White Bear Mitsubishi
Market a niche automotive brand with minimal in-market intenders and very little national marketing support to drive dealership traffic and, ultimately, sales.
Cuneo built an integrated campaign that included broadcast, cable, digital and event marketing with memorable creative centered around a white bear mascot. We selected a broadcast partner that would provide on-air schedules along with in-program marketing opportunities: The GM appears on a Twin Cities Live weekly segment. This opportunity made the dealer the news department’s auto expert, with the GM appearing quarterly and as needed for breaking automotive news stories. We also deploy and activate event marketing programs with venues like the Minnesota State Fair, University of Minnesota athletics, and Grand Old Days, providing thousands of prospective customers an opportunity to experience the vehicles first-hand
In six years the dealership has gone from selling two new cars a month to more than 100. White Bear Mitsubishi is the No. 2 Mitsubishi dealer in the United States.
Despite serving their community for more than 30 years, Jeff Belzer was losing local sales to competing dealerships—some a long distance away. They were in need of a strong brand position that would differentiate themselves from other dealers and stay front of mind with area car shoppers.
With its strong legacy of service in mind, we developed a unique brand position for the dealership built on the idea that they are “legendary.” Every aspect of their communication reinforces this position through use of the tagline, color scheme, and a revamped dealership logo.
The client hired Cuneo in April 2013, when they were the No. 3 Chevy dealer in Minnesota. In less than a year—thanks to collaboration, an effective tagline, and a daring use of orange against the industry standards of red, blue, and yellow—they were No. 1.