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Automotive

Ron Carter Cadillac

OVERVIEW:

When it comes to attracting car shoppers, extra touches can be a key differentiator among dealerships. For Ron Carter Cadillac of Friendswood, TX, a value-added “concierge care” program was just such a difference maker, and the Houston-area dealership turned to Comcast Spotlight to spread the word through a multi-screen advertising campaign.

STRATEGY:

Ron Carter took advantage of the Comcast Spotlight’s unique ability to blanket both the full market and focus on specific zones surrounding the dealership. To reach a target audience of adults aged 25-39 – somewhat younger than traditional Cadillac buyers – Comcast Spotlight developed a television advertising schedule on networks like ESPN & ESPN2, TBS, TNT, USA, HLN and Golf Channel, as well as CNN and FOX News. Digital advertising on Xfinity.com reinforced the “concierge care” message with an eye-catching visual that helped bolster brand awareness.

SUCCESS:

Monthly sales increased by more than 50% year-over-year, from 63 to 95 vehicles. In addition, the dealership’s website saw a significant uptick in traffic: monthly visits had decreased to as few as approximately 1,700, but turned around dramatically to reach a monthly average of more than 3,200.