Honda Case Study
Honda Conquest
Background:Invocabo has a proven process for growing sales and revenue, both online and off. With the unique Invocabo targeting platform, we enable our clients to target down to specific households to consistently deliver the most relevant online advertising to their true audience.
Our model mimics the time-tested techniques of direct marketing, the predominant direct-selling method businesses have trusted for the last 70 to 80 years. Invocabo has taken the direct marketing model and moved it online, applying it to event based marketing campaigns.
Challenge:Two Honda dealerships — rural Dealer A and urban Dealer B — sought to drive car sales in coordination with the dealers’ direct marketing efforts by maximizing their online advertising budget.
Solution:Working together with the two Honda dealers, we identified a target audience of 10,000 households that matched the dealers’ profile of high value prospects and, a customized digital advertising buy was launched in conjunction with their existing direct marketing efforts, targeting households who:
- Own a foreign car between 3 and 7 years Old
- Have a household income higher than S100,000
- Live within 10 miles of the dealership
We targeted 5.000 households with digital display advertising for each dealer out of 20.000 households who were set to receive advertising mailers for a weekend sales event at the two dealerships.
Results:
The campaign resulted in an increase in closed business for both dealers the weekend of the sales event.
Dealer A:
- Customer walk-in rate was normal
- Buy rate was higher
- All purchases were in the digital target ad group
- Had the best sales day of the year
The campaign resulted in Honda Dealer A having their best sales day of the year!
Results:
The campaign resulted in an increase in closed business for both dealers the weekend of the sales event.
Dealer B:
- Customer walk-in rate was below normal
- Buy rate was higher
- All purchases were in the digital target ad group
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