Ford Case Study


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

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Ford Case Study

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