Marketing Strategy for a Large Used Car Dealership
: A large used car dealership looking to increase sales by capturing new leads outside of its traditional marketing channels. The dealership wanted to create a new stream of leads, which would be distinct from its mainstream marketing website. Additionally, they aimed to have these leads designated to specific sales team members to drive incremental sales. the
The Challenge
1. Underutilized Marketing Channels:
The dealership was not leveraging Google Ads or other digital advertising platforms for lead generation.
2. Traditional Lead Generation:
The dealership’s existing methods of lead generation were focused mainly on their main website, which did not allow for easy tracking, targeting, or specific lead designation.
3. Geographic Targeting:
The dealership wanted to be able to target a specific geographic area with tailored offers.
4. Sales Staff Alignment:
There was a need to ensure that new leads were assigned to the right sales staff who had the training and knowledge to effectively convert those leads into sales.
Implementation
The dealership partnered with Zymbyo, a lead generation platform, to create a new, targeted channel for capturing potential leads.
Key Steps in the Strategy:
Creating a Unique Offer:
Through Zymbyo, the dealership was able to develop a specialized offer not found on their mainstream website. This offer was tailored to the local market and provided a compelling incentive for potential customers in the targeted geography.
Examples of such an offer could include a special financing rate, a limited-time discount, or exclusive vehicle models only available for a short period.
Dedicated Landing Page:
The offer was hosted on a lead generation website specifically designed for this campaign, located on a subdomain of the dealership’s main website.
The subdomain allowed for a clean, dedicated space for the campaign without distractions from other offerings or information on the main site.
The landing page was designed with conversion in mind, ensuring the offer was clear, compelling, and actionable.
Geographic Targeting:
Zymbyo’s platform enabled the dealership to specifically target a defined geographic region. This allowed for efficient use of marketing dollars, ensuring that only potential customers in the relevant area saw the tailored offer.
Lead Assignment to Sales Team:
As leads were captured on the landing page, Zymbyo automatically assigned them to specific sales staff members. The assignment process was based on factors such as location, expertise, and workload, ensuring that each lead was handled by a trained and capable team member.
The sales team members were given specific training on how to engage with these leads, understand their motivations, and convert them into sales.
Performance Dashboard:
Zymbyo provided a real-time performance dashboard that allowed the dealership to track the success of the campaign. Metrics such as the number of leads generated, conversion rates, and sales outcomes were easily measurable.
The dashboard allowed for quick insights, enabling the dealership to make adjustments to the campaign as needed in real time, optimizing for the best results.
The Results
The implementation of Zymbyo’s lead generation platform resulted in measurable success for the dealership:
Increased Lead Generation:
The dealership began receiving a steady stream of high-quality leads from the subdomain, directly linked to the unique offer. This new lead generation channel was a distinct source outside of the mainstream website and broader digital marketing efforts.
Better Targeting & Efficiency:
The geographic targeting allowed the dealership to reach the most relevant local customers. By focusing their efforts in a defined area, they were able to minimize wasted marketing spend and improve the efficiency of their campaigns.
Sales Team Alignment & Accountability:
Sales staff members received leads that were specifically aligned with the tailored offer, increasing their chances of conversion. Having clear ownership of the leads made the sales staff more accountable for their performance.
Specialized training on converting these specific leads helped sales representatives engage with customers more effectively.
Clear Measurement of Campaign Effectiveness:
With the Zymbyo performance dashboard, the dealership could clearly measure how well the campaign was performing. They could quickly see which offers were generating the best results and make data-driven decisions to refine the strategy moving forward.
Incremental Sales Growth:
As a direct result of this targeted, measurable campaign, the dealership saw a noticeable increase in sales. By creating a dedicated lead source with a unique offer, they were able to generate incremental sales that they would not have captured through traditional marketing channels.
Conclusion
By leveraging Zymbyo, the dealership successfully created a new stream of leads that was tailored to a specific offer and geographic area.
The integration of a performance dashboard enabled them to track results in real time, while the lead designation process ensured that the right sales staff was engaging with the right customers.
This innovative approach to lead generation and conversion led to incremental sales growth and an optimized use of marketing resources, all without the need to dive into Google Ads or other mainstream digital marketing channels.
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