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Case Study 2

Suburban
Auto Dealer

Programmatic Targeting, Social Media Targeting, Email Blasts

Challenge:

The auto dealer was looking to reestablish and grow their service department. The location had many leases coming up to completion. The influx of used autos in the market were driving used prices down and impacting new auto sales. The objective was to build up the service side on the back of tires and high ticket repairs to offset the expected declines.

Tactics:

Pixel Ink used the data to identify the audience ready to purchase repair services. We emphasized the distinction between people researching repair and looking for purchase. We used the targeting with our Programmatic networks, email campaigns, and social media targeting to hit an audience within a 30-mile radius on multiple platforms and with regular frequency.

Results:

The campaign specifically targeted high dollar repairs and tire sales. After two weeks, 90% of sales were coming from a 15-mile radios of the dealer. The campaigns were adjusted to focus in this new geography. The data was producing 250 weekly leads in a geographic area with a population of 38k. The weekly email, social media targeting, and programmatic targeting was folllowed up with calls from the service department.

By the end of the first month, the campaign produced $30k in sales. 70% of service was for off brand vehicles and 100% of service was consumer work with 0% warranty work. Additionally, the dealer saw 50% increase in referrals and the service campaign has supplemented a new auto campaign generating 5-22 new auto sales monthly.

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