Case Study: Lincoln Motor Company engages and equips dealers with Gail & Rice experiential marketing

Lincoln Motor Company boosts dealer understanding 89% with Gail & Rice

The Lincoln Motor Company faced the challenge of preparing its dealers for the successful launch of two all-new vehicles, the Aviator and Corsair. They needed to effectively communicate a wealth of new product information and brand vision to their frontline sales teams during their annual dealer meeting. To address this, they partnered with experiential marketing vendor Gail & Rice.

Gail & Rice designed a comprehensive experiential solution featuring in-depth vehicle walkarounds, targeted breakout sessions, and a hands-on ride and drive experience. The results were highly positive, with post-meeting surveys showing 89% of dealers gained a better understanding of Lincoln’s future plans, 93% found the breakout content useful and relevant, and 85% gained an appreciation for the vehicles' strengths. The content was so well-received that dealers requested copies of the videos and audio tracks to use as sales tools.

Lincoln Motor Company