Ford bucks traditional marketing to reach Black women at Essence Fest

Wilton Vinck
Andrea Howard, Photo courtesy of Ford Motor Company

Rolling out spoke to Andrea Howard, emphasis audiences marketing supervisor at Ford Motor firm. She spoke about the company’s attempts to connect with Black gals.

What is your position with Ford?

I joined the U.S. marketing group, specially integrated marketing communications, as the target audience’s marketing manager. I’m at five months in and essentially arrived on to get the job done with our area and sellers. I [work] on a great deal of our tier 3 initiatives, making certain that we’re showing up with our dealers, with these multicultural audiences, not just at the nationwide level.

And then I experienced the option to action in and assist with the Essence Pageant. So I quickly jumped on that. I was all set to assistance, and connected with an company, and commenced preparing. I ended up staying the one particular that was blessed adequate to see the artistic, and support drive the strategic eyesight for how we’re displaying up at Essence. I’m tremendous enthusiastic that I got a prospect to sign up for the staff just in time for this festival.

What does Ford provide to Essence Pageant?

Ford’s theme is “JOYRIDE: Destination joy.” So we’re getting what Essence has begun as much as, “It’s the black joy for me,” and declaring, the place for pleasure is the Ford Booth, in the convention centre. It’s gonna be the pleasure of audio, the pleasure of recollections, the pleasure of sensation electric powered, since we have our all electric powered autos on exhibit. The Mach-E, and the F-150 Lights. We experienced an electric dance ground wherever people can truly generate kinetic electrical power, essentially powering the dance ground and the electric powered pony that lights up … we’re just joyful to convey all the joy this calendar year.

What do you want persons to choose absent from Essence Festival?

Very first of all, making a truly memorable and joyful expertise for all of these beautiful Black women that are descending on New Orleans to reside their best life, get their encounter, recharge, and join. We really feel like Essence has often stood for what’s important for Black ladies. We’re also stating, “Hey, Ford is not just about our autos and our functions and our rewards. We are a life style brand and we’re displaying up for you the place you dwell, where you wanna be with the sisterhood, and we’re creating memories for you as a organization.” When you do consider about a solution,  we have some matters that will in good shape your life style. But in the meantime, let us have a occasion.

Why is it essential to hook up with the African American woman?

The African American female is the arbiter of lifestyle, design and vogue, and conclusion-generating in their house. At least 85 per cent of the obtain conclusions happen with the women of all ages in the residence, notably in African American households. We know that they get the job done really hard, they play challenging, they earn their cash really hard, and they’re incredible. And when they choose that they wanna be in the fantastic auto, we wanna say, “Here we go. We have one thing for you.”

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