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Database Provides 21% Sales Conversion At Onsite Events


When you commit to building and nurturing a database you have amazing control over things that seemed impossible in the past. Driving traffic into brick and mortar has been an ever-increasingly difficult task. This story shows how one brand used personalized email and SMS invites, along with key psychographic data, to convert competitor's customers into paying customers at a Denver, CO event.

GOAL:

Identify consumers who owned a competitor's product and convert them through an invite-only, one-on-one test drive experience at their local dealership.

DATA DRIVEN INVITATIONS:

Audience Sherpa identified nearly 700 contacts in the database that met the following criteria:

  • Currently owned a competitor's product

  • Lived within 30 miles of a key dealership in Wheat Ridge, CO

THE OFFER:

An email invite was sent to nearly 700 contacts inviting them to RSVP for one-on-one, personalized product test drive a mere 10 days away. The event was a closed session on Nov 29th, 2019 between 5-8p. Respondents were able to choose which hour they wanted to reserve and answered 3 personal questions via a digital RSVP form that informed the sales staff's pitch strategy on each individual attendee. SMS alerts were used as reminders the day of the event. Key stats: