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Automotive

Import Specialty Service

OVERVIEW:

Can reaching too many people be a problem? It can be, if an advertising message isn’t connecting with the right people. Import Specialty Service of Nashville, TN, found that its advertising on broadcast TV was covering too wide an area and reaching too many people who didn’t own higher-end, imported vehicles. The service facility turned that all around with a multi-screen advertising campaign with Comcast Spotlight.

STRATEGY:

Data about the businesses own customer base coupled with custom research from Comcast Spotlight identified who the audience was – higher-income owners of brands like Mercedes, Lexus and Porsche; where they lived – within a defined area surrounding the store; and what they watched – networks like CNBC, Discovery, FOX News and HGTV. As the campaign went on, that would expand to include college football and Winter Olympics coverage and networks like CMT, Food Network and FOX Sports Tennessee. The digital advertising component initially incorporated Xfinity.com, and later utilized FOXNews.com to enhance synergies with local commercials on the television channel.

SUCCESS:

Over the first year of their multi-screen advertising efforts, Import Specialty Services’ revenue grew by 30%. Their effort was so successful that after just a few months, they were able to reduce the discount offered to customers who mentioned seeing their advertising while still experiencing that tremendous growth.