One of my clients is Boyd Autobody & Glass, one of the largest operators of collision repair facilities in North America.
They wanted to participate in social media but there’s a problem: Collision repair is not really a topic that people think about unless they need it. And, even when people do need collision repair, it’s not always a positive experience for them because of insurance deductibles and red tape, collision-related injuries (and worse), and stress about an investment that is often the second most expensive thing they own (next to their house). In short, collision repair doesn’t provide many favorable or compelling social media conversations.
So one solution for them has been to create a Facebook fan page that syncs with a contest they are running.
The contest is a personalized dream vacation in which the winner can go on their very own all-expenses-paid vacation-of-a-lifetime. Fans of the Facebook page aren’t participants in the contest but are simply Facebook users who have the opportunity to talk about their dream vacation. That makes more sense: We may not all want to talk about collision repair (even if it’s something we need right now) but we ALL have a dream vacation to share!
Visit Boyd Dream Vacation page on Facebook to talk about your dream vacation and to see how Boyd has overcome the social media challenge they faced.