The

Challenge

With thousands of dealerships nationwide vying for the same customers in a saturated market place, Bridge has helped companies gain a leg up on the competition.

The

Solution

To rapidly increase dealership traffic and reinvigorate sales, branded auto retailers came to Bridge Marketing for unprecedented new hyper-local digital marketing strategies and targeted campaigns aimed at qualified audiences.

The

Results

An increase of dealership visits and sales are attributed to the hypertargeted email campaigns. Through the use of Bridge’s proprietary technology, outstanding e-mail open rates are typical and local dealerships witness an increase in customer response rates.

Some of our Partners

Local Market Challenge

With thousands of dealerships nationwide vying for the same customers in a saturated marketing place, Bridge has helped companies gain a leg up on the competition. Local dealers are often faced with obstacles while trying to stay in front of their customers. These dealers are looking for new media delivery techniques to improve ROI and drive dealership visits, and as a result, they turned to Bride Marketing for its expertise.

To rapidly increase dealership traffic and reinvigorate sales, branded auto retailers came to Bridge Marketing for unprecedented new hyper-local digital marketing strategies and targeted campaigns aimed at qualified audiences.

Hyper-Local Targeting Plan

Bridge’s unique Match and Deploy Marketing Services are often utilized to develop customized local email campaigns around a desired radius from each dealership. A modeled data set can be provided by either Bridge or the company. Bridge will then apply its Marketing Automation Technology to profile the audience and ensure they are reaching the most relevant consumer segments all at verified email addresses.

Customized Match and Deploy Email Campaigns

Bridge will then match and deploy a comprehensive email campaign to qualified consumer segments within the desired radius of each dealership to drive customer visits and increase sales. Bridge deploys each personalized local campaign through its premium white-glove deployment service ensuring superior delivery; therefore, the messages are delivered “From” the local dealerships. This provides a local touch to the communication furthering the success of the campaign.

This strategy is often shifted into an execution of a series of personalized consumer campaigns designed to come from each individual auto dealership. In further attempt to build awareness of dealership product offerings and drive consumer engagement, this approach can even be applied to a specific auto sales
representative.

Unique Match and Deploy Services provided by Bridge also take this process a step further by analyzing the email campaign results and providing the dealership with postal response data for a follow up. The auto company is then capable of running a targeted postal segment to supplement the email campaign. What was once just an email marketing strategy is now a multi-channel acquisition campaign.

Sales Success for Local Dealers

Bridge analyzes core performance metrics for all campaigns. Bridge can then match back responders to the original records to further evaluate campaign effectiveness at the local market level. Analysis concludes that the increase of dealership visits and sales can be attributed to the hypertargeted email campaigns. Through the use of Bridge’s proprietary technology, outstanding e-mail open rates are typical and local dealerships witness an increase in customer response rates.

For example, while analyzing results over a 3 month period, auto campaigns generate an average open rate of 11.25% with a click to open average of 11.23%. In the subsequent months, local dealers have also seen an increase in vehicles sold. Individual open rate is calculated by dividing the number of times the creative is opened against the number of records delivered. The click-to-open rate is calculated by dividing the number of times the creative is clicked by the number of opens. These averages help to provide an overview as to what kind of success can be achieved in the auto industry when working with Bridge.

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