Google Pilot Program
In the spring of 2010, Northwest Lexus embarked on an aggressive campaign to challenge conventional marketing thinking. In May 2010, they spent $25,000 via a mix of on- and off-line marketing mediums – from print, to radio, to search, to direct mail. In June, they cut their budget in half and allocated 100% of it to Google search.
As reported by our client at a session facilitated by 7 Communications at the annual ‘Google Think Auto’ marketing summit, here’s a summary of their impressive results:
- A 21% increase in phone calls in June vs. May, including a 37% increase in calls tracked to online numbers
- A 19% increase in showroom traffic in June
- 80 sales in June vs. 87 in May
- While the sales were down by 7 units in June, they spent 1/2 the amount that they would usually spend using Google 100% and received almost the same result
- In June, with the market down slightly, Northwest Lexus outperformed the market and were the top performing dealer in the region