George Moore Chevrolet

OVERVIEW:

As car shoppers increasingly go online to research their options, it's more crucial then ever for auto dealers to have a strong online presence. For George Moore Chevrolet of Jacksonville, FL, Comcast Spotlight developed a multi-screen marketing plan to steer local shoppers to the dealer's website.

STRATEGY:

The branding campaign was built on a strong foundation: data. Comcast Spotlight researched and identified cable networks that indexed especially well with prospective Chevrolet buyers. Geographic audience segmentation capabilities helped ensure the dealer's commercials aired in its principal market area, reducing waste. Banner advertising on Xfinity.com was focused on the same neighborhoods as the television commercials, allowing George Moore Chevrolet to reach even more customers from its own backyard.

SUCCESS:

  • Web traffic doubled
  • Multiple calls per week referencing the dealership's commercials
  • Significant increases in Facebook “likes”
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