See how the power of multiscreen advertising drove amazing results for Palm Coast Ford.
52%
Site Traffic Increase
13%
Sales Increase
8%
New Leads
263%
Sales in New Target Area
Palm Coast Ford is a mid-size Ford dealership on Florida’s northeast coast just off Interstate 95, that owns their Primary Market Area (PMA). The dealership had a goal of increasing their market share in the area up to twenty miles south of their location. They partnered with Spectrum Reach, who developed an attribution solution to address the dealership's sales objectives using customized creative and an audience-based multiscreen campaign.
With concentrated sales, the dealership has run TV and digital ads in the Spectrum Reach North Volusia coverage area (zone) that targeted their PMA. The dealership showed interest in conquest sales from competitive dealerships in a geography 20+ miles to the south of Palm Coast Ford. That geography is represented by the South Volusia Spectrum Reach Zone. Port Orange, is a prospect-dense area within South Volusia that is ripe for conquest sales.
The media campaign targeted Ford car and truck buyers and used the full multiscreen portfolio including linear TV, streaming TV and addressable online video, display and search in Spectrum Reach North Volusia to support the PMA and the new South Volusia Zones to target conquest buyers. Streaming TV was also used in prospect–rich Port Orange zip codes to hyper-target in-market conquest buyers.
Kernel, Spectrum Reach's creative team, developed new ads for every screen with relevant messaging for the new conquest zone by updating the dealership's tagline to 'Go The Extra Mile' to engage potential buyers who would need to make the drive.
Customizing the creative in the conquest zone clearly engaged consumers in South Volusia, where prospective buyers were exposed to the Palm Coast Ford message for the first time and took decisive action.
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The media campaign and new creative had a direct impact on sales in South Volusia and the Port Orange targeted geography. Sales in Port Orange went from 1 or 2 vehicles a month to an average of over 5 a month for January to April 2021 – a total of 21 vehicles. In the larger previously untapped geography of South Volusia that includes Port Orange, sales went to 9 vehicles a month on average for January to April 2021 from 3 and 4 a month.
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