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Traffic Builder Promotion


Product: Chevrolet Full Line of Vehicles

Client: 7 Area Chevy Dealers – SW Florida Chevy Dealers

Location: Fort Myers FL

Target Audience: Because it is Florida it skewedolder

Media: Newspaper, TV (Older Audience)

Reward (Carrot): $50 VISA Reward Card

Additional Incentive: Travel Package Sweepstakes

Budget:

Newspaper:


Fort Myers News Press 108,000 2 Day Circ.

Cape Coral Daily Breeze 56,000 2 Day Circ.

Sun Herald 81,000 2 Day Circ.

Naples Daily News 66,000 2 day Circ.




Television:


Saturday August 21, 2010

WBBH TV NBC in Fort Myers, Cape Coral and Venice, FL

Sweepstakes Drawing was done LIVE during the broadcast of a Miami Dolphins Pre-Season Footbal Game telecast


“Carrot” and the “Kicker”:


$50.00 VIISA Reward Card for taking a “Test Drive”

Marriott Sweepstakes Prize:

No Purchase or Test Drive Necessary

Marriott Premier Weekend Package and Travel Card

The Sweepstakes:

Considerations

Outside legal must write the rules that comply with the state of origin’s laws (Add $6,000-$10,000
and 2-4 weeksto your budget and timeline)

Establish entry drop boxes in compliance with state laws

Establish entry pick-ups in compliance with state laws

Establish winner selection specifics to the laws in the state of origin

Establish qualification of winner criteria

Issue award only after signed W-9 is returned by “winner.” (This posed a real problem in FL with an older target audience)


“The Event”:


On Siite Uniiformed Personnell

Meet and Greet Customers

Answer Customer Questions

Direct Customer Traffic on the Showroom Floor

Assist with Sweepstakes Entries

Issue VISA Reward Cards to qualifying Test Drive customers


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