Further’s VW campaign results in 94 car sales and a 181% Return on Investment (ROI) for the region’s premier motor dealership.
In recent years, selling new cars has not been an easy task. The current climate hardly makes it any easier.
So we were thrilled to hear the results of a recent online campaign for the region’s premier motor group, Robinsons, which saw new VWs flying off the forecourts of Robinsons VW.
Tasked by Robinsons to drive home the message that the main dealer offered excellent value for money compared to its rivals, our online work was directly responsible for 94 direct car sales, while an uplift in telephone enquiries, test drives and showroom visits during the period will have undoubtedly played some part in the many more showroom sales experienced (if only we could have tracked them all!).
We started the campaign by creating a dedicated domain (www.volkswagenforless.co.uk) and a microsite to demonstrate the savings over rival vehicles. These sites also combined downloadable ‘best price guarantee’ vouchers, model-specific brochures and contact form requests with the aim of giving car owners who wouldn’t normally consider a Volkswagen a nudge towards their local Robinson’s showroom.
The mini four-month campaign delivered an ROI for Robinsons of some 181%, a stat which was particularly pleasing when you consider it included the complete design, content creation and build of the site in addition to the online marketing activity itself.
Andrew Bracking, Brand Manager at Robinsons VW said: “Further understood perfectly what we were looking to achieve. They created an innovative strategy and delivered it on time and on budget with some very pleasing results. We are delighted with the response and the sales directly from the campaign."
On the basis of this performance, Further has now been tasked with a similar brief for Robinsons Audi. We’ll keep you posted as to whether we beat 0-94 in 16 weeks!