OREANDA-NEWS. December 17, 2015. Building Ford brand awareness within the far-flung aid and development community drew Ford to Belgium for last month’s AidEx Exhibition and Conference, which brings together governmental and non-governmental organizations and suppliers from the transportation, logistics, medical and other industries.

The event is not only a product showcase but also a forum for discussion and sharing capabilities. Kirk Born, Fleet account manager, Ford Emerging Market Services, says while the company did make some vehicle sales at last year’s conference, the majority of the people who attend are planning for what lies ahead rather than making on-the-spot purchases.

“Most of the people who come to this conference are thinking about the future, so much of what we do here is build awareness so they will think about Ford when they are making purchase decisions down the road,” Born says, noting that he did field inquiries on the new Ford Everest and the Police Interceptor utility and sedan.

Ford sponsored the registration and entry areas at the Brussels Exhibition Centre during the AidEx conference, putting the Ford oval front and center and giving the company an opportunity to interact with the approximately 2,500 people in attendance. “Talking to people as they arrive presents a good opportunity to become acquainted and get the Ford brand in front of them,” says Born, who noted that the attendees’ name tags were in Ford-branded lanyards.

Vehicles used in aid and development work may be used to deliver supplies, including food and medicine, and have to be capable of reaching remote locations. Or they may be used by construction crews or in mining operations.

Selling vehicles to aid and development organizations also helps increase global awareness of Ford products. “Some markets haven’t seen many Ford vehicles, so selling to organizations with a presence in these countries is a strategic decision designed to establish a presence there,” says Born. “We anticipate that as people become more familiar with Ford products, they will consider us when they purchase a vehicle.”