The Ilderton Dodge Chrysler Jeep Ram dealership has been considered the best place to buy a new or used vehicle in central North Carolina for more than 90 years. Now managed by a third generation, the Ilderton family name is synonymous with Dodge automobiles in the High Point, NC, area.
Located on both sides of a well-traveled road in the heart of High Point, Ilderton had a six-foot tall monument sign required by Chrysler, which often was dwarfed by trucks and SUVs parked near it. With more than 700 feet of road frontage, vice president Steve Ilderton was looking for a larger sign that would make a statement while giving the dealership the ability to advertise promotions happening inside the showroom.
“I saw a Watchfire message center at a business down the road, and really liked what I saw,” said Ilderton. “I found out who designed and installed the sign and called him right away to see what could be done at our location.”
That person was Joe Rickman, owner of Atlantic Sign Media in Burlington, NC. Like Ilderton, Atlantic Sign Media is a family-owned business with deep roots in the area.
Rickman’s team designed a large, double-sided monument sign that showcases all the Ilderton auto brands and includes back-to-back, high resolution digital displays from Watchfire Signs. Rickman also worked with Ilderton and the city of High Point throughout the permitting process.
The dealership uses the digital message center to showcase various car models, and feature manufacturer rebates and sales. Managers can highlight employee birthdays and accomplishments on the displays, and advertise various community sponsorship and events that the dealership supports.
“I’ve been specifying Watchfire signs for more than 25 years,” said Rickman. “We deal almost exclusively with Watchfire when a customer wants a digital sign because the product, service and partnership are all excellent.”
Ilderton is very pleased with the image the new sign presents for the dealership. “The clarity of the sign is wonderful and really draws the eye,” he said. “We are able to do so much with the display, including posting beautiful photos. What’s more, programming the messages is very easy.”