Weekly Text Message Blast for Westpoint Autos Group
- Clare Thorn
- Dec 13, 2021
- 2 min read
Overview:
The primary goal of any marketing activity for Westpoint Autos is to generate enquiries on vehicles. After a customer interacts with a marketing touchpoint, their information is directed automatically to the sales team, then it was up to them to convert into a sale.
To assist the salespeople with conversion a weekly text message blast is sent to ‘hot-warm’ leads from the past 4-6 weeks featuring a promotional message. This customer data is provided to the Marketing Team by salespeople including contact information and brand of interest. It is the responsibility of the salespeople to determine the viability of these leads as they have had contact with them directly. Usually, this part of the process is not followed and response rates are not as high as they should be, the importance of this will be explained below.
Campaign Goals
Increase foot traffic in the dealerships over the weekend
Encourage ‘hot-medium’ leads to convert [purchase a car/ finance]
All departments to send a text message blast to customers on Friday
Target audience, customer insight and targeting
Leads that have engaged with the company in the previous 6 weeks
Autogate [https://autogate.co/] leads
Plus additional leads added by the sales manager
Key campaign messages and offers
Come into the dealership this weekend we have a great offer for you
Strategy
Send a short text message to reengage the customer
Simple for the customer to respond and initiate contact
The customer experience team will receive a notification and call customers to assist
Online media mix selection and budgeting
30c/ text message from provider G Cast + Monthly Subscription to service
Numbers submitted by sales managers could vary 10-300 depending on vehicle make
Media schedule and campaign integration
Tuesday |
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Thursday |
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Friday |
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Monday |
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Campaign results
Overview
28th May 2021 - 12th November 2021 [227 Campaigns]
Total Cost Ex. Subscription = $3168.00
Cost Per Click (Reply=Y) = $0.65
Dealerships included in campaign data
Hillcrest Hyundai
Hillcrest Suzuki
Salters Cars Hillcrest [Used Cars]
Springwood Nissan
Springwood GWM HAVAL
Salters Cars Springwood [Used Cars]
Westpoint Autos [Moorooka]
Westpoint GWM HAVAL
Westpoint Mahindra
Westpoint SsangYong
Salters Cars Moorooka [Used Cars]
Westpoint Autos [Indooroopilly]
Westpoint Hyundai
Westpoint Suzuki
Westpoint Nissan
Westpoint LDV
Westpoint SsangYong
Westpoint Isuzu Ute
Salters Cars Indooroopilly [Used Cars]
| No. Messages Sent | Replies=Y | Opt-Outs |
Total # | 10560 | 2061 | 1323 |
Total Percentage % | 6.99% | 12.53% |
The average cost of (CPC) in Australia is $0.069
Average (CTR) in Australia is 10.91%
Overall the group average is below the benchmark in terms of 'Cost per click' and 'Click through rate'. This could be because of not vetting/ categorising leads, ineffective copy or any number of reasons.
If you compare it to solely the Moorooka New Vehicles Dealership where the sales manager vetted his leads carefully the return on investment skyrocketed and opt-outs reduced.
Moorooka Dealership [New Vehicles]
28th May 2021 - 12th November 2021 [20 Campaigns]
Total Cost Ex. Subscription = $309.60
Cost Per Click (Reply=Y) = $0.42
| No. Messages Sent | Replies=Y | Opt-Outs |
Total # | 989 | 130 | 113 |
Total Percentage % | 13.14% | 11.43% |
Comparing Westpoint Autos Group Average to Moorooka Dealership [New Vehicles]
As you can see on the graph below the Moorooka Dealership [New Vehicles] consistently outperformed the rest of the group. Both with higher positive response rates and lower opt-out rates.
Post campaign review
This campaign was a mixed bag of results. Frustrating because this campaign has the potential to have a significant return on investment when customer lists are managed appropriately. Unfortunately, it is difficult to motivate the salespeople to participate.
I attempted the following to rectify the situation:
Building a stronger relationship with the sales managers
Showcasing the Moorooka Dealership's impressive results with the group
Creating a how-to video on explaining how to export data [https://youtu.be/MrUSRZJ9CHs]
Involving upper management
Unfortunately not much improved, despite my efforts. In my opinion, this should have been transitioned to a monthly campaign to not burden the sales managers and annoy customers with frequent messaging.
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