Local Portland Auto Dealer creates success with radio messaging.

1. Weston KIA
Rubber Hits the Road
Results 8 Years in
Action
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com

2. We Started Here…Yikes!
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com

3. CHALLENGE
SELL CARS AND LOTS OF THEM…FAST:
Poor reputation for quality KIA
No Awareness for KIA Brand in PDX
No Awareness for Weston as a Dealer
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com

4. ACTION
DOMINATE THEN EVALUTATE:
550 - 600 spots per month - 8 stations
Poor reputation days
First 90 for quality KIA
400-450 per month - 6 stations
Average for 6 years
Measured results through 3 portals
Front Door, Phone, Internet
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com

5. RESULT
First 90 Days:
Went from 7 units to:
68 in the first month
73 units the second month
81 units the third month
WESTON DOMINATED
SALES
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com

6. RADIO &
INTERNET
32% lift in Internet leads when On-Air
Weston’s website, KIA manufacturer website,
& third party leads sources -
(Edmonds.com, MSNAutos.com, KellyBlueBook.com)
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com

7. RESULT
What happened for the next 7 years?
#1 Oregon KIA Retailer
Top KIA Volume
Dealer in the US
Awards & Recognition
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com

8. RESULT
2008 Market Share
Kia National - 1.9%
Kia Western Region -1.7%
Kia Oregon - 3%
Weston Kia - 13.56%
www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com