LIVE MARKETING built a customer segmentation and channel optimization solution for a Subaru dealer in central Florida. They categorized the dealer's customers into three groups based on their direct mail response and sales impact. The solution reduced the dealer's monthly direct mail costs by an average of 54% and contributed over $22,000 in additional revenue. Now, direct mail is used at varying frequencies for the groups, while less responsive groups are engaged through text messages, improving ROI.

1. Dms Intelligence™ Intelligent Customer Engagement
Initshighlycompetitiveanddiverse CoastalFlorida region,this dealer workswithLIVE MARKETING tooptimizeboth costsand
impactsof frequentdirectmail(DM)campaigns. Withcustomers spreadacrosscentral Florida, as well as many diverse
households, LIVE MARKETINGhascategorizedthebrand’scustomerhouseholdsintothreegroupingsbasedoncampaign
responserates andcorrespondingsalesimpactstohelpthebrandbuildanoptimizedcombinationofdirectmail,email and
textcommunicationsfor variouscampaigns.
Thesolution hasreducedthebrand’smonthlyDMcampaigncostsbyanaverageof54% andcontributed over$22Kintop-line
value.
BUSINESSOBJECTIVE
Aspartofitsmultichannelmarketingstrategy this dealerdropsmonthlydirectmailers
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.Thebrandalsowantedtogaininsightsaboutwhich
households were most responsive to direct mail and which segments might be
moreeffectively targeted via other channels such as email or text message. Tocope
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,2014AllRightsReserve
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 fallsand betteroverallresponse 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%..
CLIENTSINCLUDE: 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, 2014AllRightsReserved