Challenge: In 2001, ACDelco sought to drive traffic to its Internet site and reinforce its pre-existing commitment to the motorsports community, particularly NASCAR and NHRA. It was RMG3’s challenge to help them reach this important marketing objective.

Approach: During conversations with ACDelco, RMG3 learned that branding and awareness were the client’s true goals; in fact, the ACDelco site didn’t truly offer a strong “call-to-action.” With this in mind, RMG3 recommended an on-going program that would guarantee a specified number of “click thrus” to ACDelco’s web site. RMG3 sought to maximize click-thrus by careful banner placement throughout key media sites, including racingone.com, especially within the site’s NASCAR and NHRA sections, and through the use of an email newsletter to NASCAR fans alerting viewers to the availability of the AC Delco web site.

Result: With RMG3’s efforts, ACDelco’s click thru objectives wee exceeded by 78%, and their objectives of branding and awareness were met.

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