Customer Stories: Hyper Targeting
Today, more shops than ever are choosing to end their relationships with their insurance partners. From required discounts to proper repair procedure interference, many shops have decided to remove themselves from DRP programs. The challenge is not losing sales opportunities with the carrier’s insureds in the process.
The following case study demonstrates how PSG helped a client increase sales of a recently released DRP partner.
GOAL:
APPROACH:
Using PSG’s proprietary algorithm, we established the appropriate criteria for the ideal prospects and targeted 15,000 registered insureds in a designated radius around 3 shop locations. Ads were served to the individual’s devices as well as to the specific insured’s households. We used a variety of marketing tactics based on the individual’s preferred method of media consumption as well as demographic data about the household. This information resulted in both digital ads and postcards being deployed.
This method ensures a more precise approach. PSG Hyper-Targeting targets a particular individual, all of their devices, and all of the devices associated with that target’s household. Geofencing only captures devices that enter into a defined set of coordinates.
RESULTS:
Ad engagement was compared to closed ROs meeting the campaign target criteria, allowing us to literally reveal who clicked on an ad and who came into the shop for an estimate. The business saw a 75% increase in sales from the targeted insurance carriers and a 40% overall increase in sales compared to the 3 months prior to launching the campaign. The result was a $96.00 return on every $1.00 spent.
This approach can also be used to target owners of specific vehicle manufacturers. It allows us to launch targeted campaigns to promote shop certifications, which have also proven to be very successful.
75%
Increase
In targeted sales
40%
Increase
In Overall sales
$96
ROI
Per $1.00 Spent
If you’re interested in learning more about PSG’s Hyper-Targeting
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Whether you would like to better understand our products and services, consult on your marketing needs, or just see what we can do for your business, get in touch with us today.