Best PracticesDealership Marketing

How to “Pump Up” Market Share Using Social Incentives

SponsoredIn a down market, one Ford dealer needed a way to increase their overall market share and reduce the amount of pump-in sales lost to competitors. By leveraging the technique of matching sales data with consumer databases, the dealer was able to determine that they were losing more than 50% of sales to competitors in their market. This is what is referred to as “pump-in” sales.

Using the data that was available to them through strategic partnerships such as that with AutoHook, the alliance was able to identify specific areas of opportunity to grow their market share by targeting people with specific vehicles. They targeted the top three models they were losing to competitors – the Focus, Fusion, and Edge.

Using zip-code level targeting, in-market customers were incentivized to visit the dealerships for a $50 test drive incentive, as opposed to the normal $25 incentive. The incentive triggered at precise moments on the dealership’s website where targeted shoppers were viewing the three targeted models.

The Results?

Despite a declining market, the dealership was able to significantly reduce pump-in sales lost to their top two competitors and successfully gain market share using AutoHook’s private incentive offers and sales match attribution reporting. By how much? Download the free PDF here to see the complete numbers.

Using targeted offers on these identified vehicles of opportunity, the total number of lost sales across the three models was reduced by 50% or more, and was maintained month-over-month for the following three months.

For more information about this case study, the dealership and the strategic partnerships, follow this link to immediately obtain a copy of the AutoHook Case Study.

Integrated Partnership

Great solutions are a result of knowing what you’re best at and sticking to it. AutoHook’s core competency is in securing their private offer and redemption rail system within dealerships and directly proving the source that led to a sale or a new-to-brand buyer. AutoHook knows their specialty is in delivering the industry’s best sales attribution reporting. Social Dealer specializes in running successful Facebook campaigns, which is why AutoHook chose to partner with them to carry out this initiative.

For more information about the AutoHook partner integration with SOCIALDEALER, read, Is Vendor Integration the New Innovation?

Interview with AutoHook and SOCIALDEALER