These days, you hear a lot of talk about the importance of delivering a top-notch customer experience (CX), but it’s rare to find a company that walks the walk each and every day. Poquet Auto, a Minneapolis-area car dealership, is one of these rare businesses. Poquet delivers an outstanding customer experience from start to finish. And their strong, loyal customer base is evidence of their CX success.
Despite the strong in-person impression the team makes, that same high-touch, personalized engagement wasn’t continuing across digital channels. And with anywhere from two to three years or more between auto purchases, this was a problem.
Poquet Auto needed to find a way to effectively maintain strong brand engagement with their audience throughout the buying process – even when buyers weren’t actively in the market for a new car.
With a customer base largely in the 35+ age range, Denamico focused on building a social strategy centered around Facebook. Though, with Facebook’s diminished organic reach, we also knew that a paid Facebook ad strategy was a must.
The primary goal of the social strategy was to boost ongoing brand engagement among customers. A secondary goal was to increase exposure to new audience members.
Given these goals, the following Facebook objectives were identified:
To increase Facebook engagement, we launched weekly contests. The contests were designed purely to incentivize fun, low-barrier
participation among the audience. The purpose was to engage, not sell. As such, the contests never included “salesy” content. While the primary target audience for these posts included Poquet customers, many contests sparked participation from non-customers as well.
While the contests avoided direct sales pitches, we also wanted opportunities to showcase the exceptional quality reflected in the Poquet inventory. To do this successfully, we needed to walk a fine line of showing off high-quality inventory, while also appealing to audiences on a personal level.
The key to success was coupling the unique voice and personality of Poquet staff members with select cars. And there's no better way to do that than with video.
The first two objectives mentioned above are pretty much on opposite sides of the spectrum – pure, in-platform engagement versus a clear product promotion. For a well-rounded social strategy, we wanted to integrate a middle-ground objective.
Leveraging Facebook to drive traffic to the Poquet blog was the perfect middle-ground approach because it would allow us to:
Hi I’m Emily. If you’re ready to talk to a real human I’d love to chat about your business goals :)
You can put 30 minutes on my calendar right now...