Buzzwords don’t sell cars. Don’t let yourself get caught up in the latest catchphrase to make a campaign solution sound better.
Common sense – you’re trying to sell cars, maybe a specific model, or a specific segment class. Buzzwords don’t sell cars. In the BLVD example, we are working on behalf of an import luxury brand that wants to sell SUVs over two months. Basics: the type of vehicle in your garage today is the greatest indicator of what you are likely to buy next. Also, every OEM has a tremendous amount of data on vehicle purchase patterns – what their audience is ‘moving to’ and ‘coming from’. Use this data… we do. So now BLVD taps our proprietary vehicle ownership data to select specific owners of competitive brands and segments that have the best likelihood to convert to our client’s brand – just based on what they own now. We select names and addresses… even though we rarely mail anything.
Don’t stop there – In the luxury segment, leasing is prominent, so BLVD considers how long these owners have had their vehicle and factors this into our data selection strategy.
Not done yet – BLVD also applies selection logic based on the prospective owner distance to the nearest target brand retail outlet. We want it to be easy to get your product, and we have historical performance data that tells us how far is too far.
Weeding – For this campaign, we only wanted to reach conquests, so a defined level of current owners for the brand was taken out of our target audience selection. Other strategic household demographics were used to further weed out undesirable audiences. BLVD knows that the higher the household income, the higher the frequency of new vehicle purchase or lease. Depending on the situation, other demographics come into play as well. BLVD considers life events as well. Think about your own history, when you got your license, graduated high school or college, got your first job, got married, purchased a house or moved, had your first or second child, and even retirement. Did your vehicle needs/desires change in a relatively short period around these events?
Channels – BLVD starts with a name and address and connects it to email and other online channels so that we can reach the target audience wherever they may be, whenever they are identified in the channel. Today the traditional purchase funnel is no longer a steady flow from top to bottom, broad to refined, consideration to purchase. Consumers bounce all over in no specific pattern in a hyper-connected world of information. So the notion of using “Big Data” in a “programmatic” strategy sounds efficient but is not worth the cost and effort. BLVD reaches the target audience whenever we identify them, on whatever channel they are on, every time we possibly can during a campaign. The is no right time or a right channel. Your target audience is always going to be preoccupied doing something else. There is no good time to interrupt a consumer with your ad, but if it catches their attention, and they are at a stage of ownership where they have the potential to make a purchase, BLVD puts your offer in front of them.
Control and measure – Buzzwords don’t sell cars, but because BLVD starts with a name and address, we have the ability to match sales to our target campaign audience and prove our sales results. We also have the ability to compare the target audience to a control audience, so we can measure the effectiveness of who was marketed to vs. who was not for the specific campaign.
Results – BLVD deployed this scenario and these strategies for a luxury brand last year and achieved 1,500 units sold in select markets during a two month period. The ROI was so good that we were asked to return and do it again.