Campaign Snapshot:
Client: TVS Motors
Campaign Objective: Increase dealership walk-ins and test drive sign-ups for TVS motorcycle models
Channels Used: Google AdWords, Email Marketing, Mobile Marketing
Result: Surpassed expectations with significant dealership walk-ins and test drive bookings
Overview:
TVS Motors, a leading two-wheeler manufacturer, sought to boost dealership walk-ins and drive test bookings for their motorcycle models. To achieve these objectives, TVS Motors partnered with Rigi Solutions to create a multi-channel digital marketing campaign utilising Google AdWords, email, and mobile marketing.
Challenge:
The primary challenge was reaching potential customers at various stages of the purchase journey and encouraging them to take action by either visiting the dealerships or signing up for a test drive. TVS Motors wanted to engage their audience effectively across multiple platforms while ensuring a smooth and cohesive user experience.
Strategy:
Rigi Solutions developed an integrated digital marketing strategy focused on three core areas:
- Google AdWords Campaign: We implemented a highly targeted Google AdWords campaign focusing on relevant keywords such as “motorcycle test drive,” “TVS bikes,” “nearby TVS dealership,” and more. Using location-based targeting, we ensured that ads were shown to users near TVS dealerships to maximize the chances of walk-ins. The campaign featured a mix of search, display, and remarketing ads to increase visibility and capture potential customers’ attention across different stages of their research.
- Email Marketing: Personalized email campaigns were designed to reach TVS Motors’ existing database of potential customers and past leads. We highlighted the benefits of TVS motorcycles, upcoming test drives, and special offers, with a direct call-to-action to book a test drive or visit a nearby dealership. The emails were optimized for mobile devices, ensuring that recipients could easily interact with the content and click through to landing pages.
- Mobile Marketing: To reach the growing mobile audience, we employed targeted SMS marketing with geo-fencing technology, sending personalized messages to users in the vicinity of TVS dealerships. These messages provided exclusive test drive offers, dealership directions, and direct sign-up links, ensuring a seamless experience from mobile engagement to in-person dealership visits.
Result:
The integrated campaign exceeded the client’s expectations across all key performance indicators:
- Increased Walk-ins: TVS Motors saw a significant increase in dealership walk-ins, with an 55% growth over the campaign period. The location-based AdWords targeting and mobile marketing played a critical role in driving foot traffic to nearby showrooms.
- Test Drive Sign-ups: The campaign delivered over 10,000 test drive sign-ups, surpassing initial projections. The email and mobile marketing components successfully engaged potential customers and drove them to take action.
- Ad Engagement and Click-Through Rates (CTR): The Google AdWords campaign achieved a 38% CTR, with a high conversion rate for users booking test drives or searching for dealership locations. This reflected the effectiveness of the targeted ads and keyword optimisation.
- Email Open and Conversion Rates: The email marketing campaign achieved an impressive 68% open rate and 88% click-through rate, leading to a substantial increase in test drive bookings. The personalised and mobile-optimised emails contributed to the strong engagement.
Conclusion:
The multi-channel digital marketing campaign for TVS Motors delivered outstanding results, significantly increasing dealership walk-ins and test drive sign-ups. By leveraging the power of Google AdWords, email marketing, and mobile marketing, we effectively targeted potential customers, provided them with relevant and timely information, and encouraged immediate action. TVS Motors benefited from a robust campaign that not only surpassed expectations but also strengthened their relationship with potential buyers.
Key Takeaway::
An integrated, multi-channel approach combining Google AdWords, email, and mobile marketing can successfully drive offline actions such as dealership visits and test drive sign-ups, delivering measurable business impact.
