JKR client, Columbus Kia Autosport, [Georgia] wanted to do something significant and newsworthy to celebrate and promote their new location. In addition to special pricing and deals they gave away $1000 a day for forty-five days for a total of $45,000. In addition to paid advertising, the event was also given consideration as a news item known as earned media, the holy grail of promotion being that it is free. Whenever you do something that might catch an editors eye, send out a press release to the newspapers, radio and TV stations in your immediate market. Make sure there is more than the promotional message. In the example below, you’ll see how the dealer covers all the bases; a significant prize tied to civic pride.
Use the example below as a template for your press releases. Don’t forget to include contact information so writers and editors can follow up. Contact information should always include a phone number, e-mail, and web address.
Columbus Kia Autosport Celebrates Grand Opening
With $45,000 Give-Away! $1000 a Day for 45 Days!
In an ongoing promotion to celebrate the grand opening of their new facility, Kia Autosport in Columbus is giving away $1000 a day until September 28th. The new location is at 7041 Whittlesey Boulevard at the corner of Moon Road.
From August 15th through September 28th, those who drop by to register and test-drive either a 2013 Kia Optima or 2013 Kia Sorento, have a chance at winning $1000. Winners for the week are drawn at random from eligible entrants the following Saturday morning at the dealership. Entrants are encouraged to attend, but it is not necessary to be present to win.
Ed Braun, General Manager provided details for the promotion. We chose the 2013 Optima and 2013 Sorento to highlight the fact that these models are made in America, right here in the Columbus area as matter of fact. I’ve been selling Kias for some time, and I can tell you, the domestically assembled Kias are as well made as any car you can find. So we’re letting people know, and we’re emphasizing that fact to stimulate a little local pride.
We’re also celebrating our new facility. We want people to see what we’ve done, we’re proud of our spacious showroom, the leading technology in our service department, and improved customer amenities, where people can relax in a comfortable and friendly atmosphere.