Problem:
San Diego County had experienced a decline in overall automotive sales volume from 2005 to 2006. With sales opportunities decreasing for the market, Advanced Marketing Strategies identified that their client, Mossy Nissan, with six locations in San Diego, needed to consolidate efforts to produce sales opportunities from their ‘low hanging fruit’, previous customers, by increasing the frequency of their dedicated customer re-marketing campaign to a monthly program.
Strategy:
Knowing that previous customers are 3-5 times more likely to purchase a new vehicle than a fresh up, Advanced Marketing Strategies conducted a thorough analysis of Mossy Nissan’s proprietary database to identified two key factors: First, customers who would most likely be in the market to purchase another vehicle and, second, the level of customer loyalty based on service records. Once recipients were identified, Advanced Marketing Strategies then prepared a unique creative strategy and produced the piece using variable printing, which allowed each location to personalize an invitation from each store manager and offer special incentives that would prompt vehicle sales. Additionally, a process was established to measure results via walk-in, phone and internet traffic and ultimately sales.
Results:
Over 1000 sales were attributed to five unique customer mailers at a cost of under $95 per sale and an average return on investment of 3200%.
Advanced Marketing Strategies consistently delivers qualified traffic that result in
sales through our remarketing efforts. Their list management, creative design
and post analysis define their dedication to the success of our dealership.
- Kenny Afshar, General Manager
Mossy Nissan El Cajon
