suzukicoupontitleimage

Suzuki Extends Digital-Only Effort to Drive Leads to Dealerships

  |  April 22, 2011   |  Comments

Motorcycle brand's promo discount of $1,000 marks the first time it has tested a cash discount online.

Suzuki is combining a big digital spend with a $1,000 coupon to clear out inventory at its dealerships nationwide. Since February 15, the brand has been running a bevy of banner placements and sprinkling in Google and Facebook ads to sell pre-2011 motorcycle stock. The campaign - consisting of no TV, radio, or print buys - was originally supposed to end on March 31, but it's been prolonged through May 31.

"The initial results went beyond our expectations, which is why we decided to extend the program," Steve Bortolamedi, a Suzuki spokesperson, told ClickZ. "[We are] dedicated to driving customers to our retail dealerships by having them actually print out the $1,000 off coupon."

suzukibodyimageJohn Howell, account director at Questus, Suzuki's digital agency in San Francisco, characterized the media plan's budget as significant for the brand. "The actual sales figures we've seen across dealerships nationwide have been great," he said. "Their inventory counts have quickly dropped because of this offer."

Display ads for the coupon have been appearing on various kinds of consumer sites, with an emphasis on motorcycle-themed publications. They've included CycleNews.com, CycleWorld.com, RacerXOnline.com, RoadracingWorld.com, and MotorCycleUSA.com.

"We've had a big retargeting effort behind this one," Howell said. "We have been tracking people who have seen this ad and retargeting them across the web…. We basically blanketed the 'power sports' market with digital advertising."

His team's efforts have entailed both contextual and search ads via Google's platform. Some of the search terms purchased are "motorcycles," "2010 motorcycles," "inexpensive motorcycles," "cheap motorcycles," "Suzuki," and "motorcycle credit." In concerns to the last example, the campaign's offer includes a 1.99 annual percentage rate for financing. Howell and his marketing team are employing copy about the coupon and credit on Google and Facebook, as well as house ads on Suzukicycles.com and the aforementioned banners.

suzukiFor Facebook, the marketing team performed an A/B split test on creative at the campaign's onset before quickly deciding on a winning ad (see image above). The paid promos have been broadly targeted on the social site, the account director said.

Suzuki has been building a digital marketing culture for the last several years, Howell explained. He addressed the challenges of orchestrating national campaigns that actually drive sales leads into dealerships. Automotive companies like Suzuki must create marketing strategies that simultaneously consider the national brand image, regional directors, and individual dealers.

For Suzuki, the $1,000 offer marks the first time the brand has tested a cash discount online. Its motorcycles typically retail between $7,000 and $15,000.

"Outside of promotions that appeared within the dealerships, everything has been done digitally," Howell said. "Now we really have metrics that show if you have good creative, a good offer, and a big media buy behind it, you can actually move the needle."

Tags:

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...