An excellent Washington Post article today by staff writer Sholnn Freeman reports on Ford's latest campaign which is "devoting considerable energy to attracting niche customers." The article reaffirms what I have been teaching my students at Johns Hopkins University and telling my clients: ethnic or multicultural marketing strategies can be highly effective.
While the article itself reads like a corporate promotional piece, I love it because it makes for a great case study for my Master's degree course in ethnic marketing.
The story quotes a professor at the College of William and Mary who delivers quite an understatement. There has been evidence that the largest minority groups in the U.S. over-index the mainstream consumer on auto purchases and remain more brand loyal. So it is really a no-brainer that automakers reach out to these consumers. The biggest challenge continues to be how to create a message and brand/product line that is in-culture or fits well in-culture. This is not to say company's like Ford can not help drive the culture a little as well - afterall they spend billions of dollars on consumer advertising. But the Post story reports that Ford is borrowing from some of the most notable figures and media organizations that are strong among ethnic audiences and tying their brand to them.
Freeman writes that, "While many other customers have fled, lots of African Americans have stayed local to carmarkers in Detroit. African American and Hispanic artists celebrate American car brands in music and culture. Hip-hop and R&B have given Cadillac new life with lyrical backing of the over-the-top Escalade SUV and the flashy Cadillac brand itself."
She reports that: "Ford will sponsor a sweepstakes on Spanish-language Univision.com..."
and that "Ford's marketers also think they've got a strong shot with Korean, Chinese and Vietnamese people..."
Click [here] for the article.
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