CASE STUDY

The Challenge

2020 has been a tough year for in-person interactions. For the automotive industry, which relies heavily on interpersonal connections, social distancing measures struck quite a blow. One family of dealerships in PA had an especially challenging time, given how strict lockdowns were put in place early in the year. On April 20, 2020, the Governor of Pennsylvania re-allowed vehicle sales under certain conditions:

“Online vehicle sales are authorized to commence statewide in accordance with Governor Wolf’s guidance...Following online communication with customers, the dealer and customer should schedule an appointment for one customer at a time to pick up the purchased vehicle and drop off any trade-in. The vehicle handoff should be limited to the least number of people required to complete the transaction. Dealers may also schedule a drop off at the buyer’s location.”

The Idea

More quality leads would mean more appointments. Setting appointments would help keep dealerships open while following distancing procedures as required by the Governor of Pennsylvania. But, due to growing uncertainty and confusion around social distancing restrictions, it was easier said than done. The dealership group needed to target web shoppers with the right message at the right moment.

The Solution

With the help of ActivEngage, the group launched an ActivTarget campaign to incentivize website visitors to fill out an online form. It took on a few variations across the chain’s different location sites, but the underlying principle was the same.

Visitors were asked to leave their name, number, and email address in return for an exclusive offer of $250 off their vehicle purchase. This enabled dealer representatives to contact these engaged online leads by phone and email, following up with them in the hopes of scheduling an appointment.

The Impact

When ActivTarget was displayed on all pages after a visitor’s return, the average sales lead rate increased by an average of 114% across ten different websites.

The group’s remaining six sites took a slightly different approach: the ActivTarget appeared after a set time. Scheduled to appear after one-, two-, or five-minute intervals, the timed offer displayed the same deal: $250 toward their next vehicle purchase. This campaign generated an even more significant lead engagement increase, with a net gain of 220% over previous results.

Combined, the return visitor and timed targeted offers increased lead generation by 167%, averaged across all 16 websites.

And, after just 90 days, one store saw the following results:

ActivTarget Leads generated in 90 days

Appointments of which 86% showed at the dealership

of leads closed and turned into actual sales

The Impact

Deployment A

The Impact

Deployment B