ll of 1980, Chrysler sent a big packet to every dealer on how to keep the K "hot" and increase sales. The following are some of the actual suggestions from that packet, never before published anywhere. Compare these actual Chrysler promotions that versions of are now being used by several other companies. This may be the first time this has ever been made public:The Actual Chrysler Sponsered Promotion Ideas.
"Establish a Demonstration -drive route" The plan was to have a test drive route thru "densely populated areas" and have signage on the car identifying it and the dealership.
"Stage Parades". (quote) "Offer to enter a K car in every parade or public function you can. Exposure is free...and valuable"(unquote)
"Create K Car Parking lots" Have special areas set aside near the main entrance of public functions or sports events. Use signage to identify the area as the " Plymouth Reliant front-wheel-drive "Up Front" parking area
"Telephone Promotion Idea" Offer a free 1 week use of a K car to anyone who answers their phone with your dealership name and also says " I'd sure like to drive a Plymouth Reliant !" Licensed drivers only, disc jockeys are a prime target for this promo.
"Lend A K Car" Lend a K car to school auto shops and engineering classes to allow them to examine the basic principles behind the amazing new front wheel drive concept.
"Weight Watchers" Offer a loaner K car for a week to your local Weight Watchers type group for the person who loses the most weight, this will emphasize the K car's "lighter weight concept".
"Coupons For Test Drives" Offer coupons at local retail establishments for those who take a K test drive (Chrysler did this with K-mart, see previous parts of this series for details)
"Make House calls" Offer to let a prospect use a K car instead of their own car for demonstration ( Ford loves this idea)
"Press Party" private K car Press Party for members of the press with food, K promo items, etc.
"Gymnasts Demonstration" Get local agile gymnasts to perform, relating to the Reliant's light weight and agility. Consider donating a K to the school for continued Gymnast approval
"Join The Circus" ( This one is not a joke, Chrysler actually encouraged dealers to try this) Offer a K to a visiting Circus as a "clown car" (quote)"Dozens of Clowns piling out of a K car is an entertaining way to demonstrate the car's roominess"(unquote) Or stage an appearance at your dealership by local clowns and give out cotton candy and balloons for the kids, with a parental test drive of course!
"Sponser A Spelling Bee" At your dealership, every word begins with a K, the winner gets a 10 speed bike, parents get to use a Reliant for a week.
"Have A K Party" Invite local residents whose last names begin with "K" to see the K in person and have a chance to win prizes. People whose first names also begin with "K" get two chances to enter. People whose first names are "Kay" or "Kaye" get 5 chances to enter. Give away prizes that begin with K:(quote) kits, kites, kittens, karate lessons, kayaks, kazoos, kielbasa, knapsacks, and the like" (unquote). (Wonder if anyone who was named Kaye Karr got something extra!)
Nothing says fun like the good times of the early 80s!!!
