Driving Digital Excellence: Elevating A BMW Dealership From #11 To #1 In Digital Car Sales Using Performance Marketing
About the Brand
BMW Navnit Motors Mumbai, established in 1994 as India’s oldest BMW dealership, has showrooms in Thane, Andheri, and Malad. Serving over 5,000 customers, their 300+ staff and certified trainers ensure personalized service and a seamless experience in sales and after-sales.
Increase Digital Car Sales
Automobiles
Performance Marketing
Performance Marketing
Delivery Overview
A detailed media strategy was implemented including:
- Positioning: We re-positioned the dealership around the values of trust & reliability, and rode the story of it being the first BMW dealership across India
- Improving lead quality: Deep dive into the keyword strategy to use more transactional keywords instead of informational or generic keywords. The search report was thoroughly analysed on a daily basis to weed out phrases which could be low purchase intent.
- Improving lead numbers: Top of the funnel building was done using multiple channels other than just search. We utilised platforms like Meta, Taboola, Outbrain, Linkedin, Twitter & Direct Media Buying to reach out to a larger audience.
- Customer journey optimisation: We optimised the landing page by providing multiple lead magnets & CTAs using offers, EMIs, buy back plans, etc. Multiple touch points like call, SMS, Whatsapp & digital lead form were enabled.
Impact
- Within 18 months, we were able to bring Navnit Motors in the top 5 dealerships and within 24 months, it was brought at the first position (it remains so till date)
- Improved the lead to qualified read ratio from 20% to 55%
- 5X increase in lead quantum in 2 years
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