New Web Tool Increases Advertising Response Rate
By Cameron Healey
To attract new customers and increase sales, it is generally common practice for dealers to invest thousands of dollars each and every month in traditional media such as newspapers and direct mail. As a result, the anticipated payoff should translate into increased response rates and closing ratios for your dealership. Well, as you know, it does not always work out that way. What if there was a web-based tool available that would help maximize response levels, while at the same time provide prospect contact and buyer information. Well, Look Who's Clicking does just that. Look Who's Clicking automates the creation and management of campaign-specific "Landing Pages". These Landing Pages allow you to synchronize offline and online marketing programs, and are accessed by your prospects (based on your list) using a unique personalized URL address combined with your dealership's name featured on the direct mail piece. For example, www.heatherwilson.billholtchevrolet.com.
The marketing piece invites prospects to visit a campaign-specific website "Landing Page", where they can:
- View details on products, services or special offers specific to the campaign
- Enter or confirm their contact information
- Request more information, schedule an appointment, or provide purchase intentions
- Sign up for additional offers, email notices, or newsletters
Prospects who respond to the campaign-specific Landing Page will receive a series of highly targeted follow up emails created by Look Who's Clicking that allows the dealership sales team to personally interact with prospects. One of the key advantages of Look Who's Clicking is that it allows the dealership to augment traditional direct marketing by tracking and analyzing campaign results in real time. In addition, it allows dealers to dynamically personalize offers and content to prospects, enhancing the value of printed direct marketing.
