Drive by web
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II by Toby Clark
ThIs week's CM comes with a free CD-ROM put together by Mercedes-Benz. It contains plenty of useful information about the Actros heavy truck range, but that's not all: it also provides a way into Mercedes' Internet site, which is about to stage an event called Actros Livel—claimed as the first of its kind in the world.
Sister magazine
Over the next two weeks, journalist George Bennett (former editor of our sister magazine Truck) will be hitching a ride in a series of Mercedes Actros tractors and drawbars to talk to dri vers and operators. He'll be finding out why they chose the truck, what it's like to operate and, above all, what its like on the road. And you will be able to join him as his Interviews are transmitted live on the Internet.
Each morning, between 11:00hrs and 12:00hrs, Bennett will be talking to the driver as he goes along; sound and vision will be transmitted to a following van, which will relay the signals to Mercedes HQ—and then on to the web.
One of the first operators featured will be the McLaren Mercedes Formula 1 team, on its way to the Luxembourg Grand Prix. In the best traditions of the Internet, this isn't just a one-way event. Members of the public can e-mail questions which will be forwarded to the truck for Bennett to ask; the questions and answers will come up as text on screen. Pre-recorded video clips will show the vehicle in action, and what other members of the firm think of it. And later, an edited version of the live transmission will be available to download at any time.
This is dearly exciting stuff, and a significant departure from conventional ways of publicising a truck, but why has Mercedes-Benz chosen this techniqueP "It's basically a bit of pioneering," says John Baker, genera! manager of Mercedes' truck marketing department. "It is a new way of communicating. As far as we know, nothing similar has been done before—certainly not in the EU."
Pilot scheme
His colleague, marketing manager Colin Burton, points out that this is "really a European pilot—it Is generally regarded that the UK is well ahead of mainland Europe in terms of the Internet."
And Burton adds that this is a good way to get customers in touch with dealers: "it will be seen as a dealer presentation. The key to it is that dealers will need to be standing by—customers will be able to talk directly to dealers via e-mail." (Or on the phone!).
Why the Actros2 "Because its our most high-tech product,' says Burton. But John Baker points out that the Internet has potential in other markets too: "If you look at 7.5-tonners (a fragmented market) or vans (even more fragmented!) it looks like a way to reach a broad range of markets. But as a first time, it's easier to define the market for the Actros."
The last word goes to Corn Burton: "The messages that were putting out through conventional means will be reinforced by this—it's a new slant on the testimonial. Testimonials are usually from operators—these will actually be from drivers."