Results
Graham Oleson
The Challenge
Stockton12 Honda wanted a fresh direction/strategy, and we were given a 90-days window make changes as they were below industry norms relative to customer website engagement and path to purchase processes such as New Shoppers/Conquest, VDP and VIN views as well as overall engagement metrics.
The Implications
- Turn rates and gross declines
- Won/Lost metrics heading in the wrong direction
- Lifecycle/Loyalty concern within Fixed ops
The Recommended Solution
- Create additional website engagement through optimization and parts and service digital strategies
- Elevate retargeting to unidentified website visitors
- Lifecycle/Loyalty concern within fixed pops
The Results
Increase in Overall Website Engagement
Increase in Retargeting and Returning Visitors
Increase in New Shoppers
Increase in Overall VDP Views
Tier II Parts and Service Strategy
The Challenge
With lack of inventory and declining production of new vehicles, dealerships needed a strategy to increase dealership visitation and leverage the strong market presence of Honda.
The Implications
- Gross revenue projections to be down
- Turn and earn concerns versus the rest of the country
- Too much time in the sales cycle and possibly lose connection
- Price increases and reduced inventory creates a longer sale cycle
The Recommended Solution
Use our collective voice to promote maintenance by certified techs versus local vendor mean better overall service by applying first party data and VIO targeted video to CTV/OTT and pre-roll and delivering to current Honda owners.
The Results
Increase of Attributable Traffic to Service Pages
Increase over STP in RO’s
Increase in YOY Profitability in Parts and Service areas
Dominating the Digital Challenge
The Challenge
Chalmers Ford was seeing a decline in social and video engagement and asked the GO team to address the digital gaps while also decreasing overall digital spend.
The Implications
- Social engagement/lookalikes consistently underperformed creating referral issues
- Facebook and YouTube campaigns did not connect with “in-market” consumers, creating a lack of overall engagement
- Loss of social engagement created perceptual lack of community engagement, and it created a longer sale cycle
The Recommended Solution
Creating stronger “look alike” targeting via social platforms, leveraging Google search relationship with YouTube to create an effective targeting plan and increase form fills/dealer outreach through social engagement.
The Results
Increase in Overall Website Engagement
Increase in Retargeting and Returning Visitors
Increase in New Shoppers
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