Toronto – With the success of their previous “Test Drive Giveaway” social media contest, Bennett GM (a Cambridge, Ontario-based dealer) announced today that they will be celebrating summer with special test drive weekends throughout the season. Original contest-winner Nate Robertson, along with his family, will be giving first-hand accounts of their real-life experiences with vehicles from the Chevrolet, Buick, GMC and Cadillac lineups.
Bennett GM is once again partnering with Dealer-FX to develop the concept, planning and execution of the “On The Road With Nate” promotion. Bennett GM will pair Nate with test-drive vehicles in the GM lineup based on the activity planned for each particular weekend.
“The original contest generated a lot of buzz and excitement within the community,” said David Bennett, Dealer Principal of Bennett GM. “We are excited to work with a social-media savvy guy like Nate and have him share his experiences with our great lineup of vehicles.”
People interested in following Nate’s journeys throughout the summer can follow him on Twitter with his special Twitter handle: @nate_ontheroad. Bennett GM will also share his experiences through their various social media sites such as Facebook, Google+, Pinterest and YouTube and will include photos, videos and blogs about his adventures.
“We are thrilled to have Nate participate in this exciting campaign. Once again, we are looking to leverage the power of social media in the local community. With almost 40% of shoppers indicating that their purchase decisions are influenced by social media, this medium must become a key component in the marketing of any business,” said Kate Colacelli, Social Media Product Manager at Dealer-FX. (Source: 2011 ZMOT Study, Google)
The comprehensive social media campaign includes eye-catching creative design, consistent branding across all of their social media sites, in-store promotion and even branding on the test-drive vehicle itself. While Nate and his family spend their summer weekends testing out a wide range of vehicles from the GM line-up, followers will be able to share and experience his real world impressions of each vehicle.
“The benefit of using social media marketing, with this campaign in particular, is that the audience will be hearing Nate’s true feelings and experiences about each vehicle – if they are positive or negative. This impartial point-of-view is truly the power behind social media,” says Kate.
Bennett GM: For over 75 years, the Bennett family has been involved in the selling and servicing of General Motors vehicles in the Cambridge, Kitchener and Waterloo area. They were recently awarded the prestigious 2011 Chairs Award from the Cambridge Chamber of Commerce for exceptional effort in business and community development.
Dealer-FX, the most trusted name in automotive retail marketing, is focused on Driving the Customer Experience by enhancing customer retention, digital and social media strategies for our dealer and OEM clients. Approved and sponsored by several OEMs, our leading-edge programs are designed to improve service drive processes, branding effectiveness, lead conversion, social networking, customer loyalty and dealer profitability.