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Timothy Martell

Timothy Martell CEO

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Dealer Strategy Finalist: Facebook Marketing

 

Summarize your Strategy:
 
By using a total dealer online marketing strategy and incorporating Social Media as a central component to this year’s approach we have increased sales and reduced cost. In addition, we have created a loyal almost “cult” following due to the incredible success of our facebook page.
 
 
 
Describe how you executed your strategy: 
The previous years we spent creating a dominating SEO strategy allowed for the opportunity for me to experiment with Facebook. During which time I developed a strategy for designing attractive looking pages and acquiring huge volumes of fans who actively engage with our page.
 
Describe in detail the results you have seen, please include numbers/metrics that demonstrate the impact of your strategy:
 
Website Traffic Sources (MarlboroNissan.com Dec 09 - Aug 10: Facebook
 
Dec 09: Not in the top 100 sources @ no measured visits | $0 measured ROI
Jan 10: #9 @ 99 visits | $74.75 Sales | Gross Profit: $0
Feb: #6 @ 160 | $358.80 Sales | Gross Profit: $0
Mar: #7 @ 180 | $567.72 Sales | Gross Profit: $158.96
Apr: #3 @ 2,913 | $52,169.66 Sales | Gross Profit: $6,062.11
May: #2 @ 2,888 | $177,830.37 Sales | Gross Profit: $16,203.90
Jun: #1 @ 5,058 | $423,028 Sales | Gross Profit: $43,275.76
 
Interesting statistic: in any given month, regardless of the page growth rate, approximately 25% of our total facebook fans are actively involved as a consumer rather than someone just there for fun either by asking buying questions or utilizing specials posted on FB. This is a huge volume of people. About the same percentage of people are actively participating in the “fun” portion of the page in any given month. That means that 50% of those consumers actively involved in the page in some way are either, researching, asking questions or actually spending money at any given time. After 19 years in the car business, this is the first time I have seen a marketing platform gain so much momentum so quickly.

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