Problem:
Muzak wanted an opportunity to offer its In-store radio advertising services to the automotive aftermarket. Without major retailer sponsorship, attracting vendors was a difficult process.
Opportunity:
Muzak wanted a program that would:
1) attract major retailer support,
2) be constructed such that the retailer would assist in attracting vendor paid advertising, and
3) be subject to stringent testing and evaluation in order to determine the impact on sales.
Solution:
Automotive In-Store Marketing, Inc. was charged with the mission of:
1) selecting a retailer to test the program’s viability,
2) develop the marketing approach that would be attractive to participating vendors, and
3) assist the retailer in marketing the advertising time slots to a selected list of vendors.
Result:
An analysis of POS data conclusively proved that sales of parts and accessories can be stimulated from between 4% and 58% over the baseline level. Chief Auto Parts, the first retailer to participate, rolled the program out nationally and continued to achieve increased sales for items selected for advertising.
 To learn more about this case study, select the icon to the right and view a presentation entitled “Place-Based Media Opportunities for the Automotive Aftermarket.”
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