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Automotive

Cotten’s NAPA Auto Parts

OVERVIEW:

Everyone’s car will need parts and service at some point. Cotten’s NAPA Auto Parts in the Twin Cities, MN, area, is there to serve those needs with seven retail locations and a wholesale business serving a network of local auto care centers and other accounts. In all, the wholesale business accounts for about 60% of the company’s business, with retail accounting for about 40%. The company teamed with Comcast Spotlight to rev up sales for both categories with targeted multi-screen video advertising.

STRATEGY:

Cotten’s sought to retain a hold on its position as one of the leading NAPA franchisees by strategically using geographic and demographic targeting to highlight the company’s lines of business. For auto parts shoppers, or do-it-yourselfers, television media was focused on high-profile sports coverage, like Minnesota Twins and Wild games, the NFL and NASCAR. Commercials emphasized the company’s quality parts and expert advice from knowledgeable employees. For the do-it-for-me audience seeking professional auto service, the campaign highlighted three local auto care centers Cotten’s partnered with, and the skilled, certified mechanics at each location. To reach a broad cross-section of local consumers, commercials aired across a mix of networks and day parts designed to maximize reach. The campaigns were rounded out with geographically focused digital marketing included in-banner video advertising on Xfinity.com and FOXNews.com.

SUCCESS:

After six decades in business, Cotten’s NAPA Auto Parts recorded some of the company’s best sales months in its history, resulting in its best-ever total year for sales.