Stay Top of Mind
Dobbs Tire & Auto Centers is a complete, expert tire and auto service provider serving the Missouri/Illinois bi-state area. As a needs based retailer, potential clients may not have a need today, but they may have a need tomorrow, next week or even next month. Therefore, their marketing expenditure needed to put them in places where they will be top of mind, but they want customers to know that along with their expert services, they can also take advantage of monthly specials.
2060 Digital strategically performed a geographic and demographic analysis to best reach the client’s primary demographic of women ages 22-40 and a secondary demographic of men ages 22-40. As a result, our team targeted individuals in nine counties within the DMA, and the cities of St. Louis and Cape Girardeau.
With the help of the client, 2060 Digital determined that running a seven day a week YouTube campaign wouldn’t be the best solution for the client’s budget, and raised the question of could the campaign be more effective marketing to individuals on Mondays, Thursdays and Fridays? If so, this would allow the company to stay top of mind going into the weekend when potential customers may have a need and/or time to take care of auto needs they’ve been putting off, and targeting them again on Monday at the start of a new week and they’re back to their daily commutes when auto issues happen.
2060 Digital took a chance by starting and stopping the campaign, but 18 months later, the results have spoken volumes. As of May 2017, Dobbs Tire & Auto Centers’ monthly YouTube campaign has received 1,937,270 impressions, 535,204 views and a 27.63% view rate.