Ford said demand for its F-150 pickup truck line is expected to drive increased internet activity in the United States this Thanksgiving holiday. Online sales leads increased 17% on ‘Black Friday’ last year, including a 22% jump for the F-150.
Black Friday is a big day for US retailers because many workers – bar those in retail – take a long weekend off and go shopping. Retailers have opened store doors at 6am in the last few years but some are now letting the bargain hunting crowds in as early as midnight.
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Ford’s digital promotions, which started last week as customers try to get an even earlier start to shopping, have more than doubled to 50% of the holiday advertising mix since 2011. Vehicle sales from online leads now account for almost 25% of all retail sales.
The automaker also noted that customers bought nearly twice as many tyres from its dealers on Black Friday last year than the next best selling day.
It also expects foot and screen traffic to increase this weekend as customers research new vehicle purchases online and have their current vehicles serviced.
“Ford embraced digital dealer opportunities early and today is uniquely positioned to turn online interest into a dealer visit – whether it’s to purchase a vehicle, or for service or maintenance,” said digital manager Ron Merbler.
“Accessing content via mobile screens is key to how Americans buy vehicles now, and the Thanksgiving shopping weekend provides an opportunity for us to engage them while they’re already shopping.”
Ford pioneered a digital dealer strategy in 2000 and has seen online sales leads increase significantly in the past few years.
FordDirect – a pioneering joint venture between automaker and dealers – helps dealers digitally connect with consumers and has grown to offer a variety of digital tools such as website development, traffic generation, social media management and consumer marketing services.
Almost every US dealership uses the services, such as mobile and desktop website apps, digital advertising, new and used vehicle marketing, plus social media and reputation management.
According to Google Trends, the F-Series is the most searched vehicle on Google this November and has been in the top 10 the last 118 months. Eric Peterson, F-150 marketing manager, said targeted truck customers research vehicles about 30% more than average shoppers, and are engaged more in discussions on message boards and forums.
“These customers gear more of their digital lives to work – which includes trucks as key tools – as they are twice as likely as others to own two or more smartphones and three times as likely to use them for work,” said Peterson.
FordDirect’s services include identifying customers potentially in the market for a vehicle or service for promotional offers or follow-up calls for service appointments.
For example, previous targeted one to one marketing campaigns, such as the one planned for Thanksgiving weekend, have yielded a 20% to 30% increase in sales and service. These campaigns also integrate national campaigns to the dealership level by posting on behalf of the dealer on social media channels and adding assets and banners on all dealership websites.
Ford is significantly increasing its focus on attracting online shoppers as digital holiday advertising has more than doubled to 50% of the mix since 2011.
“Ford has been ahead of the curve on digital advertising, and has been able to break through the clutter with fun content delivered to where customers are at any given moment,” said retail communications manager Dave Finnegan.
“We expect to do well again this holiday season even though there are so many companies vying for attention.”
Kelly Blue Book sees Black Friday boosting November sales up 3.6%
