local media insider
Case study

How Quad City Ford generated 30 leads

Use this idea to sign up the next auto dealer

Alisa Cromer
Posted

Media: Quad-City Times 

Distribution Platform: Facebook survey contest

Client: Reynolds Ford

Market: Davenport, Iowa

Campaign Name: It's your ticket to drive

Challenge: Reynolds Ford wanted to generate more leads for car sales.

Concept: The dealership partnered with Quad-City Times to run a Facebook sweepstake on their own Facebook page. The give away included a $500 gift card and chance to drive a 2014 Ford Mustang. On the entry page of the sweeps, they included three survey questions:

1. What Make & Model vehicle do you currently drive?

2. Are you considering a new vehicle purchase?

3. Would you like to be contacted by Reynolds Ford?

These three simple questions allowed them to collect targeted data on customers and leads for sales reps.

Survey Questions for Facebook Contests - Reynolds Ford

Out of the 448 contest entrants, 30 people said that they were planning to purchase a new vehicle in the next 3 months and 13 people said they were planning to purchase a new vehicle next month. Furthermore, 209 people – nearly half of all the entrants (46%) – said that they would like to receive more information from the auto dealer.

Survey Questions for Facebook Contests - Responses

Here are some tips from Second Street Media on replicating a lead generating survey on contest registration pages:

1. Make questions optional. People will still respond.

2. Include no more than three questions. If the registration form appears too long, fewer people will enter. More than three has a noticeable result in discouraging responses.

3. Keep it simple. Questions should require a yes or no answer, or, at most a one word or phrase open answer. Long-form open-ended questions also discourage response.

Many thanks to Second Street Media for sharing this success story.

More great examples are on the Automotive channel of LocalMediaInsider.com and here are other top examples of auto contests.

Alisa Cromer

The author, Alisa Cromer is publisher of a variety of online media, including LocalMediaInsider and  MediaExecsTech,  developed while on a fellowship with the Reynolds Journalism Institute and which has evolved into a leading marketing company for media technology start-ups. In 2017 she founded Worldstir.com, an online magazine,  to showcases perspectives from around the  world on new topic each month, translated from and to the top five languages in the world.

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