The Heart of Marketing
I just wrote about the Ford Focus I'm test driving for ten days. That meant meeting Zoe from the Social Media Group who contacted me in the first place and a few very nice people from Ford.
Obviously, Ford expects me to write about this test drive, but they never once told me I had to. In fact, there were surprisingly few caveats or requirements. They just want the car back at some point, ideally on the 25th.
After they gave me the keys and told me to have fun, they had one more thing to pass my way. During their travels on this blog they came across this entry about Terry Fox in which I mentioned my six year old son was inspired by Terry's effort. Ford and the Terry Fox Foundation work together so a call was made and I was given some fantastic Terry Fox tee shirts, books and a DVD for the kids.
It wasn't necessary but it struck a chord. James and Michelle are going to love their Terry Fox tees and I know James will enjoy the books and DVD. That one above and beyond gesture carries more weight than the ten day test drive. That's the heart of marketing, and Ford got it.
Since we're talking Terry, I'm running for Terry in September. Pledge my run online right here.
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