Case Studies
Honda Cars of McKinney

"Our goal at SMAS is to provide one or more of the following services: product assessment, marketing strategy, creative, production, media planning / buying / analysis and back end management. We help maximize media cost in order to maximize brand exposure for our clients."


Honda Cars of McKinney was handling all Marketing/Media and Advertising in house. Consistently ranked 3rd to 4th among 5 Honda Dealers in the D/FW area in unit sales. HCM was utilizing a mix of radio with newspaper but had no real identity in the market. Many sales came from previous customers to the dealership.

Challenge: Give the dealership identity in the marketplace, effectively and efficiently enhance store traffic and convert traffic to new sales.

July 2004, Strategic Marketing and Advertising Solutions takes on the Marketing and Advertising responsibilities for this dealership.

  • Created a jingle that is used in all bed in radio and TV.
  • Gathered and evaluated research to determine the most effective way to reach the target audience.
  • Developed and implemented a Media Plan based upon findings from the research. Utilized Cable, TV, Billboard, Radio, Newspaper and Direct Mail. With each plan a detailed Reach and Frequency against target demo(s) is presented.
  • Negotiated media and leveraged those buys to include promotional “value added” like “live appearances on site”, utilized key personality endorsements, negotiated tickets to sporting contests, concerts and entertainment venues for internal incentive.

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4856 Nashwood Drive
Dallas, Tx 75244


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