Family PowerSports was rapidly expanding in the Permian Basin with the acquisition of two new locations. To really solidify their place in the Midland-Odessa DMA, they were ready to invest in some serious marketing strategy and implementation. That investment was me, and I was ready to make it happen for them.
My first step was evaluating their current marketing strategies, both company-wide and market-specific. As a company, most of their budget was devoted to SEO-optimization and external events like consumer trade shows. Those are definitely important pieces of the puzzle, but I wanted to create something more well-rounded and comprehensive. To do that, I leveraged my understanding of the local market and created an audience profile:
This market is one that really values traditional media, definitely more than the store’s Austin or San Antonio locations. I was starting to see where the gap was. I pushed heavy into broadcast sports programming and local country radio. I expanded into out-of-home with billboards and cinema advertising. The results started showing. Both our Midland and Odessa locations had the best year they’ve ever had in terms of sales, profit, and traffic.
The results spoke for themselves! Not only was I improving the Midland-Odessa DMA, I quickly became a trusted ally of our HQ Director of Marketing, and began assisting him with our global designs.
I even acted as a personal advisor to him on the creation of the Family PowerSports official company branding guide. It is quite the honor to have my expertise recognized!
I also expanded the reach of our dealership events, introducing “Hogs & Dogs”, a monthly motorcycle meet for our biker community, as well as whole family-engaging community events, like our Easter Egg Hunt.
Alexander David Ermels 