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					Dear Dealer,

The launch of the all-new 2012 Focus is here… a car we expect will change the way customers think
about compact cars – in a positive way. Not only does the general public see the Focus as reliable
transportation, but also as a vehicle that doesn’t have much to desire. Because of this, the all-new 2012
Focus will require new positioning within the dealership.

The 2012 Focus is in a segment with nearly 30 other competitors, many of whom have a large customer
and fan base. Almost all the segment leaders have launched a freshened or all-new model in the last year.
All will be competing for the attention of new buyers. We’ll have to be on top of our game.

Some important items to consider:
   Customers think they know what Focus is – we have to work hard to change these perceptions
   The best way to change these perceptions is to get customers to experience the new Focus
   A repositioned Focus will require that we attract new customers who are younger and a little more
     affluent than today's typical Focus buyer

On May 12th, stores across the Great Lakes Region will be hosting a Premiere Night for the all-new
2012 Ford Focus. This guide is here to help you create a successful Event at your store. We want to
help you invite as many current and new customers in as possible.

We’re providing you with this notebook full of ideas to get the ball rolling. As you read this,
begin thinking about what your store can do to best showcase the 2012 Ford Focus.

We’re always ready to answer any question that may come up during your Event planning process –
call us at 877-445-0671 or email us at support@focuspremierenight.com whenever you have a question.



Thanks for your support of the 2012 Focus Premiere Night Event.

Program Headquarters
Phone: 877-445-0671
Email: support@focuspremierenight.com




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FOCUS PREMIERE NIGHT PRODUCTION GUIDE



      TABLE OF CONTENTS


 1.   PREMIERE NIGHT OVERVIEW


 2.   WHAT TO DO FOR A SUCCESSFUL EVENT


 3.   GETTING PEOPLE TO THE EVENT


 4.   WHAT WE’VE LEARNED FROM PREVIOUS EVENTS


 5.   CHECKLISTS TO GET THINGS DONE




                    2 of 31
                         What To Do For A Successful Event
CAR COVER/CAR COVER REVEALS BEST PRACTICES:

You’ll be receiving a car cover to hide the 2012 Focus and then to make a splash during the Focus
Premiere Night Event. Car cover reveals have been a staple in stores for many years, and we’d like to
encourage you to help build suspense around the reveal by using a car cover.

A friendly little reminder: be sure to have the reveal early in your Event so people
have plenty of time to get inside the vehicle. If your Event is from 5:00pm to 9:00pm,
have the reveal around 5:00pm or 5:30pm. The purpose of the Event is to show off
the Focus and leaving it covered until the very end of the Event is counterproductive.

You’ll want to choose a host for the reveal and someone to give a short presentation on the car after the
car cover is pulled. If your store has a microphone and PA system, this would be a great time to use it so
everyone can hear.

Here’s an outline of what you can do and say:
 Before the Event, make sure the Focus gets the car cover put on it.
 The Focus Premiere Night Event begins / Displays are up and running / Music is playing / Etc.
 10-minute announcement that the reveal will happen (by Dealer Host).
 5-minute announcement that the reveal will happen (by Dealer Host).
 1 minute announcement that the reveal will happen (by Dealer Host) / Music is turned down / Sales
   Consultants herd people toward the Focus.
 Dealer Host comments
        Opening comments --- Welcome / Thanks for coming / Make sure you get some food before
            you leave.
        Focus Intro --- Underneath this car cover is the new 2012 Ford Focus / (Comments about what
            this car has done for Ford, global vehicle, etc) / We think it’s going to have another big impact
            on the comeback of Ford / So let’s pull off the cover and introduce you to the new … 2012
            Ford Focus.
        Pull car cover / Applause led by store employees.
        Dealer Host comments --- I know you all want to get a close look and climb inside / Before we do
            that, we’d like to tell you about a few of this car’s highlights / Please welcome                    .
        Short Focus Presentation
        Dealer Host comments --- Once again, we have                            of these cars in now and we’d
            love to have you test-drive the vehicle. / Before you leave, please help yourself to some food,
            and definitely register for the 2012 Focus sweepstakes. It would be great if the winner came
            from (your Dealer Name). / Once again, thanks for coming to our Focus Premiere Night Event.
            And if you have any questions about the 2012 Focus, please see one of our Sales
            Consultants. / Now, let’s all get a close-up look at the new 2012 Ford Focus.



                                                    3 of 31
FOCUS PRODUCT STATIC CLINGS
We designed these clings with your customers in mind. We want them to be able read the clings and learn
                     a nugget of Focus product knowledge they may not have already known. Adhering
                     Velcro circles to the backing of the cling (don’t remove the backing first) would allow
                     you to attach the clings to the car cover before the reveal. This would allow
                     customers to read facts about the Focus before seeing the car for themselves. The
                     clings could then be removed from the car cover right before the reveal. Or, these
                     graphics can be placed on the car and used as cue cards for a Sales Consultant’s
                     presentation—without need for Velcro circles. The choice really is yours. They’re
                     also perfect for use after the Premiere Event on Focus’ you have in your showroom.


FOCUS BANNERS
We’ve sent you three 6’ x 3’ banners that
can be used for the Premiere Night Event
and other Events where the 2012 Focus is
highlighted. These banners can definitely
be used outdoors at an Event featuring the
2012 Focus. We’ve designed the banners
to hang above the Focus from the ceiling of
your dealership, but we realize some of
you may not be able to hang much of
anything from your ceiling. Windows.
Walls. Wherever. Put them where your
customers can best see them!


CAR TOPPER
We’re also supplying a triangular car topper with key Focus
selling points. Put this on top of the Focus and let customers
learn all about the new Focus. Whether you’re in the store or
outside during a Grassroots Marketing Event, the car topper
will be a great addition to your Focus product materials.


WINDOW COVERING
To add an element of “what’s going on inside the store?” for people driving by, we’ll supply you with
paper and signage to cover your front windows and announce the reveal of the 2012 Focus. We don’t
want to hide your Event, but we do want people to look twice at your store as they drive by. Tape the 5
signage pieces up first and then the paper. If you put two rows of paper up horizontally (for a total of 6’ of
coverage) this should supply enough window coverage to have the desired effect. These 5 signs and
paper will add some color and mystery to your windows!




                                                     4 of 31
NAME CAPTURE SOFTWARE
                    Want to keep track of who came to the Event so you can follow up on these leads?
                    Gone are the days of pen and paper. Part of the Premiere Night Production Kit is PC-
                    based software for name capturing that exports into a Microsoft Excel document.
                    Another cool feature of the Name Capture Software is it can be used to register your
                    customers for the 2012 Focus Giveaway. After your Event, all you have to do is export
                    the entries into the Microsoft Excel spreadsheet, send us the spreadsheet and we’ll
                    get your customers in the drawing!


NAME CAPTURE INSTRUCTIONS:
      Insert the Name Capture Software CD into the CD drive of you computer
              The CD includes versions of the software for current versions of Windows and older versions.
               Open the folder for the version of Windows you have.
              Double-click the “Windows Installer Package” icon.
              Follow the on-screen instructions to install the name capture software.
              The installer will install a shortcut for the software onto your desktop.
       Double click the Name Capture Software icon and the program will launch
       There are three sections to the software that can be accessed by the menus at the top of the window.
       The first section is the “Data Entry” screen
              This is the screen where you will enter the customer’s information—make sure you click “Save”
               when you’re done.
       The second section is the “Customers” screen
              This is where you’ll find the list of customers you’ve entered into the program.
              You can click the “Export to Excel” button to create a spreadsheet of all the customers.
              The “View Excel” button makes it easy to open the Excel file you just created.
       The third section is the “Events” button
              Here you can create new events and use the Name Capture Software for other events you
               hold in the future. It will keep the new list of customers separate from previous lists to allow you
               to track the attendance at each event.
       If you have any questions about the software or need help with it, you can contact Program HQ at:
               Phone: 877-445-0671                Email: support@focuspremierenight.com




                                                      5 of 31
DRIVE ONE ZONE USAGE
To help your sales team be up-to-speed on product facts, you’ll receive access to the desktop and mobile
versions of the Drive One Zone four weeks prior to the Event and two weeks after. Buzz about the 2012
Focus has been ramping up for awhile, but there are more vehicles your sales consultants are learning
about and selling. Since Focus is such a fresh vehicle, some product
knowledge may be a little hard to come by. That’s why we’re giving you
access to the Drive One Zone. We’ve taken the time to gather relevant, eye-
catching Focus product information for your sales consultants to use. We
want you to take full advantage of this tool. It’s loaded with wonderful
information and we know you’ll learn a lot!

DRIVE ONE ZONE INSTRUCTIONS—DESKTOP:
      Head over to www.driveonezone.com
          Login with your five digit dealer code

        Once logged in, click the “Cars” section
            You’ll see a listing of cars ranging from Fiesta to Mustang to Focus

        Click on “Focus”
             Once you’ve entered the section talking about Focus, you’ll see a lot of information
                to read over

        Take a few minutes to familiarize yourself with this section of Drive One Zone
            One extra piece of advice: if you have a computer hooked up with monitors around the
                dealership, access www.driveonezone.com from that computer and let people around the
                dealership see the information available on the website

DRIVE ONE ZONE INSTRUCTIONS—MOBILE:
      On your mobile browser, head over to www.driveonezone.com
          Login with your five digit dealer code

        Once logged in, use the dropdown menu and select “Cars”
            Click “Go”

        Click on “Focus”
             Click “Go”

        Use the dropdown menu to select which section of the mobile website you’d like to browse and
        remember to click “Go”.

        You have access, on the mobile version, to the same information found on the desktop version—
        it’s just modified to speed up loading on your mobile device

        This is a great resource to use with your customers if you’re standing next to the new Focus in the
        showroom and really helps out with things like competitive comparisons if you’re on the lot.

                                                   6 of 31
SOCIAL MEDIA CONTENT
To give you extra reach in your solicitation campaign, we’ll provide you Facebook content on Focus and 21
unique tweets that center on the Focus Premiere Night. You can start tweeting these updates every day
three weeks before the Event to generate excitement and buzz.

Since many of your customers ‘live’ on Social Media websites such as Facebook and Twitter, it’s important
to meet your customers where they are and promote the Event to them in a way they’re used to: on
Facebook and Twitter!

       Spend a few weeks promoting the Focus Premiere Night Event with your Facebook updates and
        Tweets. We’ll be helping you out with some of these, but it might help to post some pictures from
        a previous Event to get people excited about what’s to come! And, you know your customer base
        better than we do, so promote your Event to your customers in a way in which your customers are
        familiar and comfortable.

       If you took any video of a previous Event, upload it to your YouTube page. Or, you could give
        people a ‘virtual tour’ of your store to get them prepared to come out. Any video taken during the
        Event could be uploaded to your YouTube page.




       While your store Facebook and Twitter pages are great places to advertise current deals, don’t limit
        those pages for just that kind of content. Reach out to your customers. Have fun activities for your
        customers to compete in and win some store swag. Post pictures of vehicle deliveries. Highlight
        long-time customers and those around you who serve in the military.

       Your sales people are great Social Media assets, too. Ask them to promote the Event on their
        personal Facebook and Twitter pages. This will open the door for even more people to hear about
        your Event and they may even invite some of their friends. If you play your Social Media cards the
        right way, word about the Focus Premiere Night could spread faster than any radio spot or
        newspaper ad!



                                                   7 of 31
AUDIO WALKAROUND
This is an upbeat, 12-minute audio walkaround of the 2012 Focus. You have it
on a CD and thumb drive (for SYNC-equipped vehicles) to make it easier for
customers to enjoy a self-guided overview of the car. We hope your Event is so
well attended your sales consultants won’t be able to personally talk to every
customer about the 2012 Focus. This is where audio comes in handy. Let it play
in the vehicles and let your customers learn!



CALL CENTER SUPPORT:
We’ll have a support team checking on the arrival of materials and standing by to answer your questions.
Not sure if the ideas floating in your head are really that good? Give the support team a call! Wondering
what to do with one of the goodies you received in the mail? Give the support team a call! Don’t have a
spare minute for a phone call, but have a quick second to send an email? Go for it! The support team will
be checking email throughout the day, too. Need the contact information? Here you go!

                                                      Phone: (877) 445-0671

                                                      Email: support@focuspremierenight.com




FOCUS GIVEAWAY:
Would you like to promote a drawing for a free Focus at your Focus Premiere Event? That’s exactly what
we’re giving you the opportunity to do. One person in the Great Lakes Region will win a fully loaded 2012
Focus … and that’s the whole car, not just a 2-year lease!

We’ve found customers greatly enjoy the opportunity to win a brand new car. It adds a great deal of
excitement to an Event. Plus, we like the all-new 2012 Focus so much we want someone to walk away with
one—actually, drive away with one. This is a great opportunity for your store to connect with a customer in
a huge way! One customer will get the opportunity to walk into your store, place an order for a loaded 2012
Focus (or pick one from your lot), pick it up at your dealership and then drive it all over town telling friends
and family about where they got it. They got it, potentially, from your store. If great food and music don’t
get people into your store, the opportunity to win a brand new car will.




                                                     8 of 31
                                Getting People To The Event
A successful solicitation program will be the key to your Focus Premiere Night Event’s success. We’ve
found that there’s no one “silver bullet” – dealers who bring out a large crowd use at least six different types
of solicitation. Take a look at the ideas we’ve listed below:


Five keys to a successful solicitation program
       Send out dealer mailings to your own customers with an RSVP.

       Sales Consultants should be on the phone making calls, especially to their own customers.

       Adding the Event to your weekly newspaper ads will bring people out.

       Customize everything you do with the type of food you’ll be offering, giveaways, etc.

       Promote the sweepstakes for a new 2012 Focus.

       Leverage your Social Media sites (Facebook, Twitter and YouTube).




Key One: Phone calls
       Customize the phone call scripts we gave you.

       Mailings work best when a Sales Consultant follows them up with a phone call.

       One successful dealer had each Sales Consultant call at least 100 people.

       Reminder phone calls on the day of the Event are important.

       Here are sample scripts you can use for a variety of purposes:

                Current customers
                Follow-up to invitation
                Local media
                Local dignitaries




                                                     9 of 31
               2012 FOCUS PREMIERE NIGHT EVENT SOLICITATION
                 INITIAL PHONE CALL TO CURRENT CUSTOMERS

Hello            (customer name)                    , this is        (name)
from             (store)          . I wanted to give you a call to once again thank you for your business,
and to invite you to an Event we’re having at our store.

We’re going to be debuting the all-new 2012 Ford Focus, and we’d like to add you and whomever you’d like
to join you to our invitation list for a special Focus Premiere Night Event before the car goes on sale. And
when you get here, I’d love to personally show you the all-new Focus. There are some great new features I
think you’d be interested in seeing, such as
         (key in on features you think this customer will be looking for)
                                                                              .

Our Focus Premiere will take place on (day and date)                here at the store, and you’re welcome to
stop by anytime between                   (time)          . Be sure to come hungry, because we’ll be
having                   (describe food)          and we’ll also be giving away (describe door prizes)
                . We’re having a drawing with a chance to win an all-new 2012 Focus – please make sure
to enter when you’re here. We’ll have other vehicles for you to look at and also get behind the wheel of for
a demo drive. This is a big Event and I hope you can make it.

Do you think you’ll be able to come? How many total do you think will be coming?

So you can have a reminder in front of you, I’d like to send you a formal invitation, or would you prefer to
get an e-mail? Can I confirm your address / get your e-mail address?

Thanks for your time. If you have any questions, please don’t hesitate to call me at
       (phone number)            . I’ll send you a follow-up email the week before the Event. Thanks again.




                                                    10 of 31
              2012 FOCUS PREMIERE NIGHT EVENT SOLICITATION
              FOLLOW-UP PHONE CALL TO CURRENT CUSTOMERS

Hello            (customer name)                      , this is               (name)                    from
        (store)             . I wanted to follow-up on my call a couple of weeks ago and give you a quick
reminder about our special Focus Premiere that’s coming up on (day and date)                   here at the
store. Does it still look like you can make it?

Remember to come hungry, because we’ll be having               (describe food)          and we’ll also be giving
away          (describe door prizes)                           . Do you need any directions in getting to our
store?

Okay, I’m looking forward to seeing you there. Thanks again for coming.




                                                    11 of 31
               2012 FOCUS PREMIERE NIGHT EVENT SOLICITATION
                FOLLOW-UP PHONE CALL TO DEALER INVITATION
Hello           (customer name)                    , this is                 (name)          from
        (store)         . I’m calling to follow up on an invitation for a Focus Premiere Night Event at our
store you should have received in the mail. Do you remember seeing it? (IF YES, SKIP THE NEXT TWO
PARAGRAPHS)

Well, what the invitation showed was we’re going to be able to show off the all-new 2012 Ford Focus, and
we’d like to add you and whomever you’d like to have join you to our invitation list for this special Event.
There are some great new features I think you’d be interested in seeing, such as
                 (key in on features you think this customer will be looking for)
                                                                                      .

Our Focus Premiere Night Event will take place on         (day and date)             here at the store, and
you’re welcome to stop by anytime between         (time)          . Be sure to come hungry, because we’ll
be having               (describe food)                    and we’ll also be giving away (describe door
prizes)                 . We’re having a drawing with a chance to win an all-new 2012 Focus – please
make sure to enter when you’re here. This is a big Event and I hope you can make it.

Do you think you’ll be able to come? How many total do you think will be coming?

So you can have a reminder in front of you, I’d like to send you a formal invitation, or would you prefer to
get an e-mail? Can I confirm your address / get your e-mail address?

Thanks for your time. If you have any questions, please don’t hesitate to call me at
       (phone number)            . I’ll send you a follow-up email the week before the Event. Thanks again.




                                                    12 of 31
               2012 FOCUS PREMIERE NIGHT EVENT SOLICITATION
                        PHONE CALL TO LOCAL MEDIA
Hello            (name)           , this is                (name)                    from
         (store)          . As one of the top media outlets in our market, I wanted to let you know that
we’re going to be debuting the 2012 Ford Focus. It’s totally new for 2012 – and we think this car will have a
big impact in today’s world of high gas prices. There are some great new features I think you’d be
interested in seeing, such as
                 (key in on features you think this person will be looking for)
                                                                                                      .

Our Focus Premiere Night Event will take place on              (day and date)        here at the store, and
you’re welcome to stop by anytime between                      (time)         .

Do you think you’ll be able to come? So you can have a reminder in front of you, I’d like to send you a
formal invitation, or would you prefer to get an e-mail? Can I confirm your address / get your e-mail
address?

I also have a press release that I can send you – would that help you get some background on what we’re
doing? I’d be glad to send it to you.

Thanks for your time. If you have any questions, please don’t hesitate to call me at
       (phone number)            . I’ll send you a follow-up email the week before the Event. Thanks again.




                                                    13 of 31
               2012 FOCUS PREMIERE NIGHT EVENT SOLICITATION
                      PHONE CALL TO LOCAL DIGNITARIES
Hello           (name)            , this is                  (name)                     from           (store)
        . I know your time is valuable, and we appreciate how hard you work for our community. That’s
why it would be our distinct honor to invite you to our store for the premiere of the all-new 2012 Ford Focus.
We’re extremely excited about the Focus. The car is totally new for 2012 – and we think it will make a huge
impression on those in our area who are looking for an affordable car with excellent fuel mileage.

Our Focus Premiere Night Event will take place on              (day and date)        here at the store, and
you’re welcome to stop by anytime between                      (time)     .

May I request you put us on your calendar? So you can have a reminder in front of you, I’d like to send you
a formal invitation, or would you prefer to get an e-mail? Can I confirm your address / get your e-mail
address?

Thanks for your time. If you have any questions, please don’t hesitate to call me at
       (phone number)            . I’ll send you a follow-up email the week before the Event. Thanks again.



Five Keys Cont…

Key Two: Mailings
    Customize your mailing with the type of food you’ll be offering, giveaways, etc.

       The best turnout comes from dealers who use their current customer list for a mailing and include a
        stamped RSVP.

Key Three: Print
    Newspaper ads placed 1 – 2 weeks before the Event have drawn customers. Some of these are
       stand-alone ads and some are placed in their weekly full-page ads.

       One dealer printed flyers for the Event and had them inserted in the local newspaper, along with
        handing them out at factories and plants in the area.

       Print out store flyers and staple them to every Repair Order in your Service Department.

Key Four: Radio
    Successful dealers use radio spots to promote the Event and have a live radio broadcast from the
       Event. Make sure the remote comes early to the Event, so people listening will adjust their
       schedules and come to the Event before it’s over.
                                                    14 of 31
Five Keys Cont…

Key Five: Internet
    Sending e-mails to customers is a quick and inexpensive way to draw attendance.

Other ideas
    Getting the Sales Consultants enthused about the Event is critical to a good Event.
            Make sure you remind Sales Consultants of the Event at every weekly Sales Meeting.
            One dealer gave his Sales Consultants a $250 spiff for any vehicle sold during the Event.
            An internal meeting (held by the Sales Manager) early in the day and before the Event
              keeps the Sales Consultants focused on the Event.

      One store offered $10 oil changes throughout an Event day with the proceeds of this going to a local
       charity – they also donated a percentage of every new vehicle sold during the Event to charity.

      Many dealers use the Event to sell down their current cars.
           Offer a special $500 off any 2011 Focus bought during the Focus Premiere Night Event.
           Have these cars on display if your food and beverage is served outside.

      Guerilla marketing – have someone hand out flyers for the Event at retailers in your area that you
       have a relationship with. Go to parking lots and put flyers under the windshield wipers of older mid-
       size and full-size sedans.

      One store bought gas cards from a local service station for prizes. The catch? The service station
       put up flyers for the Event at the pumps so people could read the flyer while they were fueling their
       vehicle.

      Rent a sign and display it outside the store the week before to promote the Event.

      Invite local dignitaries to the Event – chances are they’ll invite others, too.

      Speak with contacts you have with the local Chamber of Commerce to promote the Event.




                                                    15 of 31
GRASSROOTS MARKETING TO PROMOTE THE FOCUS AND THE FOCUS PREMIERE NIGHT

Places like Best Buy, Starbucks, Panera Bread and local restaurants are great places to get the word out
about the 2012 Ford Focus Premier Night Event. A Sales Consultant or two can hit the road during the
morning and early afternoon to position the 2012 Ford Focus to garner as much attention as possible.
Here are three ideas:

                       Best Buy: A Sales Consultant parks the 2012 Focus in front of Best Buy with the
                       car cover on … but he or she leaves a headlamp and tire uncovered just to tease the
                       passersby a little. As people look at the car, the dealer personnel gives them an
                       overview of the new 2012 Focus and invites them to the Event that night and see the
                       whole car. To make things even better, an invitation is printed on the back of the
                       Sales Consultant’s business card. When the customer brings that card to the Focus
                       Premiere Night, they get a special prize … like a Best Buy gift card the dealer has
                       bought!

Local Restaurants: Lunch is a wonderful thing. Lunchtime at Panera Bread or
other local restaurants is also a wonderful thing – especially when trying to
reach the target demographic for the new 2012 Focus. If a dealer is catering
their Event through a local restaurant, they should place it there and tell people
there’s more free food tonight at the store! We can use the same “sneak peak”
strategy again and bring people to the store wanting to see more.

Focus on the Community: Automobile stores play an integral role in the success of communities – but
too many people don’t know the good things they do. Without cars, people would be horse-bound! Without
hiring people from the local community, stores couldn’t do business. It’s important, however, to keep in
mind those in the community who aren’t as fortunate as others. From the American Red Cross, to local
hospitals, to an orphanage, people need a bit of encouragement. Use the 2012 Focus to spread a little
cheer in the community.

    American Red Cross: From tissues, to toothpaste, to socks and undershirts, to DVDs, the American
    Red Cross is always looking for donations. Invite customers to donate items to the store for delivery the
    afternoon of the Event. Remember, these are perfect times to invite people to the Event. Don’t miss the
    opportunity to deliver the items in the new Focus! Or promote the Red Cross drive ahead of time and
    do the pickups at other locations in the 2012 Focus!

    Local Hospital: Incite a little friendly competition amongst departments at the local
    hospital. Invite the employees from each department to come down to look at the new Focus. The
    department with the most attendees in the time allotted receives a monetary donation from the store.
    Make sure to invite all employees to the Event that night. Maybe even announce the winner of the
    contest at a certain time during the Event and hand out a check!

    Christmas in May: Invite your customers to help make the day of children at a local orphanage. Ask
    them to bring in new or slightly used toys during the week prior to the Event. Plan on using the new
    Focus to deliver the toys to the children.
                                                    16 of 31
                   What We’ve Learned From Previous Events
The following Tips for Success are taken from previous Consumer Events by Ford dealers. We know you
won’t need ideas in each of these areas, but hopefully this will get your creative juices flowing.

FOCUS REVEAL
You’ll be receiving a car cover for use during the Focus Premiere Night Event. The cover will add some
mystery to the vehicle and hopefully boost the anticipation level. Make sure to hold the reveal early in the
Event, so people have plenty of time to get inside the vehicle.

WHICH WAY TO THE FOOD?
Wherever you place your food, make sure people are either in your
showroom or have to go through the showroom to get it. One
creative dealer placed a 40’ x 60’ tent outside the store for their big
barbecue, which drew interest from drive-by traffic. Areas were
blocked off so people had to get to the food tent by walking through
the showroom!

SPREAD THE WORD
If you’re producing a flyer for this Event, make sure to put them around your store – especially in Parts and
Service. You can even have them stapled to all your Service Repair Orders and include them in dealer
mailings. And don’t forget to go outside your store. Parts Department drivers can hand out flyers to
everyone they come in contact with. On the CD in the Focus Premiere Night Production Binder, you’ll find
a file called “Premiere Night Flyer” … this is a Microsoft Word file that’s a template you can use for making
your own customized flyer.

TIE IN WITH LOCAL SPORTS
There may be a local baseball or soccer game on the night of your
Event. Creative dealers don’t fight this – they take advantage of it.
Here’s what they do:
     Work with their local team and offer contributions to their
        Booster Club for people who attend the Focus Premiere
        Night Event at the store.
     Make the Focus Premiere Night Event start early with a
        pre-game party for the evening’s game that includes the
        cheerleaders and mascots.
     If possible, give away stadium seats with the team’s logo for everyone who shows up
     Have a special parade from the store that arrives an hour before the game!

CUSTOMER APPRECIATION NIGHT
You can make this something extra special for your loyal customers. Make sure your Sales Consultants
are calling their current customers – usually two weeks before the Event and then the night before the
Event. Some dealers could be celebrating an anniversary of how many years they’ve been in business.
Use the Focus Premiere Night Event to express thanks to the people responsible for your success—your
customers!
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CALL YOUR CURRENT CUSTOMERS
Every dealer is trying to keep costs down these days – and one of the most cost-effective ways to bring out
customers to the Focus Premiere Night Events is for Sales Consultants to call their current customers.
     Of course, call all current car customers – especially current Focus owners.
     Make the first call two weeks out to have customers hold the date.
     Make a reminder call the night before the Event – and don’t forget to promote the food and
       sweepstakes!

ADVERTISE THE SWEEPSTAKES
Make sure you’re promoting the giveaway in all your solicitation. The chance to win a new 2012 Focus is a
big draw – and you get the names and addresses of all entries after the Event.

OIL CHANGES BRING PEOPLE IN
It’s a giveaway at the Focus Premiere Night Event. It’s a reason to attend. It’s both. What is it? It’s a
discounted oil change. Many successful dealers use them to their advantage:
      If you think you can’t handle the traffic, you can always give away coupons for discounted oil
          changes after the Focus Premiere Night Event.
      Promoting free oil changes for drawings during the Event is a great giveaway and a perfect way to
          bring people back to the store.

TAKE A PICTURE OF YOUR CUSTOMERS
A good way to make this a memorable Event for your attendees is to take their picture and e-mail it to
them. There are expensive ways to do this (hire a photographer who can put it on a website for
downloading) and inexpensive ways (get someone from your store who has a good digital camera and
simply e-mail it to them). You can take pictures of your customers:
     With celebrities who are at your store.
     Standing next to the new Focus.
     With the Focus and your dealer logo.

HAVE SOMETHING FOR THE KIDS
Parents are at your Event to look at Ford cars and not to look out for their kids. Many dealers have plenty of
activities for kids – and put it in their solicitation materials. Here are just a few ideas:
      Petting zoo
      Kids games
      Crafts
      Pony rides
      Face painting
      Clowns

LEVERAGE YOUR RADIO SPENDING
Radio station remotes are events where a station broadcasts live from a site away from their studio. If
you’re spending money with a radio station, leverage that money by getting one of them to come to your
store during the day of your Event and broadcast live from your store. To increase traffic, you’ll want to
have the remote not only during the Focus Premiere Night Event, but also a few hours prior to the start.

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TIE-IN WITH A CHARITY
You may have one or more charities that you currently sponsor. Be creative, and find a way to help that
charity at your Event.
     Donate to the charity for each demo drive.
     One successful dealer cooked steaks at their Event, charged the attendees $1 for the entire steak
         dinner, and then donated the proceeds to a local charity.
     Give a local charity a small tent to promote their activities. They’ll probably wind up inviting people
         to the Event.

MAKE THINGS MUSICAL
Liven things up with some live music at your Event. The type of music can be anything from Taylor Swift to
ZZ Top to Mozart. Include this in your solicitation, and you’ll wind up giving your Event a lot more energy.

LOCAL HEROES
If you’re close to a military base, make sure to invite them. Or, you can
make this Event a salute to other public workers – like Law Enforcement
or Fire Departments.

GO HEAD TO HEAD WITH THE COMPETITION
No other manufacturer can beat the new Focus. If your store has strong
competition nearby, rent a competitor (like Cruze) and put it next to the
2012 Focus. Have one of your Sales Consultants knowledgeable on
the competitor and where the Focus is better – this will make a unique
station for customers to see.

                               VALET PARKING
                               Might we suggest you clear out some of your vehicles for customer
                               parking? The last thing you want to have happen is for people to show but
                               quickly leave due to no parking. If you’re cramped for space, consider
                               having valet parking for the night.

A HOT IDEA
One consumer Event dealer sponsored a chili cook-off and invited the top
chili cooks / restaurants in town. Food was cooked during the day at the
store, and the winner was named at 6pm for a prize. Of course, the food
served at the Event was chili and attendees got to taste from any and all of
the recipes.

ON-HOLD MESSAGES
You may want to customize your “on-hold” telephone message a few weeks before the Event. Give out the
date, time, food and prizes for the Event – plus a big mention of the sweepstakes for a free 2012 Focus.

GET CREATIVE
We know you’ll come up with ideas we haven’t thought of – like a dealer who offered free back massages
at the Event! Talk it up at your weekly Sales Meetings to generate more ideas and make your Focus
Premiere Night Event unique.
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THEME BEST PRACTICES
The theme of the Focus Premiere Night Event is “Start More Than A Car” – celebrating the arrival of the all-
new 2012 Ford Focus. The 2012 Focus is unlike the previous Focus in just about every way. This is a great
opportunity for your store to hit the C-Car demographic hard and win over new customers. But, of course,
you can do some things to localize the Event. Here are some suggestions.

        Charity Partnership ----- One store during a 2009 F-150 Event Tour offered $10 oil changes
        throughout the day, with the proceeds of this going to a local Children’s Home – they also donated
        a percentage of every new vehicle sold during the Event to charity.

        Open House ----- Many successful dealers theme the Event as a thank-you / open-house to their
        current customers, as well as a chance to look at the new cars.

        Check out other activities and tie something in with them.
            Baseball (Local pro team / college / high school teams / Little League)
            Guest appearance by one or more players / managers / former players
            Signage of the team around the store
            Baseball related games
            Prizes of team related apparel, equipment, etc.

        Local interests
            Salute to the city where the store is located

        NASCAR

        Hometown heroes
            Fire fighters and / or law enforcement
            Military

To theme the Event, you’ll want to consider additional decorations and prizes around the theme.
Food and beverage can also match the theme.




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FOOD AND BEVERAGE BEST PRACTICES
People don’t generally come to your Event just for the food, but it’s an important part of their satisfaction
with the Event and their perception of your store. You don’t have to sink a lot of money into food, but one
key piece of advice is to keep the food local. Also, you don’t always need to have a full, sit-down meal.

Successful dealers have had everything from pig roasts to cookouts to bringing in Chic-fil-A! Whatever you
think will draw people in and fits your budget should work. If you’re going to go all out on food, make sure
to include it in your solicitation. If you’re having a big crowd, try to have 2 serving lines to keep things
moving. One dealer cooked steaks, charged people $1 for a full-steak meal and then donated the
proceeds to a local charity (the local charity helped promote the Event).

If you hire a local restaurant for the catering, make sure they promote the Focus Premiere Night Event by
putting up flyers in their restaurant. And if they’re well known, you can promote their name in your
solicitation. One dealer hired a local pizza shop to cater the Event – but made them attach their Focus
Premiere Night Event flyer to every pizza box two weeks before the Event. In other words, leverage the
company from whom you’re getting the food!

Since summer will soon be upon us, you could even hire an ice cream truck to be at the Event for the entire
two hours.


Food and Beverage Checklist - Here’s what you need to think through for food and beverage...

       Choose the type of food (if possible, make it local).
       Decide whether you’ll hire a caterer or restaurant to provide the food – or just do it yourself.
       Think of where the food stations should be at the Focus Premiere Night Event (if you can, make
        them come through the showroom to get to the food!)
       Will the food be served or will it be a buffet?


Getting It Done - Here’s a quick checklist once you’ve decided on food...

       Tables / tablecloths / table decorations (if any)
       Plates / glasses / utensils
       Power requirements
       Setup and teardown
       Area for caterer’s vehicles to load in
       Containers for trash




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GIVEAWAYS BEST PRACTICES
Having giveaways every 20 – 30 minutes will add a lot of energy to your Event. Since registration for the
sweepstakes will be done electronically, you’ll need to set up tickets that can be given away to everyone
who registers for the sweepstakes and have someone to host this area. Use a PA system (if you have one,
or rent if you can), so everyone can hear the giveaway taking place. Do they need to be present to win?
That’s your call! Make sure to promote the giveaways in your solicitation materials.

The type of giveaway is totally up to you.

       Oil changes from the store have been the best-received giveaway – and they’ll bring these people
        back to your store.
       Many dealers have a goodie bag that each customer gets. Inside are small items – many with the
        dealer’s name and logo.


Here are some other suggestions (you decide the dollar amount of the prize).

       Local restaurant gift card
       Other retailer gift card (Best Buy, Home Depot, etc.)
       Visa gift card with your store logo on it
       Movie theater gift cards
       Vacation / trip package
       Gasoline card
       Ford branded apparel
       Thumb drive with the Ford or your dealer’s logo


Besides giveaways, you can also choose to provide door prizes for everyone who comes.
Here are some ideas that can also be used as a draw to help in solicitation.

       Oil Change --- Everyone who attends the Event is offered a discounted or free oil-change coupon.
       Exterior Car Wash --- An area of the store could be made for a free exterior car wash – using the
        store’s existing personnel and supplies.
       Dollars Off Coupon On A New Car --- For everyone who comes to the Event, a coupon for $XXX
        off a new 2011/2012 Ford car can be given.
       Reward For Coming To The Event In A Focus --- Another idea is to encourage people who drive
        the featured car to come to the Focus Premiere Night Event. If they drive to your store in one of
        these vehicles, they get a prize




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                                Checklists To Get Things Done
Here’s a step-by-step checklist to help get your Focus Premiere Night Event done. We’ve broken it down
by weeks so it doesn’t seem overwhelming.

                                             FIVE WEEKS OUT

       Make sure you’ve registered online
       Appoint a coordinator
       Begin thinking of how you’ll get your sales team enthused during weekly sales meetings




       Begin laying out your solicitation plan




                                             FOUR WEEKS OUT

       Start working on the layout of your Event


       Decide on food and beverage and book caterer (if needed)


       Determine staffing / notify personnel


       Get Sales Consultants to make initial phone calls to their customers


       Produce solicitation materials




       Order / purchase prizes and giveaways



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   Send out an internal notice to all areas of your store




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   In your weekly Sales Meeting, get your sales team informed about their responsibilities and
    enthused about the Event




                                         TWO WEEKS OUT

   Review Event layout with your Service Dept.




   In your weekly Sales Meeting, get your sales team informed about their responsibilities and
    enthused about the Event




   Hold an internal staffing meeting on everyone’s responsibilities




   Go full bore on your solicitation plan




                                             ONE WEEK OUT

   In your weekly Sales Meeting, get your sales team informed about their responsibilities and
    enthused about the Event


   Hold an internal staffing meeting on everyone’s responsibilities




   Check status of prizes and giveaways

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   Determine which vehicles (including Focus) you’ll have for display versus demo drives (If
    Applicable)
   Determine your demo drive route (If Applicable)




                                     WEEK OF THE EVENT

   Check on responses to solicitation and determine your expected attendance




   Notify your caterer on the expected attendance


   Have Sales Consultants make follow-up calls to people who’ve said they’ll be coming the Event


   Pick up prizes / giveaways




                                   DAY BEFORE THE EVENT

   Internal staffing meeting


   Sales Consultant follow-up calls continue



                                 EVENING BEFORE THE EVENT

   Make room in the showroom for the Focus




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   Clear area for demo drive staging




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   Move any Focus Premiere Night Event signage into place




                                  MORNING OF THE EVENT

   Move Focus into the showroom, get it detailed and put on the car cover


   Move store vehicles to allow for Focus Premiere Night parking




   Prep area for food and beverage




                                 AFTERNOON OF THE EVENT

   Set up food and beverage




   Get prizes into position




                                      AFTER THE EVENT

   Have Sales Consultants follow-up on attendees




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NOTES




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NOTES




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