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Automotive

Everybody Rides

OVERVIEW:

Road construction doesn’t just cause confusion and delays for motorists; it can pose challenges for nearby businesses as well. Everybody Rides of Sevierville, TN, found itself facing just such a challenge as a construction project outside its front door sent traffic in a different direction. To maintain awareness that the dealership was open, and to let prospective customers know what vehicles were available, the company constructed its own multi-screen marketing plan.

STRATEGY:

The plan was geographically targeted to reach consumers within a 50-mile radius of the dealership. Aiming to reach both men and women who might be in need of a quality used car, the TV portion of their plan focused on high-reach networks like A&E, CMT, ESPN, History, Spike and TNT. Within the Sevierville market, Comcast Spotlight represents Charter Communications, so the digital component of Everybody Rides’ media strategy included high-profile banner advertising on Charter.net, the portal used by local consumers to watch video, pay their bills and check email. In both its TV and digital advertising, Everybody Rides frequently updated its creative to showcase updated inventory.

SUCCESS:

Construction? What construction? Everybody Rides’ business increased 5% from the previous year, while generating more walk-in traffic and more inquiries about available inventory.