In head offices it can often be the case of “Yes Men “. Otherwise put its the case of the emperor’s clothes. That is its better to tell the boss he is correct rather than tell him the truth and bear the price. Of was explained by many a young salesman by an experienced man of the road Harold Howden. The advice or tale to learn from was “No matter how stupid the idea , it may be the world’s worst idea …… yet it may be the brainstorm innovation out of the president of the company , who is sitting right next to you. So it goes with what was the major and dominant industry of America – the auto manufacturing industry. While the market leader G.M. could be said to have the most developed set of rules and bureaucratic procedures and management “upstairs” in its executive suites and exec dining suites devoid of reality, while giving the rah rah rah and such non-illustrous projects as the Chevrolet Lumina. It might be said that although the Chevrolet Corvair later went on to earn a reputation , ill-deserved, as an unsafe car, it was at least innovative and a step forward. The Corvair was meant to counteract the rear engined, aluminum block becoming popular import German Volkswagen VW original “Beetle”. Noted Winnipeg auto expert and teller of tales expertise in this area William Simpson was that it was not the car – but Canadian and North American drivers who basically had no training and expertise with rear engine vehicles. In an emergency or dangerous situation they would revert back to standard US type driving procedures and end up in the ditch or worse. Yet the Lumina was not innovative and illustrates the dangers of head office yes man thinking.
Yet in 2013 Ford Canada head office and its social marketing department has a winner. It responded well to its consumers who wanted more information and help with their purchased vehicles – Ford cars and trucks. Whether its a Ford truck – a F150 ,250 , 350 etc, a SUV such as an Edge or Explorer or a run of the mill Fiesta, Focus , Fusion or Taurus- all the owner has to do is enter their Vehicle Identification Number VIN online at the web url Myford.ca. Up pops the actual information on the car history itself and as well alerts , recalls plus deals at the dealership of purchase.
It works out well and simply for the automobile owner themselves and on top of that provides for a greater interaction and building of an interactive relationship with the dealer. Dealers too get feedback from the buyers and are in much greater position for relationship building and selling. After all deals come along – be they service or new vehicle promotions. Its target marketing at a good stead. On top of that its a win-win situation for all rather than more of the ram it down their throats mud against the wall approach of newspaper mass media and even Google ads.
Workup is on a Yahoo platform.