The challenge from Jim Koons was to develop a media plan that would give his 19 dealerships a strategic leg-up in the DC Metro area–one of the most competitive and expensive media markets in the country. He wanted greater efficiency and better results than he was getting from his national media agency.
We agreed to a strategy that both built awareness of and reinforced the values and strengths of the company. The positioning worked for three great reasons: it was true; it was different from what the competition was saying; and the values matched up well with those of our customers. At the same time we turned our attention to building foot traffic, closing efficiency, market share, and the company’s digital marketing return on investment.