Challenge/Test - The Elk Grove Automall was brand new, with only 3 dealerships. The big guys were already 7+ years ahead, with 80% more to spend! How can we convince the target audience that we're a REAL Automall... How can we compete?
   
Solutions - Every dollar must spend like two...at least! Establish an image of community involvement early on... starting with a free "county fair" style grand opening event. Free concerts with Sammy Kershaw and Three-Dog Night, carnival rides and lots of fun to introduce the public to the location. Make a BIG splash and maintain the momentum with image, promotions and sales events.
   
Results - The Elk Grove Automall is the fastest growing Automall, with new dealers moving in each year - Currently the #2 auto mall in the market, the Elk Grove Automall has the potential to be the largest auto mall in the Country!
   
Methodology/Tactic - We focused on a combination of image, promotion and strong community Involvement. This allowed the Elk Grove Automall to leverage sponsorships and to get logo placement throughout community events. Using these methods, the Elk Grove Automall was everywhere. The impact gave the impression that they spent triple their budget!
   
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