Thursday, August 27, 2009
Ford is promoting the new 2010 Mustang with a microsite at FordVehicles.com that lets prospective buyers customize the car. The customizer, at fordVehicles.com/the2010mustang, lets as many as four people work together to choose accessories, colors, decals and the like. The automaker is touting the site with Web ads on major portal sites like Yahoo.com.
Ford says the site, which launched last week, has had 52,000 cars built, with more than 16,000 of those saved into the site gallery. And more than 30 forums and blogs have been spawned from it.
The site, by Wunderman/Team Detroit and a New York-based firm called Firstborn, includes a chat feature for groups working together to customize a car. The gallery lets Mustangs submitted to be voted on by other users, with the winners displayed each week.
A Ford spokesperson tells Marketing Daily that the point of the exercise is less about getting people to design the car, then go out and buy what they designed than it is to whet their appetite for the car and all of the things they can do to it.
Dan Gorrell, principal of Gorrell Group, a Tustin, Calif. automotive market research firm, says the program is on target for that vehicle and that demographic. "A car customizing platform is highly effective because with a car like Mustang there is a great deal of personal connection, and with that, comes the desire to customize and make it one's own," he tells Marketing Daily.
Gorrell adds that the social-media component of the program, in which the Mustang customizer serves as a hub for several people to customize the vehicle in real-time, is the key. "It's particularly relevant for several reasons. First, younger people are more into social approval, and are going to seek the advice of their trusted friends; secondly, the number of choices are bewildering, and when people are customizing they seek opinions about what to get and what not to get."
Ford may be the first automaker to make car customization a social-media behavior, but not the first to make customization central to market strategy. Toyota's Scion division was designed from the ground up as a way to pitch a car as a blank canvas for personalizing to a younger demographic. Scion has among the youngest customers in the business. Can it work for Ford?
Todd Turner, president of Car Concepts, says it already has. He says Galpin Ford in San Fernando Valley, Calif., has had a big success with a customization program at the dealership level targeted to younger buyers. "It's so popular, it has spawned its own term, Galpinized. It works."
Wednesday, August 26, 2009
10 Predictions for 2010 As we start planning for the next 3 years and move into budget season, it's good to start thinking about the forces that will shape business and marketing in the coming year. Here are 10 thoughts of what 2010 could look like and how this should affect our plans:
1. Global re-bound. 2010 will be the year of the rebound in Asia Pacific. In fact it has already started in most countries. Many individuals and companies will reset, look at the world's challenges and opportunities with a fresh set of eyes, and be even more inventive or creative that we've ever been before. We'll use the pent up energy stored from the recession to springboard us to new heights. As a result, 2010 should be a year to be aggressive and expect greater returns.
2. Asia Pacific really comes of age. This Region will finally emerge as the world's lasting driver of growth because the world needs Asia Pacific more than ever before to move it forward. 2010 will be seen as a globally recognized tipping point for power in favor of this region. This will give Asia Pacific even more – if not the leading - profile in many global companies.
3. The role of leaders and followers will start to be redefined. The age of the powerful leaders will continue give way to the leader who is able to unlock the talent of its followers. In turn, books, courses and seminars about "Followership" will gain in importance. As a result, new managers will emerge and older management styles will change. 4. Disruption will be the norm. With an abundance of choice, products and services need to be even more extraordinary to stand out and succeed. More attention and reward will be given to those who can find greatness within or outside market norms. The need to be more inventive will make creative destruction the norm rather than the exception. Consequently, effective change agents will be in increasing demand.
5. Brands will grow up. People will expect brands to do more than simply satisfy their basic needs. Brands will need to appeal higher up Maslov's Hierarchy of Needs. As a result, brands will take on different roles in society supporting an increasing range and depth of CSR programs. 6. Unique consumer insights will become a brand's greatest competitive advantage. A brand's ability to anticipate people's needs, tap into an un-mined tribe and find "future data now" will be the fuel that drives disruptive ideas and change. The will require a brand to invest more in data analytics and Search.
7. Integration will be the rage. While specialization will remain important, real value will be created by those who can pull all the pieces together and reduce the duplications of resources. This has been the dream of the global communication networks; but the reality, has often been very different. The need to collaborate and operate more quickly, effectively and fewer resources will give rise to the "Integration guru" and truly integrated offerings that consist of specialists.
8. Metrics will rise – marketing decisions will increasingly need to be backed by data to reduce waste and downside risk. The maxim will be that "Whatever gets measured will get done" to "Whatever does not have measures will not get a budget". Consequently metrics and analytics should see resurgence. 9. Grass roots marketing will accelerate. More attention will be given to influencer marketing to get fans, and word of mouth marketing, working harder for brands. 10. Older target segments will matter more. There will be rise in marketing towards the Silver generation because they have more disposable income, are not as fickle and have largely been ignored by brands – which, ironically, will consider them as new target groups.
Sunday, August 23, 2009
Monday, August 3, 2009
David Ogilvy interviewed by John Crichton in 1977. Realized by the American Association of Advertising Agencies AAAA. David is seen as the "pope of advertising". This is the complete interview vers...