Since 1971, Advertising Age has been awarding their Marketer of the Year award to a company that displays the strongest overall marketing efforts and not surprisingly, the 2010 award went to Ford Motor Company. After a 2-year period for the automotive industry that presented the toughest uphill battle in decades, Ford Motor Company continues to grow (without government aid) with the help of sexy new models, efficient new engines and, of course, exceptional marketing.
This is the first time that Ford Motor Company has taken home the Marketer of the Year award and this is the first time that an American automaker has claimed the prize since GM did so in 1985. The last automaker to win was last year with Hyundai Motors taking the award and in 2006, Toyota took it home. American Motors was the first automaker to win Marketer of the Year in 1972 and Chrysler won in 1983 – two years after the introduction of the Chrysler K-Platform that helped revive the company.
Over the past year, Ford has launched a variety of popular new models like the more-powerful 2011 Ford Mustang, the new Ford Fiesta and the 2011 Ford Explorer. The Mustang offered a pretty standard (and very appropriate) unveiling, beginning at the 2009 LA Auto Show and finishing up at the 2010 Detroit Auto Show with the public reception of the 2011 Mustang GT.
Throughout this year, Ford has used the internet like no other automaker ever has – using sites like Facebook and YouTube to promote and tease new products. The 2011 Ford Explorer had a drip-bag like teasing process for months before being unveiled around the US in major metropolitan areas and although there were some grumbles from those who don’t have the patience to wait through the teasers, the program seemed to be an incredible success according to the attitude and opinion of the folks on the Ford Explorer Facebook page.
Next, Ford needed to launch the new Fiesta in the US market in such a manner that would draw a great deal of attention to the model that was new to the US, but was already one of the bestselling models in Europe. Ford took applications from Fiesta fans, who were given a 2011 Fiesta prior to their public launch to film humorous webisodes.
Finally, the 2012 Ford Focus will use the popularity of reality television combined with the traffic of social media as the Focus Rally America kicks off later this year. You can click here for more about the Focus-based game show designed by the producers of TV’s Amazing Race.
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Source: Ad Age