Unlike its rivals, which use different names for the products in their portfolios, Ford uses the Transit name across its range. This is a double-edged sword, says Hans Rutlin, CRM and internet manager, Ford of Britain. "People do not realise the breadth of the Transit range."
Ford was experiencing competition from other car manufacturers and wanted to remind drivers of the virtues of the Transit, as well as product innovations in design, safety and performance.
STRATEGY
With a range of body styles, roof heights and wheelbases, engines and cab configurations, there are hundreds of vehicles to choose from. Ford had to get the message across that the Transit offered a vehicle for everyone, as well as highlighting developments.
"Ford vans have benefited from developments in the car division with areas such as Bluetooth and safety enhancements incorporated," says Claire Young, senior account director at Ford's DM agency Wunderman. "People are surprised how much like a car it is."
The brand database contains existing and lapsed Ford customers, plus prospects collected from other marketing activities. Wunderman used this data, plus a small element of bought lists, to target 30,000 existing and prospective small business and professional fleet managers. It focused on prospects nearing the typical replacement period of four years or those who had done 80-100,000 miles.
EXECUTION
In March 2008, Ford mailed prospects a DM pack that stressed Transit's flexibility. The pack was designed to look like a wide-load sign with the headline "Attention. Wide Range". Inside, the brochure emphasised the options available, with eight of the main vehicles and bullet-point specifications. Recipients were also directed to www.fordvans.co.uk where they could get more detailed vehicle specifications.
Young says a combination of off- and online worked well. "With so many vehicles it would be impossible to do justice to them all online."
The pack contained a self-mailing questionnaire, which asked prospects for their name, address and job title, as well as information on the type of van they were interested in, fleet size, intended purchase date and number of vehicles being replaced. It finished with a brochure or test drive request. Ford was then able to allocate a lead to the nearest dealer or fleet enquiries to the corporate sales team.
RESULTS
Due to the lengthy sales process involved in fleet sales, the results are still being collected. While Rutlin says initial results show the mailer has outperformed its targets, "there is still a while to run on this as we have a nine-month sales match, but we are very pleased."
The mailer was different for Ford, says Rutlin. "We wanted something that was eye-catching and brought home the message that Transit has changed."
As Ford experiments with digital technology, mail will have more of a branding role, he says. "Direct mail still works, but the challenge is to work out how to combine it with digital to give the optimum return. Mail is about engaging with the customer, but they can get more information online."
One thing that hasn't changed is customers' favourite choice of colour. "White really is the top-selling colour for vans," says Rutlin, "though there is an extensive range of colours available.
Brand: Ford of Britain
Client: Ford of Britain
Brief: To increase sales of Ford Transit vans
Target audience: Small businesses and fleet managers
Budget: Undisclosed
Agency: Wunderman