CHALLENGE

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This multifarious challenge required outsourced marketing support for the media buying agency of record to re-energize the overall brand, while creating separate marketing and branding initiatives for four distinct dealerships, with the goal of increasing sales among new Atlanta, Georgia residents.

SOLUTION

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MatterMax Media created a multimedia campaign that highlighted the values and technological advances of each manufacturer (Acura, Lincoln Mercury, Pontiac-Buick-GMC and Mercedes Benz of Buckhead) under the corporate umbrella Baranco Automotive. The new campaign strategy included:

• Executive Consulting
• Logo and Tagline Redesign
• Magazine Print Campaign
• Radio Campaign
• Video Production

RESULTS

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The Baranco dealer group saw record sales at each of its three dealerships throughout this period resulting in record-setting revenue increases!

• Acura store, located 14 miles outside the perimeter, out-performs all other Acura dealerships

• Lincoln-Mercury wins the prestigious Lincoln Mercury Pebble Beach Contest as best performer

• Pontiac-Buick-GMC increased sales, exceeding 100 units sold, a first in 8 years, since relocation

And, according to the Atlanta ABC Book of Lists Report, the Baranco Dealer Group revenue grew from $120 million to $151.2 million year to year, representing a 26% increase.