Ford’s Direct Mail Magazine Engages Drivers
The automotive company uses direct mail to keep owners of its vehicles interested in the brand.
Mailer Name: Ford Motor Co.
Date Mailed: April 2017
People who buy a Ford get a subscription to a free publication as part of their new status. “My Ford” is a glossy quarterly magazine. It includes content that provides practical value, as well as deepens the relationship between the consumer and the company.
The cover story, “HIT THE ROAD!” runs across 3 spreads in the magazine. The author drove a 2017 Edge Sport from San Diego to Palm Springs and includes many pictures (with more online) of the trip.
For the most part, the article is a travelogue of the people, the sights, and the journey itself. She also sprinkles brief mentions of a few of the car’s systems and how they added to her enjoyment of the drive.
For example, while driving by the sea near San Diego, “lemony sunshine pours in through our large panoramic Vista Roof.” It directs readers to go online or to download the app for more photos from the trip.
The magazine also looks for ways to engage drivers by offering useful information about their vehicles. For example, one story lays out tips for expanding the lifetime of their car’s brakes. Another describes the features of the 2017 Fords. In the back pages, subscribers are invited to check out an apples-to-apples comparison of Ford’s vehicles.
Other stories talk about technologies being developed by Ford for drivers of their cars. This gets the consumer to think positively of the brand as an agent of change. For example, one article highlights a car’s Pre-Collision Assist system, and how it benefits the customer. To demonstrate, it directs the driver to look at a video on the magazine’s website.
Prove your loyalty to your customers – and their interests – by helping them get the most from their purchase, whenever and however they need it.