A Car Dealer.

Who says selling cars requires selling out?

All too often, automobile dealers--and even dealer groups, and manufacturers--resort to hard sell, brand-harming tactics out of habit or desperation. Perhaps both. Here is an example of how one dealer sold a lot of iron with individual ads but still built an overall brand equity with a cohesive campaign. Contrary to many prevailing views, these two goals need not be mutually exclusive.



Notice, a friendly position to help make Wagner likable, and a few sample
deals to help make them profitable.


Example of working within a campaign strategy to sell a specific category of automobiles. Ditto, the ad below:





One of many smaller ads that made important sales points while
also scoring points with customers.