OVERVIEW:
It’s hard to top the engagement level of passionate sports fans – especially college sports fans. For Fahrney Automotive Group of Selma, CA, it was Fresno State Football that provided an ideal way to connect with those fans and move more cars off the lot.
STRATEGY:
By creating a commercial specifically speaking to fans of the Fresno State Bulldogs, the dealer was able to associate itself with the team during games. In addition, Fahrney Automotive used an online advertising feature which enabled it to highlight its current inventory, so interested car shoppers could know exactly which cars were in stock before visiting the dealership.
SUCCESS:
Year-over-year monthly new-car sales increased 54% and used-car sales increased 26%, for total growth of 42%. Website traffic also increased, along with leads converting to sales.