Lute Riley Honda jingle
Challenge
When we started in 1993, Lute Riley Honda sold an average of 175 New Hondas a month. They were getting beat by David McDavid Honda and John Eagle. Miller researched the competition and gathered market data. The data showed the other dealers were not consistent broadcast advertisers on radio. David McDavid was buying TV for all his stores but no one was owning the radio space. The DFW market was a strong radio Sales data indicated that Honda was in a growth mode. But most of the dealers had no identity of their own.
Solution
Lute Riley needed to build a brand quickly. Music was critical to success. It’s a great way to become identifiable in the market. We created a music bed with a great hook and it became one of the most recognizable jingles in DFW. We analyzed the radio competitive, qualitative to best match the Honda and Import buyers.
Results
Lute Riley over the years became the 2nd highest volume dealer in the world. Consistently selling over 500 new vehicles per month. They continue to use the music within the radio and have expanded into the online space today.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.