“I like their sincere professionalism and abundant knowledge of advertising strengths and weaknesses…It is very fair to say that after doing business with Big Time Advertising for the last three years they deserve recognition…”
-Rick Morano, General Manager
Summary
In three years Oxmoor MAZDA went from a bottom performing store to the number one store in New and Certified Pre-Owned sales for Kentucky. With a focus on their brand image, low lease offers and TV marketing, Big Time Advertising and Oxmoor MAZDA have successfully built a brand that customers recognize and respect. This ultimately led to Oxmoor MAZDA’s receipt of the 2015 MAZDA’s President Award.
Objectives
A major goal was to rebuild the Oxmoor MAZDA reputation and create a brand with positive and consistent messaging. While also aiming to increase sales in both New and Certified Pre-Owned markets.
Challenges
There was a high rate of sales force and management turnover with seven new General Managers in a two year time frame. The store had low morale and even lower customer ratings and reputation. They were the worst performing Oxmoor Auto Group Store and at the bottom of MAZDA’s Midwest region in sales. Their past marketing strategy was ineffective and disjointed with an array of TV, radio, print and direct mail that didn’t focus on MAZDA’s core demographic.
Strategy
We branded the store with a consistent message that focused on positive dealer attributes. The creative focused on “Why we do business” and showcased low lease payments that were less than the MAZDA National offers. The media buy was redirected to 100% TV and dayparts were narrowed to Early Morning News on local stations which focused on core customers.
Outcome
The Oxmoor MAZDA reputation has been restored. Their advertisements maintain a consistent look that focuses on monthly sales themes with low monthly lease options. All sales have increased by an additional 20-25 percent each year. Their original objectives were exceeded. Oxmoor MAZDA is now the #1 ranked MAZDA dealer in Kentucky for 2014-2015 and is ranked 5th in the Midwest region for 2015. They will receive MAZDA’s most prestigious award, The Mazda President’s Award in 2015 which is based on New Retail Sales and Service Retention.
"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
