GTRForums.com

GTRForums.com is a site dedicated to the Nissan GTR past and present. The site started around the same time that Nissan was rumored to be building a GTR that would be available worldwide. The site started before most other competing sites and continues to grow strong.

What We Found:

This site was a challenge even though it didn’t seem like it at first. The Nissan GTR is very unique car that has a very unique enthusiast base. When we first identified the demographic for this market, we noticed how age, income, and interests varied dramatically. One example is the base demographic of 16 – 25 year olds, the majority of whom were very knowledgeable of the car (enthusiasts), but since they did not own the car their only source of information was based on what they read. Another set of demographics were 26+ year olds who had a substantial income and owned the vehicle, but were interested in learning more about other owner experiences rather then reading the speculations of others. Having both groups with totally different interests caused a big imbalance that made both parties unhappy. The solution was to create a balance by getting guru’s who could teach both demographics. In order to do so we developed a strategy to build content that would appeal to both sides equally. This was one of those situations when getting just any traffic wasn’t the right move. We wanted more quality traffic with gurus who are enthusiasts and either current owners or previous owners, so we could give both sides a reason to stay. Our plan included some SEO work, content building, PPC programs, and industry related advertising through specific media sources that were offline and catered to the same market.

Result:

GTRForums is smaller than the other case studies, but still holds a balance that no other site has been able to maintain. GTRForums caters to owners and enthusiasts of all models of the GTR.