Automotive Household IP Targeting Success Story
Background
A legacy automotive dealer was doing well with their new and used car business using both traditional and digital mediums. However, they were finding a large number of past clients were either going to other automotive dealers because they were not being properly prompted to come back to renew their leases. They needed to find a way to drive past customers back to their dealership to increase the number of leases.
Strategy
Through a series of strategy meetings, we decided that the call to action we wanted to deliver to returning customers was to lease a low-end Chevrolet for $4000 down at $99 a month, and for the next model Chevrolet to lease it for $4000 at $129 a month. We targeted a mailing list of 25,000 people from their CRM platform online using IP targeting, hitting those on the append list up to 30 times in one month.
Results
From the initial campaign, and now as an on-going part of the overall annual marketing plan, this dealership is consistently converting 16+ leases per month with 250,000 Impressions served with IP targeting and retargeting. We track each customer conversion as they come into the dealership, removing those who didn’t convert, and removing those who did opt in to a lease from their campaign every month.