Ford

Driving Customer Engagement: Ford's Multichannel Approach (2012 DirectMarketingIQ Virtual Show session)
March 15, 2012

Click above/below to view this webinar, originally offered as a session at the 2012 DirectMarketingIQ Virtual Conference & Expo - Direct Marketing Day @ Your Desk.

Part of any marketers success now depends on the ability to deliver relevant content through the right combination of channels at the right time. This session will describe specific methods and applications Ford's Extended Service Business uses to create and distribute digital content in concert with traditional marketing channels.

Ford were early adopters of personalized direct mail and email and are now using multichannel communications to increase customer engagement and improve sales penetration. It's used a more customized and targeted approach in the direct mail letters, incorporating the many data points that they had on car owners - such as geographic location, age, gender, type of car purchased, mileage, financing options, etc. Now they supplement their direct mail efforts with interactive digital content that further realized great results -- 13 percent response and 24 percent in sales penetration!

Viewers can expect to learn the following:
> How the use of relevant personalized content delivered through both traditional offline channels and digital online channels can increase response and improve customer engagement
> How direct mail can effectively drive a multichannel approach
> What digital interactive collateral is and how to use it
> See a demonstration of a proprietary application where consumers can create highly customized brochures in an online environment and produce it in real-time

Click here to view this session today!

Apple Tops Global Brands Report
April 19, 2011

Apple topped the list in the Global Brands Report for the fourth straight quarter, expanding its lead over rivals Google and Microsoft. Yahoo and Ford rounded out the top five; this is Ford's second consecutive top five finish.

Customer Complaints Getting You Down?
March 24, 2011

There's no pleasing everyone. That's a fact. Complaints are going to come no matter what a brand does. And when a customer complains, the phrase "the customer is always right" is repeated over and over. With consumers having more and more access to their peers’ ratings and reviews online and via mobile, one complaint could hurt a brand's image and ultimately its sales. What marketers need to do now is learn how to effectively manage complaints.

Bing, Yahoo to Run Ads On Trademarked Searches
February 17, 2011

Starting next month, Microsoft’s Bing and Yahoo Search will both allow advertisers to buy paid search ads that pop up based on searches for trademarked keywords, like Coke or Ford. The reason they’ll be able to engage in this profitable practice? Largely, because they’re standing on the shoulders of legal victories won by Google. 

Queue Up! QR Codes Are Coming On Strong
January 19, 2011

To drive traffic to our DMA10 booth in San Francisco, EU Services developed a fun pre-show campaign that incorporated QR codes. We contacted folks via direct mail and email, offering a 15-month personalized calendar that featured variable imaging. Respondents had a week to place their order and we offered response via both QR codes and personalized urls. The p-URLs performed well, generating a 4% response rate, an 83% conversion rate, and 65 orders. The big news for us this time, though, was that six people used the QR codes to place their order.

75 Years Ago, Three Young Men …
June 3, 2010

I've always loved reading old magazines. As a kid in the mid-1970s, I spent hours on rainy afternoons with issues of Look, Sport, and Life saved by my mom and dad from the early 1960s. It wasn't just the pictures and stories about JFK, Willie Mays and the Beatles that pulled me in; it was also the advertising. The cars, the foods, the TVs — a lot of it was already pretty different from what I knew.

Ford, Google Put Banners in Context
May 5, 2010

Most banner ads are inserted into Web pages regardless of content, but recently Ford worked with Google to begin running display ads that varied depending on the nature of the site.