Ideal Auto Imports · Real Client Research & Strategy Project
A real digital-marketing engagement for a used-car dealership in Eden Prairie, Minnesota.
- Project Type
- Real client research and strategy project
- My Role
- Sole creator
- Scope
- Client interviews, research planning, Qualtrics survey design, competitive analysis, data analysis, marketing strategy, recommendations, copywriting, and report design
Deliverables
- Client interviews
- Consumer survey
- Market analysis
- Competitive analysis
- Research report
- Marketing recommendations
- Content concepts
The Client & Problem
A trusted dealership that customers couldn't find online.
Ideal Auto Imports is a used-car dealership in Eden Prairie, Minnesota, known for excellent in-person service and a curated inventory. Despite that reputation, the business struggled to attract online traffic and convert interest into sales.
The co-owners knew their digital presence was falling short but needed a clear, research-backed plan for what to fix and how.
My Approach
I ran the whole project, from first interview to final recommendation.
01
Owner interviews
Interviewed both co-owners separately to surface their goals, constraints, and budget.
02
Consumer survey
Designed and distributed a Qualtrics survey to 20 potential buyers on what drives trust and purchase.
03
Competitive analysis
Studied how successful used-car dealerships use websites and social media to build trust.
04
Data analysis
Analyzed survey and interview data, then translated the patterns into prioritized recommendations.
Three Key Findings
The research pointed to one gap: trust wasn't reaching people online.
90% / 85%
1. Price and trust drive the decision.
When buyers pick a used-car dealership, price (90%) and trust/reputation (85%) mattered most, far ahead of any other factor.
75%
2. The search starts on dealership websites.
Dealership websites were the single most common place buyers begin their search, so an outdated site quietly removes Ideal Auto from consideration before a conversation ever starts.
In-store > online
3. The reputation isn't translating online.
Owner interviews confirmed a strong in-person reputation, but an outdated website and inconsistent social presence undercut the exact trust customers say they need.
Strategic Recommendations
Each fix maps directly to a finding.
Answers Findings 1 & 3
Feature testimonials on the homepage.
Move real customer reviews out of a buried tab and onto the homepage to make the dealership's trusted reputation the first thing visitors see.
Answers Finding 2
Build a local SEO strategy.
Optimize inventory pages for terms like “used cars Eden Prairie” so buyers who start on search actually find Ideal Auto first.
Answers Finding 2
Redesign site layout and navigation.
Make listings easy to browse and visually credible so interest turns into inquiries instead of confused phone calls.
Answers Finding 3
Run a consistent content calendar.
Schedule regular, authentic posts (test drives, customer reviews, new inventory) so the social presence reads as active and professional.
Sample Execution
What the recommendations look like in practice.
Website
Homepage testimonial banner
A rotating review banner and certified/inspected badges placed above the fold, turning proof of trust into the first impression.
Search
Local SEO on every listing
Location and intent keywords woven into inventory titles, descriptions, and metadata to capture nearby, ready-to-buy searchers.
Social
Content calendar and post concepts
A monthly posting rhythm of test-drive reels, behind-the-scenes clips, and customer-review stories across Instagram and Facebook.
Go Deeper
Want the full research, methodology, cost/benefit analysis, and projected performance?
Read the full report