One of the most exciting days for any small business is opening day. Road Scholars, a long-time FatCat Strategies client, recently opened their newest venture: a sales and service shop off Page Road in Durham, North Carolina. FatCat helped them every step of the way, from brainstorming event names to developing promotional materials, to helping organize an extremely successful event… even with an unexpected change of date.
Creating an Event
Road Scholars has been an important name in the classic car sales and restoration industry for years, traveling around the country and the world to sell and display some of the most well-preserved and historically significant Porsches on the market. But opening a service shop for a variety of vehicles unlocked a completely different target market. Road Scholars needed a way to generate local traffic, not just from classic Porsche owners, but from other high-end car owners as well. To introduce themselves to the local market, Road Scholars decided to host an event, a “celebration of motor vehicles” that would invite anyone passionate about cars to come and explore their showroom.
Road Scholars wanted the event to be more than just an open house, so they created a variety of car-centric activities for the day, including:
- An unveiling of two custom projects: a Road Scholars Cayman GTR and 912 Outlaw
- A “popup” car show for attendees, with trophies awarded for Best Import, Domestic, European and People’s Choice
- Free food and drinks for everyone
Promoting an Event
FatCat Strategies helped Road Scholars create a variety of promotional materials for the event and helped distribute these materials into a number of channels, including social media, online advertising and through local calendars on WRAL, abc11, Indy Week, etc. FatCat also sent an email newsletter to Road Scholars’ existing mailing list to promote the event.
Battling a Hurricane
As the original date, October 8, 2016, approached, so did a hurricane. Hurricane Matthew dismantled the eastern part of North Carolina and torrential rain in the Triangle forced a postponement. FatCat helped manage communications with attendees to ensure they knew about the date change.
Hosting a Successful Event
More than 300 people attended the Road Scholars Grand Opening on Saturday, October 15, which went off without a hitch. FatCat designed the printed ballots and schedule for the car show, and our staff was on-site throughout the day to evaluate the success of the event.
“FatCat Strategies was instrumental in helping us with the social media and marketing logistics for the grand opening of our new facility in Durham, North Carolina. Their staff has taken the time to understand the nature of our business and consistently deliver compelling marketing materials for our niche business. They have helped us reach new heights by being a business partner that we can always depend on.” – Cam Ingram, Co-Owner of Road Scholars
Photos by Brian Rozar