FordDirect launch new text service for vehicle shoppers
Article sourced from Mobile Marketing Watch
A joint marketing venture between Ford Motor Company and its franchised dealers – announced a new mobile service that lets shoppers receive what Ford is calling “prompt, targeted information” about Ford vehicles by simply sending a text message from their mobile device.
For example, customers watching a Ford Fusion television commercial can text “Fusion” to a short code to receive local offers. Customers are then prompted to text their post code and applicable incentives are sent to the customer. Customers are then given the option to text their name if they would like to be contacted by their local dealer. Customers who submit names are sent to the local dealer for follow up.
“With consumers increasingly turning to their smart phones during their shopping process, it is becoming crucial for automakers and dealers to interact with auto customers through this medium. Our mobile service enables customers to engage with us immediately while their questions are top of mind” says Valerie Fuller, Chief Operating Officer at FordDirect.
This is a great way for Ford to build up their customer database and segment it dependent upon geographical areas. It will also ensure that the texts are received by customers who are actually interested in purchasing a vehicle from Ford, as they’ve clearly had an incentive which made them text in, in the first place. Another great factor of this SMS campaign is that Ford are following up with any text received by passing on contact details to local dealers who can then get in touch with potential customers to help encourage them to visit their local dealership and in turn this could result in a sale.