 80 people a day. Delta's high value customers. They're collecting them for us and we're getting them to touch and experience our product directly."
Porsche has invested $400,000 in Cayennes for this Atlanta test (which is likely to expand to New York, Minneapolis and L.A. in the weeks ahead).
Satellite Radio? It's witholding an essentially free (to them) service that will result in squandering millions in lifetime value of potential converts.
No, I don't get it either.