Ford Motor Co. is targeting do-it-yourselfers as truck customers.
A new national promotion by Ford Division and The Home Depot stores offers "gift packages" of home improvement merchandise to buyers of new Ranger, F-150 and F-series Super Duty pickups.
The gift packages are worth as much as $870, Ford says. Ford truck buyers get a choice of four Home Depot gift packages. They include merchandise such as a Weber grill, power tools, storage cabinets and outdoor maintenance equipment.
The "Bring it Home" promotion involves the 2,700 U.S. dealerships that sell Ford trucks and 1,700 Home Depot stores. Ford is placing one of its pickups at the front of every participating Home Depot outlet. The promotion runs through Aug. 1.
Doug Scott, Ford Division's truck group marketing manager, calls the promotion "a natural fit."
The promotion includes a sweepstakes that will award an F-150 as a grand prize. Visitors to Ford and Home Depot Web sites can win $25 Home Depot gift cards instantly. Scott says Web visitors who enter the contests will provide Ford with marketing data.
During the promotion, Ford is offering special incentives on the trucks. Ranger buyers get 1.9 percent financing or a $1,500 rebate. For the F-150, the incentives are 1.9 percent financing or $2,000 cash back. Super Duty buyers get 0.9 percent financing or $3,000.
Ford created a 30-second TV spot for the promotion. It shows gift boxes dropping into the beds of Ford trucks.
Ford and Home Depot are advertising "Bring it Home" on TV networks and major cable channels. Ford dealerships will air local commercials for the promotion.
Print ads will run in major newspapers and in magazines such as Sports Illustrated, ESPN the Magazine and The Sporting News.
Last fall Ford conducted a one-day promotion for Super Duty trucks at Home Depot stores in six cities, Scott says. That effort generated 30,000 consumer leads, more than 7,000 test drives and more than 500 truck sales as a direct result, he says.
"The results and response of the test were so successful for both (Ford and Home Depot), we expanded the program for do-it-yourselfers this spring," Scott says.
Home Depot is backing the promotion with its own advertising and merchandising, which includes brochures, in-store signs and announcements, and mailings to holders of Home Depot credit cards.
On a typical day, Home Depot says, each of its stores attracts an average of 2,000 to 2,500 shoppers.