Willis Honda /// Bulington, NJ
OBJECTIVE:
Working with this dealer in his first year with an agency, we helped him realize a 45% new vehicles sales increase, including a record 264 new Hondas in April ‘05. He moved from #11 to #6 in the marketplace. The challenge in our second year was to not only increase sales but to develop and enhance the dealership reputation and image through an internal and external “culture change”. We wanted to stand apart from the competition in every aspect of our business and needed our own people to buy into the fact that we were truly different so they could communicate that to our customers.
STRATEGY:
Design and implement a program that combines both branding and retailing to use the dealer’s approximately $65,000 monthly ad budget in the most efficient and effective means possible, focusing on the following:
- Utilize a media mix with cable TV, radio and direct mail
- Drive traffic to the website in every medium, with resulting contact through the internet, making use of the dealer’s well-trained and professional internet managers.
- Write and produce creative that would help the dealer “stand out” in a very large and competitive marketplace.
- Create a memorable short term message and long term image through a “Feel the Willis Difference” creative theme.
- Engage the employees with training, “Feel the Difference” apparel, posters and banners throughout the dealership and use of employee images and voices in radio and TV commercials. The intent is to create a total team attitude that will be evident to the customer.
RESULTS:
The Willis Difference has helped this dealer move from the middle-of-the-pack Honda sales to one of the top performers in the marketplace.