Objectives:
- To build awareness & consideration for Saturn’s entire vehicle line-up.
- To reinforce Saturn’s brand positioning of affordable, reliable and fuel efficient vehicles
- To generate qualified sales leads for follow-up post-event and inevitably drive incremental sales
Solution:
In an effort to build greater awareness for their line-up of fuel efficient vehicles and positively impact consumer’s consideration and opinion for Saturn in a soft sell environment, the automotive manufacturer developed a National Mall program with an emphasis on vehicle interaction and lead generation. Total Event Solutions provided localized staff and event management at 36 malls in 13 markets across the United States over the 5-month program. Total Event Solutions worked directly with the mall management at each mall to ensure that activation ran smoothly and flawlessly at each mall throughout the program. Event Managers at each mall ensured that displays were set-up correctly, vehicles were detailed consistently, vehicle signage was visible and impactful, program goals were met and the overall consumer experience was positive. Staff interacted directly with consumers encouraging them to interact with the features and benefits of the vehicles on display, persuading them to fill out a lead generation card in exchange for a free premium item and reinforcing the key differentiators for Saturn with consumers. Staff provided valuable feedback and photos from each mall to the client to ensure that issues with the vehicles, signage and promotional materials were corrected quickly and effectively and to guarantee that the goals of the promotion were not only met but exceeded.
Results:
Saturn and its retailers saw an increase in consumer traffic to their dealerships over the 5-month program as well as an increase in sales over the same year prior. Consumers who interacted with the vehicles on display stated that their awareness for the brand had been influenced positively and overall consideration for the brand and its vehicles increased.
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