Adamson Ford Case Study

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Deirdre Austin
8 years ago
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1 Adamson Ford Case Study

2 Adamson Ford Challenges and Solutions Challenges CHALLENGE 1 - ENGAGE potential customers with a refreshing and trackable integrated marketing initiative. CHALLENGE 2 - INCREASE sales throughout Q for a strong start to the new year. CHALLENGE 3 - CREATE a customer portal in which interested consumers can view other vehicle purchase options in the Ford line-up, find out their Black Book trade-in value on any vehicle and set an appointment to test drive. Solutions SOLUTION 1 - FORCE MARKETING overcame the dealership s challenges by implementing a three-month, fully-integrated marketing campaign with direct mail and to reach a variation of customers within the target audience. SOLUTION 2 - BY INCORPORATING Black Book values, we were able to customize purchase for prices and monthly payments based on current trade for every individual. SOLUTION 3 - BY INCLUDING service coupons with each mail campaign, Force was able to entice customers in the market for a vehicle as well as those interested in servicing their current vehicle. SOLUTION 4 - FEATURING personalized URLs on the direct mail and marketing initiatives allowed for a trackable and streamlined shopping to appointment setting experience.

CHALLENGE 3 - CREATE a customer portal in which interested consumers can view other vehicle purchase options in the Ford line-up, find out their Black Book trade-in value on any vehicle and set an

3 Adamson Ford Campaign Details Trade In Trade Up Mailer January 2015 Sales Event Trade In Trade Up Campaign 90 PHONE CALLS - 22 WEB LEADS Marketing & Matching POP

4 Adamson Ford Campaign Details Trade In Trade Up Mailer February Presidents Day Trade In Trade Up Campaign 50 PHONE CALLS - 12 WEB LEADS Marketing & Matching POP

5 Adamson Ford Campaign Details March Mania Trade In Trade Up Campaign Trade In Trade Up Mailer 36 PHONE CALLS - 23 WEB LEADS - 13 TRADE IN YOUR <OLD MAKE> & GET INTO A BRAND NEW FORD TODAY! ADAMSON FORD <NEW YEAR> <NEW MAKE> nd Ave South Birmingham, AL <NEW MODEL> <TRIM> SALE PRICE AS LOW AS: $<Saleprice> 2 LESS YOUR TRADE UP TO: $<110%C> 1 PURCHASE FOR AS LOW AS: $<SPLTV> 3 OR PAYMENTS FROM: $<Pmt>/Month 3 Stock #: <STK#>. MSRP: $<MSRP> OFFERS EXPIRE: 03/31/15 If you are interested in setting an appointment or seeing what your monthly payments may be on other Ford vehicles from Adamson Ford, call or visit your personal website. <FirstnameLastname.AdamsonFordMania.com> ADAMSON FORD Marketing & Matching POP nd Ave South Birmingham, AL All prices are based on Black Book clean trade-in value, less 40 cents per mile and reconditioning. Trade-in value based on 12k miles per year driving average. Vehicle condition, mileage, and equipment value could affect vehicle value. Value based on exact trim level or lower. Not an offer to purchase. This is an estimate from a third party source. See dealer for complete details. Certain restrictions apply. Dealer and agency are not responsible for incorrect Black Book values. In the event of a misprinted trade offer, your local participating dealer will be able to give you the correct value. Black Book is a registered trademark of Hearst Business Media Corp. All Al rights reserved. 2Sale price includes all manufacturer rebates, incentives, and dealer discounts. Not all buyers will qualify. F-150, Fusion, Focus, and Escape models are priced with manufacturer s trade-in rebate. Must have a trade to receive the full discounted price. See dealer for details. 3Net purchase price is derived from sale price less trade-in value for recipient s vehicle and is subject to change based on trade appraisal. Payment amount shown above is based on net purchase price financed at 2.5% APR for a term of 75 months with $0 down and is subject to change. Net purchase price and monthly payment amount include all manufacturer rebates, incentives, and dealer discounts. Excludes taxes, tags, dealer doc fee, and any negative equity on trade-in vehicle. Amount owed on trade-in will be added to finance amount for new vehicle at time of sale. All finance terms and rates subject to credit approval. Not all buyers will qualify. All offers expire on 03/31/15. 1 UPDATE PROFILE UNSUBSCRIBE

AS: $<SPLTV> 3 OR PAYMENTS FROM: $<Pmt>/Month 3 Stock #: <STK#>.

6 Adamson Ford Sales Results, Q Campaigns Jan. - Mar. Multi-Channel Marketing Efforts Summary 176 PHONE CALLS - 57 WEB LEADS Results CAMPAIGN DATES - 1/5/15-4/1/15 CONSUMERS REACHED - 15,159 BUDGET - $19,485 Total Sales - $1,476, Cost Per Unit - $ UNITS SOLD

LEADS - 119 Results CAMPAIGN DATES - 1/5/15-4/1/15 CONSUMERS REACHED

Expressway Toyota Case Study

Expressway Toyota Case Study Case Study Challenges and Solutions Challenges >> CHALLENGE -- ENGAGE potential customers with a refreshing and trackable integrated marketing initiative. >> CHALLENGE 2 -- INCREASE third quarter sales