A tough retail market saw a change of tactics with Melbourne based client City Jeep during June. Rather than just doing the normal EOFY offer, City Jeep used a combination of a ‘minimum trade-in offer’ and ‘free servicing’ to boost its new car and demo sales with positive results. Margins are tight in the car business so volume and the focussed management of floor stock are key issues to delivering a profitable dealership. Against some strong national competition, City Jeep has performed well and succeeded in being the leading dealership over several months.
The June campaign used the Cars Guide, Progress Press and a strategic radio campaign on 3AW. Our media team negotiated to have Rex Hunt do the voice over feeling he reflected brand values. A strong retail press layout with a call for the ad to be brought into the dealership, or for the radio ad to be mentioned, stimulated solid inquiry and good sales for the duration of the campaign.