We focused 100% of the CVFD’s 2018 advertising funds on marketing the F-150. A 12-month long campaign was launched to creatively deliver the F-150’s unique features and benefits that made sense out of its cost. We also improved the dealer’s 4.8-star review rating on Google–a high marker for dealerships anywhere.
One of the great opportunities we find in markets like the Coachella Valley is that local media can be very cost effective. For example, we were able to run an F-150 ad during the 2015 Super Bowl for less than $5,000. And the Oscars, and the NBA Playoffs, and a wide variety of other live, highly viewed events. Since 2015, we have successfully marketed the F-150 (and the Coachella Valley Ford dealers) via Search, Social Media, Display, Email, TV, Radio, OOH, local events, and PR for less than $180,000 in annual media costs.