Posted by
Barry Siskind
Community Manager
In a recent article published in USA Today, Ford Motor Company is breaking with a long standing marketing tradition and is introducing its new Ford Explorer on Facebook rather than at an Auto Show.
http/smartbrief.com/resp
This means that Ford has weighed the benefits of social media against the risk of negative reaction from customers and Facebook commenter’s, to come up with this new and bold approach.
Assuming this is the tip of the iceberg what role is left for exhibitions? I suggest a very large one. Exhibitions are a place where companies like Ford can engage customers, to make them part of the Ford Community, to introduce them to the Ford Experience and so on.
Companies like Ford are moving quickly in this unprecedented direction, are we, the exhibition industry, ready?
Jim Farley, Group VP of Marketing at Ford stated in a live-chat from the Detroit show that Ford is placing 25% of it’s traditional media budget in interactive and that social media will play a critical role.
Does this has consequences for Ford’s exhibition policy? I guess nobody know’s but we should rethink the ‘product’ that the exhibition industry delivers to brands like Ford. So what’s our policy?
In 2000, the internet was feared to replace tradeshows.
In essence, the power of tradeshows improved with visitors coming to exhibits fully briefed (via the internet)to visit your stand.
The Facebook tactic used by Ford will generate the same results.
The power of face to face communication is fueled by one thing the internet or Facebook do not provide- emotion.
You still need a good message, and a good messenger, to get emotional about.
Sidenote- I recently heard the CEO of Ford Motor company speak at a Chicago Chamber of Commerce meeting. Alan Mulally conveyed his vision for Ford motor Co with the charm of a small town mayor. As a past executive with Boeing, his appreciation for zero tolerance quality and safety go a long way to bring back the American auto giant to prominence.
This personal experience influenced me greater than any document or internet ad I could have read.
His power to move people is based on the real excellence and improvement of the Ford product. The rest is marketing.