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MINI EDUCATION
MARKETING
Here you’ll find information about MINI’s marketing approach, including the many ways in which MINI communicates with customers and potential customers, including:

> National Advertising

> Direct Marketing

> MINI Internet
To get started, here are some important marketing terms.

BRAND
A brand is a name, term, sign or symbol that lets customers identify a product or service in a way that sets it apart from its competitors. But a brand can be more than just a company name and logo; by creating a consistent image in the minds of their customers the strongest brands can be said to have a recognisable ‘personality’. MINI, for example, is energetic, cheeky, stylish, self-confident, reliable and exciting.

Here are some of the ways MINI communicates its brand:

  • MINI uses a recognisable graphic style, with brightly coloured boxes around text and the same typeface, or font, for all its communications
  • All the marketing from MINI is written in the same style, or ‘tone of voice’, using cheeky, intelligent humour, to make MINI feel gutsy and fun. It all has the same personality
  • At the heart of the brand is the car itself. Much of the MINI personality comes from the uniqueness of the design and the exciting driving experience
STRAPLINE
Most brands have a ‘strapline’ – a short phrase that helps strengthen peoples’ understanding and feelings about the brand. MINI’s most famous strapline was ‘It’s a MINI adventure’.
TARGET AUDIENCE
It is important to sell the right product to the right people; this is the ‘target audience’, which is usually defined by age, sex and income. MINI also targets people who have a certain character. Different types of marketing and different creative approaches can be used to reach different audiences.
UNIQUE SELLING POINT (USP)
This is whatever makes a product or service unique – the one thing it has that its competitors don’t. One USP of MINI is that, because of its history, it is more a cultural icon that just a car. Can you think of another MINI USP?
ABOVE THE LINE
This is a term originating in the 1950s referring to advertising in mass media, like TV, radio, press and outdoor, which allow an advertiser to reach a wide audience. ‘Below the line’ includes other marketing techniques, like direct mail, where communication reaches people individually. The rise of the internet has ‘blurred the line’, because online marketing can reach a mass audience and still be very direct.