Strategy
To improve dealership operations and customer engagement, a thorough assessment was conducted focusing on user interactions, the purchasing process, online presence, and analytics. The primary goal was to implement actions that create a seamless user experience and enhance customer service throughout the vehicle purchasing journey.
Key Performance Indicators (KPIs):
Buying Experience • Online Purchasing Capabilities • Service Department Performance
Returning Customers • Referrals • Phone Tracking Systems • Digital Advertising ROI
Nissan of Boerne Case Study
Overview
Nissan of Boerne is a Tier 1 dealership located in the San Antonio Hill Country, renowned for its extensive inventory selection—one of the largest in Central Texas. The dealership attracts customers from a 500-mile radius, encompassing much of Southern Texas and extending north to the southern areas of Austin, TX.
Strategy
To improve dealership operations and customer engagement, a thorough assessment was conducted focusing on user interactions, the purchasing process, online presence, and analytics. The primary goal was to implement actions that create a seamless user experience and enhance customer service throughout the vehicle purchasing journey.
Key Performance Indicators (KPIs):
Buying Experience • Online Purchasing Capabilities • Service Department Performance
Returning Customers • Referrals • Phone Tracking Systems • Digital Advertising ROI
Marketing Approach
A diverse range of marketing tactics was employed, including:
Website Enhancements:
Partnered with an automotive web development team to launch a new website featuring integrated e-commerce and live chat capabilities.
Search Engine Optimization (SEO):
Optimized the dealership’s online presence to improve search rankings.
Digital Advertising:
Executed campaigns on META (formerly Facebook) and Google Ads.
Traditional Media:
Utilized TV and radio advertisements for broader audience reach.
Email Marketing:
Deployed eNewsletters to keep customers informed and engaged.
Search Engine Business Pages:
Managed Google and Bing Business listings to drive local search visibility.
Event Marketing:
Planned a calendar of events tied to holidays and regional activities to attract foot traffic.
finding your space - Google business
How do you find a local business near you? Most Google it or utilize BING by typing in the the search bar or asking Siri or Alexa. Establishing a Google Business Page and a BING Business page is essential. This is where the basic information on your company can be found online or physically by posting the address, phone number, photos, website, press and more.
Below are samples of the marketing content.
Google ads
Online presence is the key element in locating a business in todays retail world. Everyone would love to show up at the top of list when searching for a specific item online. By developing a strategic process, we used organic and paid ads to reach the top of the search engines for new Nissan vehicles within 8 months with both technical SEO, SEM, and Google Business.
Below are samples of the marketing content.
Social Media - YouTube
YouTube was an essential part of the marketing plan. Youtube is directly tied into the Google ads structuring. As we launched campaigns, new video content was upload to support the digital ads during the campaign dateline.
Below are samples of the video content.
Social Media - Facebook, Instagram, TikTok , and Linked In
We developed the social structure around the core elements of capturing a sale. We featured Happy Customers in their new vehicle, vehicle features content, specials, events, and testimonials.
Below are samples of the social media content.
The San ANtonio Fiesta Event Campaign
The campaign was inspired by the City of the San Antonio Fiesta events happening around the city, celebrating Hispanic heritage. The festivities are celebrated with local foods, arts, and music.
Below are samples of the marketing campaigns including: Newsletters, Social Media Ads, Google Ads, Direct Mail, YouTube Ads, and local Broadcasting.
The SUMMER Sales Event Campaign
The campaign was a collaboration with Schlitterbahn Water Parks to provide all new vehicle sales with a family four pack of season passes to the local water parks.
Below are samples of the marketing campaigns including: Newsletters, Social Media Ads, Google Ads, Direct Mail, YouTube Ads, and local Broadcasting.
The Mother's day Sales Event Campaign
Below are samples of the marketing campaigns including: Newsletters, Social Media Ads, Google Ads, Direct Mail, YouTube Ads, and local Broadcasting.
The Memorial Day Sales Event Campaign
Below are samples of the marketing campaigns including: Newsletters, Social Media Ads, Google Ads, Direct Mail, YouTube Ads, and local Broadcasting.
Nissan of Boerne Service Department
Servicing existing customers and new customers vehicles was second to none. We promoted the Service Department with equal dedication to selling vehicles.
Below are samples of the marketing campaigns including: Newsletters, Social Media Ads, Google Ads, Direct Mail, YouTube Ads, and local Broadcasting.
Outdoor Boards
Double faced structure on prime real-estate facing both East and West on highway i-10.
The Tactics:
Drive audiences to experience the Buy@Home option when purchasing a vehicle as we'll as promoting the lifetime Oil Changes services.
Nissan of Boerne Results
Increased Sales:
Monthly vehicle sales rose from 180 to over 300 units by optimizing marketing efforts and enhancing the dealership’s digital presence.
Recognition:
The dealership received multiple Nissan corporate awards and accolades for performance improvements.
Website Success:
The newly designed website led to a 56% increase in new user engagement.
ROI Improvements:
Conducted a review of digital procedures and refined third-party lead generation partnerships, improving ROI and lowering customer acquisition costs.
Enhanced Social Media:
Reconfigured Google Analytics and implemented a revitalized social media strategy, resulting in consistent growth in leads and engagement.
Customer Outreach:
Streamlined email and SMS marketing strategies, resulting in a 45% improvement in customer outreach effectiveness.
Standard Operating Procedures (SOPs):
Developed SOPs for best practices, ensuring consistent and effective marketing execution across all channels.
By combining targeted digital strategies with traditional marketing efforts, Nissan of Boerne successfully expanded its reach, enhanced customer satisfaction, and achieved significant growth in vehicle sales and customer engagement.