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Ford Advantage Plan - A Microsite Project Test

Ford Motor Company announced this week a program called the Ford Advantage Plan which is similar to the popular plan announced months ago by Hyundai.

The Ford Advantage Plan lets consumers buy or lease a new Ford, Lincoln or Mercury vehicle with the peace of mind of the Ford Payment Protection Program. When this program was announced one of my Ford clients jumped on an idea and purchased a domain called www.fordadvantageplan.net.

Ford Advantage Plan Details


For those readers interested, here is a link to the Advantage Plan Q&A Sheet which has more details on the offer, but here is the high level details:

- It pays the monthly amount due on your new vehicle purchase/lease up to a maximum monthly benefit of
$700, for a maximum of 12 Benefit payments
- Benefit is paid directly to your financing source
- No cost to you
- is important for you to continue to make your monthly financing payments on your account until you have received notification that your Benefits have been approved in order to maintain your current account status

With Ford's move into a payment protection plan it would seem that the Automotive industry has done enough research to show that the only way to get people to buy a new car is to limit their downside risk.

Will This Plan Boost Dealership Floor Traffic?


The plan makes sense to me since everyone I speak with is focused on conserving cash, if they have it. This is one block is the slow rebuilding of consumer confidence.

I'd like to know from Ford dealers on this forum if they think this program will have some traction with the public. I would also like to hear from Ford dealers in the coming weeks if floor traffic has picked up from the advertising campaign that has started.

Build a Marketing Portal


David Wilson President of Preston Ford in Maryland, was not taking any chances. He requested that we build a quick microsite for the Ford Advantage Plan to service his Ford customers in Maryland, Delaware and northern Virginia. David purchased the domain www.fordadvantageplan.net and we posted the information on the Ford Advantage Plan for his customers to read.

The website design makes it easy for his sales staff to refer customers to information when they are on the phone or my email. Preston Ford believes that while this program is being tested, they should get the word out to their customers. An email blast is scheduled this week. It also makes it easy for anyone visiting this website to click through to his Ford website or any of the other brands that they carry.

Building Microsites - How Much Time is Involved?


This project took about 5 hours of programming resources which made the site very affordable for Dave to test. Once we create a template for a automotive client, creating additional marketing websites is very easy. The added bonus is that Preston Ford owns the website code and it only costs him under $100 a year to host the website on a service like GoDaddy. If the program ends, he can repurpose the hosting for another marketing effort.

Ford Advantage Plan

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Comment by Scott Empringham on April 16, 2009 at 5:57am
I should mention, they were ultimately driven to our youtube channel: http://www.youtube.com/fpcomm
Comment by Scott Empringham on April 16, 2009 at 5:55am
very informative. sounds like a very affordable solution. we did something sort of similar with video seo. example: go to youtube and do a search for ford advantage, lincoln advantage lincoln mercury advntage or even mercury advantage. in less than 72 hours we got about 500 views, several emails and a few phone calls from ford dealers wanting more info. --p.s. looking forward to seeing everyone at digital dealer.
Comment by Brian Pasch on April 16, 2009 at 4:20am
Thank you...can you email a contact number and we'll chat today.
Comment by Ralph Paglia on April 15, 2009 at 11:32pm
Brian,

I am working with Joel Sporn, the DP of Westbury Jeep Chrysler Dodge in Westbury, NY and I have referred him to you as a potential supplier of microsites, since he is not 100% comfortable with my team doing them for him. Please take care of Joel and his 3 dealerships, they are a low-turnover, stable dealer group with great strategies and tactics. Joel is committed to turning the corner with his team and maximizing their use of Digital Marketing, including a comprehensive microsite strategy... When you get a chance, please give me a call because I may have another opportunity you would enjoy hearing about.
Comment by Brian Pasch on April 15, 2009 at 10:25pm
The site worked so well and so fast Ford told the dealer to take down the website due to some dealer rules and the ownership of that phrase. The site ranked in the #2 position nationally for the search phrase "Ford Advantage Plan" in under 10 days.

Now that the microsite has been taken down, my Automotive SEO blog post on the project is now #1 in the USA for the search phrase "Ford Advantage Plan". Funny.

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