Are You a Competitor – or a Leader – in Digital Advertising?

The Prob­lem:

The Caven­der fam­i­ly has been sell­ing and ser­vic­ing cars and trucks in San Anto­nio and South Texas for more than 70 years, but in 2012, the senior man­age­ment team at San Anto­nio-based Caven­der Toy­ota rec­og­nized the need to ini­ti­ate new dig­i­tal mar­ket­ing strat­e­gy designed to ele­vate their store from com­peti­tor to leader in the San Anto­nio mar­ket. 

The Solu­tion:

The team built their new approach around the Dealer.com Uni­fied Adver­tis­ing Exchange and three key imple­men­ta­tion steps:

  • Metic­u­lous­ly main­tain your web­site:
    Rec­og­niz­ing that any dig­i­tal adver­tis­ing cam­paigns would need a high-per­form­ing web­site to suc­cess­ful­ly con­vert traf­fic, Cavender’s Dig­i­tal Mar­ket­ing Direc­tor, Julie Chisum, devot­ed resources to ensur­ing her web­site was metic­u­lous­ly main­tained. She start­ed by assem­bling a Mobile Lot Cap­ture team ded­i­cat­ed to adding pre-owned vehi­cles to Cavender’s web­site as soon as they hit the lot, then added a graph­ic design­er to pro­duce con­tent for cus­tom land­ing pages built through Dealer.com’s web­site com­pos­er. “Every­thing starts with the web­site,” Chisum not­ed. “We want­ed to be first out with every mes­sage and have total­ly trust­wor­thy inven­to­ry pages.”
  • Ditch the “ana­log” adver­tis­ing
    Next, Caven­der can­celled its radio and print adver­tis­ing, and focused its adver­tis­ing bud­get on con­nect­ed paid search, dis­play, retar­get­ing and mobile-spe­cif­ic cam­paigns through the Uni­fied Adver­tis­ing Exchange.  Chisum part­nered with Dealer.com Media Con­sul­tants through­out this tran­si­tion to dig­i­tal to help refine Cavender’s media mix, gauge the ROI of every dig­i­tal invest­ment, and make strate­gic adjust­ments.
  • Stand out with Social Media ads:
    Final­ly, after dis­cov­er­ing none of its com­pe­ti­tion was adver­tis­ing on Face­book, and few com­peti­tors were using it effec­tive­ly, the Caven­der team sensed an oppor­tu­ni­ty to stand out. The team quick­ly devel­oped a con­tent strat­e­gy focused on help­ful vehi­cle tips and com­mu­ni­ty infor­ma­tion, and invest­ed in the Uni­fied Adver­tis­ing Exchange’s social adver­tis­ing tool, Man­aged Face­book Adver­tis­ing, to help grow the Caven­der social fan­base and reach auto inten­ders through ads.

The Results:

Caven­der Toy­ota Dig­i­tal Adver­tis­ing Results at a Glance:

  • 113% Increase in Total Unique Web­site Vis­its
  • 143% Increase in Total Leads
  • 337% Increase in Total Pageviews
  • With­in a year of imple­ment­ing their con­nect­ed retar­get­ing, paid search, dis­play and social cam­paigns, Cavendar’s over­all web traf­fic increased by 30%, and the deal­er­ship vault­ed from #60 in nation­wide Toy­ota sales to #20.  
  • Beyond sales, Cavender’s dig­i­tal strat­e­gy lift­ed its brand: It’s Face­book fan­base rose from 300 fans to 2,200, and its social pres­ence cre­at­ed true brand ambas­sadors – “rav­ing fans” whose tes­ti­mo­ni­als Caven­der uses on its web­site.

Find out how your deal­er­ship can expe­ri­ence the ulti­mate inte­gra­tion of Cam­paigns, Chan­nels, Net­works and Ser­vices with Dealer.com’s Uni­fied Adver­tis­ing Exchange.

 

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