We are an innovative eCRM and Social Media agency operating exclusively in the automotive sector. We use existing DMS, Showroom and Aftersales system data to deliver mobile optimised and personalised customer communications to improve conversions, retention and reputation with measurable results.
Alan Day Group has committed to a longer-term partnership with us to use our new SocialStock social media marketing platform. Following a pilot of the new platform, our data highlights the growing role that social media can play in generating sales leads for UK car dealers as more buyers start their car purchase online.
SocialStock is our new online that makes marketing across multiple social media channels simpler and more effective. The pilot scheme, which began in August 2018, used advanced social media targeting tools to drive traffic to the dealer group’s website and generate conquest sales leads. Alan Day Group now deploys SocialStock across its dealer network, using it to tailor social media marketing for multiple vehicle brands and sites.
During the pilot, Facebook became one of the dealer group’s primary drivers of traffic to its websites, alongside pay-per-click advertising, direct web traffic and Google searches.
Furthermore, visitors to the group’s websites returned an average of 2.4 times to view a specific car. A third of visitors from social media sources also went on to visit the used car search page to check other vehicles.
Using dynamic stock advertising also now allows Alan Day to directly target Facebook users that have previously visited their website or shown an interest in buying a car. Targeting potentially interested customers with relevant adverts has further boosted engagement and lead generation.
“Social media advertising for a dealer group can be challenging and time-consuming, particularly when it comes to successfully identifying and targeting different groups of people for different vehicle brands and dealer locations,” comments Paul Tanner, Managing Director of Alan Day Volkswagen. “The SocialStock system helps make this process easier and more efficient, enabling us to better target social media users who might be interested in buying a new car or seeing what stock we have available. The additional traffic it has driven to our website has proved instrumental in generating leads.”
“The SocialStock pilot scheme with Alan Day Group shows how dealers can generate a higher level of engagement with prospective buyers through social media,” comments Jeremy Evans, our Managing Director. “Social media allows dealers to communicate to specific groups of people with targeted adverts for new and used vehicle stock, generating high-quality web visits to boost lead generation.”
Evans adds: “Dealers and groups can use social media to successfully reach people who may not have had any prior relationship with their sales department, and the success of the SocialStock pilot demonstrates the potential for generating conquest leads through online platforms. Now is the time for dealers everywhere to consider integrating social media into their customer contact strategy.”
SocialStock is suitable for individual solus-brand sites, as well as for large, geographically distributed dealer groups with many sites and brands. The platform integrates a number of our social media management and reporting tools, all developed specifically for motor retailers. These include a stock remarketing tool, social media advertising tools, and an automated lead capture system for Facebook. Retailers can specify how many tools they deploy, and for which sites and brands, to suit their requirements and resources.
The system provides controlled levels of user access, enabling a range of different campaigns to be managed and evaluated by a centralised marketing team across a group, or by staff at individual sites.
The Facebook Advertising functionality within SocialStock enables businesses to better target social media marketing at potential conquest customers. Dealers can create personalised adverts targeting specific audiences, and seamlessly use them to populate Facebook Marketplace to target those actively looking to buy. This enables multi-brand sites and larger dealers groups to run concurrent Facebook marketing campaigns for multiple brands across the same channel without duplicating the target audience.
Our LeadBox system records customer enquiries captured via targeted Facebook adverts, sending customers’ details directly to the sales team to act upon. LeadBox provides a cost-effective and highly efficient way of managing social media leads across existing lead management platforms.
Vines Group has been a BMW Group franchised business since 1980 and today operates six sites for the manufacturer, with three BMW and three MINI sales and service centres across Surrey and West Sussex.
The business delivers thousands of new and used cars to customers every year across the South East, and also represents BMW Motorrad.
Cotswold Motor Group, established in 1995, operates sales and service facilities – as well as an Approved Bodyshop and PDI Centre – for the BMW, MINI and BMW Motorrad brands in Gloucestershire and Herefordshire. In 2017 the group merged its Cheltenham and Gloucester dealerships, and opened a new flagship site in Cheltenham – notable for being one of the largest BMW and MINI dealerships in the UK.
Dick Lovett, a leading prestige-car dealer group operating in South West England and Wales, has instigated a major overhaul of its electronic customer relationship management (eCRM) strategy and processes. Led by eCRM specialist Marketing Delivery, the phased implementation is intended to deliver a significant boost to lead conversion and aftersales retention, and will encompass all 18 Dick Lovett franchises and showrooms by mid-2018.
Since 2014, Cambria has worked with eCRM specialist agency Marketing Delivery to deploy a comprehensive Social Relationship Management (SRM) programme. As a result it has honed a successful strategy that is generating a tangible, sustained return on investment.
Endeavour Automotive, an established London-based dealer group, has been working with digital specialist Marketing Delivery on a new eCRM programme, including a major overhaul of its information capture protocols. Its multi-channel marketing activity has leveraged the vastly improved customer data to generate a boost in incremental sales.
Towards the end of 2014 we began working with the Sandown Group to introduce our sales and service CRM programmes in their 6 Mercedes-Benz locations in Southern England. Setting up data feeds initially with their DMS (ADP/CDK) for aftersales, and then later with their new showroom system Dealerweb, we began identifying key customer touch-points and sending messages accordingly.
We are pleased to provide an eCRM service to 31 Mercedes-Benz dealerships, and ‘Lost Sales’ forms an integral part of their new and used cars sales strategy.
“We have been delighted with the professionalism of both the service provided by Claire and her Team but equally important the product itself. We always believed we had a robust lead management and contact strategy plan until we started to see the real benefits of Marketing Delivery. The right communication at the right time! The additional benefit of the regular involving excellent management KPIs supports the programme too!”
“We’re delighted with the progress Marketing Delivery is enabling us to make to our customer journey mapping. Far more than just an email service, they have really helped identify weaknesses in our current journey so we can change, improve and create opportunities going forward. We look forward to the additional sales the process will invariably bring over time.”
“Baileys Nissan, Canterbury have used the services of Marketing Delivery since the company started. Jeremy and his team offer a complete service, covering all types of Marketing as well as amazing ways for us to stay in touch with our customers. I cannot recommend them highly enough.”
“It’s so refreshing to work with a company that actually listens to feedback both ways. We’ll have suggestions and ideas and go to the team and say ‘can we do this’ and they come back with a solution which is terrific for us. Everybody should be doing it now, it’s a no brainer really.”
Any marketers out there looking for a fantastic #eCRM supplier, look no further than @marketingdel #AutoMarketing
“We recognise that social media integration is a key element of our overall content marketing strategy, working with Marketing Delivery will provide specialist support in producing a cohesive plan that is supported by engaging social media that will foster online communities and see loyalty and retention develop even further.”
“It’s transformed and revolutionised our business because it’s allowed us to understand what our consumers want / what’s happening with our consumer and how we can improve that service. What is does give us is highly efficient targeted communication which is our lowest cost to market and provides our highest return on investment.”