Case Study
Reaching a new demographic through advertising
Youth in Torrington, Wyoming work with a car dealership to bring in a new demographic of customers.
The students paired with a local car dealership that has a welcoming atmosphere combined with automotive knowledge to provide customers with a helpful experience.
Details
Spring, 2020
Torrington, Wyoming
Categories
UpStarts Marketing
UpStarts Rural
The dealership wanted to expand their target market beyond their local context and reach customers in near by towns especially those in the 35-45 age range.
The students were tasked with figuring out how to bring people outside of town to come into the dealership. Through research the students discovered those who were most inclined to purchase a car were 45 years of age. The students then had to consider how to specifically market to this age range as well. This involved determining what methods of advertising would be effective to these target customers. They decided newspaper ads would be an effective method as it will appeal to the nostalgic factor that they discovered was important to this age demographic. It was also decided supplementary advertisements in the form of radio and social media would be used. These various ads will lead to bringing new customers into the dealership and lead new sales.
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