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October 2020 Newsletter

Ford gets ready to push the F-150 truck

The truck is a huge part of the manufacturer’s business, and Ford’s getting ready to start a big ad campaign.

Perhaps the most anticipated truck in recent memory is hitting the road, and Ford is doing everything it can to let customers know that it’s ready to roll.

Doug Scott, Ford’s truck group marketing manager, said that the type of customers who are generally interested in F-150s have other interests, such as “country music, NASCAR, sports on television, hunting and fishing, DIY.” He said that to reach those types of customers, Ford will be advertising heavily during sporting events, including the upcoming inaugural College Football Playoff, which starts on New Year’s Day, which will likely have a similar audience.

“It’s no accident that we’re there in college football,” he said.

In addition to the traditional TV ads, Scott said he knows that digital and social advertising are important for selling trucks. As such, Ford is running a few internet-based campaigns to raise awareness for the advances made in the new truck.

For instance, Ford is running a series of webisodes called “Tough Science,” featuring John Brenkus, known for hosting “Sports Science” on ESPN. This series highlights the aluminum build of the new trucks by having athletes shoot hockey pucks and throw baseballs at them to test their strength.

Source: fortune.com


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