Ford came to EWI Worldwide to develop a new set of digital tools to capture sales prospect information from auto show visitors. Ford wanted a customer-friendly, interactive framework for the auto show environment that would gather names and contact information, purchase intent time frames and interest in specific Ford vehicles. Captured data would need to be delivered securely for fulfillment through the Ford Data Center.
We developed a custom hardware/software combination offering two input methods. Auto show visitors who preferred to personally enter their information could access a network of touch-screen kiosk computers located throughout the Ford booth. The second method, and by far the most popular, were wireless-enabled, hand-held pocket PCs carried by Ford product specialists. While guiding visitors through the information gathering process, specialists could also answer additional questions on the Ford product line. Once all information was gathered, product specialists delivered data wirelessly, at the push of a button, to the Ford Data Center. Using either method, prospect data was collected on up to three currently-owned products and requests for information were taken for up to four Ford vehicles.
Over the last four years we've delivered well over 200,000 leads to Ford. Data collection integrated seamlessly into Ford’s Customer Knowledge System database, allowing rapid fulfillment of requests and ultimately generating a 9% buy rate. In addition, at a custom-created summary website, Ford management could track progress daily, breaking down collected leads by event, by vehicle interest (Mustang generated the most buzz), and even by product specialist.