Woodcliff Lake, NJ – September 27, 2007
MINI USA has deemed the month of October “MOTOR-TOBER”, a cheeky way to invite people into their nearest MINI showroom during the month of October to test drive a new MINI.Â Â The program is designed to allow potential customers to become future enthusiasts by giving them a chance to get behind the wheel of a MINI and experience first-hand the excellent driving dynamic of MINI’s full line of vehicles.
Dealers nationwide will be given the chance to offer customer events from road rallies and dealer parties to full autocross and driver safety handling courses. These events differ significantly from traditional dealer test drives as they offer customers a social, no-pressure environment to experience the MINI product and the MINI brand. The program embraces MINI’s idea of fostering a growing owner community through events and activities while driving traffic to MINI showrooms.
“MINI has done an excellent job of inviting enthusiasts to join the MINI family.” said Jim McDowell, Vice President, MINI USA. “But as we continue to grow, we want to indoctrinate a whole new generation of enthusiasts into the MINI family and the best way to do that is to invite each and every prospective customer the chance to experience for themselves MINI’s fun and dynamic product substance with valuable seat time.”
MOTOR-TOBER runs for the full month of October and is supported by a comprehensive creative motorsport-themed campaign focusing on MINI’s handling, performance and outright fun behind the wheel. MINI USA is offering national creative support in the form of select MOTOR-TOBER print, interactive and radio placements, with a full compliment of creative elements available to dealers to place in their respective markets.
In addition dealers will be given a comprehensive pallet of branded display elements for their dealership or event locations. These include indoor and outdoor banners, car magnets, event posters, dealer window clings, customer mailers, MOTOR-TOBER staff apparel, event planning materials and retail collateral.
To make it easy for MINI dealers to hold performance driving events, MINI USA is making available the expert counsel of a performance driving company that is on call to offer advice and suggestions for dealers. Dealers will be offered tips for the most effective way to plan drive routes and programs that will attract attendees. In addition MINI USA is offering dealers cooperative reimbursement for programs and the placement of supporting marketing collateral to help kick the month off.
“MINI has always been successful offering a full brand and product experience – we have a great story to tell at MINI and it is best told from behind the wheel of our products.” said Trudy Hardy, Marketing Manager for MINI USA. “MOTOR-TOBER is unlike other drive event programs that are set up to simply liquidate discounted inventory. It is a fully integrated marketing program designed to give our dealers the best opportunity to create a MINI brand experience for prospective customers.”