Until about two years ago, Gates Automotive Group focused its marketing efforts on monthly sales promotions that were aimed at consumers close to making a purchase decision.
That strategy has evolved. Now, the dealership group in South Bend, Ind., has emphasized brand awareness marketing that combines social media engagement, collaboration with local athletes and business leaders, giveaways and in-person meet-and-greets.
Gates, which sells new Chevrolets and Toyotas, started to think about other ways to tell its story after a social media post spotlighting a well-known salesman generated roughly 12,000 organic impressions, said Jordan Cox, Gates' digital marketing manager. In December 2021, a music video the group created in collaboration with local artists produced similar results on Facebook and YouTube.