The group wanted a final retail sales push to finish the year on a high note by promoting sales on General Merchandise inventory and to liquidate clearance General Merchandise inventory.
4 of the 5 dealerships leveraged their mobile club databases by sending a text alert to customers with very specific messages on the discounted offers during a time that sales are typically very sluggish and difficult to come by.
The dealership group has invested many resources and offers for 9 months prior to the sales offer so they had a very engaged customer base to reach. The marketing staff simple scheduled messages to be delivered the day before the sales began:
“Brandon H-D 2017 Year-End Event is here for TWO DAYS ONLY! Take advantage of these great offers! 25% off all full priced Harley-Davidson Official Licensed General Merchandise & 15% off all clearance Harley-Davidson Official Licensed General Merchandise!
Plus, POP-A-BALLOON for prizes at checkout! *Limit one per guest* Valid only December 30th and 31st! See you at Brandon Harley-Davidson at 9841 E. Adamo Dr!
Rply STOP 2 optout”
The four dealerships that sent the Year-End Event offer saw an increase of 122 percent in sales over the same sale the previous year. The 5th store actually saw a decline of -5.27 percent in gross profit over the previous year.
About the solution
|Name:||7 Media Group SMS Marketing|
|Project goal||The group wanted a final retail sales push to finish the year on a high note by promoting sales on General Merchandise inventory and to liquidate clearance General Merchandise inventory.|
|Project scope:||By creating an aggressive SMS strategy for many months prior to the sales event the dealership group had a much greater opportunity for success.|
|Innovation:||All five stores did the exact same promotional placement through social media and e-mail blasts. The only differing factor was the 5th store not sending the text alert. According to Marketing Director, Nick Edwards, the 5th store is their largest in overall sales and the largest mobile club database. “The results were directly attributed to the text blast campaign no doubt.” said Edwards. Edwards added, “Our efforts throughout the year to engage our existing customers through mobile coupled with our many promotions to reach new customers and have them join our mobile club paid off in a huge way for this event as well as many of our other retail sales, service and event campaigns throughout the year.”|
|Costs:||Executing the messages to the existing opt-in customer database was very easy. Crafting the message and call to action directing customers to the retail locations and the offer was not difficult because it was part of a larger overall marketing strategy. $1200 monthly fee based on message volume|
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