Ourisman Automotive of Virginia
Headquartered in Northern, VA, the Virginia branch of the Ourisman Automotive organization is comprised of six dealerships — two Toyota dealerships, Ford Lincoln, Chrysler Jeep Dodge, Chevrolet Buick GMC and KIA. ROI has been the group’s agency of record since 1988.
The Target Audience
All the domestic brands — Adults 25-64, within a 20-mile radius of each dealership, specifically targeting those customers who historically prefer purchasing domestic cars and trucks. Import brands Toyota and KIA — Adults 25-49, within a 20-mile radius of each dealership, specifically targeting those customers who have preferred purchasing import cars and trucks.
The Marketing Mission
ROI was retained to provide comprehensive strategic planning, marketing, media and account management services to create a differentiated, signature Ourisman (VA) look to the consumer advertising. The advertising had to have an overall Ourisman VA brand consistency across all its dealership marketing programs, yet still had to allow each dealership to maintain its own distinctive identity. Since it is the responsibility of the national automotive manufacturers to sell the actual product lines, ROI’s mission was, and remains, to focus on driving awareness, branding of — and traffic to — the dealership’s themselves and the unique or special customer benefits and services they provide at the time of, and after the purchase of, a new or used vehicle.
The Marketing Program
ROI continues to develop various branded TV campaigns focusing on credibility-based sell messages for each dealership. In each spot, the principal spokespersons were identifiable management representatives discussing the benefits of their dealership in an honest, no-nonsense, “non-screaming” approach. Some were even done in distinctive, non-traditional locations (Toyota, in the Tastee 29 Diner), to visually and distinctively brand the dealership and its message. Others incorporated subtle humor or visual effects to deliver the Ourisman brand message. This was supported by radio, print and direct mail advertising that mirrored the look and core messages of the TV campaigns. Each dealership program runs consistently two to three weeks each month, throughout the year.
Ourisman has continued to experience annual, total units sales growth at a minimum of 8%-12% per year. They have also consistently grown their market share to over 15% in one of the most competitive automotive markets in the nation.