GM Financial is raising awareness for its dealer-focused digital marketing campaign — called Secret Sauce — through a guerrilla marketing effort on the lots of its dealership partners, complete with food, swag and networking opportunities.
The Secret Sauce campaign is a monthly video series designed to highlight a top-performing General Motors dealer, allowing them to share their personal tips or learned tricks on how to enhance profitability, operations or retention. The first episode was released in April.
The captive has recently begun its secondary effort to promote the Secret Sauce series: A guerrilla marketing campaign featuring a Secret Sauce-branded food truck, GM Financial-branded Secret Sauces, and other swag. The event was held at Sewell Cadillac in Grapevine, Texas on Nov. 19.
“This event was a great opportunity to reach all the various departments within Sewell Cadillac and to demonstrate the partnership that we have with the store,” said Brent Sanderson, dealership account executive at GM Financial. “Any time we have a chance to break bread with our dealers helps us to build a bond. This event format goes an additional step to include Sewell Cadillac staff and their customers in store.”
GMF has plans to hold similar events at “key dealerships” across the country, said a company spokeswoman, who didn’t provide additional details.