From Rome (and Signalwriter) #5: In America, Vespa Lives and Rides On…

The latest issue of “Blurb,” the electronic newsletter from PAN Advertising in Rome, was sent out in the middle of the second quarter. There are neat articles from PAN’s Dialogue affiliates in the Aprile-Maggio 2011 number.

PAN’s General Manager, Gianfranco Vallana, sent us all a nice email: “With the second issue we got a significant improvement in the opening (58%) and the number of unique visitors (+22%). About 1,000 marketers in Italy now are becoming aware of Dialogue. We are sure that this is a good first step to market Dialogue in this country.”

Here is what my contribution had to say:

It is not likely that much will change America’s gasoline consumption level (and the free-range lifestyle that goes with it) anytime soon. At least one company is trying, though – another Italian classic brand called…Vespa.

The terrific, iconic motor scooter company, part of Piaggio, opened up a new pitch in 2008, complete with fresh website and advertising. Paolo Timoni, President and CEO, Piaggio Group Americas, said at the time, “It’s the practical side of Vespa ownership, such as the ability for every consumer to save $6,000 per year by reducing their wheel count from eight to six, that this campaign focuses on.”

This push is ongoing – the current website edition stresses VESPANOMICS – THE ROAD TO SAVINGS with plenty of room left over for the snappy models. (A personal favorite would be the GTV 300 model which seems to have enough muscle to overcome my fears about looking dorky.)

It will take a Superman to change enough American minds to make a difference. Sheer numbers are a big problem. There is poor market penetration here. One overviewer, Motor Scooter Shopper, notes:

There are many reasons for the scooter market being the way it is, but for the most part it’s due to the American scooter market being but a small fraction of the overall world scooter market (as opposed to the American automobile market being a large chunk of the world automobile market). In 2007 there were only 1 million registered scooters in the US, compared to over 30 million in Europe alone. How many scooters are being used in Asia is unknown…but it’s safe to assume the total number in Asia far surpasses even the Europe number.

Also, attempting to control accident rates, state and local jurisdictions have begun strengthening motorcycle laws to include the milder-performing scooters. Vespas and other motorini used to …drive under the radar, so to speak: riding one around town was pretty casual. Now there is a growing “hassle factor” involved in owning and operating a motor scooter.

Vespa is working on these challenges and change is coming. Still, appealing to economic sense seems a less likely pathway to success than pushing harder on the neat, cool and fun aspects. Check back with us in a decade to see how Vespa’s brand share is doing here.

Thanks to my excellent PAN colleagues and their audience throughout Italy. For previous “Blurb” posts – in English and Italian – type From Rome in the search box, upper left and press Enter.

From Rome #1: It’s a Post, It’s a Blurb – and There Will Be Italian...

The next few Signalwriter posts come from content specially created for PAN Advertising in Rome. Gianfranco Vallana, Managing Director of the long-time Dialogue International affiliate, wrote:

In PAN we are sending e-mail news about the agency work to clients and prospects. They have good opening rates, but to be honest we need to raise the interest and the impact.

We don’t want to offer boring news, and we don’t want to compete with professional editors, but we noted that Italian specialized press usually don’t publish a lot of news from abroad. So we think we could get the attention of our targets sending a short list of news, opinion or curiosities about marketing and communications in other countries, written by our Dialogue friends.

As one of our major objectives is to highlight Dialogue and internationality in our positioning platform…bingo!

And the kindliest note of all, sent to me as a Chairman Emeritus of the organization:

We suddenly realized that we’d like to have also you on board. We cannot forget USA and Texas!

I submitted several items which Gianfranco and his team combined with many others from Dialogue members throughout Europe and the US, under the title Blurb. Pan is using this word (which doesn’t exist in the Italian language) to draw attention to news that’s interesting to its clients and prospects, from the world of communication beyond Italy’s borders.

Dear readers: there’s more to come. Watch for my posts (in Italian and English). They’re re-posted here on Signalwriter courtesy of Vallana; long-time colleague Giorgio Bonifazi Razzanti, PAN’s Creative Director, and the rest of team in Rome. May all your emails have superb open rates!