Imagine: You spend millions on a TV ad campaign -
and sales start to drop. Where do you go from there? To
the grassroots of course!
The Chrysler Group, a Big Three automobile
manufacturer, abandoned the highbrow celebrity
endorsements for a grassroots marketing approach
instead.
Chrysler knew that 20-30 percent of dealer visits
usually ended in a sale. Auto aficionados needed to see
and experience Chrysler's line of new automobiles
themselves.
The Event
Chrysler decided to combine hands-on marketing with a
local event. The "Premiere Days" event unveiled three
2005 vehicles in 2,100 Chrysler dealerships. Stars of
the event were the Chrysler 300, Chrysler Town & Country
minivan, and PT Cruiser Convertible.
"Premiere Days" took place, April 23-25. Festive
dealers threw a huge Hollywood-style bash complete with
balloons, bands and food.
In time for the party, dealers received priority
shipment of the new vehicles. They proudly showed off
the three automobiles and their technology, and
scheduled test-drives.
The Local Marketing
Each participating dealer sent personal invitations to
area consumers. Invited customers received a bonus for
attending - a limited edition silver dollar. Many
dealers used local advertisements as well.
The event featured a
branded website with details and photos of each of
the cars. Invitees could learn more through owner
publications and online advertising as well.
Most notably, Chrysler used eNR, Inc. to write,
localize and distribute press releases to each of the
participating dealer's local media contacts.
The Results
The April "Premiere Days" event drove over 100,000
consumers into Chrysler showrooms. April sales increased
one percent from the year before. Plus, the new Chrysler
300 sedan sold over 9,500 units during its first full
month of availability, becoming Chrysler's most talked
about new product.
"Premiere Days" generated positive word of mouth,
media coverage and sales for Chrysler.
The success of the first "Premiere Days" event
spurred Chrysler to host a Dodge "Premiere Days and
Nights" in June. Chrysler also hosted a successful Jeep
"Premiere Night" in the Fall.
