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