Multi-Platform Media Advertising: Alfa Romeo Dealer
Platform: Facebook, Instagram, Email Marketing
Project: Media Planning and Buying
Assignment: Customer Acquisition, Advertising Strategy, Behavioral Targeting, Lead Generation, Dynamic Product Inventory Remarketing
Role and Objective
To promote the $1,000 Incentive Conquest Program, I created a multi-touch campaign that strategically increase awareness and captures customers' attention at the right moment of their buying journey using geo restricted targeting of website visitors, customer list, conquest and undecided SUV/ Sedan segments to drive interest and mobile site engagement, running across Facebook and Instagram.
I developed an always-on strategy that's optimized mobile-first and proposed it to the regional Alfa Romeo sales manager. Our company closed 2 deals with 2 Alfa Romeo auto dealers within 24 hours after sending the proposal.
Proposed strategy consists of the following:
1) Dealer Focused Evergreen Creatives for those who are undecided with who they want to invest in.
This creative type is part of the always on strategy which highlights the dealership’s Why Buy Message for the highly intent buyer who is undecided on what dealership they want to purchase a vehicle with, and lands the customer on the corresponding homepage or specials page.
2) Carousel for targeting those in-market for vehicle models in the luxury category.
This creative type provides multiple ways to engage buyers in the market for similar sedan and suv models from Audi, BMW and Mercedes Benz, aligned to conquest and encourage interaction. Great ad type to highlight specific vehicle features. Interior shots perform especially well.
3) Dynamic Product Catalog used to retarget intenders who have visited specific vehicles on the website
This creative type retargets already engaged buyers with the dynamic inventory ad specific to the model they viewed on the website, aligned to reinstate interest and encourage interaction. Great ad type for multiple types of products. Creative dynamically pulls the image, title and price from the inventory.
4) Customer Retention Campaigns with Open Lead Form to retain and capture customers' information.
This ad type drives qualified leads directly from Facebook. This creative type provides ways to remind existing customers to return to the dealership for service and maintenance or to get a new lease through CRM list-targeted creative.
For example, oil change creative targeted to customers who recently purchased/leased a new car but not serviced, new lease and trade-in campaigns targeted to lease maturity list.
5) Additional strategies to boost awareness and retention:
Organic Content Planning
Post 3x a week on the dealer Facebook page and Instagram feed to increase awareness. Each postwill be promoted within a 7 day period to help increase campaign awareness and boost website traffic.
The objective is to drive interest with specific demographics through demo-targeted creative and create long tail brand awareness.
Email Marketing
Send email newsletter 2 times a month to increase engagement and boost website traffic.
The goal of this campaign is to introduce monthly news like vehicle and service specials and to provide useful content to customers like dealership updates and current sales event news targeted to specific email list segments such as lease maturity and sold not serviced .
