ADVERTISING CASE STUDY:
BMW Dealer Franchise Stores
About this client.
This family-founded, owned, and operated BMW dealership is dedicated to providing its customers with the ultimate motorsport experience. Their unwavering commitment to customer satisfaction has recently led to the expansion of a second dealership location.
Their family brand for BMW has become one of the largest pre-owned centers in their local designated market area and earned BMW’s highest customer satisfaction ratings.
The local franchise has continued to expand its market footprint by introducing the latest BMW models, adding a MINI franchise, and opening a new location within 20 miles of its founding store. They are on the leading edge of Electric Vehicle Sales and the Hybrid model lifestyle revolution.
The owner honors his father’s commitment to customers and the local community – and views each client as part of their founding family. He likes to say, “We are your BMW center.”
Results
Client: BMW Franchise Dealer Stores.
Location: Northeast, United States.
Industry: Automotive.
Time Frame: Annual Campaign.
CONSISTENCY OF MESSAGE
CAMPAIGN ATTENTION
6 MILLION
EMAILS SENT
50,000 PER MONTH, EVERY MONTH
FOR 10 YEARS
1.08 MILLION
EMAILS OPENED AND READ
RETURN ON AD SPEND
70 VEHICLE SALE MATCHBACKS
PER MONTH
FROM EMAILS SENT
GROWN OVER TIME
USED TO BE 25
PER MONTH
Services used:
Permission-Based Email Marketing,
Retargeting Display Ads,
Vehicle Sales Email Matchbacks.
We want to dominate and own our local franchise market; how do we get there?
Like every dealership, we are looking to gain an edge over our closest local competition. We actively market in all the typical places and channels that our competition uses each month.
But here is where we are different; we look for unconventional places we can dominate with our brand message that our competition for luxury vehicles are not active in.
Execution, stamina and long-term commitment to a solid strategy is key here. If the right vendor has that solution then we are all-in.
We recommended a non-obvios tactical channel that the dealer had to warm up to.
Having purchase intent data is a strong advantage over standard age, income, and education typical demographics. "Auto-Intenders' are ideal for a store to reach in that they are in a buying research process that they are most apt to be influenced with the right messages.
They are in mid-funnel stage and can be nudged over time to the next step.
We were able to isolate these auto intender prospects by geo to the two top counties this dealership identified as their core market.
1
Dealers value most Auto Intenders, those open to influence now.
2
Time, frequency and consistentcy win the day!
This seems so obvious, but it cannot be underestimated: It is the reason this dealership succeeds with our agency.
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On Thursdays at 8 a.m., the third week of every month, we send out 50,000 broadcast emails to luxury auto intenders in two counties in their trade area. It's always the same two counties, always the same count.
-
Each month, they inform this audience of prospects about the new and pre-owned vehicle specials they have for that week. The email always has the same creative brand look.
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This audience, conditioned to see their specials every month, clicks on ads like this one over 1,000 times per month.
-
Each vehicle listed in the email has its own page on their website. We effectively turn a complete stranger into an engaged prospect who is deep into their site.
3
Then change the channel and retarget the same audience
This is where creative strategy meets with just enough message repetition to get attention without being annoying.
Over the four weeks of the open enrollment campaign, we sent out five email blasts of 25,000 each time for 125,000 email sends.
Each school's target market was the focus with the intent of reinforcing, with repetition, the core message that open enrollment was here for great school choices for the parent's children.
So given what you have just read, do you feel that your current marketing team and resources are fully aligned with your business objectives? Where do you see disconnects or areas for improvement?
Results that put students
in open classrooms.
1-Month marketing campaign.
23,157
EMAILS OPENED AND READ.
1,867
CLICKS TO OPEN ENROLLMENT LANDING PAGE AND OPEN HOUSE INFO.
$1.58
RETURN ON AD SPEND COST PER CLICK.
FULL
CLASS
ROOMS
MET THEIR OPEN ENROLLMENT GOAL.
This campaign put butts in seats. Your agency allowed us to specifically target the parents of families with school-age kids in the household. This email marketing tactic was delivered to our school when we needed it. It is 'our new go-to strategy' because it puts new students in our classrooms when we have open seats.
-Admissions Director
Colorado STEM/Charter Middle School
Are open classroom seats weighing on your mind? We might be able to help.
If the next step is a discussion,
then choose your preferred means.