Ford to rely on experiential marketing to tout Lincoln vehicles

To promote Lincoln vehicles, Ford Motor Co. will make use of experiential marketing, Ford’s marketing chief said. This strategy is different from the increased spending on digital and social media used to promote Ford brand vehicles. At media dinner earlier this week, Jim Farley, Ford’s group vice president of global marketing, sales and service, said that Lincoln will need a “pretty different strategy in marketing.” He added that luxury customers require more information than what’s available on Facebook.
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MorePower - 1/20/2011 11:48:37 PM

+1 Boost

This is a super risky strategy. Experimental marketing usually relies on getting an "opinion leader" to talk about a product and having those person(s) that the opinion leader talked to sell the product.

Lincoln's problem is that their customers are typically older. This is a problem because older customers usually talk about their purchases to either people in their demographic, "old", or to people who do not see them as credible sources of information to their needs.

Dear Lincoln,

Step one: Make great product
Step two: Show how your product is better than the competition
Step three: Try experimental marketing

MBdude - 1/21/2011 12:52:57 AM

+1 Boost

@MorePower Um... The story is about 'experiential' marketing.

Not 'experimental' marketing.

BIG difference.

MorePower - 1/26/2011 3:01:21 AM

+1 Boost

I stand corrected.

freeagent - 1/21/2011 11:31:30 AM

+2 Boost

all of this is hopeless marketing fluff until they get some competitive product. I have yet to see anything promising, nor have I even heard of a new RWD platform to base a great product.

geoff448 - 1/21/2011 2:16:02 PM

-1 Boost

lincolns blow ass

ThierryHenry14 - 1/22/2011 1:03:18 PM

+1 Boost

Who really drives a Lincoln nowadays? This brand is heading the way of the dinosaurs!