Targeted Multichannel Marketing Package Influences 44 Sold Vehicles Overall
The search for a cost-effective way to message multiple brands at once and still maximize ROI
A 5 rooftop multi-brand dealership located in Durham, NC that offers highline, import and domestic brands and also maintains an extensive inventory of pre-owned vehicles and services all major brands faces a unique challenge: finding an effective yet easily manageable way to appeal to potential buyers of different brands with varying target audiences.
The multichannel, multi-touch point approach to increasing conversions
After speaking with dealership representatives to further understand the specific challenges and objectives, their 3 Birds digital strategist recommended a custom digital marketing package, a multichannel marketing campaign with data-targeted follow-up sends to maximize engagement and opportunities for vehicle sales. 3 Birds’ digital marketing packages include, at minimum, an email campaign leveraging current OEM offers with tier-1 quality creative, 3 data-targeted follow-up sends, and a corresponding landing page optimized for conversions. There is also the option to add consistently branded website sliders, Facebook cover art and timeline imagery, and direct mail pieces. Digital marketing packages work in conjunction with 3 Birds’ digital marketing platform, leveraging ongoing customer data and business intelligence from previous digital campaign and newsletter sends to identify areas of opportunity.
As a longtime 3 Birds newsletter client, the dealership worked with their 3 Birds Digital Strategist to utilize existing business intelligence gathered through previous sends and interpreted through The Wire reporting data for an End of the Year sales event. The data-targeted follow-ups effectively marketed the group’s five brands by highlighting each facet of the dealership’s products and services, including:
- One “can’t-miss” offer from each of their five brands
- An additional “wild card” service special to bring in additional customers who weren’t necessarily in the market for a new vehicle
- Used car inventory calls-to-action
- Dealership-specific “value your trade” calls-to-action
The results of the campaign segment speak for themselves and far exceeded even the client’s high expectations. Results included:
- Over 1,000 new clicks available hours after send
- 44 customers who received the email followed up to purchase
Efficient and timely digital marketing efforts reap ROI benefits
In this case, traditional marketing avenues alone would have been a costly investment with little opportunity for targeted follow-up. 3 Birds’ digital marketing packages' highly targeted, multichannel approach allowed the client to build on their existing business data to deliver multiple high-performing marketing touches.