Putting the Pedal to the Metal with Sam Pack Ford & TEGNA’s WFAA
For an auto dealer like Sam Pack’s Five Star Ford in Carrollton, Texas, standing out from the crowd is a big challenge. Luckily, Trey Russell, the dealership’s General Manager, is in good company with TEGNA’s WFAA, and the station has helped to put Sam Pack in the top 100 dealerships in Texas.
We’ve all seen a ton of automotive commercials, so for an auto dealer like Sam Pack’s Five Star Ford in Carrollton, Texas, standing out from the crowd is a big challenge. Luckily, Trey Russell, the dealership’s General Manager, is in good company with TEGNA’s WFAA, and the station has helped to put Sam Pack in the top 100 dealerships in Texas.
“Being in business since 1980, we’ve sold a lot of vehicles to a lot of families, selling to the mom and dad, then the son and daughter, and now we’re on the third generation and selling cars to the grandkids,” says Russell. “That’s the story that we wanted to tell.”
In partnering with WFAA’s production crew, the station created ads starring the dealership’s customers which Russell notes, “None of them were rehearsed” which created a natural story created in an authentic way.
The tactic helped Sam Pack stand out, which is a much better option in Russell’s eyes, “than doing a traditional ad of the screaming and yelling and talking about, “Hey, come buy a car now, before we’re all sold out.”
Once the ads were created, WFAA then targeted a specific audience to deliver optimal results to Sam Pack.
“For Sam Pack’s Five-Star Ford in Carrollton, it was really important for them to have a multi-screen and multi-layered approach,” says Emily Holliday, Account Executive at WFAA. “We use the broadcast to create brand awareness and OTT really gives us that great piece of how can we hone in on the audience we want. Then we’ll also layer in digital retargeting because people have a short attention span.”
“The thing that I love the most about WFAA and TEGNA is their ability to be my advisor and the trust that they’ve built with me,” says Russell. “The market’s constantly changing and I look to my WFAA team to keep me in the loop. My daily job is to make sure that our operation runs smoothly and we take good care of customers. It’s not trying to figure out what the latest and greatest thing in marketing is. So I’m not afraid to try what WFAA suggests because that’s what they do and they’re good at it.”
We’d love to learn more about your auto dealership and your approach to standing out from the crowd. Let’s get in touch.