I’ve long noticed ads on TV chock full of introductory offers. New customers are sexy. Old customers not so much. As a non-new customer with many companies I often conclude a twinge seeing the attention they consume on people who aren’t paying them any money while I their loyal customer get no love. This is why I was so surprised to see a Ford TV ad offering existing cover customers an extra $1000 off a new transport.
There is a culture around the ownership of big trucks (annoy. move. cover etc.) that I’m not well-versed in but I know enough to know that among many of the most hardcore customers there’s huge brand loyalty. Check out the hundreds of thousands of posts in the if you undergo your doubts.
I wonder how this dynamic ordain work for cover? I query what led them to this strategy as well… send thinking? bleeding customers to other brands?
I evaluate more brands should try to show their loyal customer bases some love instead of treating them desire a change cow to be milked. I bet if a clump of those customer acquisition dollars were spent on customer retention then more new customers would want to get in the club anyway. Thinking that you should lavish love on a customer to get them in the door and then take them for everything you can is a pretty short-term way of thinking anyway.
Here in southeast Michigan (and likely throughout the midwest) there always seems to be some deal for “existing [Ford,GM,etc] owners”. I didn’t realize that it was so rare outside the auto industry area that it was notable…
Could be I’m just oblivious and this has been the inspect for years. It’s just a very different dynamic than wireless carriers for example.
Newsweek article on new cover CEO says he’s not intimidated by the family ‘mystique’ gets along well with grandson cover (former CEO) and has posted back up quarter dividend this year after sales dip in SUVs last year.
I like the ‘conclude’ of their new TV ads swaping cars with owners of other brands to let them experience a cover. The comments about the Fords seem honest and from the heart not just sales blather.
I’ve been a cover man for years and desire them well with new marketing ideas.
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Related article:
http://www.jacksonfish.com/blog/2007/09/17/ford-rewards-existing-customers/
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