Road Choice is still a relatively new brand in the all-makes heavy duty truck parts. In addition to awareness, the challenge is to increase trial among an audience that tends to be hesitant to change.
Through a highly targeted media strategy, we are able to reach to potential Road Choice customers based on make, model, age, and application of truck. The campaign consisted of multiple touch points including email, IP banner ads, and Facebook ads. In addition to the digital media, we use parts counter POP in order to reach the customer at the parts counter.
The short-term promotion achieved higher than average click-through and most importantly, an increase in sales at the parts counter.