LIVE MARKETING built a customer engagement solution for a Subaru dealer in central Florida to optimize the costs and impacts of their frequent direct mail campaigns. They categorized the dealer's customers into three groups based on response rates and sales impacts. The solution reduced the dealer's monthly direct mail costs by an average of 54% and contributed over $22,000 in additional revenue. Now, mailers are used at varying frequencies across the groups while others are engaged through text messages, lowering costs while driving higher sales conversions.

1. Dms Intelligence™ Intelligent Customer Engagement
In its highly competitive and diverse Coastal Florida region, this dealer works with LIVE MARKETING to optimize both costs and impacts of frequent direct mail (DM) campaigns. With customers spread across central Florida, as well as many diverse households, LIVE MARKETING has categorized the brand’s customer households into three groupings based on campaign response rates and corresponding sales impacts to help the brand build an optimized combination of direct mail, email and text communications for various campaigns.
The solution has reduced the brand’s monthly DM campaign costs by an average of 54% and contributed over $22K in top-line value.
BUSINESS OBJECTIVE
As part of its multichannel marketing strategy this dealer drops monthly direct mailers to thousands of households in central Florida area at an average cost of $1.25 per piece. While monthly direct mail delivers strong awareness around new product launches This Dealer wanted to improve campaign ROI with better targeting, and eliminate non relevant messages. The brand also wanted to gain insights about which households were most responsive to direct mail and which segments might be more effectively targeted via other channels such as email or text message. To cope with competition from other dealers, the brand wanted to leverage customer- response to try and raise Car/Truck sales in such a heavily saturated market.
THE SOLUTION
LIVE MARKETING harmonized this dealer’s existing customer DMS and transactions data by building purchase and campaign response profiles for every household targeted...
©LIVE MARKETING, 2014 All Rights Reserve
New and Used
Solution
LIVE MARKETING Drops This Subaru Dealer DIRECT MAIL COSTS BY AN AVERAGE 54%
Family owned and operated since 1952. Subaru Dealer was a Saturn store. So current customer list is small, and in need of segmenting. They serve the Spring Hill, Brooksville and New Port Richey region with quality new and used Subaru vehicles.

2. Dms Intelligence™ Intelligent Customer Engagement
Bottom-line savings on DM Costs –
LIVE MARKETING built a channel optimization solution for this dealer, which leveraged a combination of direct mail, email and text communications across the three groups to reduce campaign expenses and strengthen direct mail ROI. Mailers are now used in varying frequencies to generate brand awareness among Group 2 , Group 1 – the most responsive – is engaged more consistently with direct mail. Groups not being engaged in particular direct mail campaign sequences get engaged via text message, which potentially drive higher sales conversions than print mailers.
BUSINESS BENEFITS
Along with increased foot falls and better overall response rates and conversions, this dealer has seen over $22K in incremental value added to its top line in 1 month with LIVE MARKTINGS DMS Intelligence™ solution in place. Direct mail and other customer campaigns are now synchronized to bear identical messages and offers, providing consistent experiences to all Central Florida based customers. With text communications replacing DM in two-thirds of campaigns to low-response Group 3 households and one-third of campaigns to medium-response Group 2 households, this dealer’s monthly direct mail costs have dropped 50%..
CLIENTS INCLUDE: TOYOTA | HYUNDAI | FORD | SUBURU | CHEVROLET
About LIVE MARKETING
LIVE MARKETING is the auto industry's first data driven marketing engine platform and connects over 9 million consumer records from the dealerships own data management system, builds consumer profile, markets a vehicle to those buyers, to call them to engage with the dealer, in a very time sensitive campaign. Founded by a team of veteran automotive and visionary pioneers in the data community, serving dealers for over 36 years, the company's mission is to disrupt traditional, old fashion campaigns and drive showroom-up rates through the roof. Allowing auto dealers to concentrate on selling, rather than mindless routine marketing habits that prove to be worthless. LIVE MARKETING has patent-pending unique algorithm that is used to mine the data in your DMS, and is delivering campaigns through direct, digital, and email designed to reach the right customers at the right time. This technology has a high conversion rate and at a fraction of the cost of other marketing options. LIVE MARKETING is based in Tampa, Florida. More info: www.mylivemarketing.com Promotion Name Equity
Drop Strategy
Grp 1 & 2
SMS 3 & 4 Savings in Cost 1218.50 Extra Revenue 20,000 Profit $21,218.50

3. Dms Intelligence™ Intelligent Customer Engagement
Visit www.mylivemarketing.com for more details.
Direct contact call 1-855-795-3322 or dani@mylivemarketing.com
© LIVE MARKETING, 2014 All Rights Reserved