Broad-Spanned Digital Marketing Campaign Delivers ROI

Fuccillo Auto Group, famously known for its “HUGE” brand messaging, consists of 28 different dealerships spanning from New York to Florida. Of these different locations, C-4 Analytics works with each dealership individually, while ensuring consistency is met with the parent company. Of these relationships, Fuccillo Nissan of Latham sought out our expertise as new car sales traditionally slowed down for the new year. Together, we built a strategy to help continue the momentum of December into the new year. Coming off of the holiday season, which is the busiest time of the year for automotive sales, Fuccillo Nissan of Latham wanted to continue to increase their volume of cars sold in January 2021. With such an ambitious goal outside of industry trends, we recommended the creation of a sales incentive outside of OEM event pricing. This price-point would be the driving factor for our digital marketing strategy. Understanding that Fuccillo Nissan of Latham needed to create non-traditional engagement for the time of year, the dealership decided to give the buyer an additional $1,000 off their next new vehicle purchase. We projected that these savings, when paired with captivating creative assets, should help continue sales growth into the new year. After a bit of research, we determined that we needed a complete digital strategy in order for this to work. We chose to advertise our price-point ads across both display and social channels, targeting in-market buyer segments. We also established that reinforcing the same messaging on-site and through email would give us the best opportunity to hit our client’s business goals. Display Ad Performance saw a 64% increase in CTR by adding in price point lease and $1,000 off saving incentives. Adding the additional $1,000 incentive to ongoing trade and IMB carousels, increased interaction rates on social ads. This led to more traffic to the dealership site.