Ford, with Mike Rowe, gets Tier 2 retail right.

Anyone who has worked in automotive marketing knows how tough it is to do really good Tier 2 advertising.

Here’s the issue.  Tier 1 is funded by the manufacturer and is often referred to as the “brand” communications.  Tier 3 is the communications funded and executed at the local level by individual dealers.  Tier 2 is caught betwixt and between.

Funded in part by the manufacturer and in part by the local market dealer groups.  Tier 2 must serve two masters.  The manufacturer wants to be sure that the work reflects the brand and makes the doors swing whereas the dealers are understandably concerned with just making the doors swing.  Just to make it more difficult, the manufacturer’s marketing team and the dealers often have a different points-of-view about what will make the doors swing.

Tier 2 is where the brand versus retail discussion often gets very heated.   It is very tough to find a balance between the brand and retail messages.  More often than not, you end up erring toward the retail.  We all know what this formula looks like.  The TV commercials are visuals of the vehicle on the road, held together by a litany of product features in the copy and you tie it up with a bow…the deal.  The newsprint is a visual of the car, a couple of sentences covering key features, the deal and some legal disclaimers.

This leads to a sea of sameness when it comes to Tier 2 communications.

But it doesn’t have to be that way.  Tier 2 communications can represent the brand and the retail message successfully and powerfully.

That’s exactly what Ford and its agency Retail First (part of Team Detroit) have done with their campaign using Mike Rowe of “Dirtiest Jobs” fame.  Here’s one of their early commercials:

This is a solid piece of work and I think Mike Rowe does a good job, but what’s really interesting is how Ford and their agency, over-time, improved the advertising.  According to Matt Van Dyke and Dave Rivers of Ford who are responsible for this work, the early work with Mike Rowe was tightly scripted and used actors.  No surprise here, that’s what most companies and agencies, would do.

But look what happens when Retail First and Ford decide to loose the reigns on Rowe by giving him “talking points” and real consumers to interact with:

Here’s another:

Obviously, what makes this work really strong is the use of Mike Rowe, but what a difference when they let him go and just talk to people.  He’s even more genuine, likable, friendly, warm, trustworthy and credible.  Every time he makes someone smile or laugh, you like him even more.  Mike Rowe makes this work stand out and work that much harder (if you doubt Mike’s effectiveness, compare these ads to Chevy’s with Howie Long).

I think this work leaves the consumer feeling positively toward the Ford brand but it also does not shrink from the retail message.  That’s one of the terrific things about Mike Rowe; he can deliver a pretty hard-edged message about product and price without sounding like a shill.

I’m not privy to Ford’s corporate strategy but it is a big brand that covers lots of segments and customers so it needs to be a lot of things to a lot of people.  I would suspect that Ford would be very pleased if “genuine, likable, friendly, warm, trustworthy and credible” washed over their brand from Mike Rowe.  But importantly, based on recent sales, this Tier 2 advertising is also “making the doors swing.”

Finally, here’s my favorite Ford/Mike Rowe ad:

“There’s Max sittin’ in a Mustang, there’s Max sittin’ in an Accord.  What’s cooler?”

Got it.

Please let me know what you think.

Tags: , , , , ,

42 Responses to “Ford, with Mike Rowe, gets Tier 2 retail right.”

  1. When it comes to dtf transfers, NextDayDTF offers a range of services that provide numerous benefits for businesses and individuals alike. dtf transfers From the convenience of dtf transfers near me to the efficiency of dtf transfers ready to press, NextDayDTF is revolutionizing the world of dtf printing with their high-quality dtf prints.

  2. En uygun ve kaliteli mobilyalar, balkon mobilyaları ve yatak odası takımları ile Kozza Mobilya Samsun’da hizmetinizde!

  3. Geburtstag says:

    Die schönsten Geburtstag bilder gibt es hier. Mir gefällt es sehr gut.

  4. Hemen web sitesi yaptır e-ticarete atıl.

  5. seo yaptır says:

    En uygun fiyata web sitesi yaptır

  6. This is some good quality material. It took me a while to find this blog but it was worth the time. I noticed this page was buried in bing and not the first spot. This webpage has a lot of fine stuff and it does not deserve to be burried in the search engines like that. By the way Im going to save this blog to my favorites.

  7. I know you, man, lol

  8. Im going to discover less regarding because it all can last for weeks.

  9. I appreciate what you have done here. I love the section where you point out what you are doing this to help offer back but I would certainly guess by many the responses that this method is definitely on your side as well.

  10. Very good written post. It will be valuable to anybody who employess it, including myself. Keep doing what you are doing canr wait to read more posts.

  11. This is nice stuff, its good to be in the know.

  12. Hello Guru, what entice you to post an article. This article was extremely interesting, especially since I was searching for thoughts on this subject last Thursday.

  13. Trabzon Haber, Trabzonspor haberleri, son dakika Trabzon’da sıcak gelişmeleri 61 Medya haber sitesinde takip edin, Trabzon gündeminden haberiniz olsun.

  14. Places to Visit in Antalya 2023. There are many touristic places in Antalya, one of the biggest touristic cities of Turkey. More than 15 million tourists visit Antalya every year.

    The best way to see the Old City, a must-see for tourists coming to Antalya, is to walk its cobblestone streets. You can also walk through the Old Bazaar (something I highly recommend). Kaleici district has a great nightlife scene with bars and clubs lining the streets.

  15. Dear Web site owner. My partner and i actually enjoy this post and the internet site all in all! Your piece of writing is really plainly composed as well as simply understandable. Your current Blog design is awesome as well! Would be awesome to know where I are able obtain it. Please maintain up the very good job. We all require far more such website owners like you on the net and much fewer spammers. Fantastic mate!

  16. thanks for article, it is wonderfully

  17. sex time says:

    That is how to stop worrying and be happy about your.

  18. Hi to every body, it’s my first go to see of this website;
    this web site consists of remarkable and in fact fine stuff for readers.

  19. funebre says:

    Oh my goodness! Impressive article dude!
    Many thanks, However I am encountering difficulties with your RSS.

    I don’t know the reason why I can’t subscribe to
    it. Is there anybody else getting identical RSS issues? Anyone who knows the answer can you kindly respond?

  20. […] Ford, with Mike Rowe, gets Tier 2 retail right. […]

  21. magento 2 one step checkout extension

    Ford, with Mike Rowe, gets Tier 2 retail right. « McNaughton Automotive Perspectives

  22. amazon gift voucher codes generator

    Ford, with Mike Rowe, gets Tier 2 retail right. « McNaughton Automotive Perspectives

  23. I am very satisfied that I stumbled throughout your website in my search for something referring to this.

  24. This was a really well-written post.

  25. It has been incredibly generous of you to provide extensive advice!

  26. This was a really awesome post.

  27. discount furniture Stores In virginia beach

    Ford, with Mike Rowe, gets Tier 2 retail right. « McNaughton Automotive Perspectives

  28. john lewis Partner credit card

    Ford, with Mike Rowe, gets Tier 2 retail right. « McNaughton Automotive Perspectives

  29. electrical symbols chart printable

    Ford, with Mike Rowe, gets Tier 2 retail right. « McNaughton Automotive Perspectives

  30. Dear Eva Loved watching the movie, Sugar Man, last night. I was greatly encouraged by your love for your father. You seem a very special person! I valued your humility, warmth and extreme spontaniety. I see from here you must have spent some time in East London. I lived there for 17 glorious years. Now in Cape Town. Would like to make contact with you if that is okay? – So long.

  31. Full of salient points. Don’t stop believing or writing!

  32. Blythe says:

    Asking questions are in fact pleasant thing if you are not understanding anything completely, but this paragraph provides good understanding yet.

  33. Thanks for spending time on the computer (writing) so others don’t have to.

  34. Karolina says:

    That’s great! Dirty Jobs is one of my favorite shows on toviliseen, and not suprisingly he handles this with eloquence. I admire his answer, not only because of the topic, but also because he was able to clearly articulate the response so even an idiot could understand.

  35. If you are going for finest contents like I do, only visit this web page
    everyday as it gives quality contents, thanks

    My page :: website designers

  36. Felicitas Blackwall says:

    Although, there has been a significant change in the types of Televisions that are available in the market, but TV stands are still preferred by people and a separate space is preserved for them in the house. However, before purchasing a TV stand, there are a few factors that should be considered, which would ensure that you are making an informed purchase. The first consideration is the size of your television. Many a times people purchase stands that does not well appropriately with the size. Therefore, before purchasing any kind of TV stand, it is important to measure the width of your television. ,

    Most popular article from our web page

  37. Cooper says:

    Loved this post. We are proud of young Mike Rowe – and here in the Bay Area we think of him as one of our own…

  38. Hi, thanks for the awesome post! I found it extremely insightful!

  39. Jungle Jim says:

    JWT and Bob McClowery should take a bow. And for my money, so should the guys at Hyundai’s agency doing that Uncensored stuff

  40. Cameron says:

    Thanks Sean, I appreciate your thoughts.

Leave a Reply