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Testimonials are great, but your marketing machine needs more

By Leo Valiquettetestimonials1

I love Tom Kumagai.

As a spokesperson for Toyota, that is.

He is the modest building inspector from Chatham, Ont. who has appeared in television commercials for Toyota with his 1998 Rav-4. His mileage on the vehicle is well past the 600,000-kilometre mark. Previously, he owned a 1980 Toyota Corolla that he took to more than 400,000 kilometres.

Kumagai attributes the reliable performance to the fact that he keeps to the manufacturer’s recommended service schedule and only trusts his local Toyota dealership to do the work.

There is nothing boastful about these advertisements. There is no need to be. The facts speak for themselves. And while not all Toyota owners have the same experience, and the automaker itself deals with quality issues and recalls like any other, the understated tone of these advertisements gives them weight and authority.

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