General Motors Constructs a Tour Strategy in Texas
Aiming to showcase new models of the Chevrolet Silverado and GMC Sierra pickup trucks—particularly important at a time when Toyota was getting ready to launch a new full-size pickup of its own—General Motors’ Fleet and Commercial business hit the road to reach workers in the construction and landscaping trades. GM zeroed in on the highly competitive Texas marketplace, in part to leverage its sponsorship and activation at the Texas State Fair.
The automaker deployed at three types of venues during the eight-week run, with a tour that conducted 60 stops, reaching nearly 3,000 visitors. A typical day saw GM set up at a Lowe’s store in the early morning to reach construction workers preparing for the day ahead, then move to a construction site or a GM dealership.
Whatever the location, the setup gave workers a chance to get sneak previews of a full line of job-friendly GM vehicles—accessorized appropriately, of course—while displays touted the company’s commercial marketing partnership with Lowe’s and reps encouraged guests to enter a variety of relevant sweepstakes, offering prizes from Lowe’s, GMC and Stanley Bostitch. GM dropped the hard sell in favor of creating a friendly environment and an approach built around giving visitors useful information about their work vehicles.
Did it work? Hells yeah. The tour distributed 4,100 vehicle incentive certificates, and participants redeemed an incredible 520 of them, for a 12.7 percent yield. (A typical response is around two percent.)
“We’ve created a perfect environment to showcase our products and the name of the tour is the perfect way to describe our trucks and acknowledge the work ethic of the customers who appreciate GM trucks,” says Frank Jenkins, manager-promotions and incentives for GM’s Fleet and Commercial group, which at last report was readying an expansion of the program to other markets for this year.