Motorama has been a retail icon for over 50 years. The business started as a BP service station in 1959 and has expanded to become one of the state's largest privately owned motor groups employing over 50 staff.
Digital media has significantly disrupted the way people buy cars, with much of the path-to-purchase happening online, well before the consumer reaches the showroom. Motorama Group asked us to help them build an acquisition model that reduced their reliance on third party media partners, identifying their audience’s behavioural patterns and then locking the Intellectual Property about this behaviour into their own business.
Understanding their audience
Like many clients, Motorama had been digitising their sales offering for a period of time and had been buying sales leads through a mix of highly competitive Search Engine Marketing ads and lead aggregation websites.
By developing an understanding of the path to purchase, the role of digital channels in the path to purchase and the content opportunities that sit within each channel, we were able to identify new ways for Motorama to
buy their audience in cheaper (and sometimes free) media.
We now manage their on-going media strategy and supporting content
plan across several manufacturer brands.
A dashboard view of their media expenditure and attribution to sales leads provides daily visibility of the sales funnel and an understanding of where the most effective advertising and audience acquisition happens.