I arrived home this evening and in my mailbox I found a small booklet from Ford Motor Company. First thing that came to mind, “Hmm, this must be info on the Mustang I configured online the other day.” I opened the package and it has nothing to do with the Mustang. Instead it’s a little booklet titled, “2011 Explorer Go Weekend Guide”, along with a coupon for $750 towards the purchase of a new Ford (Yes, there are exclusions) or $750 to spend at REI. What fascinates me, besides how marketing calculated an interest in Mustang warranted an interest in Explorer, is how well thought out this little book is.
The first few pagestell you what the Explorer is capable of, shows it pictured in all kinds of neat places and even has a photo of a cool dude in sunglasses behind the wheel (what the heck is that?). Basically it does everything a standard dealer issued brochure would, except (here is where the Farley magic happens) it doubles as a weekend planner! That’s right – a weekend planner. Unlike a standard brochure, this serves a purpose even if you aren’t ready to run out and buy today. Now, every time you use it you are reminded that you should REALLY go check out a new Explorer. Bravo Team Ford. Very wise.
The book starts conveniently in April, which means I need to get to a dealer SOON to take full advantage of my new “Weekend Guide”. Ford took the time insert a unique aspect of each month correlated with a feature in the new Explorer. If Ford has given their marketing material this much attention, I’m sure their new products are going to be very well done.
While I may joke a little about why I got this book, other manufacturers should pay close attention. Ford’s marketing is on a roll!
I’m still waiting on my $500 Track Day coupon or $500 Ford Racing upgrade as a result of my original Mustang inquiry.
Below are a few photos from the booklet: