According to an article from CNN.com, Ford’s “extreme” marketing effort profiles potential cars buyers by the clothes they buy and the beer they drink. While profiling is a legitimate technique used to get an entire marketing team in sync with the customer they are after, something makes me wonder if we’d finally get what we want if Ford profiled a dude who drinks Pabst and shops at Mervyn’s.
NEW YORK (CNNMoney.com) — Greg is a 30-year-old regional manager for Rite-Aid, and he and his wife make about $60,000. They don’t have any children, but they plan to soon. Greg shops at The Gap and Target.
Phil, a marketing manager, is a little older than Greg and a little better educated. He and his wife pull in $85,000. Phil buys his clothes at Banana Republic and drinks Samuel Adams beer.
When Ford unveils the redesigned Escape in Los Angeles next month, think of Greg - Ford designed it just for him.
When you see a Ford Edge, a new car-like crossover SUV, that’s Phil’s car. Everything about the Edge was made specifically with Phil in mind.
America is filled with Phils and Gregs - and also Mikes, Ricks, Jennifers and Kellys.
Ford has a car designed specifically for each of them. It’s not unusual for a car company to design cars and trucks with specific demographic groups in mind. A new SUV might be targeted at men between the ages of 25 and 35 with a household income of $70,000 and an interest in outdoor sports, for example.
Companies also engage in field research, riding around with potential customers in their cars.
See complete article at www.cnn.com
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