Although Cars.com was a pioneer in the internet automotive marketplace, they found themselves as a “second choice” for car dealers, competing against a large competitor in a rapidly evolving market.
After creating messaging platforms and testing them via national focus groups, we identified an opportunity to leverage Cars.com’s knowledge of consumer shopping habits to educate dealers on how to utilize the internet as a powerful selling tool.
Since testing showed dealers like being talked to directly, we created a clear, simple campaign featuring consumers and car dealers speaking personally about their confidence and the benefits that Cars.com provides. The campaign included a series of print ads, a redesigned sales collateral system and lead generating tactics including direct mail, banner advertising and online sponsorships.
