Activation and Conversion Case Study
Case Study: Driving Dealership Leads with Text Messaging Technology
Client background
A large national automotive OEM with over a thousand dealerships across the US was looking to increase their lead
generation. While their company’s website attracted millions of visitors each year, converting these customers
into
dealership leads and sales was proving difficult. Traditional channels such as display ads were not generating the
volume or quality of leads needed to meet national or regional sales goals.
The Challenge
The core issue was insufficient dealership leads. Website visitors were browsing inventory and offers but leaving
without taking meaningful action. The OEM needed a way to capture interest in real-time and provide a seamless
path
for the prospects to engage with local dealerships.
Key challenges included:
- Low lead conversion rates from website visitors
- Lack of real-time engagement opportunities
- Underperforming traditional marketing channels
- Dealership sales teams needing a higher volume of qualified leads
The Solution
Onit Digital specializes in automotive and retail digital engagement, and has built marketing technology
solutions that can be customized by their clients. One of these solutions is text messaging lead generation, which
can be
deployed for offers, vehicle builds, and vehicle inventory. After assessing the OEM’s digital ecosystem, Onit
Digital recommended implementing text messaging outreach as a lead-generation strategy.
Implementation and Execution
Onit Digital utilized their main offer distribution platform to ingest offer, inventory, and dealership
information
that could be funnelled into the text messaging widget. This widget was then embedded into the OEM website on
their
offers page and various locations throughout their website. This provided a channel for customer to text
themselves
offers and inventory directly from the OEM site. This widget also integrated with the dealership’s CRM to pass
leads
directly to to the OEM sales teams. This implementation process took less than 12 weeks and required no disruption
to the OEM website, the dealership CRM, or the offer management process.
