Competitive Intelligence Case Study: Local Automotive Dealership
Focus USA designed a “Neighborhood Marketing” Solution to drive dealership traffic and impact overall revenue stream by making localized marketing easy and affordable and allowing dealerships to stay ahead of their competition – since they are often competing for the same customers in very saturated markets.
To stay ahead of their competitors by increasing dealership visits, test drives and the numbers of vehicles sold per month
Create an integrated campaign using postal and email.
Effectively define and target the highest value prospect by providing the “best in class” targeted data – known car owners by make/model/year, competitive sets, incorporate credit variables and “In Market” intenders along with a radius around the dealership. Select and integrate key demographic and lifestyle choice selects identified from the Customer Insight Analysis.
An initial postcard mailing proceeded by weekly email blasts to the same prospecting pool with a strong call to action assigned to each campaign yielded the following:
- Turned qualified leads into buyers
- Significant increase in dealership traffic
- 18% incremental sales lift
- Email open rates as high as 35%
- Reduced postal costs by 37%