Broadway Automotive Case Study

Broadway Automotive has been around the block when it comes to the automotive industry in Green Bay. They were helping bring cars to the masses all the way back in 1916, and are still here today ready to give you the quality customer service that you can only really expect from a family owned dealership. They know that quality service is the best way to create lasting customers. They want to be here for you every time that you are looking for a vehicular upgrade or when you are looking for service on the vehicle that you already own. They could not be happier to be a part of the Green Bay community, and now they are entering their third generation of family ownership in the careful hands of David, Michael, and Casey Cuene.

When it comes to digital, Broadway Automotive is entirely invested. Dana Kohlbeck, Marketing Director, is an extremely analytical person, and has a great view on KPIs affecting her dealership - especially conversion rate. Broadway is one of the longest running DealerFire clients, having worked with our website and marketing teams for over seven years. Recently, they've also added DealerSocket CRM and Precise Price digital retailing. As one of the power users in the DealerSocket family of connected products, they are changing the game in the automotive digital market.

Broadway Automotive consists of five brands, including Chevrolet, Ford, Hyundai, Genesis, and Volkswagen. Their primary digital strategy promotes the visibility of the auto group, as opposed to the individual brand websites. Their marketing has always been focused on the group website portal, and the combined inventory. At the same time, they have to maintain "brand" websites, as they are required by their OEMs. So, the question became, "who do we properly promote the auto group and the brands represented so that each individual OEM gets proper exposure?"

When addressing this question, there were three marketing channels deployed, website, digital advertising, and content marketing. Each of these channels had its own purpose in driving traffic to the portal and providing results for the individual brands. In addition, the Green Bay metro area is fairly small and ultra competitive, so the name Broadway had to remain strong in the market.

Global improvements and new modules, paired with updates and improvements spurred by Dana Kohlbeck during the latter part of 2017, had prepared Broadway Automotive for the strongest digital presence yet. We know that the continual communication between our team and Broadway's has contributed tremendously to the success of the website by aligning the PPC and Content Marketing strategy with monthly specials, focus, and events. In 2018 we focused in on the metrics on monthly review calls that help us measure this success and develop a solid strategy for continual growth to keep us above the competition.

Our ultimate goal with Broadway's PPC campaigns was to drive the most relevant clicks to the portal and increase conversions in the form of phone calls and lead forms. 2018 was a successful year as we generated over 6,500 measurable leads for the dealership!

With their content marketing package, we focused on driving organic traffic to the website, and we also sought to make the most of the traffic that we brought in. Every custom landing page was strategically designed to funnel visitors to inventory (VDPs and SRPs), where they are most likely to submit a lead.

2018 was super successful from a paid search standpoint. Calls from PPC were up over 70% YoY, and lead forms also were up over 50% YoY. Our goal for 2019 is to continue that momentum and have an even stronger year. Our primary SEM focus revolves around targeted budget during peak months, which in Green Bay happen to be mid-summer, and early winter.

An interesting note on SEM campaigns is that 90.2% of conversions actually happened on mobile devices. This is really important as the industry starts to shift to a device-agnostic approach.

We've seen tremendous success from custom landing page traffic and conversions by coupling SEM and model landing pages. Special campaigns such as Sell Us Your Car, Lease A Car, and Order New Tires have been particularly successful. We've also seen an uptick in Chevrolet traffic since we shifted focus in the last four months of 2018.

Regular review calls, deep dive of metrics, and strategy outlines for both SEM and Content Marketing has given us the competitive edge to stay above the rest.

BROADWAY AUTOMOTIVE

GREEN BAY, WISCONSIN

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