Ford to rely on experiential marketing to tout Lincoln vehicles, marketing chief says

Article by Christian Andrei, on January 20, 2011

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.

Farley will still use social media for the pre-launches of its new-to-market Lincoln vehicles but Ford will make sure that potential buyers will get to “experience” the Lincoln vehicles, which will be brought to venues where the public can view, touch, and even drive them.

Farley said that experiential marketing will be a “key part of Lincoln’s future.” Ford’s plans for Lincoln include auto shows, high-end food venues and travel destinations. Ford also intends to release seven new or significantly improved Lincoln products by 2014.

It’s likely that Lincoln will receive a new vehicle, such as a crossover, based on the global compact car platform that underpins the 2012 Focus that’s expected to arrive this quarter. [via autonews - sub. required]

Topics: ford, lincoln, marketing

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