How many new cars did BMW sell in Canada in 2005?
18,150
Is that a lot? It depends on who you are comparing to. Compared to GM or Toyota - that is starvation. But compared to BMW sales for the previous years - that is fantastic. And they should want to celebrate.
But how do you make that number look big to the public that is used to reading or thinking in bigger numbers?
That was the challenge that BMW must have wrestled with; their solution is fantastic and amazingly simple. Isn't it funny how well simple works?
They bought a full page ad in the Globe and Mail and filled it with stick counters. You know the way a person in prison might count his days by scratching a line on the wall. Usually four vertical lines with a horizontal line through them - making a group of five. BMW did something similar - in groups of ten.
The page is eye-catching. It made me wonder, "What is this?" So I took in the small BMW logo in the top right of the page - and down at the bottom in simple and small print was the explanation.
Brilliant!
I can't write the horizontal line but this will give you the idea.
llllllllll llllllllll llllllllll llllllllll llllllllll lllllllll llllllllll llllllllll llllllllll llllllllll llllllllll llllllllll
llllllllll llllllllll llllllllll llllllllll llllllllll lllllllll llllllllll llllllllll llllllllll llllllllll llllllllll llllllllll
George Torok
www.Torok.com
18,150
Is that a lot? It depends on who you are comparing to. Compared to GM or Toyota - that is starvation. But compared to BMW sales for the previous years - that is fantastic. And they should want to celebrate.
But how do you make that number look big to the public that is used to reading or thinking in bigger numbers?
That was the challenge that BMW must have wrestled with; their solution is fantastic and amazingly simple. Isn't it funny how well simple works?
They bought a full page ad in the Globe and Mail and filled it with stick counters. You know the way a person in prison might count his days by scratching a line on the wall. Usually four vertical lines with a horizontal line through them - making a group of five. BMW did something similar - in groups of ten.
The page is eye-catching. It made me wonder, "What is this?" So I took in the small BMW logo in the top right of the page - and down at the bottom in simple and small print was the explanation.
Brilliant!
I can't write the horizontal line but this will give you the idea.
llllllllll llllllllll llllllllll llllllllll llllllllll lllllllll llllllllll llllllllll llllllllll llllllllll llllllllll llllllllll
llllllllll llllllllll llllllllll llllllllll llllllllll lllllllll llllllllll llllllllll llllllllll llllllllll llllllllll llllllllll
George Torok
www.Torok.com
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