Testimonials

In recent years, one of the biggest challenges facing both large and small businesses has been the downturn in our nation’s economy.  Maintaining customers and generating sales has proven to be a difficult task for everyone – especially for those in the automotive sector.  Emily Whitehead of Milton Martin Toyota in Gainesville, Georgia discovered that maintaining her advertising on Comcast Spotlight was a vital marketing tool that helped her dealership endure tough times. 

“The recent economic downturn has affected virtually every business, but has really hit the automotive sector hard. During this time, we had to lower our marketing budgets, but we made the commitment not pull our advertising on Comcast Spotlight. The typical car buying cycle is 180 days, so if we pulled our advertising and a potential customer is starting the buying process, but they’re not planning to buy for 180 days, we could be robbing ourselves of future business.”

“There were times when we only had 20 new cars on the lot and it looked like our store was closing, but we were still advertising with cable. You can’t predict the future and if we are not advertising consistently, we won’t reap the benefits later on when things turn around.”

In addition to traditional television spot advertising, Emily has found another powerful marketing tool in Xfinity.com - the award-winning consumer Internet portal for more than 17 million Comcast High-Speed Internet subscribers. 

“More and more consumers are using the Internet as a tool to do research prior to making a purchase of an automobile and our Xfinity.com advertising permits us to capture these potential customers by giving them the ability to click directly through to our website. This is a very appealing form of advertising because of its tracking ability and I find the information very helpful since everything in the car business is month to month driven. Anytime a customer engages our website it gives them a chance to see what we are about. We are very transparent about our pricing and who we are on our website – the more that we can get them there the better. Our Xfinity.com advertising actually plays off of the themes we use in our television spot advertising so the two work very nicely hand in hand for us.”

Milton Martin Toyota’s success with cable advertising can be measured in a number of ways, but Emily’s favorite is the positive customer reaction and brand recognition her dealership has experienced.