Brighton Ford leads by example in promoting local businesses and creating community events

On June 3, 2011, Brighton Ford held their 7th Annual Brighton Business-to-Business Expo. The Expo brings together hundreds of local businesses and promotes commerce in the Brighton area and is completely free of charge to both vendors and patrons. A pancake breakfast is included, cooked by the employees of Brighton Ford. The 7th Annual Brighton Business-to-Business Expo also joined with the American Red Cross to have a donation center at the Expo.

Goal:

The consistent goal of the Brighton Ford Business-to-Business Expo each year is to keep money in the community and give local business the platform to meet, network, and support each other. The Business-to-Business Expo also allows the community to learn more about their surrounding businesses and encourages them to choose local when making purchasing decisions.

Method:

Initial planning for the Brighton Business-to-Business Expo begins three months in advance. Once all of the details are set, local businesses were contacted by Brighton Ford and given the information for the event. Registration began shortly after and table assignments were given throughout registration. Businesses were also informed of the American Red Cross Blood Drive taking place during the Expo. They were encouraged to make an appointment to donate.

Ignite XDS began all design work for the Expo shortly after all of the information was finalized. Flyers, signs, and Facebook images were created for the Expo and distributed accordingly. A web banner and static page were also created and posted on the Brighton Ford website, promoting the Expo, giving information, and allowing businesses to register online.

Two-weeks prior to the Brighton Business-to-Business Expo, Ignite XDS wrote and distributed press releases to community contacts, online forums, newspapers, television news, and radio stations. This press release focused on informing the media of the Expo and inviting them to come and cover the event. A second press release was written and distributed one-week before the event. The emphasis of this release was to encourage the community members to attend the Expo. It also promoted the blood drive and gave instructions on how to make an appointment. By creating a two-fold system for press release distribution, Ignite XDS was able to create a higher awareness of the Expo, while addressing different points.

Promotional efforts by Ignite XDS then became centered on the Brighton Ford social media outlets. Ignite XDS highlighted every participating business as they registered for the Expo on the Brighton Ford Facebook page. A paragraph was written about each business in the ‘Notes’ section and linked to their Facebook page if it was available. The ‘Notes’ were then posted on the Brighton Ford Facebook page and used as promotional pieces. This created interested content and cross-promotion with local businesses. It also gave the businesses an area where they could mention and specials they would have at the Expo for attendees.

An event was created on the Brighton Ford Facebook page, with its own unique, branded graphic. All of the Brighton Ford Facebook fans were informed of the Expo, encouraging them to attend. A separate Facebook event was created for the Blood Drive including details and instructions on how to make an appointment. Both events were then shared on the Facebook walls of local businesses and media.

On the day of the Business-to-Business Expo, Brighton Ford cleared their entire lot, setting up tables, chairs, and tents for the vendors. Photos were taken and used as interesting content the day of the event and as a follow-up to the event. Videos were also taken of local businesses, promoting both the Expo and the business.  

Results:

The 7th Annual Brighton Business-to-Business Expo was a great success. Over 225 local businesses were represented at the Expo; each bringing unique and interesting services and offers. Many patrons and vendors also enjoyed the free Pancake Breakfast. Over 1,500 people from the Brighton community and beyond were brought to the Brighton Ford lot.

John Payne, from Kelly Brothers, LLC, a participating vendor in the Business-to-Business Expo stated, “The event was well planned and orchestrated with competence. The customers we invited and attended were impressed at the event, and most certainly, will spread the goodwill that Brighton Ford exhibited in our community.”

Scott Spitler, of Brighton Ford, emphasizes the meaning of the Brighton Business-to-Business Expo to the Brighton Ford dealership, “Our passion is the people of our community and the Brighton Business Expo is a great way to celebrate that passion.

Through media and news contacts, social media outlets, and community interaction, Ignite XDS was able to create the press coverage and public attention needed to make the Brighton Business-to-Business Expo and Blood Drive a huge success.

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Ignite XDS brings the auto dealership to Facebook, allowing dealerships to privately brand Facebook pages for deeper engagement and targeted campaigns. Through applications and dealer-specific content, Ignite XDS provides social media and web marketing solutions to car dealerships looking for efficient, effective, and measurable brand image and community engagement.

Contacts:
Jennifer Schrader
Ignite XDS
(231) 360-0730
Jennifer@ignitexds.com

Paige Plant
Ignite XDS
(810) 225-8350
paige@ignitexds.com

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Comments
  1. Ramesh G says:

    These will definitely help establish the dealership rapport with the customers and will encourage Top – of – the- mind – recall of the Brand. The customer along with his family when participating in such events will also have deep rooted impressions which can at alater date be converted into Business.

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