Will your ad spending be up or down in 2001, compared with 2000, and by what percentage?
It's going to be roughly the same for the two years. If there's a difference - we don't have our budgets approved yet - there'll be no more than a 5 percent increase.
What media mix do you expect for 2001? How does that compare with 2000?
We're primarily on TV (cable) and in enthusiast magazines. What we did last year is that we had NFL Football with Fox. We have a tennis package that runs throughout the spring. And we have added some lifestyle and business publications, including doctors, lawyers, information technology and financial business, which we have not had in the past. Our media mix will stay the same for 2001.
Is the Internet still a good marketing tool for you? How will you use it in 2001?
We're growing in that area. We certainly have a Web site, as all car companies do. Our dealers have Web sites of their own, and what we're doing right now is making it possible for our dealers to parallel our site with the same look. It's going to take us a few months to get all of our dealers on line. But it's essential that we have our dealers in the total relationship with our customers.
How do you expect rebates and incentives to affect your marketing budget in 2001?
Not at all. We're not in that business.
What is the biggest launch that you have coming for 2001?
The turbo just launched last fall, and we're still trying to fulfill the number of orders, which is going to take us some two years. We'll have to wait for the auto shows to see other entries. The company has done a good job of introducing something every six months. We've held to that promise throughout the past few years.
What is your major marketing challenge for 2001?
The challenge is to continue to grow interest in our core products, the 911 and the Boxster. Sales are up 10 percent over last year in the U.S. and 28 percent in Canada. That's what we want our marketing efforts to accomplish in 2001.