THE SITUATION :
Bayway Auto Group opened a new car dealership near Houston, TX and were looking to grow sales in their primary market area (PMA). The automotive market for new and pre-owned vehicles is fiercely competitive with dealerships looking to extend reach and pull from neighboring PMAs to boost sales or make up for shortfalls in their respective PMAs.
THE STRATEGY 1- Focus Digital Strategy
Fountain Forward embarked on a focused digital strategy supplemented by traditional marketing methods to achieve the desired objectives. Search Engine Marketing was given top priority to help push more website visitors to the new site and get them engaged in the Bayway brand.
THE STRATEGY 2- Grow Social Media
Social media was leveraged to build brand awareness and familiarize the market area with the new dealership. Direct response ads were deployed to bring the highest quality leads through the doors. Special events, radio remotes, and influencers were also established to add further strength to the offline strategy. Fountain Forward put together video collateral for use on several platforms, documenting offline events, walk-arounds, short-clips and pre-roll.
THE STRATEGY 3 - Track It With Analytics
The glue that held the strategy together was a robust analytics dashboard, built by Fountain Forward, that provided the most relevant and pertinent information to allow the dealership and Fountain Forward to more effectively target prospective buyers.
The proof of Fountain Forward’s strategy was quickly evident. Within 3 months of the dealership’s initial launch traffic to the website saw dramatic month-over-month increases.