AutoGuide.com

THE PROBLEM:
Haas Publishing Corporation (HPC) redesigned their AutoGuide.com website, a site devoted to helping people locate used cars and dealers in their area.  HPC promotes the interaction between consumers as dealers through both its AutoGuide.com website and the free guidebooks available throughout various cities. HPC found that though these guides were being picked up, they weren't converting to site traffic at a satisfactory rate. HPC entrusted BKV with not only raising awareness about the site and encouraging conversions from the free guides, but also increasing traffic and subsequent qualified leads.

THE BKV SOLUTION:
Never afraid of inventive thinking, BKV decided to test a radio awareness campaign that would encourage both guide and website leads (as well as the conversion from guide to site). The campaign was tested in the Orlando market featuring radio spots that mentioned Orlando-based retailers carrying the guides as well as an Orlando-specific URL. We also employed a unique media strategy to ensure the greatest increase in traffic and leads without inefficient spending.

THE RESULTS:
Due to BKV's ingenuity, the radio campaign was extremely successful, promoting awareness of the site as well as an increase in qualified traffic.  Our Orlando-specific creative both stood out and supported the brand. We achieved a 60% increase in visits and a nearly 100% increase in leads! In addition to meeting the original goals set forth, BKV also helped the client establish a successful, reliable approach to improved awareness and increase site traffic that would benefit them across a number of campaigns.

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