How a dealership's custom-tailored Facebook Advertising strategy helps them move more metal
SARASOTA, FLORIDA, May 5, 2017 (Newswire.com) - Sarasota Ford, a Top 150 Ford Dealer, and Dealers United, a company that brings digital solutions to auto dealers, were recently published by Facebook Business highlighting the auto dealership's success with Facebook Advertising.
The case study showcases how the dealership triumphantly reached their local community and earned a 125X return on ad spend using Dealers United’s Facebook Program.
You can view the full auto dealer Facebook success story here: https://www.facebook.com/business/success/sarasota-ford
Through Facebook’s extensive data sets, auto dealers have the unique ability to launch targeted campaigns that reach In-Market Auto Shoppers and select people in their community while they’re on the platform.
By tailoring messaging about their events and promotions to ideal prospects, advertisers are able to layer in a variety of data points to build their perfect audience. For auto dealers, this ranges from Facebook’s behavioral data, user hobbies, psychographics, and automotive-specific data from DLX Auto powered by POLK.
It was a campaign created with this level of advanced targeting that generated the auto dealer’s success on Facebook and landed Sarasota Ford its presence on the case study feature page.
Specifically, their “Ladies’ Day Wednesday” campaign, which targeted local, female In-Market Auto Shoppers and vehicle owners of particular makes and models with a service offer, generated 30,185 video views and 5 vehicle sales within 30 days.
In his interview with Facebook, Matt Buchanan, Owner and Operating Partner of Sarasota Ford, said, “I’ve been running TV ads for years, and no customer has ever told me, ‘I’m here because of your ad.’ However, with Facebook, it was unbelievable how many customers actually mentioned that they had stopped in to check out our facility and the Sarasota Ford experience due to the [Ladies Day] campaign.”
Buchanan, who is also the Co-Founder of Dealers United, was the first dealer to try their Facebook Advertising program before it launched to their membership in 2015. Now, the company helps hundreds of auto dealerships run custom Facebook Advertising campaigns that move metal like Sarasota Ford.
“If I'm ever in my office thinking of a campaign that I want to deploy immediately, I can go ahead and blanket my entire market or laser-target any specific market that I want,” said Matt. “For instance, let's say I want to only talk about and target teachers...firefighters...first responders, I can do that! It's a great tool to have available to me that I can use to get immediate and incredible results.”
Dealers United refers to this strategy as “microtargeting,” and claims it’s their secret sauce to getting dealers’ messages through the noise, connecting them with car buyers, and ultimately delivering better Facebook results to auto dealers.
“We call it microtargeting because we’re talking to a ‘micro group’ of people with an ultra-specific message,” said Pete Petersen, CEO of Dealers United. “We just do it differently over here. We take the time to dissect a dealer’s specific goals and community and really use Facebook’s data to narrow in on their desired audience.”
To learn more about Microtargeting and Dealers United’s Facebook Advertising program, please visit http://www.dealersunited.com/shop/digital-marketing/demo-du-facebook-advertising/
About Dealers United:
Dealers United is an online membership that helps over 6,500 auto dealers nationwide improve their dealerships. By offering solutions that save dealers time, cut costs, and sell more cars, Dealers United ensures that every dealer, regardless of its size, grows and succeeds in the automotive industry. Sign up for free at www.dealersunited.com.
About Sarasota Ford:
Sarasota Ford is Florida’s premier Ford dealership, serving Sarasota, Venice, Bradenton and Nokomis. Operating Partner, Matt Buchanan, and his team of professional sales representatives and technicians are committed to delivering a one-of-a-kind experience while helping customers get behind the wheel of the car of their dreams for the right price. Learn more at https://www.sarasotaford.com/.
1680 Fruitville Rd, Ste. 401
Sarasota, FL 34236
Phone: (941) 366-6760
Source: Dealers United, Sarasota Ford