SITUATION
HUMMER had several objectives when it hired Skip Barber in 2005:
- Expose the HUMMER model line-up (H1, H2, H3) to prospects at targeted active lifestyle events fitting the positioning of the brand.
- Involve current HUMMER owners in a hands-on off-road driving experience.
- Introduce the HUMMER H3 to the national dealer network.
SOLUTION
Skip Barber has designed and executed over 30 local and regional programs for HUMMER, all involving complex logistics challenges:
HUMMER Tour -- The full line of HUMMER vehicles was integrated into popular active lifestyle events (boating, outdoor, motorcycle) via displays, presenters, and a street drive component to provide walk up attendees with an experiential promotion of the vehicles. The result was an improved perception of the HUMMER brand and recognition of HUMMER as a true and viable utility vehicle.
HUMMER Happenings -- Skip Barber worked in conjunction with regional dealer marketing groups to support these stand-alone events for HUMMER H1, H2 and H3 owners. Skip Barber provided a unique hands-on driving experience that demonstrated the capabilities of their HUMMER in an off-road environment. Courses were custom-tailored the various skill levels of the attendees and supported by individual instruction at each section. This brand experience provided a real-life testimonial and reinforcement of the product’s capabilities in an off-road environment that was truly unique to the majority of owners attending.
HUMMER Live - Skip Barber planned and executed the drive components of HUMMER H3 sales training for dealer personnel. We provided a unique, purpose-built environment for dealer education which lead to new techniques in
sales promotion for the H3.
|
