Reaching New Online Audiences - Reid's Automotive
Reid’s aimed to expand their B2B audience with a brief campaign, but faced the challenge of operating in a niche market, exclusively partnering with three automotive brands: Chrysler, Dodge, and Jeep. To address this, we decided to create a landing page that would allow users to quickly grasp Reid’s specific offerings and make informed decisions. With limited time and budget to work with, the key question was which distribution channels to utilize—should we choose social media, Google Search ads, or display ads, and how should we distribute the budget? We believed that the answer to the "what channel to use?" question lies in a deep understanding of the target audience. Thus, we conducted extensive audience research and developed user personas. This enabled us to gain clear insights into the target demographics, as well as their needs and desires. We crafted a landing page that resonated with the company's branding, values, and messaging, while addressing the audience's challenges. Our research indicated that Reid’s audience included automotive shop owners and managers who were time-constrained, stressed, and in need of quickly locating the right parts at competitive prices—services Reid’s offers. Therefore, we emphasized Reid’s reliability and helpfulness in our messaging as we formulated a comprehensive strategy for Google Search and Facebook ads, along with creating relevant ads and landing page content. We allocated a limited budget to both Google Search and Facebook ads and ran the campaign briefly to identify the more effective channel. Google Search emerged as the clear front-runner for Reid’s, prompting us to focus solely on it for the rest of the campaign without increasing the budget. Within just two months, our campaign with Reid’s yielded very promising results. For further details, visit: https://forgeandspark.com/portfolio/reids-case-study/