Cavender Auto Group's Perez goes against the grain

eCommerce director eschews directives from OEM

SAN ANTONIO, Texas, Aug. 5, 2014 /PRNewswire-iReach/ -- Simply going with the flow and not making waves is not how innovations are made and it certainly isn't a proven way to ensure success in a highly competitive environment like the automotive industry. One San Antonio area dealership and its forward thinking eCommerce director, have found making its own path and not taking the easy way out is the best way to show the best possible results. Cavender Auto Group eCommerce Director and Texas Automotive Dealers Association award-winner, Roland Perez has chosen to go his own way and ignore convention. This choice has allowed Cavender Buick GMC North to place third in a recent social media contest started by the powers that be with General Motors.

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The idea of the contest was simple. The General Motors-brand dealership that had the largest increase in Facebook "likes" would be the winner. Perez and his social media consultants from Social Innovations to devise a winning strategy allowed Cavender Buick GMC North to add more than 200 Facebook "likes" to their page in a three-week span from July 11 to Aug. 1. General Motors provides dealerships like Cavender Buick GMC North with a websites from a preferred vendor. Perez has bucked that trend by going with third party companies like Social Innovations and website provider DealerFire to get first-rate results.

Whereas many other dealerships in the contest chose to follow standard protocol by purchasing "likes" from Facebook, Perez and his team devised a more organic strategy that would not only win the contest but also allow Cavender Buick GMC North to potentially attract more customers. The "Rapid Fire" approach taken by Perez was as simple in its execution as it was effective. By offering customers a small incentive to share the page with friends, who would then "like" the page, would be eligible to win an ever increasing set of prizes that started with a travel coffee mug and ended with a prize pack including free vehicle detailing, a wash, a gift certificate and oil change.

The actual items that were offered were certainly attractive to customers and were worthwhile, but ultimately immaterial. The number one goal for Perez and his social media team was to build worthwhile leads for almost every aspect of the business, whether it be for vehicle sales or service.

Perez has been nominated for the 2014 Texas eCommerce Director of the Year from TADA. The entire Cavender Buick GMC North inventory can be viewed at Service appointments can be made by calling 210-490-2000 or by using the online scheduling tool.

Media Contact: Roland Perez, Cavender Buick GMC North, 210-490-2000,

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SOURCE Cavender Buick GMC North



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