CASE STUDY: BMW Sydney

BMW Sydney is one of BMWs premier dealerships in the Sydney area. Located in Rushcutters Bay. BMW Sydney competes with other BMW dealers throughout Sydney and Australia, as well as dealerships like Trivett Classic who also sells BMW motor vehicles.

In January 2014, BMW Sydney engaged Paul to maximise their marketing performance and develop a strategy to increase sales. The case study outlined below is a result of strategy and implementation that was taken off a Tier 1 agency that was not delivering value.

The Challenge
Lack of understanding on what was working

BMW Sydney was spending marketing dollars on a range of different online and offline marketing activities with no clear view on which activities were delivering results.

Poor ROI on existing marketing spend

BMW Sydney was spending marketing dollars on a range of different online and offline marketing activities with no clear view on which activities were delivering results.

Lack of understanding on what was working

BMW Sydney was spending marketing dollars on a range of different online and offline marketing activities with no clear view on which activities were delivering results.

The Solution - Stage 1
Install tracking code on website
We used a reverse proxy due to global site limitations to track leads on the website.
Create a mobile website
Due to global site limitations, the site was not mobile responsive. So we created a mobile version until parent company in Germany caught up with mobile.
Centralise all incoming leads
All inbound leads were tagged and centralised in a database so we could track the conversion rates.
Setup & install inbound call tracking
Call tracking was essential in gaining visibility of volume of inbound leads, and converting keywords..
Optimised sales process
BMW Sydney had the highest number of leads compared to other BMW dealers, but one of the lowest conversion rates. We did some deep analysis and listened to phone calls to convert more leads into sales.
Pay-Per-Click advertising
Run PPC campaign and tracking converting keywords to recycle into SEO
The Results
Cost Per Lead (CPL) was reduced from $157 down to $26, whilst the target CPL was $140
Volume of Leads increased by 28% whilst reducing overall marketing spend.
Lead to sale conversion rates increased by 37% as a result of optimising the sales process.
Year on Year "Cost Per Lead" (CPL) Results

Want similar results for your business?

The case study above is an example of the importance on knowing your numbers intimately. The need for digital expertise on your team whether thats in house or contracted out, will deliver ROI time and time again.

BMW Sydney has continued to increase leads, sales and profits since this case study was published in November 2014, specifically:

  • The website was redone to provide a much better user experience and increase conversion rates above base performance.
  • The website is now mobile responsive.
  • A back-end lead nurturing system has been implemented (Marketing Automation) to convert more leads into paying customers.
  • Profiling website visitors and building custom audiences.

If you're looking to grow your business with someone that has your best interests at heart then get in touch today. You'll get access to some of the most tried and tested yet innovative developments in the business world from across the globe, and my team and I can take care of everything.

Let’s Grow Your Business!

Book Now