targeted advertising
Autocratos
Selling cars from the USA
AutocratosThe company has been importing cars from the USA for 12 years. During this time, she managed to develop two directions, the delivery of broken cars and the delivery of electric trains.
Due to increased competition in the market, the flow of customers began to fall and the question arose of changes in work and advertising.
task:Set up Facebook and Instagram advertising campaigns to attract new customers.
initial data:The client had his own marketing department, which set up advertising on his own. The management decided to test working with us for a month, as at that time they were not satisfied with the effectiveness of advertising.
what we did:1. Development of an advertising strategy
After analyzing the first results obtained, it was decided to launch advertising on:
website;
lead form;
quiz.
For the site, we used standard messages about the delivery of a car from the USA. The site performed worst of all, and in the second period it was completely abandoned.
The advertisements for the quiz offered the user to find out the cost of his dream car. According to the quiz, there were the highest quality applications with a cost suitable for the client.
We used 4 directions for the lead form:
cars with a specified price at the auction;
cars in stock that were bought earlier;
consultation invitations;
retarget.
According to the lead form, the quality of applications was worse, but they were half the price.
Now we are testing a new message - an invitation to an excursion to the customs terminal. Since only Alfa Auto has its own terminal for customs clearance of cars, this is a unique offer. According to statistics from the client, it is after such excursions that the highest sales conversion is achieved.
2. Target audience
The main target audience were users already interested in buying a car from the USA.
The main emphasis was placed on men, because, according to the client, it is their opinion that is decisive in the case of buying a car.
They immediately worked for the whole of Ukraine with an emphasis on Odessa. But in the future, at the request of the client, they switched only to the Odessa region, since it was precisely its residents who were more often closed for purchase.
Since the percentage of users who are now ready to buy a car from the United States from the general sample of those interested in this topic is small, we also used image advertising to stir up their curiosity and encourage them to make a decision.
3. Image advertising
As part of image advertising, we tested individual advertising campaigns with a call to subscribe to the company's Instagram and Facebook. Thus, we covered two needs:
warmed up users with regular content;
new users saw that a large number of people were interested in the company, which, as a result, increased the level of trust.
We also launched a video with useful information in advertising to warm up the audience even more. For example: “TOP-5 cars from the USA” and “How the price of a car from the USA is formed”.
In the future, people who watched such videos or simply interacted with social networks launched selling ads.
4. Promotional materials
At the beginning of cooperation, when developing creatives, only the colors of the brand were used - red and black. But after a few months, users began to react worse to such design. Therefore, we moved away from the brand book and used other colors, which helped us return the cost of a lead to its previous value.
The client has his own videographer and photographer, which helped a lot in developing new creatives. Thanks to the video, we could introduce the user to the team, demonstrate the huge office, their own customs terminal and the number of cars that are waiting for their owners.
Very often in advertising campaigns, the best result was obtained using video invitations from company employees.
результаты:
200 day
duration of the project
4143
number of applications per period
$ 3,47
average order value
$ 500-1500
average incomesimilar projects
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Ganzhaman EvgeniyDirector of the G-tuning company
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