Case Study Details

Objective:

The South Florida Chevy Dealers expanded our existing relationship to include vehicle test drive experiences. Experience Marketing had designed and built lead generation displays and coordinated all staffing for the south Florida mall activations. In addition to generating leads inside the malls, dealers wanted to actually have prospective consumers drive their cars.

Program Details:

We took a mobile drive program to 7 malls and 4 shopping centers around South Florida. We positioned our mobile setup of signage and allowed consumers to test drive a Malibu of their choice. We designed a course at each mall that was safe and allowed consumers to test the performance and driving comfort of the Malibu.

Two promotional staff encouraged consumers to test drive the vehicle and managed the completion of mandatory driver waivers. While taking the test drive, consumers could ask our Right Seat Product Specialists questions about the vehicle and learn about features and pricing. Once the consumer completed the drive, they finished a quick survey and received a $20 gift card.

Program Outcomes:

We had over 250 interested consumers test drive the Malibu with an experienced staff member. Dealerships were ecstatic that their targeted consumers were taking test drives and interested in the vehicle. We received rave reviews about the 2009 Malibu from consumers which allowed us to give dealers priceless feedback. The success of this program has also sparked other dealer groups across the country to utilize the same format.