Bill DeLord /// Lebanon, OH
OBJECTIVE:
Develop a creative branding campaign primarily with television to reflect a favorable image of the dealership and combat the negative perceptions of the GM products sold.
STRATEGY:
- Take advantage of Bill DeLord’s personal recognition factor in the market by putting him on screen to deliver “straight talk” about the products and the dealership.
- The key to the campaign is the positioning statement, “Before you buy, get the facts, because educated customers make the best choices.”
- Bill is positioned on a stool in a totally darkened studio with a single spotlight on him. In every spot, he matter-of-factly delivers “Just The Facts” on statistics, ranking and awards for GM, its products and investment in the community. He also has the opportunity to add a “factual” retail message.
- Southwest Ohio is a very large GM factory market and the spots produced and information delivered were determined by the cable system and its proximity to the work force and/or the general public.
RESULTS:
“Just The Facts” was introduced in February of 2006 to almost instantaneous success. The short term results were immediate sales from customers who indicated they came in specifically because of the tenor of the commercials. The dealership experienced a 27% sales increase in 2006 and continues to be ranked as one of the top 3 Buick-Pontiac-GMC dealers in the market, in spite of the fact they are in one of the smallest markets.