It's local marketing for the Kardashian era, but without the reality-series drama.
Healey Lincoln in Goshen, N.Y., in the state's Hudson Valley area, is taking the world of social media and influencers to the local level by letting five people in its community drive each of Lincoln's five nameplates for a month. The only catch: They have to document their time in the vehicles on their social media channels.
The idea came to John Koerner, executive general manager of the dealership, and his team during a Lincoln dealer training program this year in Dearborn, Mich. They were tasked with coming up with a "moonshot" idea different from anything they had tried before — but also one that dealers could realistically implement to boost interest in Lincoln.
"My goal at the end of five months is to take people that would never consider a Lincoln and when they're in the market for that next luxury car that maybe somehow they reach back in their brain and go, 'Remember that party we were at and so-and-so had that cool MKC? We should look at it, too,'" Koerner told Automotive News.
After getting an enthusiastic response from Lincoln execs and winning for best idea at the Dearborn meeting, Koerner and his team returned to New York to figure out how to make it work. They teamed with local public relations firm Focus Media to help them run the program.