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Ford Case Study
 

Ford Case Study

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Case study presented at Marketing Magazine for their workshop on how mobile is revolutionizing the marketing mix

Case study presented at Marketing Magazine for their workshop on how mobile is revolutionizing the marketing mix

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    Ford Case Study Ford Case Study Presentation Transcript

    • Engaging customers through Mobile
    • Canadian Landscape
      • Canada's wireless carriers now offer coverage to more than 98 per cent of Canadians.
      • More than 19 million Canadians are mobile phone customers.
      • Two-thirds of Canadian households have access to a wireless phone
      • 4.3 Billion text messages were sent in 2006 – nearly three times more than 2005!
      • Adoption is as high as 80% in urban markets
      • Email is for old people!
    • Mobile Marketing is part of your marketing mix
      • MESSAGING
      • SMS Shortcode/Marketing
      • SMS Service Updates/IVR
      • SMS On Demand Alerts
      • SMS Voting/Surveys
      • SMS Games/InfoMedia
      • Revenue Share Models
      • DOWNLOADING
      • Mobile Content/Audio/Video
      • Mobile Car Build/Comparison
      • Mobile Maintenance/Service Log
      • Mobile Loyalty/Gaming
      • Mobile vehicle brochures
      • Revenue Share Models
      • BROWSING
      • Mobile Dealer Locator
      • Mobile Content/Audio/Video
      • Mobile Channels/Portals
      • Mobile Blogs/RSS Feeds
      • Mobile brand websites
      • Revenue Share Models
      • VOICE
      • *FORD Concierge
      • IVR Alerts
      • Ford Fone Airtime Bundles
      • Private Label Devices
      • Ford Fone MVNO
      • Revenue Share Models
      Ford Fone Alert: Send Odometer Reading for New Service Update by Replying with number of KMs to this message. ZOOM Mobile. Thnk u 4 ur interest in Café Moka. Reply w/ a) 2 receive special promo b) 2 receive product info or c) 4 both. One (1) Ticket Toronto Traffic: QEW E Moving Very Good Up to Ford Drive ZOOM Mobile. Thnk u 4 ur interest in Café Moka. Reply w/ a) 2 receive special promo b) 2 receive product info or c) 4 both.
    • FOC 2007 Mobile Objectives
      • Primary Objectives:
      • Extend new model experience
      • Engage potential customers
      • Amplify Branded Events
      • Secondary Objectives:
      • Validate whether a “Mobile” communication program can increase product awareness and engagement
      • Drive opt-ins for further Ford of Canada campaigns
      • Position Ford of Canada as an innovator
    • The Strategy
      • Go beyond “text to win” to create true engagement using the Mobile channel at Ford of Canada events
      • Leverage Mobile browse (dotmobi) and SMS as engagement enablers
    • Request for call back
      • How it worked:
      • SMS for IVR call back
        • Seeing call to action, consumer sends SMS with vehicle name to shortcode
        • Consumer gets callback from IVR system within seconds
        • IVR provides vehicle spec and detail information
      TO: 36722 ( fordca) Edge
    • Request a brochure
      • How it Worked –
      • TXT for brochure
        • Seeing call-to-action, customer texts “Focus” and their email address to “fordca” to learn more about vehicle
        • Consumer gets SMS back confirming request
        • Consumer gets email within minutes that includes thank you message and PDF file of the vehicle brochure they requested
      TO: 36722 ( fordca) Focus phil@hotmail.com FROM: Ford of Canada Thank you! Your 2008 Focus brochure has been sent to phil@hotmail.com Visit fordca.mobi to learn more about the all new 2008 Ford Focus
    • Mobile Browse
      • How it worked –
        • Mobile browse site
        • Browse selected vehicles and review images, specifications, and MSRP
        • Consumers can request brochure using mobile form
        • Consumers can find a dealer using mobile dealer locator feature
        • Download video and wallpaper
        • Compatible across all mobile devices
    • Questions?
    • Thank you! Phil Barrett (.mobi) Senior Director, Mobile & Interactive Carlson Marketing [email_address] SMS to 416-729-4268 http://burningthebacon.com (web) http://feedm8.com/burning (mobile)