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Chevrolet and the State Fair of Texas - How a Fully Integrated Marketing Campaign Generated Tens of Thousands of Test Drives


Utilizing specific brand messaging through; TV, Radio, PR, web banners, SEO, social media, micro-sites, e-mail marketing, product seminars, direct marketing with dealers, Ride and Drive experiential marketing, racing simulations, and games, Chevrolet has not left a single touch point unturned. Examples of the campaign at www.chevytxstatefair.com, Chevy’s Facebook site http://bit.ly/YxHTN, and the WFAA video with Mark Harland http://bit.ly/26z5kS.

Dallas, TX, October 21, 2009 --(PR.com)-- Chevrolet and the Texas State Fair

The D/FW American Marketing Association and Chevrolet

Dallas/Fort Worth: What is all the buzz about at Chevrolet’s exhibition at the Texas State Fair? What compelled 27,000 people to test drive Chevy vehicles at the 2008 Texas State Fair? In 2009, Chevrolet has even higher expectations due to a more robust and integrated marketing approach, one that incorporates digital, social and traditional media campaigns--- all designed to entice Fair visitors to the Chevy Ride and Drive area, Chevy Main Stage, and the car show.

The Dallas/Fort Worth American Marketing Association is proud to present Mark Harland, Chevrolet Regional Marketing Manager. Mark will share Chevrolet’s marketing strategy to increase brand awareness, engagement, and conversion through a multi-level and multi-tiered marketing campaign for the Texas State Fair.

Utilizing specific brand messaging through; TV, Radio, PR, web banners, SEO, social media, micro-sites, e-mail marketing, product seminars, direct marketing with dealers, Ride and Drive experiential marketing, racing simulations, and games, Chevrolet has not left a single touch point unturned. Examples of the campaign at www.chevytxstatefair.com, Chevy’s Facebook site http://bit.ly/YxHTN, and the WFAA video with Mark Harland http://bit.ly/26z5kS.

Key Takeaways:

How digital/social media can greatly enhance any "traditional" promotional event with enough planning and by getting the "right" people sitting together.

How to create and implement an integrated and tiered marketing approach to achieve a positive return on investment.

And a Lucky winner will walk away with two (2) one-day passes for the November Nascar race at the Texas Motor Speedway.

This event will offer valuable insight in developing a fully integrated marketing campaign for B2B and B2C marketers, PR and Communications professionals at all levels.

Brookhaven Country Club
3333 Golfing Green Drive
Dallas TX 75234 US
Wednesday, October 21, 2009
11:30 am - 1:00 pm
DFW AMA Members $28 Non Members $38

Seating is limited - Visit http://www.dfwama.com/en/cev/262 for additional information and registration.

Mark Harland, GM Marketing Manager for Chevrolet for the South Central Region, accepted this Dallas-based position as of November 1, 2008. He is responsible for managing the Chevrolet marketing and advertising budget for the 14 state region. He leads a cross section of agencies that develop integrated marketing promotions with local media, and works alongside Dealer Advertising Associations and individual Dealers. His objective is to improve the effectiveness (i.e. generate sales) of all marketing at Tier 2 (dealer group) and Tier 3 (dealer) levels, working in concert with a variety of marketing and media partners in the region. In April 2008, Mark came to Dallas as the General Motors Regional Digital Manager, where he supported GM's substantial investment in digital marketing that focused on executing in-market retail advertising/promotions.

About the D/FW AMA:
The D/FW American Marketing Association (AMA) is the number one source for marketers in the Dallas/Fort Worth Metroplex. With an impressive 700+ professional members and host to more than 50 informative and educational events annually, it is the ninth fastest growing chapter and the tenth largest in the nation. Recent keynote speakers include: Mary Kay, Frito-Lay, Fluor, Fossil, GfK, Zachary & Associates,Texas Instruments, American Airlines, JC Penney, and La Quinta Hotels. For more information, go to: www.dfwama.com.

About the AMA:
The American Marketing Association (AMA) is the largest professional association for marketers with more than 38,000 members worldwide in every area of marketing. For over six decades, the AMA has been the leading source for information, knowledge sharing, and professional development for marketing professionals. To learn more about the AMA, go to: www.marketingpower.com.

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Contact Information
DFW American Marketing Association
Jeannie Odza
214 564 3309
Contact
www.dfwama.com

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