The document discusses a case study of Manheim's integrated awareness campaign for the General Motors Dealer Lane, aimed at recovering lost inventory and building dealer loyalty amid competitive pressure. Key strategies included promoting the lane as a 'smarter' alternative for buying and selling vehicles and providing marketing support to increase confidence among GM-franchised dealers. The campaign successfully met its objectives, resulting in significant increases in buyer numbers and vehicle sales during its execution.

1. CASE STUDY
Awareness
Campaign
Manheim
GM Dealer Lane
The General Motors
Dealer Lane

2. CLIENT INTRODUCTION:
The General Motors
Dealer Lane
Manheim, Inc. is the world's largest provider of vehicle remarketing services, with more than
30,000 employees in 130 operating locations worldwide. Manheim handles over 10 million used
vehicles a year, facilitating transactions of more than $50 billion. The used vehicles bought and
sold through Manheim come from sources like franchise dealers, independent dealers,
OEMs and financial consignor brands. And even in a down economy, Manheim consistently
provides dealers with more inventory with better selection, more access to the inventory (in-lane
at one of 80+ U.S. locations or via online event sales) and more confidence behind transactions
with Manheim-approved vehicle condition reports.
CAMPAIGN OVERVIEW:
This integrated campaign provided a quick response to a competitor’s takeover of GM inventory.
But it also delivered the foundation for not only recapturing inventory and dealer loyalty –
but growing the business over the longer term. The campaign’s counterattack approach
strategically introduced a new Manheim auction consignment lane, The General Motors Dealer
Lane. This new program would help GM franchised dealers to better feature and sell their
high-quality vehicles with Manheim. The program was made available at all GM/GMAC Manheim
sale locations nationwide (20+ locations out of Manheim’s 80+), with an additional online
presence for Simulcast locations. Marketing support for this program was powerful, creating real
preference among GM-franchised dealers and empowering Manheim representatives to support
the effort over time.

3. OBJECTIVES:
The General Motors
Objectives for this campaign were framed for both short-term and long-term success,
with Manheim’s GM Dealer Lane as the focal point and hero.
• To recover lost inventory
• To retain and grow the base of participating GM-franchised dealers
• To generate confidence and renewed preference among dealers throughout the country
• To prepare and empower Manheim reps to promote the lane to existing buyers
and sellers
KEY PERFORMANCE INDICATORS:
• Inventory quantity and related sales
• Lane registrations
• Volume of participating GM-franchised dealers
• Volume of buyers
Dealer Lane

4. TARGET AUDIENCE:
The General Motors
Dealer Lane
The program targeted used car dealers (the “Used Car Buyer” or “Used Car Manager”):
• Primary target: the buying dealer
• Secondary target: dealers seeking to sell their inventory in the lane
• Demographics,: predominantly male, blue-collar, age 30-55.
STRATEGIC APPROACH:
The foundation of the campaign was based on highlighting the bottom-line benefits that
GM-franchised dealers could gain by participating in the new lane – and adapting/aligning this
message for the seller audience.
Brand identity: The lane was branded as the “smarter” way to buy (or sell) – a confident and
head-on reference to the competitor’s brand, Smart Auction. The GM Dealer Lane logo retained
Manheim brand standards and was used prominently in the lane and in every supporting
marketing tactic.
Messaging: Supporting the “smarter way to buy” approach, the campaign articulated the
invitation to “Find the Formula for Smarter Buying” with the clear promises of more inventory,
more access, and more confidence. This messaging was adapted successfully for the seller
audience, too (more buyers, more selection, more confidence). equity growth.

5. The General Motors
Dealer Lane
STRATEGIC APPROACH:
Momentum through incentives: With Manheim’s GM Dealer Lane effectively positioned
as a bottom-line advantage, it was important to prominently offer incentives and special offers
throughout – especially as the campaign rolled out. Additional incentives were added as the
campaign gained momentum, such as cash offers for transportation assistance.
Integration for success: Starting with brand messaging that resonated with a bottom-line-focused
audience, the key to campaign success depended on successful
exposure through integration. The campaign was leveraged prominently at participating loca-tions,
with bold components like posters, countertop table tents, counter mats, brochures and
sales calendars. National direct mail and advertising was instrumental in motivating dealers to
visit a Manheim location in their area to see how the “smarter formula” could increase profitabil-ity.
MLT’s media plan directed strategic online and print placements in leading industry publica-tions
catering to franchise and independent car dealers. Sponsorships of the
publications’ e-newsletters/ad-blasts were also used for the campaign launch.

6. CAMPAIGN TACTICS AND STRATEGY:
The General Motors
Dealer Lane
WE ASSIST
IMPLEMENTING OUR STRATEGY USING
Interactive National Print Advertising Direct Mail Collateral Point of Sale
TO REMARKET THEIR VEHICLES TO
Franchise Dealers Independent Dealers

7. ECVAEMNPTA TIGANC TTIACCST AICNSD A SNTDR ASTTERGAYT:EGY:
The General Motors
Dealer Lane
GM Dealer Lane Auction Poster
The General Motors Dealer lane was created to
counterattack a competitor’s (SmartAuction) sudden
takeover of all of General Motors inventory. Highlighting the
lane as “the formula for smarter buying (or selling)”
played off the competitor’s name.
The concept - “Find the formula for smarter buying”
was applied to national and auction level (local) materials,
shown here are the national print ad as well as the
point-of-purchase signage that was displayed at each
participating location.
GM Dealer Lane Full Page Ad

8. EVECNATM TPAACIGTINC STA ACNTDIC SST ARNADTE SGTYR:ATEGY:
GM Dealer Lane Counter Mat Display
The General Motors
Dealer Lane
GM Dealer Lane Countertop Table Tent

9. ECVAEMNPTA TIGANC TTIACCST AICNSD A SNTDR ASTTERGAYT:EGY:
The General Motors
Dealer Lane
GM Dealer Lane 300x250px Online Banner Ad
GM Dealer Lane 120x600px Online Banner Ad
Online banner ads ran on various industry GM Dealer Lane 728x90px Online Banner Ad
publication sites, including automotivenews.com,
autoremarketing.com and usedcarnews.com.
The three big benefits to buying dealers
(More Inventory, More Access, and More Confidence)
are prominently featured in the animated sequences.

10. CAMPAIGN TACTICS AND STRATEGY:
The General Motors
Dealer Lane
Detailed brochures were developed for both the buyer
and seller (secondary) audiences outlining how easy it
is to participate in the lane - whether you’re buying or
selling in-lane or online. The seller brochure was the
one “seller-only” focused piece.
GM Dealer Lane Tri-fold Brochure
(Targeted Towards Buyers)
GM Dealer Lane Tri-fold Brochure (Targeted Towards Sellers)

11. CAMPAIGN TACTICS AND STRATEGY:
The General Motors
Dealer Lane
GM Dealer Lane Sales Calendar
GM Dealer Lane Editable Mailer
GM Dealer Lane Editable Catalog Cover
Editable mailers, dealer catalog covers and sales calendars gave the auctions consistently
branded materials that promoted their own in-lane and Simulcast sales.

12. CAMPAIGN TACTICS AND STRATEGY:
The General Motors
Dealer Lane
A dimensional mailer concept was developed to create buzz and excitement with a select
group of GM dealers throughout the United States.
GM Dealer Lane “Genius” Mailer
Because an intellect like yours
should be on display.
Buying and selling in the Manheim General Motors Dealer lane is such a
smart move, it might just earn you a new nickname around the office.
Embrace it with a special name plate that lets the world know “Yes, I do know it all.”
KNOW IT ALL
GM Dealer Lane “Know It All”
Follow-up Mailer #2
What are you, a wise guy?
Yes, you are.
Buying and selling in the Manheim General Motors Dealer lane is such a
smart move, it might just earn you a new nickname around the office.
Embrace it with a special name plate that lets the world know you’re a “Brainiac.”
BRAINIAC
GM Dealer Lane “Braniac”
Follow-up Mailer #3

13. CONCLUSION:
The General Motors
Dealer Lane
MLT’s integrated B2B campaign delivered on all of the client’s objectives. It also contributed to
significant profits during the campaign period, and beyond, as the GM Dealer Lane enjoys an
established and successful presence. Manheim’s Sr. Manager of Business Marketing
summarized it well: “We saw great increases in our key metrics, obviously thanks to all
our great marketing!”
Success metrics include:
• Quantity of buyers grew from 7,386 to 7,879 in one year, far exceeding expectations
• Annual registrations for the lane increased from 59,054 to 66,262 (calculated as
participants retained, plus 7% increase)
• Over 30,000 vehicles sold in the lane during the campaign year (an improvement over
27,668 units sold the previous year)
It is rare for a new dealer lane to gain traction so quickly, but this program leveraged a quality
product and a well-conceived idea with an effective mix of highly targeted marketing.

14. Need an inbound lift?
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