Work BMW

Driving leads to BMW

BMW is one of the world’s most iconic automobile brands, celebrated for unparalleled German craftsmanship that is world renowned for quality and luxury. With a strong authoritative voice within the market, Neighbourhood aim to not only raise conversions but to place these brands top-of-mind when consumers are on the hunt for a new ride.

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What they wanted

01

Help with increasing traffic to their website

02

Help capturing and qualifying leads as a result of the traffic 

What they needed

01

A digital marketing plan that focused on increasing the quality of visitors to the website resulting in more qualified leads

02

A lead capturing strategy to ensure they could properly capture interested visitors information

 
 
 

BMW approached Neighbourhood to attract more traffic and new leads to two of their dealership sites, one on the Gold Coast, the other their Motorline dealership. Using social advertising and targeted offers was crucial to increasing leads for this upmarket car dealership. We analysed past customer data and the company’s persona information to create lookalike audiences and psychographic targeting strategies, which saw a large uplift in leads and the quality of those leads.

Scope of works.

Find. Sell. Keep.

  • Landing Page Development
  • Inbound Marketing
  • Google Adwords
  • Facebook Advertising
  • Remarketing

 
 
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Audience Analysis

Understanding their audience

We spent some time analysing past customer data and the company's buyer persona information to understand who their audience was and what traits make them more likely to purchase. We really needed to understand what makes their current customers tick and what to look for before we could attract new ones. Attracting visitors looks great in reports but if they never intended on purchasing, what's the point?

Paid Media

Targetting new visitors

Using paid media, we generated more website traffic with tools such as Facebook Advertising and Google Adwords, focusing on certain traits and characteristics of purchasers. Once visitors left the website we followed them using remarketing to increase their brand exposure with the goal of having them return to the offers on one of our landing pages. 

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Landing Page Development

Gotta catch 'em all

Once we had visitors coming to the website we had to make sure we were capturing their information. When the paid media ads and remarketing CTAs were clicked we wanted to direct visitors somewhere we could capture their information. Landing pages were designed to coincide with different events and offerings including an open day, end of year sales and a financing offer. These landing pages encouraged visitors to exchange their contact details in return for booking in a test drive of the new model or access to an exclusive finance deal.

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results
500
NEW MONTHLY WEBSITE VISITORS
10x
INCREASE IN LEADS
 
 
Results

Show me the money

With the use of targeted paid media and custom designed landing pages, BMW across two locations saw an increase from 7,000 to 7,500 monthly website visits. The real gem in the crown of the results was the 10x increase in leads per month which was accomplished within two months.

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"Passionate, creative and innovative agency. Very trusting and easy to collaborate with."
Rebecca Mancini
Marketing Manager BMW 
 

Conclusion

Understanding BMW's audience and using paid media to target visitors who were more likely to purchase was key to increasing leads and awareness of their offerings. We're still on speed dial every time it's coming up to the end of the month and BMW are in need of a few fresh leads, add us to your speed dial if you are interested in learning more. 

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ENABLE-1

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Mini is a British automotive marque, owned by BMW since 2000, and used by them for a range of small cars. Mini is considered an icon of the 1960s British pop-culture movement and you may remember it from any of the Mr. Bean series. Nowadays Mini is about providing luxury and practicality on a small, compact scale. 

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