Read this article over at the Credibility Branding Blog. Apparently Ducati, the Italian motorcycle company, decided to drop its advertising budget and spend the money on more customer-centric projects.
The company, which saw sales increase 16% in North America–including a 50% spike in Canada–last year, has done so while all but eliminating its internal marketing department and focusing on communications, events, PR and relationships with dozens of independent clubs of “Ducatisti” or Ducati owners.
If you’re a marketer, does this news scare you or excite you?
Personally, I’m pumped!