A truck dealership that sells mid-size to large trucks wanted to expand its market share within an eight-county region. The company’s advertising agency contracted with Saurage Research to explore ways to reach this goal. The research plan targeted current and potential customers as well as the dealership’s employees. The data from focus groups, in-depth interviews and telephone surveys revealed just how the dealership could capture a larger share of the market.
RESULTS: The research data gave the advertising agency guidance for cCreating a memorable, dramatic logo for use throughout the company’s promotional materials. The findings also assisted the agency in redirecting the dealership’s marketing budget toward producing well-attended promotional events and a highly successful direct mail campaign.
Research findings also prompted several sweeping internal changes. These included adding a new line of trucks, expanding the leasing and outside sales programs, revamping the parts department, extending service hours and redesigning the dealership property for greater recognition and curb-side appeal.
Overall, the changes yielded dramatic financial results. Revenues increased from $1.5 million to over $20 million within 18 months, bringing this company head-to-head with the largest nationally- based competitor in the region.