The Challenge
Haldeman Lexus wanted to reach potential service customers who were not already in their contact database. They already had a loyal customer base, so expanding their outreach to new prospects, increasing awareness of their service offerings, and driving more business to their service lane was crucial to their goals. By engaging Lexus owners in their area who had not yet interacted with the dealership, Haldeman could demonstrate the value of bringing their cars in for maintenance and further grow their market in the community.
The Solution
Haldeman partnered with Edifice Automotive Marketing for a tailored marketing solution through a mix of highly targeted service campaigns and data optimization. By aggregating their data into Edifice's proprietary Consumer Data Platform, Elevation, Haldeman and Edifice implemented targeted social and email messaging to drive significant conquest service customer acquisition.
For brand and conquest service, our plan was to run goal-driven campaigns targeting active service shoppers and Lexus owners within Haldeman’s surrounding area. Through social media audience integration, we were able to deliver highly targeted messaging to highly qualified prospects. We also optimized Haldeman's CRM with data standardization and refreshment through Elevation, ensuring accurate contact information for ongoing campaigns.
Additionally, we implement current customer suppression to focus on new leads and maximize ROI. Our email marketing strategy reaches up to 60% of the market, driving engagement and website traffic, while our social media efforts leverage custom and look-alike audiences to deliver effective, targeted ads.
"We see 1 or 2 people a day that have never been here and bring in the ads. That doesn't sound like much but it turns into 30 or so a month that we would have never been able to reach using out regular 'Lexus' advertising methods."
The Results
After partnering with Haldeman in mid-2024 we were able to achieve some staggering results together...
- 1,312 Service Conquest Matches
- 8,899 Service Retention Matches
- $4,720,682 Service Gross Profit Generation
- 18x Average Monthly ROI
We guarantee all of our clients a minimum 4x ROI for all marketing activities, and we do so knowing that, like with Haldeman Lexus, they will often exceed that.
But, on top of these exceptional results, Haldeman feels the tangible difference in utilizing a focused marketing partner to grow their dealership reach and influence.
"The most tangible difference Edifice has made is expanding the reach of our marketing to new audiences that I wouldn't be able to access through our manufacturer partner." - Charles Bradshaw | Service Director Haldeman Lexus of Princeton
These impressive metrics, verified by back-matching DMS transactions down to the VIN number, are made possible thanks to the outstanding team at Haldeman Lexus. They’ve implemented exceptional back-end processes to ensure every client is truly cared for.
By partnering with us, Haldeman Lexus has consistently exceeded their projected revenue goals, optimized their marketing and messaging, and achieved incredible results month over month.
