Jim Sipala Kia

OVERVIEW:

Like all auto dealers, for Jim Sipala Kia in Coatesville and West Chester, PA, it's all about moving more vehicles off the lot. The business put a multi-screen campaign to work to boost the effectiveness of marketing efforts for its two suburban Philadelphia locations.

STRATEGY:

By "piggybacking" Kia's national and regional TV strategy, Jim Sipala's Kia was able to take advantage of brand equity already built in the market. That meant a broad spectrum of TV networks were part of the media plan, like ABC Family, AMC, Bravo, Cartoon Network, CNBC, CNN, Comcast SportsNet, Discovery, DIY, ESPN, ESPN2, Food Network, FOX News, FOX Sports 1, FX, HGTV, History, Lifetime, MSNBC, Nickelodeon, OWN, Spike, Syfy, TBS, TLC, TNT, Travel Channel, USA and VH1. Kia's regional dealer association also invests in pre-roll video advertising on Xfinity.com, offering the Jim Sipala dealerships another opportunity to leverage that investment as part of its own strategy.

SUCCESS:

Multi-screen advertising helped Jim Sipala Kia strengthen its hold on its home market. Year to year, the dealership’s share in its home zone increased 9%, reaching 86%

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