Chrysler Group executives know that when people have firsthand experiences with the latest Chrysler, Jeep®, Dodge, Ram Truck and Fiat vehicles, it helps sell vehicles. And, what better way to showcase the interiors, the capabilities, quality and overall improvements of the latest products than to take them directly to the public. One such dose of experiential marketing is the Company’s “Ride & Drive” program, allowing prospective customers the opportunity to get behind the wheel of their favorite Chrysler Group cars and trucks and obtain additional product information in a casual setting.
The Chrysler Group brands are reaching out to potential buyers by staging ride & drives where consumers spend their leisure time – at school functions, shopping malls, sporting events, music festivals and even auto shows. The reasoning is that people seem to enjoy checking out new vehicles in relaxed settings while, in some cases, even raising money for charity. Ride & drive locations often vary by brand and, in many cases, are at locations that match the lifestyles of the individual brand customers, such as the Academy of Country Music Awards ACM Experience (Ram), Drive 4 the Kids events at elementary schools (Chrysler), high school Booster Club fundraisers (Dodge), Camp Jeep auto show test tracks (Jeep) and the Detroit Jazz Fest (Fiat). “Typically, the scenery isn’t a big factor,” said George Neill, head of marketing strategy and operations for Chrysler Group. “The opportunity to test drive the vehicles provides most of the fun and excitement. More important factors are being in places that allow for an interesting drive route and where the consumers have enough time to spend on the drive.” Amen. Buyers find that the freedom to experience all the amenities the vehicle has to offer ON THEIR TIMELINE is a beautiful thing. Ride & drives have been around for years, starting with luxury vehicles. In 1993, the Chrysler brand was the first automotive manufacturer to directly support schools in communities through its “Drive 4 the Kids” fundraising events. Ride & drives have now evolved to include all Chrysler Group brands with the thought being that by participating in a wider range of lifestyle events, a wider range of consumers are now able to see and drive the products. “In addition, we can highlight a vehicle’s capability for that specific consumer,” adds Neill. “For example, many rodeo attendees have a need for a vehicle with towing capability. We can then demonstrate Ram truck’s tow capabilities that answer the lifestyle needs of this specific consumer.” Ride & drives are just the beginning of a dialog with potential buyers, as many participants choose to receive more product information or visit the brand web and social media sites. The hopeful final result is having the interested person plan a dealership visit. Neill says social media continues to play a bigger role in Chrysler’s experiential marketing activities. “Separately, the relationship started at a test drive and continues through our digital media process,” Neill explains. “The consumers have an opportunity to ask for more product information from Chrysler Group and/or their local dealership. They will then receive contact via email, physical mail or phone call.” And don’t forget online chatter. A survey by Chicago-based Marketing Werks shows that 60 to 70% of people get on their computers and tell their friends about an experience they just had. They tell them if it's a good experience or a bad experience, so the experiential event of a ride & drive has to be spot-on. The first all-test-drive auto show premiers in Long Beach, Calif., June 15-17, and will feature more than 100 vehicles for guests to test drive. Among the models available will be the 2013 Dodge Dart, making its first public showing in a ride & drive setting. And you can be sure the social media outlets will be buzzing during and after the show. Bottom line? We’ve come a long way from the time when placing fliers on car windshields at shopping centers was considered high-end marketing.Courtesy of blog.chryslerllc.com
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