TRAFFIC BUILDERS HAS BEEN ACQUIRED BY GS MARKETING
ABOUT THE TRANSACTION:
GS Marketing, Inc. (“GSM” or the “Buyer”) has acquired Traffic Builders, Inc. (“Traffic Builders” or the “Company”).
Headquartered in Louisville, Kentucky, Traffic Builders is a multichannel direct marketing agency serving more than 300 automobile dealerships nationwide. The Company works with dealerships representing a broad range of automobile manufacturers. With approximately 20 full-time employees, Traffic Builders specializes in results-driven automotive marketing programs. Its programs help dealerships attract new customers, increase existing customer activity, and reengage customers who have stopped doing business. For nearly two decades, Traffic Builders has developed integrated marketing solutions across multiple delivery platforms. The Company combines automotive industry knowledge with targeted marketing strategies designed to generate measurable customer activity.
STRATEGIC FIT WITH GS MARKETING:
Headquartered in Houston, Texas, GS Marketing is a full-service direct marketing company serving the automotive industry. GSM has nearly three decades of experience working with automobile dealerships, dealer groups, and manufacturers. The company employs approximately 85 associates and operates as part of The Friedkin Goup. GSM provides marketing products and services designed specifically for automotive retailers and manufacturers.
The acquisition combines two companies with extensive experience serving automobile dealerships. In particular, Traffic Builders adds established customer relationships, integrated products, and additional marketing capabilities to GSM’s existing platform. GSM President Shelley Washburn highlighted Traffic Builders’ experience and integrated marketing products as significant benefits of the combination. She also noted the companies’ shared commitment to customer satisfaction and engaging workplace cultures.
Following the acquisition, GS Marketing continues operations in both Houston and Louisville. The two locations provide complementary capabilities within the combined organization. Specifically, the Houston offices focus on technology and digital marketing. Meanwhile, the Louisville facility concentrates on expanded print production and related marketing capabilities. The combination allows GSM to broaden its automotive marketing platform while maintaining Traffic Builders’ established Louisville presence. Furthermore, GSM expects the acquisition to strengthen its position within the automotive marketing industry.
ALLSTON ADVISORY GROUP’S ROLE:
Allston Advisory Group served as the exclusive financial advisor to Traffic Builders, Inc. and its owners. Allston performed an Analysis of Value and prepared the Company for the sale process. Additionally, Allston developed a comprehensive Confidential Information Memorandum presenting Traffic Builders’ operations, financial performance, capabilities, and growth opportunities. The firm also identified qualified strategic and financial buyers capable of completing the transaction.
Thereafter, Allston conducted a confidential and competitive sale process involving both strategic buyers and private equity groups. The process created competition while allowing the sellers to evaluate multiple potential transaction alternatives. Allston managed buyer communications, coordinated management discussions, and assisted the sellers throughout negotiations. The firm also worked alongside the sellers’ other professional advisors during due diligence and closing. As a result, Traffic Builders has transitioned to an established strategic buyer with complementary capabilities and substantial automotive industry experience. The transaction also provides GSM with additional resources, customers, and capabilities to support its continued growth.
ABOUT ALLSTON ADVISORY GROUP:
Allston Advisory Group is an independent mergers and acquisitions advisory firm serving privately held lower middle market companies. The firm provides mergers and acquisitions, business valuations, and exit strategies. Allston works closely with business owners to understand their objectives and prepare their companies for the transaction process. The firm then manages a disciplined and confidential sale process from initial preparation through closing.
For additional information on this transaction, please contact one of our advisors.
