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Challenges
1. Reliance on traditional media
417 Automotive Imports Inc. in Ottawa, Canada was experiencing significant issues associated with its marketing that presented serious risk and limitations to the business. Historically the dealership leveraged print, newspapers and flyers, to drive sales.
With the decline in effectiveness of print media, and the navigation of almost all marketing mediums to online, the dealership was forced to move to alternative methods of leveraging its marketing dollars to generate sales. Lost was the direct control over outcomes by its ability to self manage print marketing.
2. Low-quality third-party leads
A pivot to digital marketing agencies and buying third party leads seemed the only viable alternatives. The dealership also had a significant focus on used cars and non-prime finance, spending in excess of $80,000 per month buying third-party leads and another $70,000 per month working with a large digital marketing agency.
3. Rising marketing costs
Over the years, the conversion rates of third party leads continued to drop, driving up the cost of selling vehicles to unsustainable levels, and forcing more experimentation with digital marketing agencies to generate better quality leads, and reduce customer acquisition costs.
4. Expensive marketing agencies
Experiences with digital marketing agencies proved equally changing. The lead quality was better, as the leads were generated from the company website, but cost per lead was excessive, and reporting was so complicated as to make it impossible to find efficiencies.
Solution
In 2020, 417 Automotive Imports Inc. began using the Zymbyo marketing platform to drive traffic to its own website. Zymbyo first helped by advising the dealer ways to improve conversions by having quality landing pages, better reviews, and improved site quality. All free advice, all services not sold by Zymbyo. Instead Zymbyo's marketing platform charged a 13% management fee on the monthly ad spend plus $198 per month to access the platform and run the campaigns on Google. Not only that, Zymbyo provided daily reporting on the number of leads generated, the cost per lead generated and links to the leads themselves.
Armed with this information, 417 Automotive Imports Inc. was able to calculate its exact cost of conversion and return on investment. The company knew exactly what it was spending in total, how many leads it was generating, the resulting cost per lead, and the return on investment. It wasn’t long before 417 Automotive Imports Inc. was able to gradually scale its investment in Google marketing resulting in stable predictable sales and reduced cost of customer acquisition.
The Results
In the ensuing months 417 Automotive was able to eliminate the purchase of third party leads, and no longer needed an expensive agency to manage its prospect and lead generation. It paid a small monthly sum to a company to host its website, managed its online reviews and social media on its own through staff engagement, and leveraged Google marketing through the Zymbyo marketing platform to generate all its sales and car loan leads. Transparent reporting and quality leads resulted in a predictable cost of customer acquisition at sustainable and profitable levels. A full 30% less than previously experienced. All to the bottom line.