Ford Motor Company knew it had to up its game in societal marketing after the company redesigned one of its car models in 2009. The company first assessed the interests of their consumers and then made it an objective to deliver products more effectively and efficiency so as to benefit their customers and society’s overall welfare. Ford Motor Company participates in societal marketing activities that are basically aimed at promoting its product and increasing their sales. In participating in one of its societal marketing strategy, Ford Motors launched a contest that would attract and appeal to generation of drivers buying their cars for the first time. The Fiesta movement, targeted mainly social media users in vlogs, tweets and Facebook updates. The company awarded 100 people with a fiesta and would in return showcase about the car and give honest reviews about the car via social media. The 100 drivers would get insurance cover for free gas and video cameras to record their open reviews and were requested to post videos online and tweet about them. The Fiesta Movement campaign worked so well for the company that it generated thousands of new customers to purchase other brands of the Ford car. The campaign sparked chatter on social media platforms and the driver-generated contents became promotional TV adverts and print adverts (Laskowski, 2013) .
The causes of the corporate social responsibility practiced by Ford Motors, are to be believed because the company wanted to reach out to the new generation of internet and social media users. No other way to get to this generation without using social media. The company therefore participated in a societal marketing that involved 100 drivers. This was a fantastic societal activity by the Ford Motor Company. It is this promotional activity that the Company has a good reputation when it comes to social media. The company is sometime referred to as the social media giants.
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The societal marketing done by Ford Motors matches one of its marketing mix of product, place, price and promotion. The societal marketing matches promotion. The Fiesta Campaign done by the Ford Mort company highlighted on promoting its brand and the product under sale. The Fiesta model had undergone a major car redesign in 2009 and the company needed to promote the new fiesta to attract more customers to purchase the new model. The societal marketing fully achieved at promoting the Fiesta. Mr. Monty the leader under the social media marketing in Ford Motors was ranked by Forbes magazine as one of the top ten influencers in social media and he has been regarded as the best corporate social media lead on the planet. This was achieved when he lead the Fiesta Movement in promoting the fiesta redesigned car. This societal marketing approach had a positive impact to both the company and the 100 drivers who were selected to carry on the mission (Barry, 2009) .
Partnership is a marketing mix that could be integrated together with societal marketing to achieve desirable objectives. Partnership will give a company a competitive edge, working with companies can give a company the edge it needs to surpass its competitors in the industry. Partnership which is strategic will give any company additional resources, this may include additional of large social media following or a network of professionals in the industry. The partnership will also grow the customer base for a certain company, for example, Ford Motors Company collaborating with let’s say Amazon an online shopping platform, Ford Motors will definitely have a wide customer base. Weaker aspects of the business are strengthened if partnership is involved in the societal marketing mix. Major success might be achieved if the company is willing to work together. Partnership therefore can be a crucial component in promoting the societal marketing mix.
References
Barry, K. (2009, April 17). Ford bets the fiesta on social networking. Wired . Retrieved from Ford Bets the Fiesta on Social Networking: https://www.wired.com/2009/04/how-the-fiesta/
Laskowski, A. (2013, November 10). How Ford became a leader in social media. Bu Today . Retrieved from How Ford Became a Leader in Social Media: http://www.bu.edu/today/2013/how-ford-became-a-leader-in-social-media/
