Nissan of Athens /// Athens, GA
OBJECTIVE:
This dealer bought an existing franchise from another local dealer who was averaging about 15 new Nissans per month. To be market effective, Nissan would require 45 new sales per month from this new dealer. The factory would also require extensive remodeling of the facility. We were charged with helping this dealer achieve, and then exceed, factory sales objectives in a fast and efficient manner.
STRATEGY:
- Study the local market to understand where traffic and sales were coming from as well as where market opportunities were
- Learn the Nissan product and its consumer base – their demographics as well as psychographics (habits)
- Take an assigned budget ($10,000 for broadcast) and design a strategic media plan that would generate maximum results from the dollars spent
- Monitor, analyze and adjust our plan in order to continue increasing results from our efforts
RESULTS:
By the end of 2004 this dealer had doubled average sales to 35 units per month. In mid-2005 we increased the budget to $15,000 per month (from two to three weeks of media) and moved to a media plan utilizing cable TV and one local broadcast station (for local news). At the end of 2005 we averaged between 50 – 55 units per month and nearly 60 units per month for 2006. Fixed operations has grown considerably just through the increase in new car business.