Healey Lincoln's new approach to marketing

Local residents are 'influencers' in this new campaign

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  • Claudia Jacobs of Goshen accepts the keys to the first Lincoln she will be driving from Shay Ramirez of Healey Lincoln.

  • Participants of the Healey Lincoln “Behind the Wheel Experience” with their vehicles.

Healey Lincoln in Goshen is expanding the way it markets its product line by using influencer marketing to raise awareness of its brand in an effort to create long-term product loyalty via social media platforms.

With the participation of five area residents, Healey Lincoln launched its influencer marketing campaign on Aug. 1 where five local “influencers” were handed keys to a new Lincoln.

They are: Chuck Benfer, IHeart Media Inc. market president; Alexis Eggleton, creator and author of the nationally-recognized blog, “Trading Cardio for Cosmos”; Claudia Jacobs, owner of Claudia Jacobs Designs; Quanah Jay Hicks, known as “Quanah,” a singer/songwriter, music producer, multi-instrumentalist, photographer, cinematographer, director of films and composer of film scores; and Victor Vargus, DJ and party motivator.

Over the next five months, each will drive a Lincoln Navigator, Continental, MKC, MKX and MKZ. The five have agreed to drive the cars — with no strings attached — with the only requirements to post their honest experiences on their personal social media platforms.

“I think it’s an interesting way to test drive a luxury vehicle,” said Claudia Jacobs. “I will be totally honest about my observations and driving experiences. No one will be vetting any of my comments or telling me what to post.”

Healey Lincoln’s campaign is one of the first of its kind in the automotive industry.

“We realize innovative business practices will help further ensure our success as a dealership,” said John Koerner, executive general manager. “This means looking at different ways to reach out to the local market regarding our product line. Because of the power of social media platforms, we believe this is a great addition to our marketing strategies.”

Influencer marketing, new to the automotive and other industries, allows a company to reach new audiences through an individual’s use of social media. In this instance, a person’s followers will see what he or she thinks about the cars he or she is driving via written posts or posted videos.

“We’re asking our five participants, who have never owned a Lincoln, to get behind the wheel of five different models to experience the luxury, comfort and customer service that comes with owning a Healey Lincoln,” said Koerner. “We look forward to hearing about their experiences, whether they’re good or bad, on their social media platforms.”

Participants are not being paid for their participation. Lincoln Healey is providing the vehicles at no cost, including insurance. Participants only need to cover gas costs. Koerner is hopeful the influencers’ followers will want to know more about the Lincoln product line.

“Through social media, their friends will come along for a virtual ride and learn more about Healey Lincoln,” he added.

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