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Influencing automotive purchase decisions

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Real Results: Decrease Marketing Spend by 19%, and Grow Sales 5% in a Stagnant Market

The market leader in Buick-GMC sales decided to challenge the status quo of the manufacturer-approved vendor that all their competitors worked with in an effort to differentiate and win more market share.

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2017 Looked Flat

Like most dealerships in the area, they knew that sales in 2017 and beyond were looking flat at best; rising interest rates, rising inventories and price softening in the used car market would also present a range of market challenges that would test their leading position.

Instead of devoting a larger budget toward established programs that every other competitor was also using, this dealership opted to work with Advance 360, laying out 3 primary goals to accomplish:

  • Build a digital marketing strategy that addresses Customer Retention, Gaining Referrals, and New Client Acquisition.
  • Turn the dealer’s website into a lead-generation engine and limit the spend/need for third-party inventory websites.
  • Be proactive, not reactive, in strategic thinking – and continually evaluate and invest in the best marketing techniques.

 

Strengthening the Lead

Six months later, this market leader has further strengthened their lead on competitors, distancing themselves from the pack.  Unit volume on both new and used sales is up over the prior year – again in a stagnant sales market.  Most importantly, cost-per-lead has dropped 8%, and cost-per-sale has dropped 19% year over year.

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Marketing Cost Per Sale Dropped
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Read Further on Tactics for Automotive

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