With multiple rooftops operating the LotLinx platform to drive vehicle sales, the strategic marketing decisions at Holman Cadillac always align to VIN specific sales goals. So when they found themselves with a group of niche models collecting over 300 days of dust, they knew to work with our strategy team on a targeted campaign to move those aged New XTS units ASAP.
They gave us 90 days to target 9 of their oldest vehicles at high risk of going to final pay. In that test period, Lotlinx was the isolated source of paid traffic, contributing 372 shoppers, totaling 37% of all VDP activity for those VINs.
The 90-day campaign concluded with 8 out of 9 XTS units sold for a total investment of $2,689.61. By sending Lotlinx’s hyper-targeted, net-new shoppers directly to their toughest VDPs, Geoff’s team efficiently moved VINs that would have gone to final pay, where all rebates are lost and the manufacturer has to be paid for the car.
“These units posed a serious threat to that store’s margins if we didn’t sell them within our 90-day window. Lotlinx saved us a TON of time and money by making our campaign to move them quick and easy.”
Geoff Mancini
Northeast Strategic Account Manager
Monthly snapshot
October, 2019
- Cost per Sold VIN $336
- Campaign Sell Rate 89%
“Results like these are why we continue to expand /AI/ to more stores.“
Geoff Mancini
Northeast Strategic Account Manager
Key advantages
Digital marketing at the VIN specific level
More effective use of media channels
Deeper insight into digital marketing activities and ROI
The bottom line
October, 2019
- Aged VINs Targeted 9
- Targeted VINs Sold in 90 Days 8
- Total Marketing Investment $2.7K