Chastang Ford B2B Social Media Marketing

Chastang Ford is a 25-year-old Houston car dealership, owned by a family that has been in the truck business since 1933. The dealership is unique among Houston-area Ford dealerships in that retail sales are secondary to commercial, fleet and government sales and service. The “family” theme is present in all that Chastang does, with a service-first approach to sales and growth. As a result, Chastang has earned the distinction of being the highest-rated Ford dealership in the US on Reputation.com for several consecutive years.

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The Challenge

Much of Chastang’s business is based on referrals and repeat customers. While Chastang Ford carries SUVs and other retail vehicles, its focus on trucks, commercial, customization, and service makes it an ideal one-stop-shop for businesses. The audience segments made it a prime candidate for an effective social media campaign with an editorial strategy that supported business-to-business lead generation.

CAMPAIGN GOALS

Increase traffic to Chastang’s website homepage
Generate awareness about the company’s value proposition and commercial sales and service expertise, using social media referrals
Generate traffic to Chastang’s commercial services and fleet inventory webpage
Support lead generation activities

The CKP Approach

A content marketing audit developed a snapshot of messaging themes, content creation process, Chastang Ford staff capabilities and audience engagement metrics. We layered these findings with observational data from players in similar and related industries to glean best practices while developing a tactical plan that would set Chastang Ford apart from its competitors. We personalized the social media voice by sourcing organic content from Chastang team, optimizing it for maximum impact. Content focused on vehicle expertise, reading recommendations, transactions and community involvement were attributed to Chastang team members.

We deployed a video campaign to highlight Chastang’s commercial suite of services highlighting the staff’s commitment to excellence through product knowledge demonstrations and customer testimonials with an emphasis on customization options, service and satisfaction. CKP trained Chastang Ford staff to collaborate with CKP’s social media team to amplify messages beyond the dealership’s owned channels.

Competitive Research

Research, audit and competitive study

Social Media Management

Sales-focused social media training

Content Marketing Strategy

Content marketing playbook and social media guidelines

Creative Services

Photography and video production

Monitoring and Reporting

Monitoring and reporting

Meaningful Results

The social media strategy had overwhelmingly positive results not only within the platforms but in effective lead generation. Messages received on social platforms increased by 122 percent, reflected in metrics that showed how effective LinkedIn and Twitter can be in B2B social media campaigns. But more importantly, there was a steep improvement in visits to the landing page for commercial inventory, as well as to a page featuring special commercial vehicle offers tied to a social responsibility program important to Houston.

Video Storytelling

Awards

American Marketing Association HoustonSocial Media Campaign: Business-to-Business

Highlights and Objectives

Messages Received on Social Media

Increase in Twitter Engagements

Increase in Twitter Impressions

Increase in Web Traffic from Twitter

Increase in Web Traffic from LinkedIn

Increase in Visits to Inventory Landing Page

What Our Clients Say

CKP provides crucial support to Da Camera in the areas of media relations, content marketing, advertising and social media, allowing us to make dramatic forward strides in those areas. It’s invaluable to our organization to be able to draw on the deep expertise of the CKP team. CKP is always responsive and focused on our needs.

Leo Boucher

Da Camera – Chamber Music and Jazz, Director of Marketing and Audience Development

I cannot highly enough recommend CKP when it comes to PR. I thought I knew and understood PR until I started working with the brilliant minds at CKP. They look at PR differently than many of the bigger firms- more of a 21st-century approach to public relations, then the traditional way people view and use PR. They are a well-rounded group, who not only understood our business but also understood our needs better than we did, which is why our brand presence and perception have never been higher since we hired CKP. On top of the great work they do, they are a great group of people, with high integrity and work ethic. It is apparent they believe in what they do, they believe in their clients and it shows.

Matthew Kades

McDonald's Owner/Operators Association of Greater Houston, President

CKP makes my job easier because their integrated services create efficiencies, they produce quality work, and I trust them. I don’t have to worry about quality with CKP because they listen from the beginning, so I trust work is going to get done and get done well. While MassChallenge was building the plane while flying it, CKP’s flexibility and nimbleness helped us exceed our goals.