Boldly Going Where Other Dealers’ Ads Just Won’t
The branded used car division of the St. Louis and Mid-Missouri regions’ top-selling Chevy dealer, Jim Butler Pre-Owned Powerhouse offers a wide selection of vehicles—from value-line imports to Certified Pre-owned Cadillacs—along with a hassle-free, web-driven buying experience
What Problem Were We Trying to Solve?
Used Car Sales Needed a Bigtime Boost. It’s Spring 2019. It’s old news at this point that Jim Butler is consistently #1 in the region for new Chevy sales, and consistently among the top 25 Chevy dealers in the nation. But their pre-owned sales were lagging behind!
Jim Butler was riding on the success of new sales but spotted the need to overhaul their used car sales process and boost awareness of the pre-owned side of the business.
What Was Our Approach…
Go with What We Know Works… Differentiate. The client wanted uniquely creative ideas to help the Jim Butler brand stand out—not only from local competitors, but from national used car advertisers like Carvana and Carmax—positioning them as the best local resource for hassle-free used car buying.
Because it works. It complements Jim Butler’s digital marketing and BDC operations and continues to drive the brand image that we’ve crafted for them. Sales data continued to show Jim Butler dominating in new sales and market share, so it made sense to build up their pre-owned messaging.
A Creative and Media One-Two Punch! Smart media buying put our interruptive creative right where the ideal buyers would be—maximizing every opportunity, from local news sponsorships, to precise placements on TV days as big as Super Bowl Sunday.
30 and :15 Spots for Broadcast TV, Social Media, Pre-roll – “The Catch,” “Good News” and “Rob Boss.”
Prioritize Jim Butler’s Unique Selling Points—No Active Recalls, Easy Financing, Selection—Three Branded Categories of Vehicles to Shop (Value Line, Jim Butler Certified, GM Certified Pre-Owned)
18% increase in total used retail sales volume for Linn, MO and St. Louis, MO dealerships.
Jim Butler began keeping more trade-ins to build their inventory, while Stealth’s creative messaging and media placements and brought more awareness to the used side of their business.