CASE STUDY
Used Truck Inventory
Turnover: "Maximum
Exposure, Minimal Expense"
Client: Summit Truck Group
Summit Truck Group is one of the largest International
®
Truck dealers in North America and represents and
services Kenworth, Volvo, Mack, Isuzu commercial
trucks, and Crane Carrier specialty vehicles at select
locations. Their 32 dealerships are based in New Mexico,
Texas, Oklahoma, Missouri, Kansas, Arkansas, Tennessee
and Mississippi.
Goal:
Summit wanted to explore ways of increasing used truck
sales leads, and achieving a significantly lower cost-
per-sale goal than other advertising vehicles they were
currently using.
Targeting:
• To identify prospects for Summit, Randall-Reilly
executed an analysis using RigDig
™
, our proprietary
database, and found a sizable audience of Owner-
Operators and Fleet contacts with a propensity to buy
used equipment.
• Randall-Reilly used this data to run an email/phone
number match to Facebook's audience, for targeting.
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2
3
"The appeal
was the
audience that
Randall-Reilly
could reach,
and obtaining
a low CPL. If
I had to put it
in four words:
maximum
exposure,
minimal
expense."
Rachel Etemadi,
VP of Marketing
Summit Truck
Group
Randall-Reilly | randallreilly.com | 205-349-2990
According to a 2017 Successful Dealer survey, it takes most
truck dealers two months to turnover used inventory. This case
study highlights how we worked with our client to create a
micro-targeted prospect list of likely used truck buyers, and a
marketing plan to generate sales leads that came in at less than
46% of their cost-per-lead objective.