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May 14, 2012

Graff Chevrolet Getting Facebook Right with Moms

Graff Chevrolet_LogoGraff Chevrolet is proud to serve the auto dealership needs of cities such as Bay City, Midland, Saginaw, Mount Pleasant, Essexville, Pinconning, Coleman, Sanford, Carrollton, Frankenmuth, St. Charles, Birch Run, and Zilwaukee. They provide exceptional customer service, a warm and friendly environment, are heavily involved in community events and recently completed their training to become AskPatty.com Certified Female Friendly®.

Note: The population of Bay City Michigan is 33,780.

Case Study

Graff Chevrolet Cutest BabyEvent: Facebook initiative aimed at reaching women and families to build stronger brand perception of Graff Chevrolet as a welcoming family friendly place to shop for and maintain their cars.

Event Name: Cutest Baby Photo Contest

Link to Contest Baby Photo's on Graff Chevrolet Facebook Page.

Launched: March 26, 2012 - April 2nd 2012

Promoted through Facebook, Twitter and Word of Mouth

Results

1. Facebook Fan Base grew from 960 to over 3600, a gain of 2600 during the 7 days of the initiative

2. Capture of over 2600 new opt-in new contacts for women to send follow up marketing and advertising

3. Sold 2 New Family oriented vehicles

4. Highest level achieved in interactions with women on Facebook

5. Low attrition rate of new Facebook fans gained during initiative (-70 in 30 days)

Quote from Lisa Kusey-Rechsteiner Graff Chevrolet, Inc. General Manager on the success of the initiative:

"We weren't really sure what to expect.  We knew that the Great Lakes Bay Region has many adorable babies, but weren't sure as to how many photos would be entered into the contest.  What a terrific community turn out!  We received over 560 baby photos to enter into the contest.  Many of these photos still receive daily visits and
comments on Facebook yet today, which is two weeks after the contest conclusion.  This couldn't have been facilitated without the help of our internal T.E.C. (text, email, call) Center and our website company Xspond out of Brighton, Michigan."

Congratulations to Graff Chevrolet!

Jody DeVere
CEO, AskPatty.com

 

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