Commentary
Rubin Postaer and Associates - Honda Certified Used Car (HCUC)
- by August 25, 2008
Honda Certified Used Car (HCUC)
http://extranet.int.rpa.com/awards.aspx?show=OMMA_MVA
Finalist Automotive
Mike Margolin, vice president, interactive marketing director; Nichola Taub, interactive marketing supervisor; Fern Shlauter, vice president, management supervisor; Samira Poulos, program manager; Katie Borisavljevic, senior project manager; Scott Westerfield, technology director; Bradley Stone; technology manager; Steve Vye, Senior Vice president, director of media communications, planning & new business
It may not be sexy, but it's a fact: The u.s. car market is driven by used
cars. The challenge for automakers is matching their inventories of spiffed-up off-lease cars to buyers. Honda solved it with a custom searchmarketing program that got buyers to certified
pre-owned vehicles in their towns. The company moved its tv ad budget into network radio and a new search-engine marketing campaign on Google and Yahoo. The effort included custom Web sites
listing hcuc inventory - model and year - in Honda's 40 lead markets for certified usedvehicles depending on the location of searcher. The sites used geo-targeting, mapping and databases to
customize listings with photos, maps, listings, and access to warranties and other info. In the first eight months last year, hcuc sales were up 13.9 percent versus the year before. The campaign
netted a 780 percent increase in leads.
