Newport Beach - September 7, 2011 -
For the past two years, Ford has been making headlines for its innovative embracement of digital marketing. Its latest endeavor teams WPP's (NASDAQ:WPPGY) Team Detroit Inc.(TDI) and Flash Point Communications to provide a best-in-class Social Media solution that affords the power of national marketing to the regional marketing of Dealer Ad groups.
The Tiered structure of Ford's marketing - organized into National, Regional, and Dealer-specific advertising - is an approach seen across many industries comprised of companies that have centralized messages that need to be communicated to its local markets.
The TDI/Flash Point solution is designed specifically to provide the framework to regional ad groups to disseminate National information, but still provide the flexibility to localize the message.
The service addresses regional Ad group needs to operate locally and independently with all the speed and flexibility of a local marketer, while also having the benefit of being able to cherry-pick free content from National – from high-profile, media-saturated campaigns to large-budget sweepstakes.
Advantages to Ford Dealer Ad Groups include:
* Lower overall service costs
* Greater synergies between Tier I, II and III
* Speed to market with campaigns, events and promotions
* Best-in-class community engagement and advocacy tools
* Enhanced lead generation and tracking
* Improved flexibility to support local events, sponsorships and promotions.
“As more Ad Groups witness their Facebook fan numbers eclipsing their email databases, I think more and more skeptics are taking a second look. We see it with virtually all of the groups we work with now. Steady fan growth. More and more interaction, engagement and advocacy. Owners and ‘intenders’ identifying themselves and showroom traffic. The partnership with Team Detroit was just what we needed to really turbo charge our efforts on the Dealer Group's behalf," says Scott Empringham, CEO of Flash Point Communications.
The long-term benefits of this service will be seen not just in a sheer increase of online activity by the regional Ad Groups, but in the increase in the integrity and size of their online community/fan base. Dealer groups will be able to spend less time figuring out how to share a powerful, localized message, and more time listening and engaging with a community of potential customers.
The Social Media Service will be powered by Team Detroit Inc. as the liaise to Ford and Flash Point Communications as the content provider.
Ford Dealer Groups currently benefiting include:
- Midwest Ford Dealers (http://www.facebook.com/midwestforddealers)
- So Cal Ford Dealers (http://www.facebook.com/SoCalFord)
- Northwest Ford Dealers (http://www.facebook.com/compareford )
- Mountain States Ford Dealers (http://www.facebook.com/ThinkFordNow)
- New England Ford Dealers (http://www.facebook.com/NewEnglandFord)
- Tri-state Ford Dealers (http://www.facebook.com/tristateforddealers)
- Texas Ford Dealers (http://www.facebook.com/texasforddealers)
- Western Area Ford Dealers (http://www.facebook.com/GimmeTheGigFiesta)
Stay tuned for parts 2 & 3 of this story, which explore two early successes of the platform’s use.
ABOUT FLASH POINT COMMUNICATIONS
For over ten years, Flash Point Communications has been recognized as a leading innovator in the digital media marketplace. With an emphasis on social media and specialization in automotive advertising groups, the firm has established itself as an industry specialist serving the globe’s most respected automotive brands including Ford, GM, Chrysler, Toyota, Honda, Nissan and Land Rover. Based in Newport Beach, California, Flash Point services clients from four offices nationwide.
For more information, please visit http://www.flashpointcommunications.com.
ABOUT TEAM DETROIT
Team Detroit, headquartered in Dearborn, Mi., brings together five of WPP’s largest marketing and communications agencies in one central location to provide its clients access to best practices and talent for all necessary marketing and communications services. Team Detroit is the 21st century equivalent of the full-service agency, acting as a portal to provide a single point of contact and accountability. For more information, visit www.teamdetroit.com.