Automotive dealerships are always looking for ways to get more leads at a competitive price.
Now that traditional media is taking second place to digital, testing out new platforms is vital to selling new and used vehicles.
Most recently, Facebook is proving to be a lead generation powerhouse, when utilised properly and with the strongest strategy. Here’s a Facebook Ad campaign rollout we recently completed for a dealership client.
How we generated 102 leads at $22 per lead resulting in 25 cars sold.
CHALLENGE | HOW TO GENERATE LEADS WITHIN BUDGETS WITH INDUSTRY MARGINS GETTING TIGHTER
This car dealership had struggled to position themselves – how to grow audiences,engage users, and interact to build trust – so that when an ad presents itself, they would TRUST the brand enough to enquire.
They wanted to generate quality leads within budget.
Traditional advertising (press, billboard, TVC, Radio) was prohibitively expensive, difficult to track, and didn’t deliver the quantity of leads they were after.
PROCESS | HOW WE REPOSITIONED THE BRAND TO THE CONSUMER
• Implemented an organic strategy to become more community focused, and promote trust with the brand
• Introduced a personality to the brand of friendliness, approachability, female-friendly, the opposite of what people think of car dealers
• Developed ongoing ad campaigns built around the brand name and offers to warm audiences who were in the purchasing point of their car discovery journey
OUTCOME | THE RESULTS FROM JUST ONE CAMPAIGN
Through cut-through creative, optimising the campaigns, singular messaging, and keeping the scent throughout the user journey, in one specific campaign we generated 102 leads in 3 weeks, at $22 per lead, resulting in 22 cars sold.
We now develop and run up to 50 ad campaigns per year for this client, plus maintain and manage their community engagement and content.
Here’s what the dealership marketing manager had to say:
“WhiteSpace have delivered again on our latest Facebook campaign again, supporting our radio and press marketing for our recent sale and helping us achieve RECORD SALES FOR OUR DEALERSHIP. WhiteSpace continues to make our lives easier, with proactivity, reliability, and consistently high service levels.”