Mobile Marketing Platform
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How SMS drives car sales for automotive dealerships [Case Study]

Mobile can work in a range of industries from retailers, hotels, fitness clubs or any goods and service industry you can think of! However, at MOBIPOST we haven’t yet had an in-depth look into how mobile messaging can work in the automotive dealership business.

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Edge Online Consulting, a specialist service provider in the automotive industry (digital and mobile advertising) worked with MOBIPOST to deliver a highly effective campaign for a Queensland based dealership.​​

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Oldmac Mazda Springwood had fantastic success with a 2 day sale that resulted in a massive ROI with one simple, perfectly timed SMS campaign.​​

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Cleverly using the two-way response features as standard within MOBIPOST…​​

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They sent out a SMS to just over 5,500 people informing them of a 2 day sale where they asked their target audience to text back the word ‘Mazda’ to register their interest in the sale. This resulted with…​​

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Results

  • 34 instant responses texting in ‘Mazda’ to their inbound line
  • A further 45 calling to register their interest and ask for more information
  • And they sold 23 cars
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What they did well

  • Conditioned their list (all past users)
  • Kept the message simple
  • Engaged their audience with mobile
  • Used a simple branded keyword to measure engagement
  • Strong CTA
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Gavin Cox Managing Director at Edge Online Consultancy says, “Messaging is a cut through medium that is effective and has proven to get results for our various clients.”

“Using mobile marketing in the automotive industry has it’s unique benefits and with the two-way communication inbound feature set up is a great way to record and capture the data to help with future sales and promotions.”

For those who replied to the message with ‘Mazda’ they received an automatic responsemessage thanking them for registering their interest and that a sales representative will contact them shortly with further information. This ensures that the customer knows that the message was received and adds a level of care to the customers.​​

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Why it worked

When it comes to any sort of communication between business and consumer there is a lot of noise going on plus the added distractions of day to day life. Using mobile has the ability to cut through straight to the target audience with 97% of messages being read within the first 3mins. And due to the campaigns strong CTA (which we can see was acted upon immediately) helped further strengthen the message of the sale.​​

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The other great attribute to this type of marketing is that they were able to segment their database and send their campaign to previous buyers. This allows them to position and phrase their message in a particular way to a list that is already aware of them and is coming from a trusted source. Note: this particular database was previous customers that were about ready for an upgrade.  Targeting and relevance was at the core of this campaign!​​

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This really underlines the key benefit of creating long lasting relationships with your database and making sure that the messages you send to them are relevant and also of value. This message did both; and Oldmac Mazda Springwood reaped the rewards!​​

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And the best part about the campaign? It was cost effective. For Mazda Oldmac Springwood they would usually have to spend upwards of $1200-$1500 to sell anywhere near 23 cars. This mobile campaign cost them significantly less than what they would usually spend.



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