Event-Based Social Marketing

Event-Based Social Marketing

Social Event Ads leverage the virality of social media platforms to generate incremental business for the clients of Driven Media Group. Event Ads are not an ‘always-on’ strategy. They are utilized several times throughout the year, or in conjunction with holiday events, to spur additional traffic to your showroom. A prime example of an event-based strategy is a semi-annual Trade-In/Buy-Back event. By pushing an aggressive offer, with a distinct call-to-action and sense of urgency, our clients experience great successes.

What is an Event Ad?

Social Event Ads leverage the virality of social media platforms to generate incremental business for the clients of Driven Media Group. Event Ads are not an ‘always-on’ strategy. They are utilized several times throughout the year, or in conjunction with holiday events, to spur additional traffic to your showroom. A prime example of an event-based strategy is a semi-annual Trade-In/Buy-Back event. By pushing an aggressive offer, with a distinct call-to-action and sense of urgency, our clients experience great successes.

Your Driven Media Group Account Director works with you to strategize the applicable offer, timing, and details of the event. Driven Media Group then utilizes Facebook/Instagram’s algorithm to saturate your marketplace with a paid ad. Because of the short-term duration of the ad, coupled with a stout media budget, the algorithm creates unparalleled virality. Our call-center receives incredible volumes of ad comments and messages as a result of the ad. We respond immediately using all methods necessary in attempt to set an appointment with the dealership. Our team communicates the appointments to the dealership, and assists with preparation to make the event as successful as possible.

Our Process

  1. Dealership provides personnel contact information to the DMG team in order for DMG to pass along information.
  2. All employees need to be aware of the event.
  3. Customers are not pre-qualified! Be prepared with appropriate responses to customers walking in for this event.
  4. This event will, hopefully, create a busy showroom each day of the event. Make sure your dealership is staffed appropriately. Be prepared to handle multiple customers at once, without forcing others to endure long waits.
  5. DMG will be handling all customer interaction until they step into the dealership.
  6. Be prepared for calls about the event. Because DMG is running advertising prior to the actual event, phone calls will occur leading up to the event. Employees should be briefed on the upcoming event so they know what the customer is calling about.
  7. Be prepared with a script on how to justify the actual appraised value of the trade. There will be disappointed customers.
  8. Negative comments are being removed as necessary on the Facebook page. The Facebook page used is a separate page from the dealership’s main FB business page.
  9. DMG is here to help.
  10. Designate a point person/people at the dealership for people to check-in with when they arrive for this event.

Capture your customer.