You probably know the frustration of combing your dealership market area for new leads with no luck. Despite the St. Patrick’s Day season, though, getting new customers to engage with your dealership is less about luck – and all about the right message.
When one of our Chrysler, Dodge, Jeep, and Ram dealership clients was looking to expand its customer reach in preparation for its Memorial Day sales event, we built a multi-part strategy based on the idea of a detail-oriented, high-converting message to attract buyers of similar makes and models:
- First, the client’s dedicated 3 Birds strategist utilized existing business intelligence to create a send list of 50,000 people who were in-market in the dealership area, but were not current or previous customers of the dealership.
- Our creative team then worked closely with the dealership to create an OEM-branded creative campaign featuring an offer specific to each brand and leveraging brand messaging.
- The campaign was sent at the end of April before the Memorial Day weekend. Strong calls-to-action to drive conversions were included in the campaign.
Paving the way for dealership success with individualized follow-up
Within hours of the send, the dealership was able to access the first customer data from the sends and strategically follow-up with customers according to existing processes. This combination of timely messaging, national branding, and follow-through had a significant impact on the client’s vehicle sales around the Memorial Day weekend.
Using the dealership’s sales data from the end of April into May, 3 Birds conducted a sales match analysis. A total of 23 email recipients went on to purchase or lease vehicles 30-45 days after the send with gross sales of $746,321.17.
Client takeaways
With just two campaigns sent to in-market leads, the client successfully expanded its marketing reach and enjoyed strong ROI. In addition, the dealership saw a number of other benefits:
- Valuable click data to follow-up with leads who showed interest but were not yet ready to purchase
- The chance to transition sold customers to loyal service customers and increase their lifetime value
- Satisfied customers who can spread the word about the dealership through word-of-mouth, social media, and online reviews
This is just one example of how effective digital marketing solutions can be. Interested in learning more? We’ll schedule a short demo at your convenience to show how the right message can take your dealership to the next level.
