‘Get Out and Ride’ Event Gets the Deal Closed for AE
Challenge: Motorcycle dealer confronted by intense competition in small area
Matt Centner’s account had been around the block – since 1975, to be exact – and historically did not invest much in local advertising. The Comcast Spotlight Pueblo account executive was all too familiar with the up-hill battle this bike dealer waged in the Colorado community each day to keep its seat at the top.
“Some of the challenges that they are facing is the competitive landscape in such a small market,” Centner explained. “Pueblo is a community of 110,000. Pueblo County is around 150,000. There are three other motorcycle dealerships in Pueblo, plus they are only 45 minutes away from Colorado Springs, which has many motorcycle/ATV dealerships too.”
Centner already had been working directly with the general manager for some time, but wanted to see the business grow.
Solution: Blaze through AdMall’s co-op reports and opportunities for ideas
By utilizing AdMall’s co-op database and LTOs, Centner found information about Yamaha’s “Get Out and Ride Sales Event,” which is a line the shop carries. The promotion pays 60% co-op for dealers using the Get Out and Ride Sales promotion.
“I shared this information with the general manager,” Centner said. “Creative was available and we were able to place the dealer tag to localize the commercial. [It’s a] simple process for the client to be able to use available co-op funds for local brand awareness and exposure for his Yamaha line.”
Result: Put 14 years of selling media to work for a $5,641 sale
“The schedule I put together was on targeted cable networks going after those who own a motorcycle/ATV, or a motorcycle/ATV enthusiast in the Pueblo zone,” Centner retold. “And he agreed to run a campaign in our market to close out 2nd quarter!”
Centner said the dealership raised brand awareness with the campaign, and sales associates reported a few customers mentioned they have seen the commercials.
“I’ve used AdMall for seven years. I find a lot of value in special promotions and co-op available for specific brands. The business locator is great especially when I don’t recognize a particular brand that has co-op funds offers and I locate a business that carries that line. The Local Intelligence Reports is also a tool I use on a regular basis.”