About Project
Period: Jan-Dec 2019
Client: Fred Martin Auto Group
Subject: Omni-Channel Digital Ad Campaign Rollout
Adam Huff, CEO and Owner of Fred Martin Auto Group, knew he had to have a stronger marketing presence online. For years, his dealerships dominated local cable and Broadcast TV advertising. However, with cable cord-cutters and increased consumer media consumption occurring online, Adam tasked us with rolling out a comprehensive omni-channel digital marketing strategy for his dealerships.
Task:
Our challenge was to get the various dealership creative in front of the right consumers at the right time using multiple digital ad solutions.
Implementation:
We immediately created an audience model/profile from their existing first-party CRM data to understand who is interacting with their brands. Once we understood this data, we implemented an Omni-Channel digital ad campaign using the following strategies:
- Behavioral targeting to market to car-intenders
- Contextual targeting to market to car -intenders actively researching cars
- CRM Targeting to reach existing customers with service/lease offers
- Geo-Fencing the competition
- Connected TV to reach consumers who have migrated from traditional media consumption to digital media.
- Implemented Keyword Targeting campaign to deliver displays to those who searched client-specific keywords
Results:
The results are varied because we are dealing with over 5 dealership location across two states. However, overall YOY website activity, conversions (credit applications, request more information) and most importantly, sales are all up.
Conclusion:
Adam Huff continues to commit more of his annual budget to digital advertising in an effort to follow the consumer media consumption shift that is occurring.
