— Marketing strategy & Lead Generation
Client : Ballarat City Honda & Subaru
Services : Marketing Strategy, Consulting, Paid Advertising (Facebook Ads focused on Lead Generation), Content Creation, Organic Social Media Growth Text & Email Marketing.
About the Client
Ballarat City Honda & Subaru is a trusted Ballarat based car dealership that connected with Interlunar Media to create a marketing strategy to start dominating the digital space & convert online visitors into customers, creating an organic digital presence on social media & generate leads through paid advertising.
Our state of the art modern showroom and large display areas allow customers to casually browse the great range of Honda & Subaru Vehicles. Our friendly staff are specialists who are proud of their association with Honda & Subaru, and look forward to assisting you when searching for your new or used Passenger vehicle.
Ballarat City Honda & Subaru at a glance:
- We are a family owned business.
- We are a multi award winning Subaru Dealer.
- Our awards are based on recognition for excellence in sales, service and Customer Satisfaction.
- Ballarat Subaru actively supports our local community, charities and sporting clubs.
- Subaru Australia Master Technician.
The Challenge
Ballarat City Honda & Subaru are the largest dealerships for Honda & Subaru in Western Victoria and given that, the dealership had great relationships with clients off social media as they valued their customer service.
But they didn’t have any real digital presence as the dealership didn’t have a marketing strategy for digital media or the social media mediums to communicate it through as they only had a Facebook Page.
The dealership had an amazing brand story and staff members who valued their customers over sales which is a unique quality about this dealership but this had not been something they have promoted to their clients.
The brand hadn’t generated profitable leads through digital media with previous agencies.
The Solution
We started with a complete analysis & strategy preparation by understanding the customer demographics & psychology as this was an essential part of understanding that most customers had been fed up with poor customer service and a complete transaction-based focus from dealerships.
We got straight to work to create a value-based Instagram & Facebook page where we developed a brand story behind the dealership which connected with new & old customers across Facebook & Instagram which lead to real conversions from organic content.
We focused on creating a range of visual content & copywriting in different angles which challenged the way the industry works and resulted in connecting with various types of customers identified as the key customers the brand wanted to work with.
We started to generate leads for the brand using Facebook & Instagram Ads by creating an innovative targeting method with the use of emotive content & copywriting to connect with the potential customers unlike previous agencies who focused on a price based content
$166 Earned for each $1 spent on Ads
- Achieved a great ROI for both brands through paid advertising!
75% Decrease in cost per pead (CPL)
- $40 Cost per Lead (CPL was low as $6 for specific campaigns).
- Generating profitable leads with high product margins.
1000% Increase organic reach (90 days)
- The Honda & Subaru Instagram grew to 480 followers within 90 days!
- 100 Website visitors organically from Instagram!
Honda
- 12,000 Organic Impressions (Instagram) & 11,627 (Facebook)
- 1,167 Actions & Engagement (Liking a post, website visit etc.)
Subaru
- 10,000 Organic Impressions (Instagram) & 9,500 (Facebook)
- 995 Actions & Engagement (Liking a post, website visit etc.)
Overall improvement in sales
- Increased number of sales & enquires from social media into the dealership.
- Numerous influencers and public figures engaging with the brand's content & dealership.
- Resulting in success in brand reach, growth & sales.
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