PM Automotive Group

Digital Transformation

Idea

In early 2020, with limited internal resources and an impending change to their Holden franchise, Essendon Holden engaged Ignite Group as their lead generation and Facebook marketing partner. This partnership evolved into a dynamic relationship, with the establishment of lead nurture programs and sales performance training.

Services

Lead Nurture
Lead Conversion Optimisation
PMA Action Plan
Lead Generation
Facebook Marketing
CRM Retargeting
Remarketing

Strategy

Initially, Ignite Group worked alongside Essendon Holden’s Dealer Principal and Marketing Manager to identify the key PMA opportunities, personas and goals, with a focus on clearing new car inventory, increasing lead-to-appointment ratios and in turn, sales. Faced with a challenging situation where the Holden franchise would be transforming to an unknown brand, Essendon Holden wanted to generate immediate leads for specific new car inventory.

Ignite Group worked with Essendon Holden to outline a PMA Action Plan as outlined below:

  • Analysis of OEM reporting and data to pin-point sales opportunities within the dealership’s PMA.
  • Leverage dealership data of previous customers for retargeting.
  • Devise customer personas to assist in demographic targeting and creative execution.

Our consulting service was all about up-skilling the dealership and as part of the Franchise Transformation project we:

  • Ran group training sessions with Sales Consultants, through the AcadaME arm of our business.
  • Integrated our Data Analysis solution, to track lead-to-appointment ratio and provide industry benchmarks.

During the transformation, we created a lead nurture roadmap for the Pre-Owned department, to inform used vehicle shoppers and drive them through the funnel at scale, with ads on Facebook and Instagram. The below 1:1 approach maps out the lead nurture funnel we created to provide a frictionless buying experience for used vehicle prospects.

Impact

The result of the digital transformation program means PM Automotive Group now have:

  1. Superior Lead Management
    Through the AcadaME program, our live training empowered the Sales Consultants with a systematic and consistent approach to handling social media leads.
  2. Best In Class Lead Nurture
    PM Motors can now drive Pre-Owned vehicle shoppers towards an appointment booking by serving relevant information based on where they are at in the buyer funnel. Warm leads are nurtured by encouraging convenient, easy and digital ways to engage with the dealership.
  3. Personalised Vehicle Buying
    Ignite Group created personalised ads to align with vehicle shopper personas, that matched advertising messages with the demographic (persona) of the prospect and increased the odds of conversion.
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