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GM Hopes to Develop Brand Recognition at Hallandale, Fla., Test-Drive Event.
Knight Ridder/Tribune Business News, December, 2002
By Cindy Kent, South Florida Sun-Sentinel Knight Ridder/Tribune Business News
Dec. 6--Putting the sales pitch right where they want it -- behind the wheel and in the driver's seat -- General Motors is hoping to develop brand recognition at their Auto Show in Motion, a four-day test-drive event in Hallandale.
Dorian Goode of South Beach was drawn into the event because of its promotional promise of "no pressure, no salespeople, no kidding." The 26 year-old computer student, looking to replace his 1988 Nissan, wants his next purchase to be an American-made vehicle. Goode, who tried out GM's popular Hummer model said, "It's time I give this company a closer look."
The "experiential marketing" event, or interactive commercial, lets...
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