Challenge
CarShop, the Penske Automotive Group’s answer to Carvana and CarMax would be facing the most turbulent years on used car sales. Establishing a new, premium brand in a legacy business is no easy task. CarShop offered a nuanced set of value-driven propositions, with a promise of “No-Haggle, No-Hassle Sales People,” “No Dings, No Dents, No Scratches,” and a “Lifetime Engine Warranty.”
Solution
A better “like new” used car at “like wow prices” is a great sales proposition, but the search algorithm is based almost entirely on price, and these “like wow” prices were still higher than the market. DBA quickly found we would not win the battle for a premium brand at a premium price with a better keyword strategy. This was a job for branding. Starting with a deeply human (and slightly humorous) connection, we introduced the local community surrounding each car shop to our sales people, who were clearly casted from outside of the automotive industry.
Results
the struggle to be sought rather than found, DBA and the CarShop team discovered there is a limit to conquest keyword marketing. The branded keywords began to deliver a $15.78 Cost Per Conversion, increasing clicks 26.8% from an increase in impressions 14.8%. We created a database-driven campaign using vehicle inventory from the CarShop lots for social media marketing in a geofence around each dealership. We launched a digital platform to automatically create specific vehicle ads for specific buyers in Facebook, Instagram, Snapchat, TikTok and Pinterest. Integrating BuyerBride into our AdBox stack, this was the first digital platform to offer this service for all five platforms. Penske Automotive's CarShop used Hyperlocal Digital marketing to run several different campaigns targeted to specific groups of people, matching inventory to social user profiles.
Daniel Brian Advertising
"Better Brands for a Better Human Condition" is the ethos that drives Daniel Brian Advertising, as we craft tailored marketing services for a spectrum of industries including healthcare, franchise & retail, finance & insurance, automotive, AI & technology, higher education, entertainment, and foundations. Our full-service approach encompasses brand consulting, omnichannel...
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