Got a warm offline lead... now what?` (5)
I was having my car fixed at a place called Project M motors near me.
The owner came up to me and asked me what I do. I told him that I promote offers in five major markets (debt, diet, dating, dollars, d!ck-size).
After completing the job, he asked if we could cut a deal promoting his cars/parts online.
A couple things come to mind:
- Set up an ecommerce store
- Use a bot to trawl craigslist and match buyers with parts inventory.
- Find ways to rank listings higher than competitors on various parts websites.
The best part is that these guys take salvage title BMWs, and rebuild them usually taking 2-3 cars to rebuild a car new.
How can I best add value to their business?
An eCommerce store sounds sensible if they have high value salvaged parts that there is demand for.
My main query is: who is their main target market and where do they hang out online?
When I read your post it reminded me of an adhustler article that I read years back.
"How I Generated $1,700,000 in Auto Sales Despite a Weak Economy"
"After speaking with the owner of ABC Motors I found out that there was some demographics data that I could use to my advantage. The majority of the prospects who would be interested in purchasing an ABCmobile lived in about 10 states in the U.S.. ABC Motors had a hookup that made it possible to ship these cars affordably to any of these states, meaning that a deal could be closed over the phone. I proposed that to get the most highly qualified traffic we do some Search Engine Marketing in conjunction with a landing page designed for this campaign. Since Google Adwords has by far the most advanced regional targeting capabilities, I decided we would concentrate our effort there.
Step 1: I bought a domain. I wanted something that would make it appear that we were associated with the manufacturer. Since ABC Motors is a licensed franchisee of the manufacturer this isn’t a huge stretch. I got lucky and picked up the domain name 08ABCmobile.com as the vehicle we are selling is a 2008 ABC mobile. I liked this domain and felt it would be great for quality score considering the relevancy.
Step 2: I setup wordpress on the main domain 08ABCmobile.com. I created a simple blog about the vehicle. It had 10 posts with vehicle information and details as well as a few articles I found and spun. I also used wordpress to setup a simple contact page and privacy policy. At the bottom of each post I linked to 08ABCmobile.com/offer which was the page the offer/actual landing page will reside on. I link spammed this blog a bit to get it indexed into Google before going live with the campaign.
Step 3: 08ABCmobile.com/offer needed to be created. We’ll go into what I did with the landing page a little later.
Step 4: I setup a Google Adwords campaign targeting the geographic areas that I was told were particularly good. I made 1 ad group and within that ad group bid on a few broad keywords.
Heres the general concept of what I did:
08 ABC mobile
ABC mobile
ABCmobile
etc.
My goal here was to be bidding on only a few very relevant keywords and use negative keywords to get rid of the junk that would be searched for. I started with the obvious negative keywords and then added to the list as I watched the sitelogs of what searches were leading to the site. Here are some obvious negative keywords I used:
-parts
-service
-free
-used
-insurance
etc.
What this keyword method accomplished was generating large volume traffic that was still relevanct, and increasingly relevant as I got more data of what keywords paired with my main keywords converted.
The ads used in the campaign were pretty straight forward. Since we were enticing people with a rather large discount off of MSRP, that was mentioned in the text ad. We split test a bunch of ads to see what got the best click through rates. Overall the campaign had 5%+ CTRs.
The landing page being used was a “thin” data collection page which is why we setup the wordpress blog earlier. When I set the ads up, I directed all of the ads to 08ABCmobile.com. I then set all the keywords at the keyword level to 08ABCmobile.com/offer – This resulted in a stellar quality score.
Those are the 5 main steps used to create this campaign.
Let’s talk a little bit about the landing page. I can’t show you the landing pages due to an agreement with the client but that doesnt keep me from drawing you a rough diagram of what we did.
Landing Page 1:
My original thought was just to let the visitors get a quote on ABcmobile. This would leave negotiation leeway between the dealership and prospect. Here is a rough sketch of the original landing page:
We found that a lot of the prospects were not as qualified as we may have hoped. ie. virtual tire kickers. The new idea was to just lay all of the information out there and if someone responded, they would surely be qualified:
Landing Page 2:
This was the winning landing page:
The above page is the one that generated the most leads and ran for the majority of the campaign. Leads were tracked through the form as well as the tracking 800#.
Below are the stats of the campaign:
Total Ad Dollars Spent: $32,133
Clicks: 19,537
Email Leads: 852
Phone Calls: 647
Vehicles Sold: 68
Approximate Vehicle Sale Price: $25,000
Total Revenue: $1,700,000
Maybe have a chat with Mr Ad Hustler, he might even be interested in doing a JV.
Their current customer profile are enthusiasts and other gear head types. They come to the business looking for a good price, and it's unlikely to ascend them up any sort of funnel to higher payments as they are already subject matter experts.
I suspect their ideal customer are the higher end repair shops or used car dealerships, and they spend their time on various major parts exchanges. http://www.car-part.com getting their inventory of used parts ranked higher would be very valuable.
The other side of the business is a bit more interesting. Rebuilding cars that had a salvage title, getting them inspected and approved by the state, and selling them for a profit. I have a feeling there is a way to expand this side of their business to allow them to sell more cars, increase turnover, and turn the parts into a side business. The ideal customer here is someone who wants a bmw, but doesn't want to buy new, or cpo. The potential market is also very insignificant.
Exporting the rebuilt cars to other countries is a possibility. Just not sure how to locate the target buyers online, and deal with the customs issues.
Originally Posted by jennatalia
http://www.ft.com/cms/s/0/08cb33a6-4...#axzz3HQWWkgDg
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