February 2015

The Utah Honda Dealers Association provides a collective voice and regional advertising support for seven Utah specific Honda dealers. While Honda’s national brand generates much of the advertising content for the dealers, the Utah-based association helps local dealers tailor their ad messages to their customers’ needs. For instance, in the winter months, the association may help dealers focus more on selling four-wheel drive vehicles while their counterparts in Florida are still selling convertibles.

There are millions of marketing messages being delivered to the world’s consumer population at any given moment. Today’s technologically advanced media is capable of some incredible sources of advertising. However, no matter how advanced it becomes, the main objective will always be to get the right message to the right consumer at the right time. To be effective, it must be done at scale, with accuracy and in real time. In the past, targeting and relevance to a specific audience didn’t exist the messages were cast out to generic populations in segments, spanning across broad ranges of consumers, hoping that the message would pertain to at least some of those that heard it, or viewed it.