On December 12 and 13, 2015, Blitzgear coordinated the Auto West BMW Drive the Future i3 Test Drive Event at McArthurGlen Designer Outlet Vancouver Airport. This would end up being McArthurGlen’s inaugural event. With this in consideration, as well as the Outlet’s demographic and the increase in holiday foot traffic, it made for the perfect venue and resulted in a successful event! The decision to include a $1,000 McArthurGlen Gift Card helped to increase brand presence and attracted shoppers to participate in the test drive event.
Because of the unpredictable Vancouver weather in December, it was important to have tents and heaters to keep test drive guests warm and dry, as well as hot chocolate for them while they waited for their test drive. The tent also gave the event a strong presence in front of the Designer Outlet. These fixtures allowed the staff to provide exceptional customer service and create positive brand sentiment for Auto West BMW. The Auto West BMW staff were enthusiastic and approachable which made participants more inclined to provide their information. The tactic exhibited by the sales consultants and product geniuses made guests feel confident and led to qualified leads.
Overall, the event was well executed. The event concept and fixtures (tent, heaters & hot chocolate) made for an engaging and successful event that produced qualified leads for the dealership. Showcasing the BMW i3 brought awareness to the current and future offerings of the BMW brand and introduced consumers to electric vehicles and the benefits they provide.