GS Marketing, Inc. (“GSM” or the “Buyers”) has acquired Traffic Builders, Inc. (the “Company” or “Sellers”). Headquartered in Louisville, Kentucky, Traffic Builders is a multichannel direct marketing agency servicing over 300 automobile dealers of all manufacturer types across the United States. The Company, with approximately 20 full-time employees, is an expert in creating results-driven marketing that drives in new customers, brings in current customers more frequently, and recovers lost customers.

Headquartered in Houston, Texas, GS Marketing is a full service direct marketing company with nearly three decades of experience marketing products and services for automotive dealerships, dealer groups, and manufacturers. GSM has approximately 85 associates and is part of The Friedkin Group. Shelley Washburn, GS Marketing President, said, “we are extremely excited about our new growth opportunity with Traffic Builders. Their nearly two decades of proven expertise and integrated products across all delivery platforms will help GSM to become an even stronger brand leader in automotive marketing. Plus, we love their zest for customer satisfaction and creating a fun, engaging work environment – values we hold close to our hearts and incorporate as a part of our business strategy.”

GS Marketing will continue to operate offices in Houston, TX and Louisville, KY. The Houston offices will focus on technology and digital marketing while the Louisville facility will focus on increased print production. GSM expects to complete integration with Traffic Builders by the end of the year.

Allston Advisory Group served as the exclusive financial advisor to the Sellers, Traffic Builders, Inc., and conducted a confidential, competitive sale process that included both strategic and private equity buyers.


Allston Advisory Group, LLC is an experienced M&A advisory firm providing mergers & acquisitions, business valuations, and exit strategies, to lower middle market companies. The firm has an established track record of serving corporate clients across a broad spectrum of industries throughout the United States. Allston Advisory Group has the experience, professional fortitude, and quality of work that enable the firm to consistently deliver high-level results to its clients.

For additional information on this deal, please contact one of our advisors.


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