Challenge:
Mossy Toyota had not been able to surpass a 9% market share within the Toyota New Car segment. With their dealership under construction, working with a reduced advertising budget and Labor Day weekend looming, they needed to find a way to break through this market share barrier and obtain their goal of 12%.
Strategy:
Advanced Marketing Strategies built Mossy Toyota a campaign with a superior call to action. Advanced Marketing Strategies developed a creative strategy that included a “satisfaction guarantee” message with a test drive incentive. Additionally, by manipulating the media buy, Advanced Marketing Strategies was able to adjust the client’s media mix to include TV and radio traffic sponsorships for an increased reach during this high traffic weekend.
Results:
Not only did Mossy Toyota break the 9% new car market share barrier to exceed their goal and achieve a 15.1% market share for the weekend, but, for the first time ever, the dealership was number one volume for new cars – a first ever for the dealership.
Advanced Marketing Strategies came to the plate to make
the weekend a huge success.
- Brian Kennedy
General Sales Manager, Mossy Toyota
