“We appreciate the hard work and efforts by your entire team to GROW the Ford and Lincoln brands in Louisville- we appreciate and value our partnership!”
-Greg Wood, Cincinnati Regional Manager FORD
Summary
Over the past five years Oxmoor FORD has made significant strides on their upward climb in retail sales performance. This includes both FORD and LINCOLN brands. The strategic marketing plan focused on TV and Radio Marketing to narrow their audience and create impactful advertisements. The ads were used to grow the Oxmoor brand while increasing the frequency of sales for both New and Used car sales. Big Time Advertising and Oxmoor FORD have successfully worked together since 2009 to build an easily recognized and respected dealership.
Objectives
A major goal was to raise yearly sales for both FORD and LINCOLN brands. This included both New Car and Used Car Sales at Oxmoor FORD. We aimed to raise both the national and region rank for the dealership along with creating a strong brand that emphasized imagining that stood out to customers.
Challenges
Our partnership with Oxmoor FORD started in 2009 where they were ranked 462nd nationally with only 573 units in sales. Their branding was confusing and didn’t create a strong sense of recognition for their customers therefore making past marketing strategies ineffective.
Strategy
We branded the store with a consistent message that focused on setting up Oxmoor FORD as the “go-to” for FORD purchases in the Kentucky area. The creative showcased monthly corporate sales themes with low lease payments, and sales prices that were often less than the FORD and LINCOLN National offers. We also showcased the large amount of in-stock inventory. The media buy was redirected almost 95% to TV with some Radio branding for specific months.
Outcome
Oxmoor FORD has made huge yearly gains in retail sales performance and their original objectives were exceeded.
2009: 573 units
2010: 1,136 units + 98%YOY 170th National Rank
2011: 1,489 units + 31%YOY 130th National Rank
2012: 1,674 units +12.5%YOY 4th Regional Rank
2013: 2,155 units +28.5%YOY 2th Regional Rank
Advertisements for the dealership now maintain a consistent brand image and help to grow sales each year.
"At Big Time, they understand the client's business, and we understand ours. Unlike some ad agencies where the information flow is a one-way street, Glen and Lana fully communicate with us the client's individual needs and challenges so we are able to optimize every opportunity for success." - Marti Hazel, WDRB
