Force India F1 Falters?
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Force India F1 also recently joined the ‘Social Ads’ Bandwagon and is now advertising on Facebook. It does make sense for Force India to advertise on Facebook because there is an audience there who can/ would be extremely interested in interacting with the brand.
While I was looking at a few ads of Force India F1 on Facebook, I happened to notice the one with Shah Rukh Khan asking us to ‘Join the Force’.
Now we had blogged earlier about Club Force, Force India F1’s online community. When an ad says ‘Join the Force’, I would assume the ad would take a user to Club Force rather than the Force India F1 Home Page. This ad however, despite asking the user to ‘Join the Force’, takes the user to the Home Page.
I don’t think this strategy makes sense because the entire proposition of the ad is lost. Further there is not much on Force India F1’s home page with respect to engagement. So the user probably expects something and receives something else. There is nothing specifically on the home page either which guides the user towards joining the Force.
While the brand has made a good investment with respect to creating a community, unless the brand is able to drive more traffic to the community and create content that will generate ‘stickiness’, the community will probably not leverage great results.
It would be interesting to see the analytics though with respect to the bounce rates on Force India F1’s home page. As of now Club Force has 6900 odd members. Pretty ordinary for a brand of its stature. However, I think the numbers will grow once the season gets closer.
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I agree. Most users will not sit and take the time to find the link to Club Force - they’ll just exit the page. If I were their ad agency/marketing department, I’d change that ad post-haste.
well for a site which is just two month old, it makes sense to first get the user to the site. It is just to make the presence felt. May be after some time there can be ads targeting the community.
well i honestly dont agree - they have such a huge offline campaign for the main website. I think to generate stickiness in a community, one needs to constantly create content - fresh content. I think Force India’s presence is already felt!
Well, I would think that this is the Webmaster’s fault, some1 should mail him/her and bring it to his/her notice..