Ford unified strategy for Focus launch

In a far cry from its disparate marketing strategies in Europe and North America, Ford is now harnessing techniques and agenda's to provide a similar set of DNA's for Ford cars around the world, with the same set of executions- be it TV, online or events- being emulated for the relaunch of the 2010 Focus.

Previously, Europe North America had different sets of marketing tools with no common consensus on say the number of websites for pre-launch or PR practices. The new unification procedures will enhance efficient and the cost-effect coefficient in achieving global economies of scale. In alignment, Ford's descendant Elena Ford has been inducted onto the Board of Directors.

Existing social media tools and experimental marketing has achieved for the Focus what traditional marketing has achieved for other models: 100 American " agents" were invited to test-drive the Fiesta for six months and news of it dispelled through social media. The second phase of the pre-launch makes available an online video application on fiestamovement.com

In 2009, 40% of the Ford advertising budget was set aside for digital media and experimental marketing, with TV seeing 50% of this and print. !0% .Ford is the eight largest auto spender in the world.