Al and Laura Ries often talk about pass along marketing. The ability to easily pass along the marketing message of a product or service.
It is often a phrase or word that sticks in the mind of the prospects and comes to mind when the brand is mentioned.
Examples like Volvo=Safe, Crest=Cavity, Fedex=Overnight.
Up until this point, when it has come to Hybrid cars, the Toyota Prius owns the category. Of all the challengers on the market, it looks like Ford may have the best shot at pushing itself into the number 2 spot for Hybrids. And they will do it with pass along marketing.
Most of the ads from Ford's Hybrid vehicles have had tag lines like, "We Speak Car". What in the world does this mean? Nothing.
Do people say you should by a Ford Hybrid because Ford speaks car?
No, that is silly.
But Ford may have stumbled onto something with some of their latest ads.
Several people in the ad keep saying, "I love my Ford Hybrid, I haven't bought gas in a month."
"I haven't bought gas in a month"
That is a pass along message. It is such a powerful message that people who have seen the ads once or twice will think about it one of those times when they are standing at the gas pump looking at $3 or $4 a gallon prices.
This message is so powerful, that it could carry Ford into the Hybrid space as a leader, simply because the idea of not buying gas in a month can be shared easily and be permanently associated with the Ford Hybrid Brand. Who needs to talk about mileage, about engineering, about all the technology in the car, when everyone would love to own a hybrid that only has you buying gas once a month.
Other hybrids may do the same thing, but Ford has the chance of being first in the mind of the market with this powerful message.
