Weston KIA

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Local Portland Auto Dealer creates success with radio messaging.

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Weston KIA

  1. 1. Weston KIA Rubber Hits the Road Results 8 Years in Action www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
  2. 2. We Started Here…Yikes! www.PortlandRadio.org PORTLAND AREA RADIO COUNCIL www.RadioAdLab.com
  3. 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. 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. 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. 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. 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. 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

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