On Thursday, February 27, 2014, The traditional approach to automobile advertising has resulted in an arms race between television advertisers. At the same time, targeted audiences pay less and less attention and often glaze over the advertising messages. Changing things up, Los Angeles based BTC Advertising is working in collaboration with Buick|GMC Dealers in Southern California on a grassroots marketing plan that combines the best of social media and grassroots marketing. The goal is to build relationships in the communities they sell to, spark word of mouth buzz, and utilize social media to amplify the reach.
BTC’s newly launched Buick|GMC campaign is fun, spontaneous and philanthropic. The grassroots events offline are shared and discussed amongst much larger online audiences via facebook, twitter and instagram, benefitting the Buena Park High School Band, Inland Empire Fellowship of Christian, Notre Dame High School Irish Knights, Long Beach Saints Athletics and the Valley Christian Robotics Team.
The Campaign: Over 20 Southern California Buick GMC Dealerships have reached out to local organizations in their area to plan, fund and host fundraisers at their dealerships. The organizations collect 100% of the revenue and the Southern California Buick GMC Dealers pay for all of the expenses. The focus is on supporting local organizations that make our communities great. See more at: socalbuickgmc.com/community or see
March 1 – Noon-2pm at Simpson Buick GMC www.simpsonbuickgmcbuenapark.com
Benefitting: Buena Park High School Band www.buenamusic.org
660 Auto Center Dr. Buena Park CA 90621 – Catering: The Mexican Taco
March 8 – Noon-2pm at Mark Christopher Buick GMC www.markchristopher.com
Benefitting: Inland Empire Fellowship of Christian Athletes www.inlandsempirefca.org
2131 E. Convention Center Way Ontario, CA – Catering: The Mexican Taco
March 22-12:30-2:30pm at Sherman Oaks Buick GMC www.buickgmcshermanoaks.com
Benefitting: Notre Dame High School Irish Knight Marching Band www.ndhs.org/band
14415 Ventura Blvd Sherman Oaks, CA 91423 – Catering: Stonefire Grill
March 23-Noon-2pm at Boulevard Buick GMC www.boulevardbuickgmc.com
Benefitting: Long Beach Saints Athletics www.longbeachsaints.org
2800 Cherry Ave. Signal Hill, CA 90755 – Catering: In N Out
April 5 – Noon-2pm at Cerritos Buick GMC www.cerritosgm.com
Benefitting: Valley Christian Robotics Team www.vcrobotics.com
18400 Studebaker Rd. Cerritos, CA 907603 Catering In N Out
Fast-forward and in no time, a short series of webisodes capture the grassroots events. Existing youtube, facebook and twitter accounts are leveraged to share the webisodes with online users. The conversation about Buick|GMC moves online and as a side benefit, their SEO is greatly improved.
BTC’s Cameron Nehrer says, “Buick|GMC’s desire is to create ongoing relationships with potential buyers by supporting local community organizations and to continue the conversation online by capturing the campaign and displaying it on social media.” The Grassroots and social networking magic begins March 1. 2014 throughout the greater Los Angeles and Orange County area.
Photos Courtesy of SoCal Buick GMC Sherman Oaks
Editor’s Note: Article first published on February 27, 2014 on Examiner.com at http://www.examiner.com/article/buick-gmc-dealers-invest-their-communities-with-an-innovative-grassroots