Gaining Ground Through Conquest Marketing

How Rock Hill Toyota grew its unique customer base and increased local brand awareness

Challenge

Rock Hill Toyota is a new and used car dealership in South Carolina and a proud member of the reputable Group 1 Automotive. With a desire to grow their business and increase local brand awareness, Rock Hill Toyota challenged themselves to increase their ROI and to grow a larger unique customer base.

GSM's conquest mail program is a great way to increase RO count and service market share. It's the tool we needed to generate business from customers that have never visited our dealership.

Mike Reidy, Service & Parts Director at Rock Hill Toyota

How we helped

GSM’s atomDirect, proved to be the optimal program for Rock Hill Toyota because it enables dealerships to send highly-targeted messages to multiple segments. Rock Hill Toyota increased their ROI, response rates, and reached unique customer segments via mail and email. atomDirect’s relevant and personalized communications enabled the dealership to reengage defecting customers in their DMS, and to grab the attention of customers with no dealership history.

Solutions used

The neon postcards really stand out in the customers' mail boxes and allow our Service Advisors to quickly identify different customer segments based on color coding.

Mike Reidy, Service & Parts Director at Rock Hill Toyota

Neon postcards (atomDirect) were 'dealerized', establishing brand image and increasing local awareness. Known VIN suppression guaranteed that the dealership was not double-paying for names and ensured the reach of unique prospects.
Emails helped remind multiple segments to come in for service, particularly defecting customers.

Results

Attention-grabbing neon mailers were sent for a total of 60 days, generating:


• $16,600+ in gross revenue
• 73 new VINs added to their DMS
• 5% response rate of brand new customers

Let GSM help you achieve amazing results!