Ford Motor Company, a global automotive industry leader, and Roush Fenway partner for more than twenty years is committed to success, in the marketplace and on the race track. Jamie Allison, director, Ford North America Motorsports, has spent time in engineering, product planning and marketing during his 24-year Ford career. He has extensive knowledge of how racing benefits the company as a marketing program.
Jamie recently participated in a Live Chat on @Ford where he answered questions asked by employees and shared his team's view of how racing is an integral part of the company’s marketing efforts. The following is an excerpt from the chat transcript.
What makes racing still relevant to the bottom line of our business at Ford?
”Racing is a marketing program for the company, and we measure ourselves just like every marketing program in terms of how well we are improving image and purchase consideration for Ford. But we're also using racing to help spread the word of Ford's transformation as a company building great trucks and Mustangs, to a company that also produces great, fuel-efficient, and fun to drive small cars.
Can you please explain how the company measures our return on investment by being involved in motorsports?
”We have used motorsports to help launch our new products from Mustang to Fiesta, to Raptor, to Fusion.
"We see racing in a couple categories. We entered Mustang and Raptor in competition to showcase the performance attributes of our vehicles. As for NASCAR and NHRA [FC], we use motorsports [teams/drivers] to reach out to the large fanbase who watch and enjoy that form of racing. We measure ourselves much like every marketing program.
"We track the impact the racing program has on customers' perception of the Ford brand—BEAT research shows that racing fans help lift Ford brand metrics highlighted by favorable opinion of 56 percent and consideration of 54 percent [4-8ppt more than general market]. We also measure every racing marketing program to ensure that it is returning a positive ROI for the company. We collect data at all our events, and track those consumers to see what sales are attributed to them. So truly, we do see effective return on our racing investment in both brand impact and events activation.”