CASE STUDY
McKie Ford Lincoln Digital Marketing Campaign
Drive sales and vehicle reservations while mitigating supply chain issues in the auto industry this year.
Target Audience
Prospective car buyers in their expanded geographical area (people are more willing to drive further with low inventory). Using Nielson Scarborough research and previous sales data from the client’s customer management software, we were able to compile a target demographic of:
· White Male
· Age 60-64
· Married
· Income of $50,000 to $74,999
· Works in Management
CASE STUDY
McKie Ford Lincoln Digital Marketing Campaign
Drive sales and vehicle reservations while mitigating supply chain issues in the auto industry this year.
Target Audience
Prospective car buyers in their expanded geographical area (people are more willing to drive further with low inventory). Using Nielson Scarborough research and previous sales data from the client’s customer management software, we were able to compile a target demographic of:
· White Male
· Age 60-64
· Married
· Income of $50,000 to $74,999
· Works in Management
Marketing Approach
Utilizing target research, industry data, benchmarks, and results from past campaigns, we could focus on those digital marketing strategies that we knew would provide the best ROI. We found that shorter digital videos worked best for our audience and increased the frequency with which they were delivered. We negotiated our contracts and pricing with vendors we work with on multiple campaigns to get the lowest rates for our client.
Results
Our research, planning and negotiations allowed us to get the most competitive rates, and the vendor overdelivered impressions resulting in an added value of $63,477.59 (calculated by dividing over-impressions by the average CPM).
Strategy drives everything we do at AdPro. Our team members are closely aligned, working diligently together to help our clients exceed their objectives. Their wins are our wins.
- Camille Blakely, President – AdPro