NEW JERSEY BMW DEALERSHIP
Service Campaign Case Study
NEW JERSEY BMW DEALERSHIP
CASE STUDY SUMMARY
Our client, a New Jersey BMW dealer, wanted to increase their
conquest sales and service numbers, and so Force Marketing
implemented a 90-day multi-channel conquest campaign that
spanned the months of March, April and May.
The campaign incorporated a mail piece, email and personalized
landing page in order to capture a broad base of customers
within the target audience.
The direct mail campaign utilized a plastic card insert that
offered customers $50 off any service as well as a $25 gas card
for valued customers. The mail was accompanied by an email
campaign with matching creative, messaging and offers, which
in turn directed customers to a personalized landing page
where they could easily schedule a service appointment at the
dealership.
Due to the gift cards and the streamlined customer experience,
this campaign had a long shelf-life. Force Marketing monitored
the results of the campaign over the course of one year and
found that ROI remained strong even 12 months after the
campaign had first been executed.
©2015 Force Marketing. All Rights Reserved.
Summary
Service Campaign Case Study
TOTAL INVESTMENT
$21,848.36
TOTAL CUSTOMERS
792
TOTAL ROI
$225:1
TOTAL REVENUE
$4,948,503.12
Campaign Details
NEW JERSEY BMW DEALERSHIP
Nissan Holiday Event | Campaign Materials
Service Campaign Case Study
Online Display Banners
OVERVIEW
¡¡
¡¡
¡¡
¡¡
¡¡
¡¡
160 x 600 px
Service gift card TDM campaign
Mail quantity: 20,000
Personalized URL integration
Responsive email marketing
Email quantity: 12,000
90 Days
300 x 250 px
PURL
728 x 90 px
BUDGET: $21,848.36
Email
Service Letter
w/ Gift Card
678-208-0667 | ForceMarketing.com
©2014 Force Marketing. All Rights Reserved.
CAMPAIGN PROJECTIONS
ESTIMATED
UNITS
SOLD
ESTIMATED
UNITS
SERVICED
50
ESTIMATED
SALES
REVENUE
250
ESTIMATED
SERVICE
REVENUE
©2015 Force Marketing. All Rights Reserved.
$1.8M
ESTIMATED
TOTAL
REVENUE
$2.1M
$125K
ESTIMATED
ROI
$96:1
NEW JERSEY BMW DEALERSHIP
Initial Results
Service Campaign Case Study
MARCH-MAY INITIAL RESULTS
UNITS SOLD
AVERAGE SALE
SALES REVENUE
30
$42,371.93
$1,271,157.84
UNITS SERVICED
AVERAGE REPAIR ORDER
SERVICE REVENUE
201
$524.33
$105,390.88
TOTAL CUSTOMERS
TOTAL ROI
TOTAL REVENUE
231
$62:1
$1,376,548.72
©2015 Force Marketing. All Rights Reserved.
Sales Timeline
NEW JERSEY BMW DEALERSHIP
Service Campaign Case Study
SALES TIMELINE
$5M
125
$4M
100
$3M
75
$2M
50
$1M
25
MARCH-MAY ‘14
JUNE-AUGUST ‘14
zz SALES REVENUE
©2015 Force Marketing. All Rights Reserved.
SEPTEMBER-NOVEMBER ‘14
zz UNITS SOLD
DECEMBER ‘14-FEBRUARY ‘15
Service Timeline
NEW JERSEY BMW DEALERSHIP
Service Campaign Case Study
SERVICE TIMELINE
$400K
700
$350K
600
$300K
500
$250K
400
$200K
300
$150K
200
$100K
100
MARCH-MAY ‘14
JUNE-AUGUST ‘14
zz SERVICE REVENUE
©2015 Force Marketing. All Rights Reserved.
SEPTEMBER-NOVEMBER ‘14
zz REPAIR ORDERS
DECEMBER ‘14-FEBRUARY ‘15
NEW JERSEY BMW DEALERSHIP
Campaign Totals
Service Campaign Case Study
CAMPAIGN TOTALS
UNITS SOLD
AVERAGE SALE
SALES REVENUE
112
$40,925.31
$4,583,635.21
UNITS SERVICED
AVERAGE REPAIR ORDER
SERVICE REVENUE
680
$536.57
$364,867.92
TOTAL CUSTOMERS
TOTAL ROI
TOTAL REVENUE
792
$225:1
$4,948,503.12
©2015 Force Marketing. All Rights Reserved.