Case Study(s) relating to Automotive

Summary: Ford created a technology for its vehicles that was explained through hands-on interaction. A marketing team created a series of games that revolved around the technology and used entertainment venues to let consumers play them. Tens of thousands of prospects opted-in to get more information about Ford products. continue...

Summary: When you need to get leads fast, an email campaign that is part of an integrated multichannel strategy is hard to beat.

A car dealership used triggered emails, search ads, a microsite and incentives to drive 276.7% more leads through the door. Online-generated purchases jumped more than six times. continue...

Summary: More than 30% of ecommerce sites still wait at least one full business day to respond to Web and email inquiries. One can only guess how long some marketers with a big offline focus take to respond to an online contact, turning off consumers and creating negative viral along the way.

That’s why you have to see how an online automotive services firm uses the Internet to connect consumers and local dealers by phone within four hours. Timing is everything: revenue is up triple digits, and the number of qualified leads being contacted has increased 52%. continue...

Summary: Most marketers have a keen understanding of the difficulties associated with generating qualified online leads for non-ecommerce firms. But how are players in these sectors (automotive, healthcare, legal, etc.) effectively leveraging leads once they get them?

A new email initiative is helping a car dealership market luxury vehicles and continue those high-ticket relationships long afterward. Five strategies (including mobile messaging), results data and creative samples. continue...

Summary: Last year General Motors decided to junk their paper-based lead generation systems completely in favor of electronic kiosks at autoshows and summertime events across Canada. It was a huge risk that got great results. This exclusive MarketingSherpa Case Study outlines the nitty-gritty details of the program. (Example: Did you know you should always bolt your kiosks to the floor?) continue...

Summary: Almost a million Americans and Canadians visit Audi's main USA site every month. Traffic wasn't the site's problem. Turning that traffic into hand-raising leads for dealers to close was. How can you turn more window shoppers into engaged leads? Turns out careful use of rich media mixed with lots of duplicate navigation makes the difference (yes, includes before-and-after screenshots). continue...

Summary: What's really exciting about this campaign is the great microsite. We've been preaching for years that to get the best results you should put your biggest creative efforts into your landing page or microsite (instead of focusing purely on your outbound ads.) Well, by golly, Chrysler did it, and we have exclusive results for you. continue...

Summary: Should a content site pay search engines for traffic? If you're not selling directly online, how do you set a search budget anyway?

Over the past 18 months Edmunds.com has been testing paid search with Overture and Google. Discover how they set their budget, decided on staffing, tested landing pages, and measured results.

Turns out traffic from SEO, paid search, and direct-to-site visitors is NOT equal in value. More: continue...

Summary: Wouldn't it be lovely if you could use the efficiencies of the Internet to test your TV commercials before they ran on-air?
Online research is far quicker and easier than traditional research studies... but are results comparable?

Nissan Canada just ran duplicate research studies to find out with a traditional offline panel and a new-style online panel. And, we've got the results for you.

Includes lots of details and screenshots of how the online panel worked exactly. (Getting the virtual host right was the hardest part): continue...

Summary: When Toyota launched its new Scion line this winter, it told dealers and distributors not to do any traditional ads at all. No TV, no radio, no print.

Instead, marketers had to create unique interactive campaigns to influence the influencers - 18 to 25-year-old male trendsetters in the urban and Hispanic communities. Learn how a regional team combined street teams and online ads to beat sales goals in the Southeast.

Includes creative samples and interesting tips on sponsoring live events for maximum impact in the trendsetter crowd. continue...