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CASE STUDY

IMPROVING ROI WITH DETAILED TRACKING OVER MULTIPLE CAMPAIGN SPENDS WHILE AVOIDING DATABASE CANNIBALIZATION

 

As this Ford dealership found out, continued use of Bumper can improve your success rate the more you use it. With a relatively small marketing team, they began to refine their strategies by watching Bumper’s highly detailed tracking in action and adjusting with each campaign launch. Averaging 7% conversions on invites-to-leads over a 5-month period all while spending less.

Right out of the gate their first sales campaign; a Trade-In Loyalty Event sent to 1380 highly targeted customers segmented using Bumper’s customizable filters received 82 hot and warm leads, which they could follow up with in real time. This led to closing sales on 8 vehicles over a 10-day event. A great start that helped them generate an estimated gross profit of $16,000 and an R.O.I of over 385%.

Inspired by that early success they began to improve each subsequent campaign without cannibalizing customer attention and goodwill simply by using Bumper’s specific targeting filters to separate out invitees from earlier campaigns. By their 5th month in action they sent out roughly one-half the number of invites for a model-specific Trade-in event to 630 invites that resulted in 58 leads and 9 vehicles sold.

They were rewarded with 50% better conversion from sending out a smaller campaign that earned an estimated $18,000 in gross profit. Proof that the more you use Bumper and learn from it the more profitable you can be.


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