Breaking Through the Bad
Driving Results By Seeking Fresh Audiences

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CHALLENGE:
Our task was simple - generate enough new customer leads to secure our clients auto group as the 2nd highest dealer by unit sales volume in the state.  No small task considering the highly-competitive nature of auto retailing and that our clients business was mature and regularly leading statewide sales volume as a top 5 dealer.  
Our parameters were to employ the same budget and media mix (TV & Radio only) while reducing the dependence upon high energy-low ROI promotions.  Success would be measured monthly.  We had 6 months to prove our methods consistently achieved results.  Stakes were serious as two media-buying services had been dismissed over the previous 19 months due to an inability to 'move the needle'. 

APPROACH:
We fed our minds. We wanted to learn options that would reach fresh audiences by separating our clients message from the competition to break through the auto-advertising clutter and drive results.  Auto-purchase-intender media consumption habits were analyzed.  We wanted to know what media they consume, when and what action they take soon after.  Advertising heat-maps were developed identifying opportunities to break through competitor advertising clutter.  Lastly we analyzed how we could leverage second-screen consumer activity to compound advertising effectiveness.
 
SOLUTION:
Our analysis revealed a host of opportunities that other auto retailers had not taken advantage of. Most major auto-retailers in the market targeted the same consumers in the same way they had for decades.  Competitors worked with nearly identical messaging:  Advertise 'Price, Selection & Financing', and targeted the same audiences via the same media, with extreme advertising volume.  Consumers were merely offered a blur of me-too advertising. 
We recommended working smarter.  Our plan would reach fresh audiences how and when they want taking advantage of evolving media consumption habits to drive immediate results for less. Media efforts focus on reaching fresh audiences via high-engagement programming (both linear and interactive) to provide maximum opportunity for consumers to immediately act on the offer by clicking through on a 'second screen' on their mobile device.
Specifically, we recommended:

• Adjusting the media mix - reach today's audiences how and where they want
  • Increased use of video - both linear spot TV & interactive video
  • Decrease dependence on radio
  • Seek promotions that create two-way value for the retailer and consumer
    • ​Avoid 'circus' promotions that lack benefit to the consumer
• Shift the daypart mix; 'Own' our audiences
  • Seek ad placement within first-run programming, premiers, finales and other 'appointment viewing' where audiences are most likely to 'act' on the offer via their mobile 'second-screen
  • Avoid traditionally cluttered programming blocks such as news & sports that tend to provide ratings and ego rub - rather than results
• Employ broader mix of ad units taking advantage of evolving media consumption trends
  • ​Increased use of 15, 10 & 5-second tv spots
  • Decreased use of 30-second spots
  • Use of pre-roll and mid-roll video on interactive platforms
• Negotiate for 'best-value' ensuring schedule integrity at the lowest cost
  • Employed 'fair' CPP levels ensuring that spots run as ordered
  • Required that all vendors provide 20% in no-charge bonus spots 

RESULTS:
Feedback from staff was immediate - commenting on how great it was to 'see and hear commercials again'.  Consumer leads began to increase within the first few weeks.  Unit sales volume soon followed rising to top 3 in the state in 7 weeks, then holding the #1 or #2 volume sales position consistently every month since.
And, results were delivered without increasing the advertising budget.  
In fact, spending was flat year over year.  We recommended reducing the traditional budget each year because we viewed linear spending as out of line with expected results. With our fresh approach reach, frequency and impact increased. Focus tightened.  Media mix was expanded.
The results speak for themselves: MORE UNITS SOLD.
When you're ready for a fresh approach and results now.  Give us a call.  We'll make it happen.