Ford Street Sync Tour
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| Display at Burbank Art Festival
| Display at Irvine Spectrum Shopping center
| Product Specialist demonstrating SYNC
| Demonstration vehicle on display at Detroit Auto Show |
With the launch of their new voice-activated entertainment and communication system, Ford Motor Company was looking for the best approach to educate and inform consumers on the Sync system. Because of the industry exclusivity, Ford was looking at getting their new product in the public hands immediately.
Mach 2 Management lead a guerilla marketing campaign throughout California that placed trained specialists on the street with some of Ford and Lincoln’s latest vehicles to demonstrate how user friendly, safer and appealing the system really was. Mach 2 managed the staff training, worked with the contacts on-site and handled all logistics including transportation, lodging, staffing and scheduling While on-site, the staff also collected quality sales leads and distributed branded flash drives at most locations. Two teams of five were devised, with one Team Leader for each, to ensure maximum exposure in each city.
The teams were responsible for setting up and tearing down the displays, while meeting the location's display vehicle requirements, whether at an auto show, mall, hotel or high traffic tourist location. While interacting with customers, a wide variety of equipment was utilized to show the full capacity of the Sync system. In addition, the Product Specialists answered questions about the system as well as the vehicles on display. Even though the team's focus was the technology, they were still responsible for helping to promote the vehicles as that was Ford Motor Company's number one goal.
Throughout the tour, Mach 2 was also responsible for working with Ford Motor Company and entering the customer data for sales matching. During the two month time, the team was able to capture nearly three thousand sales leads of potential customers. With this success, as well as the overall positive reaction received, Mach 2 Management was asked to continue the tour for another two and a half months on the East Coast, including Detroit, Washington DC, Chicago, Philadelphia, New York and New Jersey, following the auto show circuit.
Mach 2 Management not only had the opportunity to be a part of one of the greatest technological advancements in the automotive industry, but also experienced first-hand customers' reactions after they got to see and try the Sync system for themselves. By placing the product in front of the customer, there is greater chance for retaining the information and recall when the customer is faced with purchasing a new vehicle. One of the biggest challenges the team faced was not having enough display vehicles and time to provide demonstrations to everyone that stopped by.