fort worth nissan case study - forcemktg.comforcemktg.com/cs/new-cs/casestudy-15402-hi (2).pdf ·...

Fort Worth Nissan Case Study

678-208-0667 | ForceMarketing.com ©2015 Force Marketing. All Rights Reserved.

Fort Worth Nissan | Challenges and Solutions

Challenges Solutions• CHALLENGE 1 - ENGAGE potential customers with a refreshing and trackable integrated marketing initiative.

• CHALLENGE 2 - INCREASE December sales to move strongly into the new year.

• CHALLENGE 3 - CREATE a customer portal in which interested consumers can view other vehicle purchase options in the Nissan line-up, find out their Black Book® trade-in value on any vehicle and set an appointment to test drive.

• SOLUTION 1 - FORCE MARKETING overcame the dealership’s challenges by implementing a one month, fully integrated marketing campaign with direct mail and email to reach a variation of customers within the target audience.

• SOLUTION 2 - BY INCORPORATING Black Book® values, we were able to customize “purchase for” prices and monthly payments based on current trade for every individual.

• SOLUTION 3 - BY UTILIZING credit information from a reliable vendor, we were able to target customers that qualified for financing based on their credit score range.

• SOLUTION 4 - FEATURING personalized URLs on the direct mail and email marketing initiatives allowed for a trackable and streamlined shopping to appointment setting experience.FORT WORTH

FORTWORTHNISSAN.com

Email Marketing & Matching POP

11x17 Mailer

Holiday Sales Event Saturation Mailer

602PHONE CALLS

Total Leads

Fort Worth Nissan | Campaign Details


Going On Now at Fort Worth Nissan!

WEEK FROM TO VEHICLES SOLD AVG SALE AMT TOTAL SALES AMT

1 12/08/2014 12/14/2014 10 $24,215.16 $242,151.63

2 12/15/2014 12/21/2014 18 $24,673.55 $444,123.94

3 12/22/2014 12/28/2014 21 $25,445.53 $534,356.12

4 12/29/2014 01/04/2015 37 $23,372.32 $864,776.00

5 01/05/2015 01/11/2015 7 $26,825.54 $187,778.78

Total 93 $24,442.87 $2,273,186.47

WEEKLY PERFORMANCE

Dealer Summary

Campaign Summary 3.6%

Fort Worth Nissan | Sales Results, Saturation Mailer


Results

Total Sales - $273,186.47Cost Per Unit - $646.72

Campaign was based on a Saturation, Targeting Income List

• CAMPAIGN DATES - 12/8/14 - 1/7/15• CONSUMERS REACHED - 275,000• BUDGET - $60,145.00

93 UNITS SOLD

96.4%

PROGRAM OFFICEPO BOX 11869

ATLANTA, GA 30355

Time Sensitive Materials, Please Deliver Immediately!

HappyHolidays

FROM FORT WORTH NISSAN

10%$1988 $6988OFF

Includes 5 qts of oil; synthetic oils and diesels not included. Some models may be slightly higher. Coupon must be presented at time of write-up. Cannot be combined with other coupons or in-store specials. Does not include sales tax or hazard waste disposal. See dealer for details. Not retroactive. Expires

12/31/14.

Includes 5 qts of oil; synthetic oils and diesels not included. Some models may be slightly higher. Coupon must be presented at time of write-up. Cannot be

combined with other coupons or in-store specials. Does not include sales tax or hazard waste disposal. See dealer for details. Expires < EXP DATE >.

ANY PARTS OR SERVICE

4-WHEEL ALIGNMENT

Coupon must be presented at time of write up. Not valid with any other offers or in-store specials. Cannot be used for retail parts, tires or collision repairs. Cannot exceed 10% of total parts and labor. Does not include sales

tax, hazardous waste fees and shop supplies. See Advisor for details. Not retroactive. Expires 12/31/14.

Coupon must be presented prior to negotiations. One per household. Not valid with any other offers or in-store specials. See Sales Rep. for full details. Not

retroactive. Expires 12/31/14.

3451 West Loop 820 S | Fort Worth, TX 76116 | 866-858-3511 | www.FortWorthNissan.com

OIL & FILTER CHANGE

FORT WORTH FORTWORTHNISSAN.com

<First Name>,

Please accept our thanks for your continued business. We are

so grateful to have wonderful customers like you, who helped

us shape our business. As our way of saying thank you and happy

holidays, please use the enclosed coupons at our service center.

These offers are only valid for our valued customers.

From our family to yours, Happy Holidays and Happy New Year!

Sincerely,Matt Bowers General Manager of Fort Worth Nissan

BE SURE TO VISIT OUR WEBSITE TO RECEIVESPECIAL OFFERS AND SET A SERVICE

APPOINTMENT AT FORT WORTH NISSAN!

www.FortWorthNissan.com3451 West Loop 820 S | Fort Worth, TX 76116866-858-3511 | www.FortWorthNissan.com


FORT WORTHFORTWORTHNISSAN.com


HappyHolidays

FROM FORT WORTH NISSAN

10%$1988 $6988OFF

Includes 5 qts of oil; synthetic oils and diesels not included. Some models may be slightly higher. Coupon must be presented at time of write-up. Cannot be combined with other coupons or in-store specials. Does not include sales tax or hazard waste disposal. See dealer for details. Not retroactive. Expires

12/31/14.

Includes 5 qts of oil; synthetic oils and diesels not included. Some models may be slightly higher. Coupon must be presented at time of write-up. Cannot be

combined with other coupons or in-store specials. Does not include sales tax or hazard waste disposal. See dealer for details. Expires < EXP DATE >.


4-WHEEL ALIGNMENT

Coupon must be presented at time of write up. Not valid with any other offers or in-store specials. Cannot be used for retail parts, tires or collision repairs. Cannot exceed 10% of total parts and labor. Does not include sales

tax, hazardous waste fees and shop supplies. See Advisor for details. Not retroactive. Expires 12/31/14.

Coupon must be presented prior to negotiations. One per household. Not valid with any other offers or in-store specials. See Sales Rep. for full details. Not

retroactive. Expires 12/31/14.


OIL & FILTER CHANGE

FORT WORTH FORTWORTHNISSAN.com

Happy Holidays Mailer with Service Coupons

51PHONE CALLS

Total Leads



1 12/01/2014 12/07/2014 9 $21,827.91 $196,451.21

2 12/08/2014 12/14/2014 9 $27,959.42 $251,634.79

3 12/15/2014 12/21/2014 7 $26,015.23 $182,106.64

4 12/22/2014 12/28/2014 5 $27,513.78 $137,568.90

5 12/29/2014 01/04/2015 15 $24,232.98 $363,494.65

6 01/05/2015 01/11/2015 5 $23,372.25 $116,861.25

Total 50 $24,962.35 $1,248,117.44


WEEKLY PERFORMANCE

Dealer Summary


Fort Worth Nissan | Sales Results, Happy Holidays Mailer


Results

Total Repair Orders

Total Sales - $1,248,117.44Cost Per Unit - $126.40


• REPAIR ORDERS - 873• TOTAL - $107,200.70

50 UNITS SOLD

81.7%

Program Headquarters P.O. Box 11869Atlanta, GA 30355

VISIT YOUR PERSONALWEBSITE LISTED BELOW FOR:• PERSONALIZED ESTIMATES ON UPGRADING TO DIFFERENT NISSANS

• CONVENIENT APPOINTMENT SETTING

WE WANT YOUR <Old Year><Old Make> <Old Model>!

<FirstnameLastname.FortWorthHolidaySale.com>

<First Name, Last Name><Street><City, State, Zip>

3451 West Loop 820 • Fort Worth, TX 76116866-543-6922 • www.FortWorthNissan.com

OIL & FILTER CHANGE

$19.88Includes 5 qts of oil; synthetic oils and diesels not included. Some models may be slightly higher. Coupon must be presented at time of write-up. Cannot be combined with other coupons or in-store specials. Does not include sales tax or hazard waste disposal. See dealer for details. Not retroactive. Expires 12/31/14.


Coupon must be presented at time of write up. Not valid with any other offers or in-store specials. Cannot be used for retail parts, tires or collision repairs. Cannot exceed 10% of total parts and labor. Does not include sales tax, hazardous waste fees and shop supplies. See Advisor for details. Not retroactive. Expires 12/31/14.

4-WHEEL ALIGNMENT

$69.88Coupon must be presented prior to negotiations. One per household. Not valid with any other offers or in-store specials. See Sales Rep. for full details. Not retroactive. Expires 12/31/14.


<FIRST NAME>, MAKE SURE TO VISIT YOUR PERSONAL WEBSITE!

OFF10%

Dear <First Name>,

With auction prices at an all time high, your <Old

Year> <Old Make> <Old Model> has never been

worth more. During this event, we are willing to offer up

to $<105%C>1 for your trade.

Plus, during our Holiday Event, you can upgrade to a

new vehicle with possibly a lower monthly payment and

with no money out of pocket.2

See below for an estimate to upgrade to a new <New

Year> <New Make> <New Model>. This is based

on your trade having average mileage and condition.1

Please call 866-543-6922, or visit your personal

website immediately to view quotes on other Nissan

vehicles in stock and to schedule an appointment.

Matt BowersMatt Bowers

Fort Worth Nissan

1All prices are based on Black Book® clean trade-in value, less 40 cents per additional mile and reconditioning. Trade value based on 12k miles per year. Vehicle condition, mileage and equipment value could affect vehicle value. Not an offer to purchase. Value based on highest trim level. This is an estimate from a third party source. Black Book® is a registered trademark of Hearst Business Media Corp. All rights reserved. 2Net purchase price is derived from sale price less trade-in value for recipient’s vehicle and is subject to change based on trade appraisal. Payment amount shown above is based on net purchase price financed at 3.9% APR for a term of 75 months with $0 down and is subject to change. Net purchase price and monthly payment amount include all manufacturer rebates, incentives, and dealer discounts. Excludes tax, title, dealer fees, and any negative equity on trade-in vehicle. Amount owed on trade-in will be added to finance amount for new vehicle at time of sale. All finance terms and rates subject to credit approval. Not all buyers will qualify. 3Sale Price includes manufacturer incentives and dealer discounts. Not all buyers will qualify. Tax and tags extra. All images are for illustration purposes only. All offers expire 12/31/14.

VISIT YOUR PERSONALWEBSITE LISTED BELOW FOR:• PERSONALIZED ESTIMATES ON UPGRADING TO DIFFERENT NISSANS

• CONVENIENT APPOINTMENT SETTING

<FirstnameLastname.FortWorthHolidaySale.com>

<FIRST NAME>, MAKE SURE TO VISIT YOUR PERSONAL WEBSITE!

NEW <NEW YEAR> <NEW MAKE>

<New Model><Trim>

SALE PRICE as low as: $<SALEPRICE>3

LESS YOUR TRADE up to:

$<105%C>1

PURCHASE FOR as low as:

$<SPLTV>2

OR PAYMENTS FROM as low as:

$<PMT>2 PER MONTH

Model#: <Model>. MSRP:$<MSRP>

3451 West Loop 820 • Fort Worth, TX 76116866-543-6922 • www.FortWorthNissan.comFORT WORTH

FORTWORTHNISSAN.com

8.5x14 Letter



Happy Holidays Vehicle Upgrade Letter

with Service Coupons

95SALES LEADS

Total Leads



• PHONE CALLS - 39• WEB LEADS - 56

1 12/01/2014 12/07/2014 8 $21,049.59 $168,396.68

2 12/08/2014 12/14/2014 2 $29,322.99 $58,645.97

3 12/15/2014 12/21/2014 5 $22,952.66 $114,763.31

4 12/22/2014 12/28/2014 2 $31,541.50 $63,083.00

5 12/29/2014 01/04/2015 13 $23,825.70 $309,734.06

6 01/05/2015 01/11/2015 3 $18,785.40 $56,356.19

Total 33 $23,363.01 $770,979.21


WEEKLY PERFORMANCE

Dealer Summary


Fort Worth Nissan | Sales Results, Vehicle Upgrade Letter


87.3%

Results

Total Repair Orders

Total Sales - $770,979.21Cost Per Unit - $697.27

• REPAIR ORDERS - 98• TOTAL - $27,677.16

33 UNITS SOLD

Campaign was based on a combination of database and conquest owners


Fresh Start BK Credit Program - December

PROGRAM HEADQUARTERS604 Rear National RoadWheeling, WV 26003

Permit #106Wheeling, WV

27PHONE CALLS

Total Leads



8.5x14 Letter

FORT WORTH NISSAN HAS LEARNED YOU HAVE RECEIVED DISCHARGE PAPERS FROM BANKRUPTCY COURT.

Rebuild your credit with this special offer!

CONTINGENT REGISTRANT: <First Name, Last Name>

PERSONAL ACCESS NUMBER: 473481

RATES EXPIRE: 12/31/14

ISSUING AGENCY: Fort Worth Nissan

HOTLINE: 866-842-5082

The matter of: <First Name, Last Name>

You have been selected for participation in a bankruptcy discharge sale designed especially for you. Many customers who have received discharged bankruptcies have been able to purchase new vehicles. Call Fort Worth Nissan, who is ready to help you purchase a new vehicle to start the new year.

They have a full understanding of the apprehension, uncertainty, and sometimes even embarrassment of the financial situations in purchasing a vehicle. Knowing this, you can be confident that you will be treated with respect in all your dealings with this organization.

Your possible selected loan package is valid at Fort Worth Nissan (See enclosed voucher). The dealership has agreed to make their entire new and used car inventory available within the guidelines of this offer for a limited time only!

This is a unique offer and we want you to take advantage of your special status, but you must come in on or before December 31, 2014 as this offer will expire.

Come early for the best selection on new vehicles!

FORT WORTH NISSAN3451 West Loop 820Fort Worth, TX 76116www.FortWorthNissan.com

HOTLINE:

866-842-5082

OFFER VALID THROUGH:

DECEMBER 31, 2014

<First Name, Last Name>

PERSONAL ACCESS NUMBER:

473481

To Claim Your Exclusive Offers: From a touch-tone phone call Fort Worth Nissan at 866-842-5082.

Provide your Personal Access Number and you will be instructed on how to proceed.

Present this letter upon entering the dealership listed on the enclosed voucher. (Note: Be prepared to accept immediate delivery of your new vehicle.)

1

2

3

BANKRUPTCY DISCHARGE SALEEVENT LOCATION:



97.62%Dealer Summary


1 12/01/2014 12/07/2014 2 $7,944.00 $15,888.00

2 12/08/2014 12/14/2014 3 $21,519.81 $64,559.42

3 12/15/2014 12/21/2014 2 $28,121.35 $56,242.70

4 12/22/2014 12/28/2014 1 $10,550.00 $10,550.00

5 12/29/2014 01/04/2015 2 $14,388.21 $28,776.42

Total 10 $17,601.65 $176,016.54


WEEKLY PERFORMANCE

Fort Worth Nissan | Sales Results, Fresh Start BK Credit Program


Results

Total Sales - $176,016.54Cost Per Unit - $1,185

Campaign was based on a Discharged BK List


10 UNITS SOLD

December Multi-Channel Marketing Efforts Summary

Dealer Summary


Fort Worth Nissan | Sales Results, December Campaigns


Results

Total Repair Orders

Total Sales - $2,468,299.66Cost Per Unit - $544.76

• CAMPAIGN DATES - 12/1/14 - 1/7/15• CONSUMERS REACHED - 323,000• BUDGET - $101,325

• REPAIR ORDERS - 971• TOTAL - $134,877.86• AVERAGE RO - $138.91

186 UNITS SOLD

54.63%

775SALES LEADS

Total Leads

• PHONE CALLS - 719• WEB LEADS - 56

fort worth nissan case study - forcemktg.comforcemktg.com/cs/new-cs/casestudy-15402-hi (2).pdf ·...

Documents