CarLotz: Brand Position & Customer Acquisition

Our Challenge

CarLotz has an innovative but complicated business model in the used car space. We needed to break through competition outspending us 100 to 1 with a simple-yet-compelling message, and we needed to create a full-funnel marketing plan to drive more people to buy and sell their cars with us.

The Key Insight

Used car buyers and sellers historically have had two choices: choose between the more lucrative yet dicey world of online classifieds, or the more reliable, yet questionable, savings of a dealership. CarLotz sees this as a false choice.

“CarLotz has a unique consignment model that lets buyers and sellers have it both ways: the savings and profits of a private sale with the convenience and amenities of a dealership,” said Mike Bor, chief executive officer and co-founder of CarLotz. “This business model and brand promise come to life humorously and persuasively in our new campaign.”

Our Message

CarLotz lets you have it both ways.

Our Action Items

  • Logo and visual overhaul
  • Creative platform and development
  • Integrated advertising campaign
    • Awareness: OTT, OOH, Print, Radio
    • Response: Prospecting/Retargeting/Dynamic PPC
  • SEO Strategy
  • Comprehensive brand guidelines
  • Full journey mapping and rebranding/optimization of every customer touchpoint
  • Full analytics/reporting overhaul
  • Full site overhaul: new design and new dev for optimizing lead generation
  • Email automation, lead scoring and CRM integration
  • Application of BtoC efforts to CarLotz’s BtoB business

Our Work

Logo Treatment and Icon Development

Screen Shot 2019-09-27 at 9.58.47 AMScreen Shot 2019-09-27 at 9.58.14 AM

Television

CarLotz-Bulldog-Essential-Drool

See Spot HERE

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See Spot HERE

OOH

CarLotz-Billboard-Have-It-Both-Ways

Banners

Screen Shot 2019-09-27 at 10.56.43 AM

Website Redesign (example: Sell Your Car page before and after)

sellacarboth

Email Before & After

Screen Shot 2019-09-27 at 11.48.26 AM

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