DETROIT: General Motors (GM) recently launched the integrated campaign “Financing that Fits” to assure customers that auto financing exists despite the current credit crunch.
In response to waning consumer confidence and declining auto sales, GM hopes to generate buzz about the different credit options available. The campaign, using the manufacturer's internal PR team, will run through November 3.
“Over the past couple of weeks, as the credit crunch deepened, we realized we needed to be proactive,” said John McDonald, manager, GM communications, sales reporting, pricing, incentives and market trends. “With all negativity in the media space, people think they can't get a car loan, and that's just not true.”
The campaign includes a Web site, “Financing that Fits,” which launched October 17; advertising; and an “intensive” media relations program, which will span broadcast, print, radio, and online outlets. Targets included The Associated Press and trade publications like Automotive News.
The Web site, which is displayed and linked to through GM's brand auto sites like Chevy.com and GMC.com, is intended to serve as a resource for consumers to discover financing for different vehicle brands.
“Right now, we're seeing a [virtually] unprecedented disturbance in the financial market and drop off in consumer spending,” said McDonald. “This is an opportunity to address the lack of consumer confidence and do it in a [proactive] way.”
GM employees will also receive information about the campaign through GM's daily branded news broadcast and intranet, in addition to promotion on branded sites. McDonald pointed out that internal initiatives help turn employees into brand ambassadors.