Fowler Auto Center
After more than thirty years in business, Fowler Auto Center of Ukiah, CA, made the decision to update its brand. The single-location Buick-GMC dealer chose to focus its messaging less on promotions and more on professionalism and reliability. Believing that buying a new car should be all about the positive experience—fun and painless—the dealership chose to let customers know that it offered “independence” from low expectations with a 4th-of-July-themed multi-screen advertising campaign. While bringing customers to the showroom was certainly a goal, the campaign was also designed to build awareness, encouraging customers who couldn’t visit during the holiday period to keep Fowler in mind for their car-buying needs.
Fowler Auto Center looked to reach a broad cross-section of consumers as it looked to redefine its brand. Among the television networks included in its media strategy were ABC Family (now Freeform), CNN. E!, ESPN, Food Network, HGTV, TBS, TNT and Travel Channel. Digital advertising included both static and in-banner video advertising on Xfinity.com and FOXNews.com. Both the television and digital advertising was geographically targeted towards the Mendocino County area, one of the 23 local zones in the San Francisco market.
What is normally a dead period for auto sales perked up thanks to Fowler Auto Center’s strategic use of multi-screen advertising to promote its 4th of July sale. The dealership sold two cars on a holiday when, in the past, it had sold none, and attracted more foot traffic.