Before making the big commitment to buying a vehicle, you'd obviously like to take it for a test drive first. Chrysler Group fully recognizes this, which is why the brand has implemented their "butts-in-seats" marketing approach at dealerships and auto shows to give prospective buyers that chance.
"We know a physical experience with a vehicle is a great way to allow people to try it out and move up on their consideration list,"1 explains Michael Curmi, head of Chrysler's seven-member experiential marketing unit, which was formed in 2011.
Each of the brand's under the Chrysler Group umbrella have this marketing strategy in place, to offer drivers the chance to get more familiar with the new models that they're interested in.
The Chrysler brand has their Drive for the Kids program, which started back in 1993. This program brings Chrysler models to 300 elementary schools in the U.S. every year and donates $10 to the school for every test drive
Dodge's program is similar to Chrysler, expect the Dodge Booster Club goes to 240 high schools and donated $20 per test drive, raising up to $5,000 every event.
The Camp Jeep organization just orchestrated its 1 millionth test drive last month's Miami Auto Show. Test drives of Jeep models are conducted on the brand's 22,000-square-foot off-road track, which travels to various auto shows for drivers to maneuver around.
RAM followed the Jeep brand's suit by launching a test drive program at the concerts and rodeos that they sponsor with more events planned in the future. Now, you can find RAM at high school football games holding fundraising ride-and-drive events.
Of course, you can always visit Lewis Chrysler Dodge Jeep's Fayetteville, AR showroom during normal business hours for a test drive and discussion of available financing options.
Source:1http://www.autonews.com/article/20131202/RETAIL03/312029970/chryslers-butts-in-seats-marketing-gets-a-boost#axzz2mzOSv04j
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