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New England Lincoln Mercury Dealers get a boost from Social Media. Vendors and Partners for road trip in the Milan are generated 100% from viral videos.

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Views: 102


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Comment by Scott Empringham on July 19, 2009 at 6:00pm
First--Paul. At first I thought you were referring to an earlier post on this website. Now I know what you're referring to. And yes, I'm afraid I have to take full responsibility for Brad's post. It was my bad idea. I put it him up to it and when we saw your feedback, I knew I made a bad decision and we have done no posting like it since (nor have we used "reload every" you'll be pleased to know). I do appreciate your feedback as it's steered our marketing in a better direction. So, thank you.

Ralph: I appreciate your support. I'm happy to say the majority of dealers have really embraced it--understanding that the way to leads and sales is first awareness and interest. I'm also happy to say that the vehicle in question (Mercury Milan Hybrid) is receiving this awareness and interest at a fraction of the traditional costs, is totally measurable and growing each week. I should note that the Social Media portion of the campaign is but one aspect of the overall program--something that perhaps I should have made more clear. When complemented by PPC, SEO, local cable tie-in, lead generating microsite, instant lead delivery to dealers, vehicle walk-arounds and even a personalized virtual tour, I'm confident we'll generate the hard numbers that will hold up to scrutiny. I can assure you, the dealers who have funded this are as savvy and hard-nosed as anyone. They'll hold us accountable, to be sure. So again, thank you for your feedback, as well.
Comment by Ralph Paglia on July 19, 2009 at 4:17pm
Scott, this is the type of video I love to see dealers sponsoring... Instead of shoving "in your face" screaming TV commercials that irritate more than sell, the use of attractive spokespersons, talking about reality activities, like following her baseball player frind to Toronto, is what has become an overwhelmingly popular type of connection people relate to, and respond to. You and your team are to be applauded for thinking beyomnd traditional marketing value propositions to dealers and convincing them to experiment with different types of engagement models. Thanks for posting this clip... Love it!
Comment by Paul Rushing on July 19, 2009 at 2:03pm
He used some sort of script to leave comments on my blogs pointing to a
youtube video showing how your company manipulates their search features
using less than ethical techniques.

Brad knows what comment spam is get him to give you a primer.

Spam commenting and youtube manipulation to drive traffic and
video plays does not equate to "Viral Video".

Showing off a video is pushing a shinny button. Give us numbers
Leads and Sales.

Your video play numbers are manipulated so that does not count...

Comment by Scott Empringham on July 18, 2009 at 10:21pm
What does that mean? Yes, Brad works with us. Not sure what spam blog commenting is. But that's what I was trying to avoid by asking if that was appropriate before posting a link.
Comment by Paul Rushing on July 18, 2009 at 8:37pm
Did you use spam blog commenting to promote the campaign as well?

I had several spam blog comments from Brad Hill on several of my properties!!

Paul Rushing

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