DEARBORN – The Lincoln Motor Company is on a journey to reinvent the brand, and as a part of that, Lincoln also is redefining the customer experience. The company has implemented many progressive consumer-experience initiatives in order to personalize the purchasing process and bolster the new Lincoln brand.
One of the latest initiatives is Lincoln Date Night. The program offers customers the opportunity to test-drive the Lincoln MKZ and attend dinner at a premium restaurant, courtesy of the Lincoln team and its dealers.
“The Lincoln team collaborated with Zagat, a renowned restaurant reviewing organization, in order to offer a dining experience catered to Lincoln’s culturally progressive target audience,” said Andrew Shaffer, manager, Lincoln Consumer Experience.
The Associated Press has called Zagat “the world’s most influential travel and food guide.” This refined dining and driving program in conjunction with Lincoln is dedicated to personalizing consumer experiences through exclusive, enjoyable opportunities.
“We are not merely selling cars here,” said Shaffer, “We are creating a personality around the brand by offering involvements unique to a culturally progressive audience.”
The Lincoln Date Night initiative has multiple objectives.
“Introducing conquest luxury buyers to Lincoln is the primary focus of Lincoln Date Night,” said Lisa Teed, manager, Lincoln Dealership Experience. “Personal introduction to their local Lincoln Dealership and engagement with MKZ for up to two days is a great way to start a relationship.”
A second priority is to elevate brand opinion. “At the conclusion of the date we are seeing a 10-point lift in favorable opinion which is a great accomplishment for the Lincoln brand,” said Teed.
Matt VanDyke, director, Global Lincoln, discussed the third priority for the program is sales. “About 8 percent of the people who participate in Date Night purchase Lincoln vehicles,” he said.
Overall, the program has been successful with plans to continue it through the end of 2013.