cat casestudies

 

KXAN - Mercedes Benz

CHALLENGE Mercedes Benz of Austin was battling with a reputation crisis. The dealership had been getting some negative reviews about being off-putting and stuck up. Their goal was to brand themselves as a local, welcoming dealership.

PROCESS After meeting with them, our creative director came up with concepts to showcase iconic Austin things (Food Trucks, Willie Nelson, Dogs, and Tacos) to show the Austin audience they are from Austin and are just like them. After completion of the four spots, we wanted feedback from Austin viewers to help us pick which spot performed best. We used RAM Panel as a guide to which ads we should run for their schedule.

OUTCOME After getting the results and insights back from RAM, we saw that two of the spots (Willie and Dog) performed way better with audiences. We only ended up running the two spots instead of the four after the feedback we got from RAM. Knowing this information on the front end helped us greatly. We were able to secure a $200,000 TV buy with the help and strategic insights from RAM.

TESTIMONIALS

Of all our research partners, none is more strategic to our business than RAM. The data we get from our reader panel helps us shape our coverage, improve our products, and identify new revenue opportunities. More important, RAM helps position us as true partners to our advertisers. As a market, Minnesota and the Minneapolis-St. Paul area have unique attributes.
The insights we are able to share with advertisers about our readers’ perceptions and preferences, category trends, and shopper behavior help drive literally millions in revenue for Star Tribune.

-Steve Yaeger Vice President, Marketing & Public Relations, Star Tribune

MEMBERSHIPS

  iabnaappalogo