McDonough Toyota - Scion

Selling lots of cars in a small town is tough, even if you do carry Toyota.

Based in Staunton, VA, McDonough Toyota has become a landmark in the local community. Even with great name recognition, McDonough still faces tough competition from Northern Virginia dealers as well as those in Charlottesville and Roanoke.

In the midst of the "Great Recession", McDonough would slash their ad budget by 30%, but still need to move units to pay the bills. The focus would shift from total dollars spent to ad dollars spent per unit sold.

HMA crafted a media strategy that would utilize the highest reach mediums based on time of year. From January – May, ads run on broadcast TV. From May – September, ads run on local radio. In the fall, it's back on TV.

Another dollar-stretching negotiation tactic used by HMA is to buy up selected day-parts of unsold inventory at a fraction of the media seller's rate. This tactic has allowed McDonough Toyota to air commercials during network primetime which in the past, was out of reach.

This media strategy allows McDonough Toyota to consistently build and solidify their brand and standing in the local community while reaching in-market buyers and giving them a reason to shop McDonough.

Creative would need to work double-duty as McDonough is not the low-price leader. Having claimed the position of the easiest place to buy a car, HMA would create a series of messages for McDonough Toyota that explained to car buyers what this meant and how they would benefit.

HMA would put Steve McDonough (President & 2nd generation owner) on camera and behind the microphone. No one is more passionate than the owner.

E-Z Financing Commercial
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E-Z Selection Commercial
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On top of the core branding messages, HMA would then add a layer of incentive-oriented messages assuring car buyers they will get a great deal at McDonough Toyota.

Triple Rebates Commercial
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The result for McDonough Toyota? HMA has been able to consistently deliver and manage a campaign with an ad cost per vehicle UNDER $200.00. With an industry average of $387.00 spent per vehicle sold (Source: NADA Industry Analysis Division), McDonough Toyota has been able to retain a healthy profit margin while continuing to move the number of units needed each month.

Currently, HMA is developing and implementing a social media and internet marketing program using facebook, ad-words and optimized videos.

Interested in finding out how HMA can help lower your cost per item sold?

Call 757.288.9957 or e-mail Ronald@ronaldaheider.com