Data-Driven Expertise
Profit Advisors
Advanced Marketing
Detailed Dealer Case Study
600%
This single location, single franchise dealer located in a small Central Illinois town wanted to increase their web traffic and exposure in their primary and secondary markets for the purpose of driving competition and increasing their overall deliveries.
They also needed more efficiencies in their marketing as what they were currently doing wasn't working and costing way too much.
increase in web traffic direct hits in just 48-HOURS!
Reverse Buy Back and Digital Broadcast Campaigns from SalesPRO
Get a Bigger Slice When You Go With a PRO!
Reverse Buy Back... Get every sale lingering in your database!
Even though this dealer deployed only 2 of our 14 advanced advertising platforms, they were aggressive and clear in their goal of taking local share by leveraging custom-built audiences.
They deployed two of our most popular platforms. They were consistent. You'll see some of their creative below. Consistency has proven time and again to make a huge difference.
We wanted to clear the CRM and pull-forward any lingering opportunities so that our next campaign would start off fresh with Conquest opportunities as well. We wanted to get into competitor databases and pull from them as much as possible.
The
First Campaign, meant to kick things off, was our
Reverse Buy Back Campaign. This is where we take a dealer's normal
outbound effort in futility (calling their own database - a task salespeople hate) and turn it into a steady stream of inbound calls from qualified customers looking to make a deal on a new vehicle. We've been doing this for dealerships across the country for 15-years.
We can literally flood a dealership with phone calls from customers looking to make a deal, so we "throttle" the volume to ensure the salesfloor can keep up and isn't overwhelmed (yeah, on occasion, we've overwhelmed a few! See
Dealer Quick Quotes.
The campaign for Galesburg Toyota started on Thursday and went through Monday (dealer is closed on Sunday). The first call came in 7-minutes after we deployed... yep, literally 7-minutes!
Being a smaller dealership, we "throttled" the calls to avoid overwhelm. For the next four days the dealer averaged 34 calls daily from current and previous customers - 136 calls in all.
We trained their BDC in what to expect, scripted their responses, and emphasized getting prospects and customers on the lot as the goal. Making a quick, yet smooth transition to setting the appointment and laying out a comfortable yet tight handoff to the sales team with professional friendliness helps with the CSI.
Since we track & record all calls (for consistency of message and quality control training) we know our average campaign will experience about a 92% "listen-to" rate with each deployment.
While it depends on the size & health of the dealer database, a typical dealership will see about 30% of total outbound calls returned. Of that 50-60% will set an appointment. 60% will show and 30% will close on a new delivery & fresh trade.
This tactic pulled 44 deliveries out of the dealer database. Of those, fourteen (32%) were "pull-forwards" and thirty (68%) of those deliveries were "buried" and NOT on the sales teams' radar.
46-to-1 ROI... you could say the dealer principle was happy.
Digital Broadcasts...
We already know your best prospects!
"Can you confirm the spike we're seeing in our web traffic? It's skyrocketing. Are our analytics correct?"
- Marketing Manager email to rep at Dealer.com
"Yes, we see it, too. Your analytics are correct. The UTMs tell us it's due to something called SalesPRO Associates. I don't know what that is, but I'd keep doing it." - email reply from Dealer.com rep
Galesburg Toyota's web traffic continued to climb with each deployment - at its peak, it was nearly 15 times their normal daily hits!
OUTSMART instead
of OUTSPEND!
We followed up with a Second Campaign featuring our Digital Broadcast. This was an every-other-week deployment of about 300,000 HTML5 full-color display ads emailed to our database of double opt-in subscribers.
These subscribers are selected specifically due to their in-market propensity for a new vehicle based on a number of factors that matched the dealer's Best Customer Profile.
The dealer's goal was to expand their presence in their rural outer markets where 30-35% of their sales originate.
Upon launch, the dealer immediately began pulling elevated interest from their more rural markets, covering 50+ miles in all directions... areas they couldn't penetrate without huge waste or as regularly within budget any other way. Traffic historically had been about 200 hits per day. During the SalesPRO campaign daily hits averaged over 600 with peaks of 1,147 and 2,305 direct hits per day!
From a monthly volume averaging 6,000 visits to a new monthly average of 13,000 direct visits their SalesPRO campaign not only more than doubled their traffic, it outperformed every other web-based & social media tactic the dealer was doing... COMBINED!
Our Digital Broadcasts impacted the areas the dealer wanted most... the rural areas. Our campaign grew rural sales from 30-35% of monthly volume to 52%. We were also able to show the dealer that 75% of total metro and rural deliveries came from purchasers who opened the SalesPRO ad.
That means the dealer was spending their ad dollars wisely by putting those marketing messages in front of people who came in and purchased vehicles from them.
Isn't that exactly how you want your ad dollars to perform?
Let's create a plan for your dealership!
Have a question? We’re here to help. Send us a message and we’ll be in touch.
