The town of Sanford, located in North Carolina’s Research Triangle, is populated by high-tech businesses and qualified car buyers. The dealership’s DMA includes several larger Honda dealers in larger towns nearby. Sanford Honda was challenged to compete against larger dealerships with bigger inventories in an expensive media market. After analyzing the market, Wilson Binkley advised a strategy that would forego competing aggressively on price in broad-market media and instead concentrate on locally based niche media and geotargeted digital campaigns. A brand was created positioning Sanford Honda as the local, family friendly dealership.