They call me a millennial and I am quite desired by them. They view me as a challenging proposition, although I’d like to think that I’m pretty easy. I knew what I wanted and went in for the kill. At least my dad approved. In fact, my dad set the whole thing up with them. And by them, I mean Ford.
As a recent college graduate, it was time for me to upgrade my personal department of transportation. Saying goodbye to my beat up Toyota Corolla was not an easy task, but I was on the search for a new commute companion. Unbeknownst to me, I was Ford’s target according to an article in AdAge Digital titled “Ford and Twitter Talk Keys to Marketing to Millenials”. I’ve always known I was popular!
As consumer between the ages of 16 and 32, a millennial is driven by factors differing from generations before. The Global Consumer Trends and Futuring Manager at Ford, Sheryl Connelly acknowledges that “this group of consumers is an incredible market opportunity, but the way that they interact with brands is totally different from earlier generations.”
Ford amped up their investment in discovering what excited millennials when executives stopped by Twitter headquarters in San Francisco to take part in a panel discussion on millennial consumers. With 55% of the Twitter population being made up of millennials, Ford is trying to get a glimpse into the millennial mindset, including the generation’s wants, likes, and needs from its products.
While Ford isn’t building a car for millenialls, they recognize that their old marketing message is no longer working for the new generation. Baby boomers may be interested in the engine, the speed and the body of the car itself, but millennials are less concerned with how fast they get somewhere. Frankly, they just want to get from point A to point B without altering their lifestyle. This was a key insight that triggered Fords new marketing strategy. Ford isn’t just making cars anymore; they are making “lifestyle enablers”, and I can vouch.
My dad essentially forced me to purchase a new car after graduating from college. Absolutely terrified of car salesmen and not knowing anything about cars, my only criteria was getting from one place to another in comfort and style. Cue Ford jumping up and down. I was the perfect consumer for their new marketing strategy, and I didn’t even know it!
I started my trek at the Volkswagen dealership across the street from Ford. I was convinced that I would drive my best in a Jetta. My dad asked the car salesman to sell the car to me, his 22 year old daughter. He lost me from the very start when his selling point focused on different tires that Jetta had to offer and the horsepower of their cars. My interest and excitement for the car wasn’t sparked. What Jetta and their salesman failed to do was recognize ME as their consumer. Thankfully, when I stepped onto the Ford lot, I felt understood. As marketers, Ford’s main goal of targeting millennials is to weave their offline and online worlds together. In their cars they make this possible through “connectivity, individuality and instant gratification”.
In terms of connectivity, Ford allows for drivers to stay connected to the outside world by synchronizing their cell phones, which allows for hands free and voice activated phone calls and text messages. Possibly adding to my laziness, my car automatically recognizes my cell phone, even when it’s still in my purse.
As for individuality, Ford has created a check list for buyers to customize their own car. From the color of the exterior, the material of the interior, the reverse backing system, sun-roof to the color of the lights that display inside your car at night, you truly feel as though your car is one-of-a-kind. If that doesn’t make you feel special enough, Ford special orders your car. That’s right, when people asked where my new car was, I said “Oh, they are custom building it.” Fancy.
Lastly, Ford knows that us millienialls like things instantly at our fingertips. Whether it’s my most recently dialed number, knowing how many miles until empty on my car, or the voice activated GPS that allows me to avoid traffic accidents, instant gratification is a key to pleasing tech heavy millenialls. My personal favorite feature on my Ford is the “alert” system on my Sirius XM radio. I have the ability to program my favorite songs or artists. Anytime they play on a Sirius XM station, I am alerted and can change stations to jam to my favorite track. I brag about this feature far more than I am willing to admit.
It was Ford’s messaging of connectivity, individuality and instant gratification that wooed me to choose my 2012 Ford Focus. While the car drove great, it was my experience inside the car and not on the road that led me to choose Ford. As a consumer, I felt as though the brand understood me. They got me to lean in and have the “aha” moment! Not only did I want this car, but I needed this car.
