Marsh Motors (Mercedes and BMW)
Connecticut, USA

Years ago Harold Marsh bought the New Haven County Mercedes Benz/BMW dealership. A new ad agency, Muir Advertising, provided market research with the following information; the only real difference between competing luxury car dealers was perceived to be service – and the existing reputation of the dealership was.....not so good.

Our young company then created a series of personal, one to one, radio messages with Marsh himself as the “new dealer in town”, promising a personal commitment to service. Deadly serious comments such as “a stain on the carpet is unacceptable” and “our mission is to provide quality service” blanketed the airways.

As a result, people who didn’t even own a Mercedes or BMW became convinced the Marsh service department “performed at a perfect level” and over a four year period gross sales nearly tripled.