Comments on: The Ford Fiesta Movement. Take 2. http://blog.hanifinloyalty.com/2009/08/17/the-ford-fiesta-movement-take-2.html Unbiased insights on Customer Strategy & Loyalty Marketing Sat, 17 Sep 2011 22:11:00 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Bill Hanifin http://blog.hanifinloyalty.com/2009/08/17/the-ford-fiesta-movement-take-2.html/comment-page-1#comment-9054 Bill Hanifin Tue, 25 Aug 2009 22:34:41 +0000 http://blog.hanifinloyalty.com/?p=1543#comment-9054 Scott, I think the more one digs, the more benefit can be seen from the "Movement". We have connected with a small group of agents and are tracking their activity to learn more and document the benefit derived by Ford from the campaign. I'm sure you will agree that financial accountability is germane to any marketing campaign. Connecting ROI with WOM, viral and social media driven campaigns is the new ground we are seeking to establish. I think we're all on board with that thought. Please stay tuned, we're interested in your opinions. Thanks, Bill Scott,

I think the more one digs, the more benefit can be seen from the “Movement”. We have connected with a small group of agents and are tracking their activity to learn more and document the benefit derived by Ford from the campaign.

I’m sure you will agree that financial accountability is germane to any marketing campaign. Connecting ROI with WOM, viral and social media driven campaigns is the new ground we are seeking to establish.

I think we’re all on board with that thought. Please stay tuned, we’re interested in your opinions.

Thanks,

Bill

]]> By: Scott Monty http://blog.hanifinloyalty.com/2009/08/17/the-ford-fiesta-movement-take-2.html/comment-page-1#comment-9051 Scott Monty Mon, 24 Aug 2009 13:30:41 +0000 http://blog.hanifinloyalty.com/?p=1543#comment-9051 On the contrary, Tom - we're feeling very satisfied with the results as we're just a little over halfway through the program. Awareness of the Fiesta in the U.S. - a place where the vehicle hasn't even launched yet - is now over 42%. The agents have collectively had over 13 million impressions to their activities. And offline counts as well, as the agents have racked up over half a million miles on their vehicles as they've gotten them out on the streets of their communities around the country. The reason the program was started early was twofold: to build early buzz and anticipation (and driving reservations higher) and - this is a key part of the Movement that a lot of people miss - using our Agents to give feedback to our engineers in a pre-production phase, so the North American version of the Fiesta can be fine-tuned with our audience's needs in mind. You can't do that if you try to launch such a program too close to the vehicle's launch date. There's a lot of great content that's being provided by the agents, and we're not about to let it fade away. We'll be sure the best stuff gets seen over time. Expect to see a lot more in the future. Scott Monty Global Digital Communications <a href="http://thefordstory.com" rel="nofollow">Ford Motor Company</a> <a href="http://twitter.com/scottmonty" rel="nofollow">@ScottMonty</a> On the contrary, Tom – we’re feeling very satisfied with the results as we’re just a little over halfway through the program. Awareness of the Fiesta in the U.S. – a place where the vehicle hasn’t even launched yet – is now over 42%. The agents have collectively had over 13 million impressions to their activities. And offline counts as well, as the agents have racked up over half a million miles on their vehicles as they’ve gotten them out on the streets of their communities around the country.

The reason the program was started early was twofold: to build early buzz and anticipation (and driving reservations higher) and – this is a key part of the Movement that a lot of people miss – using our Agents to give feedback to our engineers in a pre-production phase, so the North American version of the Fiesta can be fine-tuned with our audience’s needs in mind. You can’t do that if you try to launch such a program too close to the vehicle’s launch date.

There’s a lot of great content that’s being provided by the agents, and we’re not about to let it fade away. We’ll be sure the best stuff gets seen over time. Expect to see a lot more in the future.

Scott Monty
Global Digital Communications
Ford Motor Company
@ScottMonty

]]> By: Ian Sklarsky http://blog.hanifinloyalty.com/2009/08/17/the-ford-fiesta-movement-take-2.html/comment-page-1#comment-9047 Ian Sklarsky Wed, 19 Aug 2009 21:42:13 +0000 http://blog.hanifinloyalty.com/?p=1543#comment-9047 Hey I'm agent43 - and while I think it's still a sleeper promotion of sorts - everywhere I go people stop and ask me about the car - the videos and pics and stories I've posted with the car and about the car does nothing but promote what already is a top-of-the-line automobile. It's simply pleasure to drive this thing around the states. Amazing. Hey I’m agent43 – and while I think it’s still a sleeper promotion of sorts – everywhere I go people stop and ask me about the car – the videos and pics and stories I’ve posted with the car and about the car does nothing but promote what already is a top-of-the-line automobile. It’s simply pleasure to drive this thing around the states. Amazing.

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