Clair & Dee’s Point S: Gaining Traction in the Market
Driver Awareness
Clair & Dee’s Point S decided to focus on a newly acquired location in Pocatello. First was to increase the awareness to drivers. We picked strategically placed billboards on I-15 coming into Pocatello as well as around large intersections in town. This allowed commuters to seeing Clair & Dee’s tire and service ads while just sitting at red lights. But we knew placement alone didn’t make an ad compelling.
For printed billboards, we used striking imagery (such as a car flying off a cliff) to draw initial attention, along with a quickly digestible yet powerful message and the company logo. For digital billboards, we used a strong colorful gradient that matched their brand, with simple messages that convey limited time deals. We avoided the usual pitfalls of billboards of including phone numbers, addresses, or website that can’t be remembered by 99% of drivers.
Both options proved to be memorable. People talked about the billboards to employees and one tire sale advertised in on the digital billboards became a bit too popular and had to be removed earlier that initially planned. A good problem to have.
Radio
But billboards alone couldn’t drive the awareness and growth we needed. Simultaneously, we utilized Spotify and targeted the Pocatello area specifically, focusing on multiple weekly impressions for potential driving customers. Ads changed to match the seasonal conditions and promotions. Copy was carefully written for recall. Background music and voice actors were picked based on what could best resonate and stand out. And links allowed any driver to quickly pull up the location of the Pocatello shop. Each month with newly crafted ads, the amount of people clicking off the ads to schedule appointments more than paid for the cost of running the ads.
Mailers
As email marketing is quite mainstream, older avenues are becoming more popular and memorable again. Physical ads and coupons are making a comeback. Referencing accurate data, we found neighborhoods where Clair & Dee’s could grow its customer base. We then organized mailing lists and coordinated printing and postage of thousands of mailers that went out in weekly batches. Designs and offers changed every two months to provide a variety of incentives. Even the type and size of material was experimented with to stand out in the mailbox. Coupons could easily be removed from the mailers and placed in vehicles for later use. Even keychain coupons were created to serve as a constant reminder that a great car service was waiting at Clair & Dee’s Point S every time they picked up their keys.
Similar to the billboards and radio ads, these mailed coupons brought new customers into the shop.
School Sponsorships
Clair & Dee’s Point S was insistent that they wanted to become more involved in the community. And one of the best avenues was to sponsor high school sports programs. While these are an easy way for local businesses to support kids while also raising awareness for their business, the awareness portion was leaving a bit to be desired.
Instead of the usual printed banner hanging on the sports field fence, we worked with two high schools in Pocatello to try out a new way to sponsor. We purchased all the water for their concessions, usually an expense the school takes on with limited return. Now the entire price of a water went back to support the school. This was conveyed with the water bottle labeling with the added benefit that a Clair & Dee’s oil change coupon was also attached.
It became a great way to support schools while also engaging the adults in new ways to drive awareness and business for the shop.
Expansion
As these and other marketing tactics found traction in Pocatello, they are expanding to other locations. We specifically chose tactics that could be replicated and streamlined. And as competitors adapt and consumer preferences change, so will our tactics to make sure Clair & Dee’s Point S continues to remain a top consideration for any local driver.
“They focused on growing our customers in Pocatello and making us more present in the community. And we're seeing year over year growth from that.”