Marketing ideas for FPV

flappist · 20-01-2007, 11:08 AM

In that there appear to be some major reshufflings at FPV I thought it might be an idea for we, the true believers, to elucidate our thoughts on how FPV might be able to increase market share.

My 2.2c (inc gst)

Merchandise:
The current merchandise is quite conservative and dated. The merchandising companies seem slow to react to new model or changes. I am still yet to see any Tornado product let alone Force.
The vehicles models are also limited. I am lucky. My current Typhoon is lightning strike with brembos so my little model that sits on the bookshelf is accurate. My GT-P was blueprint, I settled on a blue pearl one.
How many have not bought a model of THEIR FPV because it was not available. A littlr thing but sometimes an important one.

Driver Training:
How about an "advanced" course for second or third time owners. Yeh the course is fun but getting a bit repetitive.

Roadshows:
Take some of the demo cars out into woop woop. People actually buy cars in Mt Isa and Roma and Kalgoolie you know. Hint: If you leave the CBD of Melbourne or Sydney there actually aren't dragons waiting to eat you.......

Advertising:
Television advertising is BLOODY EXPENSIVE and not the be all and end all. All the randomly placed HSV, Mitsubishi, Toyota etc. television ads have not convinced me to buy any of their products. Advertising during V8SC or other events get more of my attention.
Some have stated thet there are no FPV TV ads, there are up here. The regional FPV dealer runs them on and off.

Sport:
We have FPR and Drift6, why not have other teams at the lower levels. Yes this can be expensive but a Typhoon set up for drag racing seems to be fairly easy to build and there are many many regional meets where the FPV team could compete in class events.
FPVs in targas etc could have their results detailed on the website together with future events.

Web interaction:
Yes I am aware of the term "raincoats" and often it is appropriate but there are also many many enthusiests who because of geographical issues can only communicate with other FPV enthusiests via this medium. Turn up of AFF or XR6T or whatever occaisionally. I am very sure FPV is welcome here.
Start your own forum on fpv.com.au maybe.

Product development:
This is a totally separate area, I am sure that there are millions of experts ready to tell you how to make better cars. This time I will not.

Anyway the point here is to try and help our favorite marque continue. I hope that if one idea from my or any of the subsequent posts is concidered or even actually used then we will have contributed and that is what is inmportant.

XRchic · 20-01-2007, 12:43 PM

I would like to see less silly ads on tv. Flappist, I take your point that tv ads are expensive and not all that is needed, but at least they could improve on the ones that they DO have out there.... at least so that us Ford loving people could watch Ford ads without cringing in embarrassment when in the company of Holden loving mates (stupid Ford Ranger ad!!!)... Instead of advertising jokes, how about some ads with some passion.

I TOTALLY agree with you about the model cars. You just cant get one like your own. I would LOVE a black XR6 BA model, but Im sure that will never happen. Going further back, I would LOVE to find a Galaxy AUI XR8 model for Eamon (who wrote his off in a bad accident just before Christmas and the wreck is sitting in the wreckers, just rusting away) but I dont think I will find one of those either.

In terms of other merchandise, I would like to see a greater range of Ford clothing and also see the FPR and other V8SC based gear in more places. If you look at Holden and HRT gear, you can get it in nearly every department store... I just wait to go to Clipsal every March to get new gear.

Also, there seems to be more imagination in the Holden camp re merchandise. You can get Holden high chairs, Holden dummies (LOL), Holden car seats, Holden mountain bikes and everything you could think of. Go look at what Ford has, and you get the bare minimum and what is around is hard to find.

Holden stuff is visible in the front of their dealerships but to find the Ford gear at a dealership, you have to go around the back to some hidden little parts section to find a small range (from what I have seen).

I agree about getting exposure outside of the capital cities - as you suggested, get out to regional areas, where there is money... Kalgoorlie and other mining towns would be a good idea, I agree.

More marketing and merchandise aimed at the kids... My son loves Ford stuff but there just isnt that much around. He would love to have a collection of Ford Hotwheels cars... Not just a rally Focus but maybe a GT, Typhoon, Pursuit, etc, etc....

I feel strongly about this issue and once wrote to Geoff Polites and David Flint about it with some suggestions. The letter was sent to the marketing area. Haha.

I think the keys are: exposure, availability and credibility.

4Vman · 20-01-2007, 02:06 PM

Personally i think merchandise is over rated, it dates quickly, most of it looks tacky and "boy racer" and i won't wear the stuff anyway.
spend the merchandising development budget on product development.

I like the concept of road shows and product days, good idea, spend less on TV too, its mosly wasted because its a niche market, and people do their own research.

b2tf · 20-01-2007, 02:50 PM

I think the problem is more consistency. With regards to TV ads, my biggest problem is that you will see one then you wont see another one for 6 months. Fair point and I do agree that TV ad is expensive (I used to manage the campaign for a previous workplace and ended up scrapping it completely) but if you're going to use it, use it to your advantage.

Holden have for many years done the one thing that makes us all go "urgh" - they have appealed to their fans on their level. Thats why you see the AC/DC backed ads of utes doing donuts etc - no matter how bogan it is - it works! All that cheap crap clothin with Holden badges on it, it all sells yet for a decent Ford shirt you're looking at $60, and that's if you can find one.

If I were FPV's marketing man I'd look at something along the lines of:

* expansion of the merchandise range and a tenfold increase in the number of companies that sell it. Appeal to your die hard race fans with the team shirts but also to the families with no so much money by doing your average T-Shirts etc. I know they already do it but it's just not enough.

* consistent magazine advertising that is not dealer managed i.e. no dealer ads that use pictures of FPV's but rather ads that FPV themselves design, create and control.

* product expansion - yes this is always the controversial point but it has a lot of bearing on the overall image of the company.

Look at what the rivals do...

* larger product launches - too often do we hear about how the Ford stand at the motorshow was boring etc. This should not be the case! Ford GT from america, rally Focus from europe etc, its all part of the Ford family. Why are these cars not at the motorshows where dad and the kids can go "wow, lets buy one of them cos its related to a Ford GT etc".

* limited edition models - this is my one gripe with the FPV lineup - I could order any model and the next week find someone with exactly the same one. Fair enough you cant limit it to a point where they are unprofitable, but seriously, even something as simple as a few options made into a special pack would make a huge difference. Let's say a run of 250 Typhoons with upgraded brembos, different rims and a different interior trim option - it doesnt need to be anything flash but it does need to be an option for those who want (and will pay for) the exclusivity of owning one. EL GT being a perfect example - all were sold before they got to dealers. And now they are the GT's that people find. T3 being another perfect example.

* add-on packs. We know a FPV R-Spec pack is on the way. More of this sort of stuff. Different rims, different spoilers, delete spoiler option etc. Individualise the product just that little bit more.

* FPV Roadshow. BMW do it, Mazda do it, why not FPV. Get one of each model, take them round the cuontry dealer by dealer and show them off. Potential buyers walk into dealerships now and are greeted with bland surroundings, salesmen who don't care, and an empty floor because the model they want to have a look at is not there, and they wont order it in just cos someone wants to have a look. Who expects anybody to buy a car theyve never seen nor driven. FPV Roadshow, dealership promotes it, 2 dirty great big FPV semis parked out the front and 20 cars available for test drives all weekend. If you saw it and were tossing up buying one you'd be there for sure, even if you weren't a buyer you'd still stop for a look.

* Dedicated FPV customer connect staff. NO CRC crap. Specific FPV employees who are permitted (and directed) by the company to join forums just like this one to tell all the key punters - people like us who know our fords and want to stay in the loop - what the latest news is, and what to expect in the future. Fair enough we don't need to know what everybody at FPV is having for lunch, but if you've ever tried to contact FPV for whatever reason (and yes I have a number of times), you know they are pretty well hopeless at responding to your query. What happens when they dont call back - you get annoyed, think "stuff them" and go elsewhere. And out walks another customer who is now turned off the FPV experience.

* showcars - DRIF6 is a huge hit and nobody at FPV will deny that. So where is the supercharged GT? YT have the kit, FPV have the workshop, whack it together and build a monster that travels the show circuit. Give a Force 8 to Pioneer or Alpine etc and let them make a car similar to what the Sony Xplod XR8 is. Who goes to Summernats to look at a bog stock FPV on a dealer stand when there is a blown one with big wheels and a paintjob right next to it.

Just a few ideas, who's reading them?

nitroman · 20-01-2007, 06:08 PM

Horsepower is the answer! The GT needs to be 351kw with a shaker and vermillion fire paint and "351 gt" stripes down the side. Ford needs to keep up with the joneses (holden) and make their car faster. Why would you spend 70 grand on a car that is slower than the opposition!?

RIPGMH · 20-01-2007, 06:15 PM

You don't necessarily need to offer mainstream horsepower, let people who want to option a GT with a blower do it, or a 350kw F6. Back it with a factory warranty and let the motor/wheels reviews speak for themselves. Make a very limited run of stripped down GTs/F6s even if you only break even the marketing value will be worth much more

**data_mine** · 20-01-2007, 06:39 PM

^ bingo.

Options - not more models. If there was an option of a factory backed blower I would've taken one, no questions.

Dealers used to do all the Herrod gear pre-delivery. Now if FPV offered something like that without killing warranty, they'd have a gold mine of new business - and margin. When I test drove a Clubbie, I commented to the salesman that it was to damn quite - no V8 rumble, he said they can do an exhaust option with warranty.

If there was the option of getting a typhoon with GT-P seats that could've swung me to a Typhoon.

flappist · 20-01-2007, 06:52 PM

Quote:

Originally Posted by data_mine

If there was the option of getting a typhoon with GT-P seats that could've swung me to a Typhoon.

Got one of them. Cost $2400 extra.

Scott · 20-01-2007, 07:03 PM

Agree with your post but I would add that Holden do very well with their emotive advertising which is something Ford don't. The "pulling power" add was good but soon dated and became blah. Ford don't flog the "Australian Made" banner enough either.

A300srt8 · 20-01-2007, 07:08 PM

How about there staff and phone support actually know about the product there are a bunch of clowns

Its going to take 10 weeks for my paper work and compendium to be sent out.
What are they hand fabricating it and waiting for the glue and ink to dry before they send it by horse and cart!

As for there merchandise, Can it be anymore boring and out dated especially the typhoon shirt, no bloke looks good in a white long sleeve skivvy.

As for there drive day they are having two this year in Adelaide, what a joke and they say you cant bring your partner.

I agree there should be a traveling roadshow for all current FPV owners with a drive day with there new models.

How about some good headlights and driving lights they need HIDs and the build quality of there body parts needs a revamp the gaps on my front and rear bars are crap.MY wifes old hyundai had better panel alignment than my F6.

Wheres the ads on TV when FPV first came on the scene they were on billboards,TV, ever touring car round ,Magazines now theres nothing!

THEY need, dare i say it a Tom Walkingshaw style manager to take over and give them all a kick up the bum before uncle Tom gets HSV back on track and kicking FPVs butt

**data_mine** · 20-01-2007, 07:30 PM

I love my GT-P, but FPV needs to go back to the days where the GT meant, "horsepower wars" and got banned. Then detune them back a smidge

.

gtfpv · 21-01-2007, 01:05 AM

good thread . SPONSORING RACE EVENTS AND MEETS OR SPORTS ETC ETC . Would be a great idea as well. Mate marketing the GT name should be easy just by relating to past models as well. as for f6 , nothing compares . do you ever here them advertising that . / or it's 100% australian design . no but do you ever hear hsv claiming these things . HELL YES !!!

XCSEDAN · 21-01-2007, 01:21 AM

i think releasing a limited GT-HO would be an idea, maybe 300?
whack the engine out of the new GT-500 in it!
put on a new bodykit, put a shaker or some form of bonnet scoops on it, ect ect
special interior, uprated suspension, different rims.
you know make it something special! instead of the same old same old that they now seem to be getting into a habbit of!

DOC · 21-01-2007, 01:25 AM

Quote:

Originally Posted by b2tf

I think the problem is more consistency. ?

Yes, if you study most majors they are in you face , maybe not needed as much but regular over and above spurts, but is only part of a larger marketing ploy needed.

One thing so far not mentioned, and maybe off track is a well spoken of back up service, there are many horror stories re ford service in general, be it true or reality, the perception amongst many is that it below par with most opting to look elswhere or at least only use ford service if they need to.

This perception needs to change, people spending thier money bieng a XT or FPV want to know they are in the best hands, get this part right and half the game is won continue to ignore it and it wont matter what they make.

my 2cents

anto · 21-01-2007, 03:15 AM

I would be happy if they would just lose those dorky looking stripes on the GT! Is that the best they can come up with ?? why not something like the boss 302 69 mustang stripe, where it somes from the bonnet down the top of the guard ? .. surely they can come up with something better now, as I understand it was a bit of a rush job on the first incarnation of the GT. It is an easy way to freshen up the look of the car as well

oh an a bonnet scoop as well please, if its good enough for the territory surely its good enough for a GT?

banarcus · 21-01-2007, 07:11 AM

Is this a exercise to convince ourselves or believe that we should purchase a Ford/FPV? I didn't need to see an ad or see merchandise to make a decision to buy a Ford. I was brought up on Ford.

b2tf · 21-01-2007, 10:16 AM

Quote:

Originally Posted by banarcus

I didn't need to see an ad or see merchandise to make a decision to buy a Ford. I was brought up on Ford.

This is the point I was trying to make in the other thread. What about those who werent "brought up on Ford". It may seem hard for us to comprehend but there are genuinely some people out there who have no idea what an F6 or a GT is, let alone the differences between the two. I've been asked numerous times what I think of my turbo - and I own an XR8.

The thing about it is though, ask just about anybody what a HSV is and they will tell you - a V8 Commodore. A simple description but it shows that HSV have consistently and constantly got it right by making sure that even 10yr old Johnny know what his dad is driving. FPV do not have the same affection with their core market.

These people have just as much cash and ability to buy a car as those who can recite the FPV model range by heart, yet they often don't simply because they don't know enough about the car.

As for the comment about stripes - somehow I fail to see how changing 2 pieces of vinyl is going to save a company and increase sales tenfold.

There is more to car advertising than just TV ads and dealer brochures and this is where I feel FPV have dropped the ball for a very long time. HSV flog their logo on EVERYTHING - where is FPV's? Mark Skaife has his snozz in Wheels and on TV flogging everything Holden - who is the face of FPV?

FPV329 · 21-01-2007, 10:24 AM

The XR8 ad worked me over. There was this gorgeous silver Ford zipping round corners and tacho needles flicking up and down and it was a V8 and when the guys eyes flared wide open I said " Thats the stuff, thats what I want!"

Around 3 months later this gorgeous silver Ford V8 was sitting in front of the dealer...for about 3 seconds..then it was sitting in front of my house.

XR ad worked on me.

To be truthful, the salesman said what about a GT when I was buying her. I really did'nt know what one was at the time or care. I had a quick glance, turned my nose up at the spoiler and took home my XR8.

That could of been very different if I had been exposed to some FPV ads prior and had some inkling of the brand and models.

4Vman · 21-01-2007, 10:38 AM

"Effective Marketing" is in my mind about spending the least amount of money to create the highest number of sales..
"Surplus" funds spent creating broad fluffy "feel good" product awareness or brand boasting campaigns aimed at people who will never be in the market for or will never purchase one of these vehicles is wasted funds IMO.

The way you sell and market to a niche market like what FPV's are aimed at is allot different to how you'd market and sell a Falcon XT.

Minimum marketing funds for maximum sales.

Spend surplus funds on product development.

b2tf · 21-01-2007, 11:01 AM

Quote:

Originally Posted by 4Vman

"Surplus" funds spent creating broad fluffy "feel good" product awareness or brand boasting campaigns aimed at people who will never be in the market for or will never purchase one of these vehicles is wasted funds IMO.

No matter what market research says it is a mistake to ever think you can categorise your customers. The classic example being your shoddy dressed unshaven guy who walks into the dealership, doesnt get service and goes to another one and spends up big.
I know of one family who uses their GT as a family car, they bought it with the full intention of doing so. I bet FPV dont count on selling a lot to the family car market but it does happen.

4Vman · 21-01-2007, 11:11 AM

Quote:

Originally Posted by b2tf

No matter what market research says it is a mistake to ever think you can categorise your customers. The classic example being your shoddy dressed unshaven guy who walks into the dealership, doesnt get service and goes to another one and spends up big.
I know of one family who uses their GT as a family car, they bought it with the full intention of doing so. I bet FPV dont count on selling a lot to the family car market but it does happen.

Proper research will allow you to "hone in" on your target audiance, certainly better than the "shotgun approach"...

Id imagine most FPV GT's get used as family cars, a large % are Exec/fleet vehicles sold to men with family's and used as their regular daily, family transport.

b2tf · 21-01-2007, 11:13 AM

Quote:

Originally Posted by 4Vman

Proper research will allow you to "hone in" on your target audiance

Agreed but it should never be used as a "these are who we want and stuff the rest" tool. Point being if you increase the overall appeal of the brand to everybody, the target market will increase.

4Vman · 21-01-2007, 11:17 AM

Quote:

Originally Posted by b2tf

Agreed but it should never be used as a "these are who we want and stuff the rest" tool. Point being if you increase the overall appeal of the brand to everybody, the target market will increase.

That's a delicate balance isnt it, i still believe they're better off spending their marketing funds on those "most likely" to be potential buyers. No point spending twice as much advertising dollars to "potentially" gain 5% more customers IMO, especially if the P+L suffers as a result, which is how they'll look at it..

b2tf · 21-01-2007, 11:38 AM

Quote:

Originally Posted by 4Vman

That's a delicate balance isnt it, i still believe they're better off spending their marketing funds on those "most likely" to be potential buyers. No point spending twice as much advertising dollars to "potentially" gain 5% more customers IMO, especially if the P+L suffers as a result, which is how they'll look at it..

The way I look at it:-

Customer A knows about FPV products and will research to find the one right for him.

Customer B has heard of FPV and would like to own a nice car but doesnt know what type i.e. T6/V8 etc.

Customer C has never heard of FPV but has seen a nice Ford going past a few times.

All of these customers could be single/family/rich/retired/average joe.

Which one do you decide to be the most likely FPV purchaser, and accordingly how do you deploy your advertising?

plext · 21-01-2007, 11:47 AM

I find the amount of references to HSV interesting, as it has always appeared to me that FPV are going for a distinctly different style and image. Though there is some crossover in market base, the majority of HSV buyers are I would assume, a fairly different type to the average FPV buyer.

I could easily be wildly off the mark, but I get the impression that FPV do not want thousands of people in clapped out old Falcons festooned with FPV logo'd gear. Rightly or wrongly, they seem to be looking for a more upmarket image. Given that, what is a good thing for HSV advertising wise is not necessarily going to be a good thing for FPV.

4Vman · 21-01-2007, 12:00 PM

Quote:

Originally Posted by plext

I find the amount of references to HSV interesting, as it has always appeared to me that FPV are going for a distinctly different style and image. Though there is some crossover in market base, the majority of HSV buyers are I would assume, a fairly different type to the average FPV buyer.

I could easily be wildly off the mark, but I get the impression that FPV do not want thousands of people in clapped out old Falcons festooned with FPV logo'd gear. Rightly or wrongly, they seem to be looking for a more upmarket image. Given that, what is a good thing for HSV advertising wise is not necessarily going to be a good thing for FPV.

I think you're right, ive allways felt that FPV have tried to portray themselves as more sophistcated and mature than HSV.. and as such have tried to portray their products as such.

FPV8U · 21-01-2007, 12:03 PM

Would love to see FPV build more in your face concepts, like DRIF6, there the sort of cars that get a brands name out there, the Drag racing idea is a good one, and considering the already built a few cars for the Police to drive surely the could build one for themselves!

I'd like to see More FPV's in GT Performance racing, seeing a GT or F6 Belting a HSV around a track is the best advertising you can get, and guess what they race at all the V8 supercar meets now, infront of their target audience.

Some TV ad's wouldn't hurt either to get the FPV brand out their, ive lost count of how many times Dad has had to explain what his FPV Pursuit is to people...

"No it's not an XR8!!!"

4Vman · 21-01-2007, 12:04 PM

Quote:

Originally Posted by b2tf

The way I look at it:-

Customer A knows about FPV products and will research to find the one right for him.

Customer B has heard of FPV and would like to own a nice car but doesnt know what type i.e. T6/V8 etc.

Customer C has never heard of FPV but has seen a nice Ford going past a few times.

All of these customers could be single/family/rich/retired/average joe.

Which one do you decide to be the most likely FPV purchaser, and accordingly how do you deploy your advertising?

Market research.

flappist · 21-01-2007, 12:30 PM

Making a great product and not marketing it, just expecting it sell has already been proven to be a disaster.

The first NEW falcon I bought was a XC panelvan. Since then I have owned NEW XD, XF, EA, EL, AU and 3 FPV BA/2 as well as twice that many second hand Fords.
I did not buy a T series because I had no idea they existed. The first T series I ever saw new was a T3 in 2002 and by that time I was aware of "the new model with the mustang engine" coming out soon.

The T3 was so far ahead of the rest of the AU range it was amazing but it was an absolute sales debarcle. So, being the best at the time does not ensure victory.

At the time I was, however, VERY aware of HSV and nearly bought one (a GTS coupe). Fortunately the sales joke at Noosa annoyed me so much I did not.

4Vman · 21-01-2007, 12:40 PM

Quote:

Originally Posted by flappist

Making a great product and not marketing it, just expecting it sell has already been proven to be a disaster.

The first NEW falcon I bought was a XC panelvan. Since then I have owned NEW XD, XF, EA, EL, AU and 3 FPV BA/2 as well as twice that many second hand Fords.
I did not buy a T series because I had no idea they existed. The first T series I ever saw new was a T3 in 2002 and by that time I was aware of "the new model with the mustang engine" coming out soon.

The T3 was so far ahead of the rest of the AU range it was amazing but it was an absolute sales debarcle. So, being the best at the time does not ensure victory.

At the time I was, however, VERY aware of HSV and nearly bought one (a GTS coupe). Fortunately the sales joke at Noosa annoyed me so much I did not.

I think though product awareness is a gradual and continual process, i don't believe for one second T3 would have sold many more units even if they put 2hrs of "ripper" ads on TV every day, the fact is it carried with it the stigma of the AU range from previous years... no quick fix 6 month advertising campaign will fix that, and lease cycles play a part too.
My point is marketing doesn't reap instant rewards, its like planting a tree, it takes time and effort to see a return, but you can over water it or over feed it too just as much as under water and under feed it, its about doing the right things in the right amount at the right time over a sustained period, and that takes years, not months.