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UMCA News
Ford Motor shows how urban marketing can help the auto industry
'Bold Moves' Ford Motor Company's legendary marketing strategy has already caught the attention of millions of U.S. As a part of this strategy, Ford has especially targeted African-Americans, as the dedicated loyalist for the legendary motor company.
The advertisement campaign started way back in May, when Ford came up with a full 1 min ad on Fox TV during a popular competition. The revolutionary ad features a new song from Season 1 winner and two-time Grammy Award winner Kelly Clarkson. What Ford tried to portray through the ad is this, "to catch the attention of urban customers by starting out with new Ford Fusion and Ford F150 advertisements entitled "Dance" that was premiered on Black Entertainment Television's (BET) top rated 2006 BET Awards." And sure it was a great hit!
According to Ford's Multi-cultural Marketing Manager, this urban marketing strategy or 'Bold Moves' states: "Bold Moves focuses on the choices people make every day about how to live their lives. What we're doing is putting a lens on that message to communicate with the various cultures that make up the United States."
The "Bold Moves" advertisement campaign is a major part of Ford's marketing plan called "Way Forward" which goal is to restore Ford's market profitability in North America.
"When we started out on our Way Forward plan, our first step was a reassessment of what people think of us today. What are our weaknesses? What are our strengths? Our research confirmed for us what we knew in our hearts. Ford's strength and identity are defined by three words: bold… American… and innovative." said Marc Fields, Executive Vice President of Ford Motor Company.
Ford's advertising partner Uniworld Group, which is an African-American marketing agency, had developed two "Bold Moves" campaign that features urban customers. The first commercial entitled "Dance: Bold Makes it Happen" is a 30-second TV advertisement that features the lifestyle of an urban Ford Fusion owner. Unfortunately, the commercial did not feature quality Ford parts such as Ford Mustang parts. The second one is a 30-second TV spot about a pick-up truck owner who wants to renovate an old barbershop with the help of his Ford F150 truck along with three other friends.
Bold Moves marketing campaign will continue in developing advertisements for new Ford vehicles and other Ford products such as the all-new 2007 Ford Shelby GT500, the 2007 Ford Expedition and Expedition EL, 2007 Ford Edge, and the 2007 Ford Fusion all-wheel-drive. In addition, Ford will also create marketing campaigns, which will target the Hispanic-American customers in North America
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