This multifarious challenge required outsourced marketing support for the media buying agency of record to re-energize the overall brand, while creating separate marketing and branding initiatives for four distinct dealerships, with the goal of increasing sales among new Atlanta, Georgia residents.
MatterMax Media created a multimedia campaign that highlighted the values and technological advances of each manufacturer (Acura, Lincoln Mercury, Pontiac-Buick-GMC and Mercedes Benz of Buckhead) under the corporate umbrella Baranco Automotive. The new campaign strategy included:
- Executive Consulting
- Brand Analysis
- Media Market Analysis
- Logo and Tagline Redesign
- Television Ad Production
- Television Campaign
- Magazine Print Campaign
- Magazine Ad Creation
- Radio Campaign
- Radio Spot Creation
- Online Promotion
The Baranco dealer group saw record sales at each of its three dealerships throughout this period resulting in record-setting revenue increases!
- Acura store, located 14 miles outside the perimeter, out-performs all other Acura dealerships
- Lincoln-Mercury wins the prestigious Lincoln Mercury Pebble Beach Contest as best performer
- Pontiac-Buick-GMC increased sales, exceeding 100 units sold, a first in 8 years, since relocation
And, according to the Atlanta ABC Book of Lists Report, the Baranco Dealer Group revenue grew from $120 million to $151.2 million year to year, representing a 26% increase.