Event Marketing Uses SMS Text Massing to Capture Prospect & Customer Data from Participants of All Ages

Client: Barnes Wheaton Pontiac Buick GMC

Barnes Wheaton has grown to become one of the largest General Motors merchandisers in Canada. Their success in the automotive industry is an affirmation of their commitment to customer service.

Project: “Boulevard 500 Show and Shine”

An annual event showcasing over 100 new and classic cars, trucks and motorcycles, live entertainment, BBQ and instant prizes.

Objectives:

Drive consumers to the Barnes Wheaton booth at the event

Provide Barnes Wheaton Pontiac Buick GMC with a value added service to help increase sales and sales leads

Build a database of people for future campaigns and on-going communication

Provide Barnes Wheaton Pontiac Buick GMC with a competitive advantage over other car dealerships

Prm (prospect relationship management) Modules:

Text Messaging - prmText

Dynamic Signage - prmDynamic

How it worked:

3 Tier Logic’s digital marketing services facilitated consumer interaction with the Pontiac Buick GMC brand through on-site print advertisement banners, digital signage, and DJ announcements. All on-site media channels encouraged customers, regardless of age demographics, to text message with their mobile phones and participate in the Pontiac Buick GMC “text to win” contest.

By allocating brand reinforcing keywords to each media channel (eg. SOLTICE, G8, VIBE), it promoted featured GMC automobile models and provided digital media tracking.

Mobile participants were instantly notified they were a winner through text message, and drove them to a specific retail location to claim their prize.

The Results:

The “text to win” mobile promotion was a huge on-site attraction that generated participation from a wide range of demographics.

Upon claiming their prize, customer profiles were created to be used for on-going communication, including new product launches, information updates and promotional campaigns.

The successful campaign established a positive customer brand association with the Barnes Wheaton staff and Pontiac GMC brand.

Client Feedback:

“They did a great job, they knew the inexperience that we had, but yet knew the message we wanted to send out, and they were able to marry the two. And like I said, it was a very positive experience and it really seemed to open the doors to a lot more possibilities. I’m looking forward to working with the company on an on-going basis.”
Pete Kulyk, General Manager