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