T_Summit Truck Group Case Study

RR_Summit Truck Group Final Client-Approved

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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. 1 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.

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