The toughest audience to convert is the one that doesn’t think they have a problem holding them back.

So, how do you first create awareness of the problem? Then put forth that there’s a solution? And it’s a product new to your brand?

It’s an uphill battle vAuto was facing. Despite this triple obstacle, the engage, convert, and nurture strategy became the most successful campaign the client had ever run.

Here’s the challenge in the market:

Car dealers thought their outdated merchandising practices were enough to attract buyers. But consumers have come to expect an immersive shopping experience like the one ecommerce giants like Amazon provide.

The chosen concept, “Merchandising Matters,” aimed to educate car dealers on the importance of marketing (or as they call it, merchandising) their vehicles online. 

A strategy to engage and convert the target audience:

The strategy was to develop an easy-to-read eBook that broke down the stats behind shopper behavior and gave tips on what actions dealers can take to attract more online shoppers.

Display ads, personalized plain-text emails, social media ads, and organic social media posts teased the stats and tips that would pique dealers’ curiosity. With a CTA to download the eBook, dealers would benefit from educational content while the client generates a lead and moves the dealer to the conversion journey where they would be encouraged to schedule a product demonstration.

Nurturing leads for future sales:

Some leads aren’t ready to convert. That doesn’t mean you should abandon those leads, that they’ll never become sales.

Instead, dealers who downloaded the eBook but didn’t book a demo were moved to a nature journey. They would see another round of display ads, emails, and social media ads that focused on tips rather than stats.

This continued education would lead to more demo requests and sales.

Conversion copy got this SaaS client results:

The email journeys reported the following results:

• 25.5% CTOR – Rated “very good” among Cox Automotive campaigns
• 3.63% CTR – Well above the client’s 0.5-0.8% average

The initial campaign launch earned the client 384 lead form submissions, 88 total scheduled demos, and 18 new sales.

---

Additional Assets

eBook

Organic Social Media

Paid Social Media Ads

One Sheets

---

_{*Project completed as an employee of FARM, LLC.}