Case Study

LEADING AUTO MANUFACTURER

Challenge

Our client needed help taking their database to the next level, and generating interest from truly engaged consumers, in order to deliver a point of difference versus their competitors.  Their goal was to develop an online one-to-one relationship with consumers.  This new communication channel would enable them to educate consumers on the benefits of their auto line, thus increasing the amount of dealership traffic, test drives, and new car sales. This required the professional work of a marketing partner that would not only deliver quality customers, but also do it in a cost-effective manner.

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The Solution

After working closely together to determine the specific goals at hand, Permission Data developed a scalable lead generation program leveraging AdQuire Select.  The plan maximized our extensive experience delivering successful acquisition campaigns, combined with TruFilter™ our proprietary data validation solution, which verifies all consumer contact information, while also removing any duplicate submissions. The program enabled the client to market its line of cars to a vast online audience.  Interested consumers were then given the opportunity to sign up and receive information directly from the client regarding future consumer programs.  From that broad audience, Permission Data employed “self-selective targeting” so that only “hand-raising” consumers were added to the client’s database.

Permission Data emphasized a professional responsibility in delivering only qualified leads to the auto client. Before delivery, all leads were run through TruFilter™  so not only were the leads 100% opted-in, but they were also fully validated, ready for contact, and highly engaged.

Results

Permission Data’s program successfully provided large quantities of highly engaged consumers to the client, without duplicating the list that the client had developed through its organic efforts. As a result of this marketing strategy, the client has noticed measurable results with each email drop and, as a direct result, increased traffic into local dealerships for test drives that resulted in new car sales. From the test pilot the client saw an effective cost-per-sale, on new car sales, that was 28% better than their target CPS. As a result of the test, Permission Data has continued to run programs with the client, due to our best-performing, most cost-efficient partnership.

As a result of this marketing strategy, we noticed measurable results with each email drop and as a direct result increased traffic into local dealerships for test drives that resulted in new car sales. Off of the test pilot we saw a profitability lift of 400% from their existing marketing programs.

Media Supervisor