Lincoln Motor Company: Annual Dealer Meeting
The Challenge
Since 2014, our team has helped Lincoln Motor Company host their annual dealer meeting. The meeting plays an essential role in communicating the brand vision to those on the frontlines of the sales experience. This year, Lincoln is releasing two all-new vehicles - Aviator and Corsair - which meant a wealth of content had to be delivered to help prepare and motivate dealers for a successful launch.
The Idea
We knew we had to provide dealers with an experience that would give them a strong understanding and appreciation for Aviator and Corsair, with practical tools they could take back to their showrooms. Here is a glimpse of the key elements that allowed us to deliver the information in a strategic and engaging way.
Vehicle Walkarounds: Working with Lincoln’s Design Director and Chief Program Engineer, we produced in-depth vehicle walkarounds that were so well received the dealers insisted on a video copy to share with customers. Our team jumped into action, quickly editing consumer-friendly versions of the presentations.
Breakout Sessions: These thoughtfully crafted sessions allowed dealers to dive into specific topics such as connected vehicle technology, staffing and go-to-market strategies. Smaller groups allowed for more interaction and takeaways from each session were provided on the custom meeting app.
Ride & Drive Experience: The best way to learn about a vehicle is to experience it, so we created a drive course where dealers could test the Corsair against its competitors. Dealers were chauffeured to the event in the Lincoln Aviator and we created an elegant audio track to highlight key vehicle features during their ride. Once again, dealers loved the information and asked for a copy of the audio track to use as a sales tool.
The Result
In our post-meeting survey, respondents used phrases such as “great experience,” “enjoyable” and “very well produced” to describe the meeting. Here are some of the highlights:
89% agree the meeting gave them a better understanding of Lincoln’s plan for the future
93% felt the Breakout Session content was useful and relevant to their business
85% said the Lincoln Corsair and Aviator driving experience gave them an appreciation for the product strengths and competitive advantages of the vehicle
