Mid-America Harley Davidson, Columbia’s Harley Davidson dealership, went under new management in Summer 2016. The new owners hoped to take over and continue the dealership’s success and good standing in the community.
Initial goals revolved around selling out 2016 inventory and promoting MAHD’s involvement in community events.
An underutilized asset was MAHD’s database of customer emails. A point-of-sale system, a rewards system, and website sign-ups yielded a large volume of opted-in customers.
- Targeted display (Ad network, behavioral targeting, and keyword targeting)
- Website visitor retargeting
Process and Results:
40% Increase in Web Traffic
As a new customer acquisition strategy, CMG ran display ads on its Motorcycle Network to promote 2016 inventory clearance. CMG gathered and cleaned up opted-in emails and began regular email communications, achieving very high open rates with the first several sends.
Web traffic increased 40% and MAHD was pleased with 2016 inventory sales as well as attendance at dealership and community events.
Seasonal Strategy to Boost Sales
As winter approached, CMG recommended a strategy shift to move away from bike sales and to promote items more likely to sell during a traditionally slow season – parts, accessories, and gear.
Consistent with the seasonality of the business, click through rates diminished considerably on the Motorcycle Network as winter began. CMG shifted budget to the “motorcycle” behavioral category and heavier keyword targeting, which lead to increased CTRs, hundreds of view through conversions, and a nice bump in parts and accessories sales.