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We positioned Leadbox as a dealership marketing leader through the expert-driven 'Ian’s Desk' series

Leadbox

Situation

Leadbox is a leading website and digital marketing company specializing in Canadian automotive dealerships.
With innovation and expertise, brands like Mercedes-Benz, Honda, Kia, Porsche, and other major automotive manufacturers have certified Leadbox as their preferred digital advertising and website provider for their respective dealerships.
To achieve growth, Leadbox identified two key objectives:

  • Increasing awareness of Leadbox as a leading dealership marketing solution.
  • Effectively communicating its expertise to dealerships in a clear and engaging manner.
Industry

Dealership, Digital Marketing

Location

Vancouver Area

Service

Video Content & Media Production

What we did

Email Marketing

Social Media

Video Production

Strategy

Challenges Identified:

  • Limited and Disparate Addressable Market: Canada has approximately 20,000 dealerships, spread across both major cities and small towns. Targeting this audience without significant waste in marketing spend proved challenging.
  • Low Search Volume: While Google is a popular discovery tool, dealership marketing decision-makers typically already know existing vendors. As a result, non-branded keyword searches like “dealership marketing” or “dealership websites” generate very low search volume, limiting the effectiveness of SEM strategies.
  • Limited Greenfield Opportunities: With few new dealerships being established, Leadbox must often win customers from competitors, making the market highly competitive.

These challenges created an uphill battle to capture the attention of dealerships and convert them into customers.

Content is King: Leveraging Internal and External Expertise

Launchcurve implemented a content-driven strategy to position Leadbox as a thought leader and reach a broad dealership audience:

Content Series: Ian’s Desk

  • A long-form YouTube series called Ian’s Desk was launched, featuring CEO Ian Cruickshank.
  • Published biweekly, the series highlights Leadbox’s operational expertise and insights into the dealership market.
  • Launchcurve managed the entire production process, including writing, scripting, shooting, editing, and publishing.

Leveraging External Experts

  • A core element of Ian’s Desk was inviting dealership and industry experts to share their knowledge and insights.
  • Launchcurve coordinated guest appearances, prepared speakers, and handled remote recordings to ensure high-quality, engaging interviews.

Repurpose and Reuse Content

Recognizing that audiences prefer diverse content formats, Launchcurve transcribed each Ian’s Desk episode into written articles for Leadbox’s website.

Distribute Across Multiple Channels

  • Ian’s Desk episodes were distributed as long-form videos on YouTube and as articles on Leadbox’s website.
  • To maximize reach, social posts and stories were created for Facebook, Instagram, and LinkedIn, while targeted emails were sent to Leadbox’s contact list.

Outcome

By combining high-quality content, strategic distribution, and expert insights, Launchcurve successfully addressed Leadbox’s challenges and established it as a leading voice in dealership marketing.