Last year, Ford Philippines tried a different tack in their sales campaign. Instead of relying on customers walking into their showroom to view their cars, Ford took their cars on the road and had potential buyers test them out.
They called it the Ford Island Conquest promo and the goal was to bring the vehicles to where the clients were and not just sit in a cool air-conditioned room and wait for sales.
And if you want to know, it seems it was a roaring success. Judging from the jump Ford made in the sales numbers for 2017 (they are now in solid 3rd place based on CAMPI report) the campaign to bring the cars to clients sure made a difference.
“We are very pleased with the turnout of this roadshow and we look forward to more innovations that reinforce our commitment to improve the customer ownership experience.”
Rodel Gallega, Vice President for Marketing and Sales, Ford Philippines
Thousands of customers attended the Ford Island Conquest last year where it happened in key locations in Metro Manila; Pangasinan, Pampanga, Bulacan, Rizal, Laguna and Naga in Luzon; Iloilo, Cebu and Bacolod in Visayas; and Davao in Mindanao. The number of prospects also exceeded expectations.
The Ford Island Conquest is an all-in-one custom arena where customers can check out a full display of Ford’s best-selling vehicles and test drive them in one venue. It represents a cross between a scaled-down showroom and a test drive venue that put consumers in an immersive driving experience that showcases the best-in-class features of the Everest, EcoSport and Ranger.
The outdoor set-up is also highlighted by the water-wading, ground clearance and Active Park Assist courses, which all reinforced the capabilities of the Everest and Ranger. Customers also enjoyed a personalized walk-around by Ford specialists touring them around the venue, providing them with information they need in purchasing their own Ford vehicle.
“The Ford Island Conquest has truly set the bar when it comes to providing customers with a first-hand driving experience in an outdoor set-up. With this, we were able to connect with more customers and offer them the actual Ford drive experience aside from what is already accessible in our dealerships,” said Rodel Gallega, vice president for marketing and sales, Ford Philippines.
Customers who purchased a Ford vehicle at the event enjoyed exclusive privileges, including a chance to avail of a P100,000 cash discount, free 3-year scheduled service plan (SSP), among other premium gift items and products. Ford also partnered with East West Bank to provide customers access to a hassle-free car loan application and special financing deals for the vehicles.
The Ford Island Conquest also became an effective customer service platform that provided an opportunity for owners and interested buyers to learn more about Ford’s sales and after-sales services. At the event, customers also learned about Ford Protect, Ford’s flagship after-sales service program which offers them Premium Extended Warranty (PEW) and Scheduled Service Plan (SSP) services. With PEW and SSP, Ford continues to enhance the ownership experience by giving customers the confidence that their Ford vehicles are in good hands.