Positioning a New Product
The Issue: Fiat was returning to the United States in 2011 after a hiatus of nearly 30 years. As a new dealership selling a car many people had never seen or heard of, Fiat of Albuquerque had to develop awareness of the sporty little car and create consumer demand.
Our Approach: We began with a grand opening launch, including a radio remote, TV news coverage, newspaper articles, and a well-attended ribbon-cutting.
TV commercials were made that showcased the car’s sporty profile and focused on two primary messages: the vast amount of included features and the car’s excellent gas mileage, all within a very reasonable price point.
Occasional radio traffic sponsorships highlighted its solution as a perfect commuter car, and appearances at targeted public events allowed people who were unfamiliar with the Fiat to get acquainted.
Pay-per-click ads have primarily been conquest-driven ads, targeting people looking at similar but more-well-known makes. Online efforts also include social media management, which has provided excellent “shares” and growth in followers, and a strategic reputation management effort to build real-customer online reviews and respond to any posted concerns.
The Results: Fiat sales have met goals, and in some months have greatly exceeded them. Our hands-on management of their co-op program has led to corporate feedback that we “use every co-op dollar to the max, probably the best of any agency handling a Fiat dealer.”
