Edwards Auto Group
Challenge
We’ve been helping Edwards Auto Group reach and exceed their goals for over 18 years, and we’re looking forward to serving their needs for many more. After a decade of resounding success, two events – the growth of the internet and the Great Recession of 2008-09 – created a sea change in the automotive industry that required a top-to-bottom overhaul of the group’s marketing strategy. Mapping the Path to Success More so than many dealers, advertising, is the lifeblood of Edwards Auto Group. Their location, tucked out of sight in an industrial park away from the bulk of the population in the Omaha Metropolitan Area has always required them to be aggressive advertisers.
Solution
Through discovery meetings and one-on-one sessions with Edwards, we listened to find the pain-points in their current efforts. Together, we created a general marketing plan to set goals and identified the most important items to address right away. Then we built an organized list of tasks we’d work on over time. Refining the Brand Experience Sending a clear message is important for your dealership's potential customers to able to associate your message with your brand. Edwards recognized their branding had become distorted because their dealerships were following slightly different advertising techniques and using slightly different assets. We helped them to clarify who they were and how they should present their brand to their current and potential customers. This helped align them across their dealerships as one unified buying experience. These actions have resulted in an increase of recognition of brand across their entire customer base. Pursuing & Engaging the Right Audience Like all automotive dealerships, Edwards needs to continually find ways to be more efficient with their ad budget. We help them identify their most successful strategies, those which are not performing very well, and an assortment of the best new techniques to try. Traditional and modern digital advertising work together to reach their audience and invite leads to continue their buying journey with Edwards. Its crucial we have an exact understanding of the who the target demographic and we have access to the data that matters most. Rinse & Repeat Successfully tracking ROI helps Edwards make better decisions about how to reach their customers. We track performance and conversions to create the data needed to make small changes to increase campaign performance continuously over time. But we don’t stop there; we secret shop, we examine the sales funnel, we rigorously test all stages of the plan and make sure they’re working in the real world.
Results
30% - Edwards has experienced a 30% increase in organic web visits year-over-year since the new brand identity launched in 2013! 59% - We’ve helped Edwards Auto Group increase their SEM conversions rate by 59% in across their entire organization from 2014 to 2016.
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