Case Study ~ White Bear Mitsubishi
White Bear Mitsubishi had a reputation for exceeding customer satisfaction. Nevertheless, it was losing local sales, with new car sales averaging only two a month. It needed a strategy that, despite very little national marketing support for a brand that had minimal in-market intenders, would keep it top-of-mind with area car shoppers and ultimately drive 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 Day, 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.