Twittering with Ford: What is the value of Dads to marketers and brands?

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: Image by Jason Yoder via Flickr

I’m an avid reader of Autoblog because I’m a car junkie. I love reading about what’s new in the automotive world and perusing vehicles that I will most likely never be able to afford. Now that I have settled into fatherhood and minivan ownership most cars I like don’t fit the bill for my lifestyle anymore. However, I recently I came across some info on the Ford Transit Connect Family One. The concept vehicle looked interesting and, if it were to go into production, would be something I would actually consider purchasing when the time came to get a new suburban assault vehicle. Coming from someone that has favored foreign brands for the last two vehicle purchases this is quite a fundamental shift for me.

At the bottom of the Autoblog piece on the Transit Connect was Ford’s official press release, which proclaimed that it was designed “with cool mom’s in mind”. Now, on the surface this is a pretty innocuous statement. I would imagine Ford did some research that suggested the bulk of minivan drivers to whom the Family One concept would be appealing are women. Nonetheless, I decided to have a little Twitter fun and mock some outrage.

I sent @Ford the following message: “real men drive minivans too, what’s the deal? Why not cool dads?” with a link to the Autoblog piece. Not too long after I fired off my missive I received the following response from Ford: “We saved this vehicle for the cool dads” with a link that pointed to a Flickr album of the Ford Flex. I replied telling them that the Flex was certainly a sweet looking vehicle, but the reality (for me anyway) is that it isn’t as practical as a minivan. I enjoy having the sliding doors on my Sienna for maximum egress, as well as the seating for seven that doesn’t completely compromise cargo space.

The one thing that really struck me during this whole exchange was how Ford wants me to believe that they “saved this vehicle for the cool dads”. Now, I watch enough TV and spend an inordinate amount of time online to see how vehicles are marketed and I don’t think that there has been any specific appeal to dads when it comes to the Ford Flex.

Yes, it is pretty loaded with technology and the SYNC system is very cool, but one of the other marketing angles I’ve read about is that the interior was designed in part by someone that used to do work for DKNY. Not exactly a selling point for the dads I know. Sure, I like a well designed interior, but offer a Foose edition Flex and now you’re getting somewhere with me.

I guess my point in all of this is that I am trying to understand the value of dads in the eyes of marketers and brands. I’m seeking information, not passing judgment or crying foul.

In our household medium and big ticket items are planned for and discussed, but I’m the one that usually does the bulk of the research on what we are looking to purchase. Does that make me an influencer, even if it is within my own household? Additionally, as a stay at home dad, I’m responsible for acquiring most of the household essentials and groceries. I realize that I’m clearly in the minority in that regard, but I’m surely not the only dad that handles at least some of the family shopping.

Aside from those guilt ridden jewelry commercials that run ad nauseum, the only marketing campaigns I can think of off the top of my head that pander directly to dads/husbands are the ones by Home Depot. Sure, they play to certain stereotypes, but in my opinion they were successful because they are memorable.

A lot of attention is paid to moms by a number of brands for a whole range of products, but what about dads? Do marketers specifically target dads? Where do dads rank in terms of being influencers? What does the research say about their role in a purchasing decision? Is there value in trying to appeal to dads? And, if not, why?

I’d love to hear from marketing professionals or any brands out there to learn more about the way they view and value dads.

Chicago 2009: Ford ready to offer Transit Connect van in U.S. (autoblog.com)
Driving the Ford Flex (businessweek.com)

Jay Ward

Enjoyed your post even if I do work for Ford! Understand your point of view here, although the reality is that you can't personal advertising and and as result, there are always going to be groups that feel that the advertising message is not for them. As you rightly point out, you are in a (growing) minority for the time being, but we do try to find ways to ensure that even if a product is aimed at a particular demographic, it does not iritate or annoy those to whom it might not be directly aimed.
With Flex, we know for example that over 80% of our customers are people with families. And yet, our advertising did not directly target families or even show them in the commercials. Why? Well, because there are a lot of people out there who might want a cool looking crossover but would be put off by the family connection. Those with families will find the car anyway through more directed marketing (direct mail, web sites etc.), but those without would be instantly put off if we showed the car full of kids and their luggage (which is what mine looks like all the time!)
As a way to round off, a little sales pitch for the Flex. If you enjoy the idea of spirited performance but still need the space and the fuel economy, we have a new EcoBoost-powered Flex coming in the summer – 355hp with the same fuel economy as the regular V6 Flex – now that is a car to appeal to 'bad dads' if ever there was one. Should be fun!
http://www.pjmullen.com PJ Mullen

Jay,

Thank you for stopping by and for your comments. I hope my post didn't come across as a knock on Ford because I'm actually quite impressed with some of the things that you all are doing over there. I've owned two Ford vehicles in my day. My first car was a 1988 Mustang, but not the cool kind. It was an LX sedan with a wire hubcaps. The second was a 2004 F-150 Lariat (very cool), but I got rid of it when fuel prices soared. It made little sense for a mortgage broker to drive a big V8 pickup truck. It was an impulse purchase on my part, as I've wanted a truck since I first got my license.

In any event, I understand you can't personalize advertising since it is generally distributed through broader reaching mediums. Other marketing channels and consumer outreach, however, can be more personalized. As a daddy blogger I also read a number of mommy blogs since I'm always open to advice on how to do my job as a father better. Lately there has been a lot of chatter about the Flex, specifically on a mom blog, which is why I was surprised that Ford's response to my Tweet was to tell me that the Flex was saved for cool dads. My tweet was truly in jest, I'm not really outraged over the situation. Rather, I'm trying to develop an understanding of how marketers and brands view dads.

The Flex is not a fit for me, right now, but would be something I would consider when my son is a little older. My personal preference is to have the sliding doors so I'm not knocking into other vehicles in the parking lot with the ton of stuff you have to travel with when you have a little one. So, the Transit Connect would be on my list of vehicles to check out if it becomes available here should I need to replace my Toyota.

On another note I really love the new Fiesta that Ford is bringing to the States. My wife loves small cars and her Civic is getting a little long in the tooth. Depending on what her preferences and our family needs dictate when the time comes I could see her wanting one of those for her next car.

At the end of the day the product transformation at Ford is great (the new Taurus looks great, and I'd buy Mustang convertible for a weekend car if I had the discretionary income) and the consumer response is apparent. I was just curious as to how us dads fit in with the different outreach strategies that brands, such as Ford, especially in the new media/social networking marketing space.

Thank you again for visiting and commenting. All my best to you.

pjm
ciaraj

i'm a cool mom AND i drive a minivan (my dream vehicle, honestly). no shame in my game lol
ciaraj

i'm a cool mom AND i drive a minivan (my dream vehicle, honestly). no shame in my game lol
ciaraj

i'm a cool mom AND i drive a minivan (my dream vehicle, honestly). no shame in my game lol