New England Honda Dealers
Winning Against a Dominant Player in a Competitive Market
CHALLENGE
New England Honda Dealers (Tier 2) partnered with Norbella to significantly grow sales and market share where the largest player, Toyota, spends 5x more on marketing and has a history of being the #1 choice of auto buyers.
STRATEGY
We were able to take a clean sheet approach to the challenges faced by Honda and developed a breakthrough, retail-minded strategy that changed the dynamics of a mature market.
Auto dealers exist at the nexus of cooperation and competition, helping build the larger manufacturer brand while attempting to win customers when they are ready to purchase.
Our team activated media tactics that leveraged geodata and audience demographics for targeting, as well as implemented a full customer journey approach to help move the auto buyer through the funnel. A mix of digital, linear, and offline tactics helped drive customers to the website and then into the dealership. This was combined with competitive conquesting against Toyota and Subaru to impact brand awareness and preference.
Results
#2
Jumped up to #2 in the nation for New Vehicle Honda sales
80%
80% of dealerships tripled sales YOY
110% Increase
110% increase in direct traffic to the website