Digital

From «Members-Get-Members» to «Neighbors-Get-Neighbors»

- 05 Jul 2019

Suzy (name has been changed), CRM manager at a prestigious automotive company, faced a challenge at the end of last year. Her brand had just launched a new model, and she needed to find new prospects to sell the car to. The problem was tough:

  • She couldn’t use her own CRM to find look-a-likes of the first buyers, as they were less than a thousand. The model wouldn’t have been statistically relevant.
  • She couldn’t extrapolate from other models of the brand, as the new one was too different from the rest.
  • She couldn’t rent data from external inventories, as the car was so new there was no data available on the market that could help her. 

Lacking the right solution to her challenge, she came to us, hoping to receive the help she needed from our Marketing experts. And they indeed found an interesting solution. Here’s how they helped Suzy reaching her goal.

1- Where to find prospects for a prestigious car?

Starting by analyzing the profile of the current clients of Suzy’s company, our BI team discovered an interesting trend: as expected, the buyers tended to be gathered in a few cities, having the reputation of having a higher standing. But the trend was even more precise than that: each city of Belgium can be split in a few dozen neighborhoods, and by looking more closely, one could see that the clients were gathered in the highest standing neighborhoods of the high standing cities. 

Brainstorming around this information, Suzy & the Bisnode experts came to the following idea: in the same way as members of a loyalty program bring their friends to the program via word-of-mouth (the famous “member-get-member effect”), could it be possible that seeing the car everyday lead neighbors of the first drivers of the model to their reseller, to buy one too? 

Seeing the lack of alternative, it was worth the try. Suzy & the Bisnode experts decided to launch their first “neighbor-get-member” campaign.

"In the same way as members of a loyalty program bring their friends to the program via word-of-mouth, could it be possible that seeing the car everyday lead neighbors of the first drivers of the model to their reseller, to buy one too?"

"In the same way as members of a loyalty program bring their friends to the program via word-of-mouth, could it be possible that seeing the car everyday lead neighbors of the first drivers of the model to their reseller, to buy one too?"

Florent Diverchy Digital Consultant Bisnode

iStock-937749152.jpg

2 - How can we contact these prospects?

Finding the right neighborhoods to target was made easy by the quality of Bisnode referential: a few hours of work from the BI team generated, based on Suzy’s CRM information, the list of all the neighborhood in Belgium where the first hundreds of drivers of the new car were living.

Linking this geographical information to Bisnode B2C database, our list of prospects living in the right neighborhood was ready. 

The next question was to decide on which channels these prospects would be contacted. To maximize the impact of the campaign, Bisnode decided to go for a multichannel campaign, taking advantage of the best of geographical and 1-to-1 marketing:

  • The promising neighborhoods were targeting on a geographical basis thanks to Geotargeted Display Advertising, on various relevant websites such as Autogids, Immoweb, La Libre or Autowereld.
  • The prospects were also contacted on a 1-to-1 basis on Facebook, thanks to the delivery of a Bisnode Custom Audience.

Both campaign ran for a few weeks last December.

During this time, more than 140.000 neighbors saw the ad on targeted display, and around 60.000 saw it on Facebook. 4.500 of them were curious enough to click on either of the ad to have more information of the car. 

These first KPIs seemed promising, but Suzy still had to wait a few weeks in order to look at the only goal that was really interesting her: the sale of new cars.

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3- How can we verify the impact of our campaign?

Two months after the initial campaign, it was time to check how efficient it was. Suzy delivered to Bisnode the list of the people who bought the car since the end of the campaign, and ask the experts to try and link them to the initial campaign. Again, the quality of Bisnode B2C referential was key to generate this “close-loop reporting”. By having a household view on the population of Belgium, Bisnode experts could not only identify the buyers who were contacted by their campaign, but also buyers whose partner was contacted.

The results put a smile on Suzy’s face:

it could be proven that among the few hundreds orders generated between the end of the campaign and the analysis, a significant part was made by people targeted during the campaign.

More precisely, 40% of the orders could be tracked back to Bisnode initial target. Among them 32% were exposed to the Display Ad, and 8% were double-touched by the Display and Facebook.

The best of it? As the campaign budget represented far less than 40% of the total budget that was spent to advertise the new car, the Return on Investment generated by Bisnode was more than satisfying!

What about Suzy? Well she still has her smile on her face: next time she has to promote a new car, she knows where to go to overachieve her objectives.

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