Just read an article in talking about plan to spend $60 - $80 million on a campaign for its 2010 Ford's focus is to target people who are not in the market to buy a car ... or at least not today.
It's classic upper funnel marketing - advertising with a message designed to build awareness so that later on down the road lower funnel initiatives (retail marketing, call to action initiatives, etc.) truly pay off. It's not that upper funnel marketing is revolutionary or anything ... I simply found the article to be refreshing.
In a period when every is pulling back, companies are being bailed out or mismanaged ... here's a company that decides they will proceed in order to make sure those Americans who are not aware of the brand, become so. Clearly Ford gets it - their brand, like many others, will long survive the current economic times. That means having the confidence to make decisions that are also in the brand's long term best interests.
Yes, it's completely understandable that most businesses are looking to strategies and tactics that impact their bottom line ASAP. But, it is nice to see that despite the current economic situation (not to mention some of the irresponsible reporting coming from our media that seems to do more harm sometimes than good) ... Ford sees the big picture that they will be selling cars far after things bounce back. And when things do bounce back, they want buyers to be thinking Ford!
- Kurt
Tuesday, March 3, 2009
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