The Auto Industry’s Communications Follies…
I was on fakeation (that’s a working vacation for the uninitiated), when my eyes turned to the television to catch Ford’s new advertising campaign. The new ads feature Ford’s new tagline, “Drive the Ford Difference.” But that’s not all, “Different is good,” they say. Now with all the hurdles that Ford has to overcome, Ford is selling us “Driving the Ford Difference.” I don’t know what that means, but I’m a good sport, I’ll play. OK Ford, what is driving Ford difference? If you can explain it beyond a tagline, I might be interested. How does the Ford difference engage the customer? Was anyone at Ford’s advertising/MarCom department asking this question?
Once again we’re subjected to mass communications lip service, the same came from General Motors‘ recent “inspiring” video. In this video, accompanied by iconic images of American flags, city scapes, Pittsburgh Steelers Ben Roethlisberger’s Superbowl pass, GM seeks to “to be completely honest…start over in order to get stronger.” And another thing, GM wants us to know that they are “not going out of business,” but instead “is getting down to business…”
Once again, Madison Avenue and those buying Madison Avenue to continue to fail both the Auto Industry and the American Public. Here’s how it probably went down (with the GM video):
Madison Avenue: (this guy is wearing a pink open collar shirt with hair a little messed up, cause he’s creative…speaks real fast) Look, we need to appeal to the American public, so we’ll need a video of the Superbowl, Detroit skyline, and a bunch of robots building cars, sparks everywhere. Strong, deep voice, authoritative. We’ll use technology like Youtube, and it’ll be viral…and it’ll show the government and our investors we’re serious about this. What do you think?
GM Marketing Guy: We’ve gotta do something fast, yeah, sounds good…
GM Marketing Guy’s Staff: (this is probably what they were thinking, but they didn’t say anything, because if they did they wouldn’t be team players) Dude, what about the actual product, our finances, and actually selling cars? How do we do that, Madison Avenue?
I would be wary with businesses who lead with communications instead of good products. Rebuilding brands, if that indeed is your direction, starts with rebuilding your products and business, not a one hit wonder PR video release. In Amazon’s most recent shareholder meeting, CEO Jeff Bezos said: “Advertising is the price you pay for having an unremarkable product or service.” Now, some may consider this media fodder, and Madison Avenue may have been offended by the statement, but as it applies to the American Automotive industry…if the shoe fits. And now, the American Auto industry seems to be taking it’s own advertising to an unremarkable, new low.
Here some suggestions to ponder:
1. With all the technologies and brainpower resources available to both the automotive industry and their advertising firms, Ford and GM ought to invest business driven MarCom initiatives that engage people and drive people to their hard working dealerships.
2. Redefine the objectives of these campaigns to create more connections with the consumer.
3. Develop a serious strategy to convert non-customers (meaning non-GM or Ford customers). This would an on and offline strategy, and may or may not be advertising driven.
4. Continue to reach newly minted drivers. Get them young, satisfy them, and perhaps they become your brand champs.
5. Capitalize on the dealer’s strong local relationships by spending local dollars more effectively – perhaps helping local dealers upgrade dealer TV commercials produced by cable companies, that undermine both the national brand and the dealer’s brand. Or assisting the dealer by vetting marketing plans & not advertising plans to help drive business.
One last thing…I’d like to suggest that the American Auto Industry needs a chief marketing officer who is more connected to the products and consumer than Madison Avenue. This person, let’s use the vernacular of the day to call him or her, the Auto Marketing Czar, would be responsible for the deployment of business driven MarCom initiatves to communicate the real value of American cars to the public, and perhaps that will make all “the difference.”
The American Auto Industry has the responsibility to its dealers, customers, and investors to step up their marketing strategy to truely reflect its business aspirations, and it has the resources to do it.
Come on Detroit, step up…take the challenge…we want you to succeed.
Tags: Advertising, Branding, Brands, consumer marketing, marketing strategy, media buy, strategic marketing, verasoni, web strategies
