C-4 Analytics - Marketing Campaign of the Year
Company: C-4 Analytics
Company Description: Headquartered in Saugus, Mass., C-4 Analytics is a top-10 company on Deloitte's 2014 Technology Fast 500, a certified Google Partner and the first agency to bring accountability to online marketing with a thoughtful, measurable approach to services like search-engine marketing, paid-search management, online-reputation management, behavioral retargeting and social-media campaigns.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Automotive - Vehicles
Nomination Title: Search Inventory Marketing Increases Sales
Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.
For more than 25 years, a Nissan dealer in the Midwest reigned as the number one Nissan dealership in new and used sales in their state. However, in early 2016, they experienced a decline in used vehicle sales, threatening the dealership’s long-standing rank as the state’s best. The dealership knew their sales were declining and knew they had to change their marketing approach, but weren’t sure where to go from there.
The dealership turned to C-4 Analytics, a digital marketing agency, Google Premier Partner and industry leader in behavioral targeting, to help them quickly identify and address the key factors leading to their decline in market share. To ensure that the dealership maintained its ranking, C-4 Analytics needed to analyze the strategies they were currently deploying, and what was causing the decline in shoppers reaching the buying funnel.
C-4 Analytics believed that an advanced SEM campaign would allow the dealership to not only regain the losses it suffered in the market, but exceed its sales from 2015. The agency decided that it would deploy its proprietary Search Inventory Matching (SIM) Platform, a new technology that takes hyper-targeted digital marketing to the next level, enabling the dealership to target in-market car buyers like never before. The SIM Platform uses data generated by consumers as they browse the internet for information about cars they are considering. C-4 Analytics’ platform compares this information with dealer inventory information to dynamically show prospective buyers ads on Google, Bing and Yahoo specific to the vehicles they’re searching for. The platform’s algorithms automatically set ad frequency and display locations based on the consumer’s browsing patterns.
Having the SIM Platform strategy in place allowed the dealership’s ads to be a focus point for online in-market shoppers who were targeting specific models. The SIM Platform, along with an updated inventory webpage, targeted in-market buyers and pointed them right to the dealership. When a potential buyer in the area searched for a Nissan, they were shown the dealership’s ads before anything else, giving the dealership the best shot at having a lead converted into a buyer. These buyers were seeing a new and improved landing page when they clicked on the ads as well. C-4 Analytics implemented a new inventory page layout that would clearly show the buyer the different options and prices available to them.
This technology enabled the team at the dealership to focus on those who were in the store, while the C-4 Analytics team worked the web to drive qualified leads into the store. By updating the pricing pages on their website and adding other conversionary elements to the website along with deploying the SIM platform, the team at C-4 Analytics helped the dealership achieve the results they were looking for.
The team at the dealership put their SIM platform into action in March of 2016 and by April they had already sold 11 more vehicles on a month over month basis than they did in 2015. They have sold 46% more cars than without the SIM Platform, solidifying their number 1 status in their area. In July alone, the dealership sold nearly 30 more cars than they had the previous July, and their numbers keep increasing.
By having a clearly laid out inventory page with clean pricing strategies, the dealership was ready to have leads from the SIM Platform walk into the store expecting a great deal, and that is what those customers got. The dealership was able to take the leads and convert them into buyers by taking greater advantage of their in-market audience online without drastically changing their budget.
The SIM Platform let the dealership accurately and cost-effectively target low-funnel shoppers searching for the exact vehicles they had in inventory. Unlike every other dynamic SEM campaign, SIM could be used in conjunction with existing high-converting used and CPO bidding strategies without driving up costs or competing for segments.
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).
- Allow dealerships' ads to be focus point for online in-market shoppers who were targeting specific models.
- More advanced targeting for in market buyers
- 46% more units sold
- Became the #1 dealer in the area
- Increase of 30 cars sold per month