So Ford invited consumers to a New Years’ sales event at five dealerships in Denmark last winter, where an event team collected emails to input into the brand’s CRM record.
GroupM used the marketing platform Kitewheel to sync cookie data at the ad server level with Ford Denmark’s email list using an ID-matching tool called Live Audiences.
Once the consumer left the dealership, Ford sent a customized email tailored to interests logged during in-store events.
“The key was being able to make the connection between those different sources of data, so that the resulting paid media is done subtly and accurately because you have that CRM and email file,” according to Mark Smith, president of Kitewheel. “Sometimes they looked at different models, so that was synced with the ads we served to them online.”
GroupM then used Kitewheel to create a handful of custom landing pages and Facebook ads with creative based on each consumer’s interests.
GroupM and Ford claimed average website visits were one minute and 52 seconds compared to a typical duration of 43 seconds ; email open rates were 16X higher than industry standards.
Ford Denmark wants to do more than lead gen – it wants to expand its relationship with the consumer to include aftermarket purchases, including vehicle parts or services following the original sale.
“At this point, we don’t have pixel tracking all the way down to the dealer’s sales system yet, and that’s the KPI we really care about,” he said. “That integration [with Kitewheel and Ford’s CRM] will let us act even more on CRM data. If you don’t have a service contract, we want to know when will you buy another car. What’s the rhythm of your vehicle exchanges?’”