Dana Ford Case Study

678-208-0667 | ForceMarketing.com ©2015 Force Marketing. All Rights Reserved.

Dana Ford | Challenges and Solutions

Challenges Solutions• CHALLENGE 1 - ENGAGE potential customers with a refreshing and trackable integrated marketing initiative.

• CHALLENGE 2 - INCREASE December sales to start 2015 strong.

• CHALLENGE 3 - CREATE a customer portal in which interested consumers can view other vehicle purchase options in the Ford line-up, find out their payment options on any vehicle if they were to use their Black Book® trade-in value and set an appointment to test drive.

• SOLUTION 1 - FORCE MARKETING overcame the dealership’s challenges by implementing a marketing campaign with direct mail, email, and a Personalized URL to span the entire month and reach a variation of customers within the target audience.

• SOLUTION 2 - BY INCORPORATING Black Book values, we were able to customize “purchase for” prices and monthly payments based on current trade for every individual.

• SOLUTION 3 - FEATURING personalized URLs on the direct mail and email marketing initiatives allowed for a trackable and streamlined shopping to appointment setting experience.

<FIRST NAME>, GET UP TO $<105%C>1 FOR YOUR

<First Name, Last Name><Address><City>, <State> <Zip>

LIMITED TIME ONLY SERVICE SPECIALS

HOLIDAY SERVICE SPECIALS

Max. discount of $50. May not be combined with any other offer, special or discount. See dealer for details. Taxes and fees extra. Expires 1/2/15.

HOLIDAY SERVICE SPECIALS

Up to 5qts. Taxes, diesel vehicles, and disposal fees extra. May not be combined with any other offer, special or discount. See dealer for details.

Taxes and fees extra. Expires 1/2/15.

HOLIDAY SERVICE SPECIALS

May not be combined with any other offer, special or discount. See dealer for details. Taxes and fees extra. Expires 1/2/15.

10%OIL AND FILTER CHANGEACCESORIES SPECIAL

$14.95+TAX

SPEND $50 - $99 SAVE $10!

SPEND $100 - $199 SAVE $20!

SPEND $100 - $299 SAVE $30!

SPEND $100 - $399 SAVE $40!

SPEND $200 - $499 SAVE $50!

OFFALL FORD ACCESSORIES

DANA FORDPO BOX 11869ATLANTA, GA 30355

OF HOLIDAY

SAVINGS15DAYS

BRAND NEW 2015 VEHICLES

2015 Ford Explorer 2015 Ford Fusion 2015 Ford Fiesta

<OLD YEAR> <OLD MAKE> <OLD MODEL>

266 W. Service Road | Staten Island, NY 10314 | Exit 7 West Shore Expressway

866-272-0765

Dear <First Name>,

As the year draws to a close, we want to expand our pre-owned inventory with quality <Old Year> <Old Make> <Old Model>s in order to meet a growing demand for this vehicle.

As a manager at Dana Ford, I want to present you with an incredible offer. Now through January 2nd, 2015, I am offering up to $<105%C>1 for your <Old Year> <Old Make> <Old Model>.

As a thanks to you for participating in our 15 Days of Holiday Savings Event, you can receive a $25 AMEX gift card when you test drive a new 2015 Ford vehicle.4

To schedule an appointment or to see your personalized estimate on what your payment would be on any other Ford vehicle in our inventory, please call 866-272-0765 or visit your personal website listed below. If you choose to stop by, please be sure to bring this letter with you.

<FirstNameLastName.DanaHolidaySavings.com>

Thank you,

Anthony RussoDana Ford

MONTHLY PAYMENTS FROM:

$<PMT>3

SALE PRICE: AS LOW AS $<SALEPRICE>2

LESS YOUR TRADE-IN: UP TO $<105%C>1

PURCHASE FOR: AS LOW AS $<SPLTV>3

OR PAYMENTS FROM: $<PMT>3 PER MONTH

Stock#: <Stk#>. MSRP:$<MSRP>

<FIRST NAME>, UPGRADING TO A

<NEW YEAR> <NEW MAKE> <NEW MODEL> IS MORE REASONABLE THAN EVER.

4One per household. Must complete full test drive on a new Ford. Offer valid only at Dana Ford. See dealer for full details. Offers expire 01/02/15.

SAVE:

266 W. Service Road | Staten Island, NY 10314 | Exit 7 West Shore Expressway

866-272-0765

$25 AMEX CARD!4

TEST DRIVE ANY NEW 2015 FORD VEHICLE & RECEIVE A

1All prices are based on Black Book® clean trade-in value, less 40 cents per additional mile and reconditioning. Trade value based on 12k miles per year. Vehicle condition, mileage and equipment value could affect vehicle value. Not an offer to purchase. Value based on exact or lowest trim level. This is an estimate from a third party source. Black Book® is a registered trademark of Hearst Business Media Corp. All rights reserved. 2Sale price includes manufacturer incentives and dealer discounts. Not all buyers will qualify. Tax and tags extra. All images are for illustration purposes only. 3Net purchase price is derived from sale price less trade-in value for recipient’s vehicle and is subject to change based on trade appraisal. Payment amount shown above is based on net purchase price financed at 3.9% APR for a term of 72 months with $0 down and is subject to change. Net purchase price and monthly payment amount include all manufacturer rebates, incentives, and dealer discounts. Excludes tax, title, dealer fees, and any negative equity on trade-in vehicle. Amount owed on trade-in will be added to finance amount for new vehicle at time of sale. All finance terms and rates subject to credit approval. Not all buyers will qualify. All offers expire 1/2/15. NYCDCA#32855, NYCDMV#604530.

SUNDAY MONDAY TUESDAY THURSDAY FRIDAY SATURDAYWEDNESDAY

19 20 21 22 23 24 25 26 27 28 29 30 31 1 2

DECEMBER 19, 2014 - JANUARY 2, 2015

Email Marketing Eblast

8.5x14 Letter

December 12 Days of Holiday Savings Upgrade Letter

Dana Ford | Campaign Details

678-208-0667 | ForceMarketing.com ©2015 Force Marketing. All Rights Reserved.

255SALES LEADS

Total Leads

• PHONE CALLS - 60• WEB LEADS - 195

Dealer Summary

Campaign Summary 16.17%

1 12/01/2014 12/07/2014 2 $37,752.14 $75,504.28

2 12/08/2014 12/14/2014 9 $36,105.85 $324,952.63

3 12/15/2014 12/21/2014 11 $36,464.61 $401,110.72

4 12/22/2014 12/28/2014 16 $39,242.07 $627,873.10

5 12/29/2014 01/04/2015 26 $33,349.80 $867,094.82

6 01/05/2015 01/11/2015 1 $19,798.48 $19,798.48

Total 65 $35,635.91 $2,316,334.03

WEEK FROM TO VEHICLES SOLD AVG SALE AMT TOTAL SALES AMT

WEEKLY PERFORMANCE

Dana Ford | Sales Results, Trade in Trade Up

678-208-0667 | ForceMarketing.com ©2015 Force Marketing. All Rights Reserved.

83.83%

Results

Total Repair Orders

Total Sales - $2,316,334.03Cost Per Unit - $152.54

• CAMPAIGN DATES - 12/1/14 - 1/8/15• CONSUMERS REACHED - 10,000• BUDGET - $9,910.00

• REPAIR ORDERS - 1,521• TOTAL - $322,228.83

65 UNITS SOLD