Sun Chevy wanted to increase traffic to their showroom and service center. Their existing direct mail efforts were flat, impersonal and they weren't able to track the effectiveness. Consumers have become tired of traditional direct mail campaigns they experience from automotive dealers, driving response rates and ROI way down. This shift has caused a once, super reliable medium to become much more volatile and unpredictable.
We broke the project out into three distinct campaigns: new sales, lease renewals and service.
We needed a visual on the mailer that would really catch the recipient's eye and stand out from the other automotive consumers get every day. The rep on this account said, "Wouldn't it be cool if we could show the recipient's house through the windshield of a Chevy?" Our tech department said, "Well, why couldn't it?" and that's where Enthusem's streetshot technology was born. Once the mailer caught attention, it drove recipients online to engage with a video of the General Manager, inviting them in for a test drive.
We used a visual that the recipient would recognize, their current leased car! The mailer drove them online to engage with a video of the General Manager, talking about the lease turn in process. In the video, the GM also asked them to choose the car they'd like to test drive when they came in and he'd have the keys waiting for them.
Sun Chevy had no trouble getting Chevys that were purchased at their dealership back in for service but they were having trouble getting the message out that they had experts that could service any make of vehicle as well. We targeted current customers of Sun Chevy and asked them to bring in their other, non Chevy cars, for service.
All three campaigns experienced very similar response rates, all right around 4% and drove net new leads to Sun Chevrolet. They even experienced inbound calls, complimenting them on how unique their marketing strategy was!