Manizesto

This is part 1.5 in a series of three on marketing to money-strapped customers

I could not pass up this great example that perfectly illustrates my point of understanding your customers.

Following the devastating tornado that ripped through Iowa late last month, Ford Mo Co has truly stepped up and shown they understand what their customers may be going through.

Ford will allow qualified leasing or buying customers in Iowa to put off monthly payments for one or two months while they put their lives back together.

“Some of our customers may have temporary financial problems because of the devastating tornado,” said Mike Bannister, CEO and chairman of the Disaster Relief Program. “We understand that. We hope our Disaster Relief Program will ease our customers’ financial concerns as they focus on rebuilding and healing.”

It’s brilliant. It makes people feel like the company cares and understands their tough situation, and even though Ford might lose some money up front with the program, in the long run it will pay off. Think of it as a customer retention/acquisition cost.

Stay tuned for more by subscribing to Manizesto. (Photo courtesy julay)