Ford – an Old Dog in New Media. Can They Learn from Chevy?
If you haven’t heard by now; Ford is starting a program that provides American bloggers with a new Ford vehicle to drive around for a while and then blog about their experience with the car. The vehicle in question is the Ford Fiesta, which has been in production internationally and will soon hit the US market. Ford will hand over the branding and promotion duties for the car to 100 tech savvy twenty-somethings from bloggers, gamers to independent filmmakers.
Some may recall what happened in 2006 when Chevy released a Tahoe to people in order to make videos to post on youtube. Many of the videos were unflattering to the Tahoe, excoriating the vehicle for it’s anti-environmental impact. At the time, Chevy may have seen this as negative publicity, however, those who hate big vehicles for environmental reasons will probably do so regardless of what the manufacturer does. I think we can look back at the Tahoe and see a successful vehicle.
As for the Ford Fiesta, I am anxious to see how the feedback turns out. There are those in Branding that say this is a bad idea to hand over control to the “inexperienced” marketers. News Flash: These people are going to talk about the brand and influence their relatives and friends whether Ford likes it or not. I believe Ford is actually doing something smart. They are engaging the customer on the customers’ terms. They are hopefully sincere in this effort and will listen to the feedback they receive and make modifications to the vehicle based on the feedback. This public forum does a few things. It is transparent, so trust is built. It is public so consumers will know right away from non marketers if the car is a value or not. This means more because you know these people aren’t trying to sell you a car. Ford will also know right away and be able to make modifications immediately. This leads to another car which was built with a design that went against the focus group feedback: The Pontiac Aztec.
So did Ford learn from Chevy and choose people who are not predisposed to give them a hatchet job in their reviews? Will other companies learn from Ford and understand that Control is an illusion? Companies had better learn this lesson discussed in blogs, websites and books such as “Citizen Marketers” and “The New Influencers”. If there is control, the consumer clearly has more of it and more influence than the mighty marketers who try to overpower us with clever tag lines, sexy girls and flashy distractions.
The only way I can see this backfiring is if this is done solely as a gimmick, and Ford doesn’t care about the feedback but is after free buzz.
Time will tell. Until then, let’s ZooLoo!
Do you remember the Mini-Cooper traveling around in a full sized SUV? Mini’s have that wide “face” and make an impression in the brain, much like a baby’s face. The Mini evokes the same “oh it’s precious!” emotions, thus affinity and perhaps consideration for purchase. I don’t know what the Fiesta would have to do to evoke emotions. Fiesta alone is an awful name. Why would we associate having a party (much less one from Spain, Latin America or Mexico) with driving around in a small car? Letting/making bloggers drive your cars doesn’t explain that car, much less drive (forgive me) interest or traffic (forgive me) to dealers. Can you blend a Fiesta?
This is a brillant marketing strategy by Ford. The press they are receiving from this announcement/plan is much more than a typical new car launch. I am sure they will receive much more press in the next several months on this initiative.
Richard you are so right. I believe there is no downside to this. Either way people are talking about the Fiesta and generating interest. They even have the media covering it more than normal because of the different marketing campaign. More companies should be this trusting of their customers with creating a forum for us to talk about their product. They don’t realize that we will talk about it anyway. If we hate it, isn’t it better to know about it immediately, so you can make changes? Would you rather have us complain about it in different venues for months before you even notice?
Way to go Ford! Is it any wonder that they didn’t need a bailout from Uncle Sam?
I am not a marketing person – quite the opposite, I am an accountant! But I think this is a smart move by Ford – while there may be some negative blogging, they are taking the initiative. In so doing, there is a tremendous upside for the positives of the Festa. Tewntysomethings do not remember the last Ford to be badged “Fiesta” but that car was terrible! There are a number of marquees Ford could have resurrected with more positive name recognition, but they chose Fiesta and will need to do a tremendous marketing campaign if the move is going to succeed.
Professional marketing did no favors to Ford when they revived the Five-Hundred name. Perhaps it is that experience that has them viewing the Fiesta in a different light.
I think this is brilliant! It reminds me of what I read in Seth Godin’s book, “Tribes”. This effort is the first step…
Excellent info, especially considering I was looking at this brand for my next car.
Interesting car related information, I love reading this kind of stuff. Your report stirs up thoughts which I need to consider before buying my next car.