The Harnish Auto Family of Puyallup, WA, sought to build awareness for its Subaru dealership and to highlight its focus on customer service, distinguishing itself as a “stress-free dealership.” By successfully positioning the dealership’s strength in service, the company expected to generate additional website traffic and new & used car sales.
The “stress-free dealership” message was consistent across all of the company’s advertising, on television and online, reinforcing that value proposition throughout potential customers’ shopping cycles. Harnish Auto Family aligned its television media plan with those of Subaru’s corporate marketing, extending the impact of those campaigns by providing prospective customers with a local point of contact for learning more about the products Subaru of America advertised. To drive additional website visits, Harnish’s pre-roll video advertisements on Xfinity.com included a direct link to their home page.
- Year-over-year new-car sales increased by 68% (336 units).
- Total annual unit sales set a new record (1390 units).
- Website visitors grew from 5,200 to 9,100 during the year.