Needs To Grow Customer Base
Before we started working together, for five consecutive years, our independent automotive dealer client lost market share from its primary competitor. To add insult to injury, during this time while the total used market continued to grow, our dealers’ sales could be best described as “flatlined.”
Insights
Our research team discovered that the primary competitor’s sales were almost entirely focused on non-luxury subcompact cars, compact cars, and mid-size cars. We also found they were much more heavily dependent on imports, especially Nissan. Additionally, the average car they sold was almost two years newer than our client’s. All this data combined with our knowledge of the Top-25 Selling Used Vehicles in the market, registrations by vehicle segment, and the Top-10 Selling Local Zip Codes, lead to a new inventory strategy for our client along with a new, more highly targeted marketing approach.
Turning Point - Digital-First Strategy
The team developed a branding strategy that featured the most in-demand used vehicles in the market (based on our data), along with a streamlined, ease of financing approach implemented by our client. The campaign included PPC, Paid Social, Targeted Email, and Geofencing Display. Our digital platform utilized proprietary data and Artificial Intelligence (AI) to drive better quality leads at a lower cost, resulting in a 50% reduction in the cost per lead.
Impact
• Outperformed the market by 44%
In 12 short months during the pandemic, our dealer’s business grew by +9.5%, compared to local independent dealers overall, which grew by +5.3%. At the same time, the dealership’s primary competitor’s business declined by -16.1%. THAT’S WHAT WE CALL – WINNER, WINNER, CHICKEN DINNER!!!!!!
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