Case Study: Automotive | Dealer Group

PROBLEM

An Automotive Dealer Group was facing margin compression in sales and fixed operations as well as retail sales effectiveness pressure from OEMs. In addition, they were experiencing growing advertising budgets with no ability to track results from over ten advertising vendors.

DATA, DISCIPLINE, DEPLOYMENT STRATEGIES

  • Utilize 1st, 2nd & 3rd party data across traditional and digital technologies to deploy organic, native & paid digital content/media
  • Effectively isolate and drive sentiment of myriad audience segments
  • With enhanced centralization and consistency of messaging across all digital channels, optimize digital media & content to further drive sentiment and refinement of audience segments
  • Incorporate indicative analysis and look-alike audience extension techniques to amplify what’s working while A/B testing creative content with Heat Map technology and user experience sentiment (UXS)

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NEXT STEPS

  1. Funnel Data and define initial segments
  2. Optimize & Enhance Cyber, Digital Footprint
  3. Launch Initial Deployment with Data Driven Discipline maximizing channel segments
  4. Analyze and refine profiles/segments/messaging/strategies
  5. Re-deploy, re-allocate spend/resources and/or optimize initial deployments

DATA UTILIZED

For Paid, Native & Organic Targeting
(across email, SMS, social, Paid Search, Programmatic)

  • Affinity-based targeting based on Intent to purchase car
  • Affinity-based targeting based on Intent to purchase car from certain manufacturer
  • Affinity-based targeting based on Intent to purchase specific make/model
  • Affinity-based targeting based on need to get previously-purchased car serviced
  • White-list targeting of specific in-market sites, apps, social media channels
  • Hyper-local geo targeting
  • Basic digital retargeting based on digital site visits
  • Behavioral Retargeting based on visits to specific places (hyper-local technology)
  • Age-based & other demographic-based targeting
  • Socio-economic-based targeting (e.g. homeowners)
  • Keyword-based targeting

ALL DRIVING TO SPECIFIC LANDING PAGE & AUDIENCE-SPECIFIC DESTINATIONS W/ DIGITAL AND PHONE-CALL ATTRIBUTION TRACKING

RESULTS: 26.1% Increase in Year-Over-Year Sales (Similar dealerships were down 6%-15% in sales volume and down 12%-19% in revenue.)

 

A Denver Based Retail Automotive Dealer Group experienced revenue increases of 17.4% respectively in a relatively flat market while at the same time reducing overall advertising expenditures and eliminating multiple vendors. Cost savings included eliminating Cable TV, Newspaper, Network TV and Paid Lead Sources lowering their per car spend by over 28%.

  • Social Media 90k+ weekly visits
  • Digital Display & Video Advertising  550k+weekly reach
  • AdWords 60k+ weekly reach and 80% Better Engagement
  • 1200+Increase in daily website visits
  • 56% lower bounce rate
  • Leads 20%+