Cedar Falls, Iowa – Due to recent supply disruptions in vehicle production, Mudd Advertising has enhanced their Equity Review Program with more robust features that aim to help dealers increase their inventory, attain high-quality trades and create more traffic to their stores.

The strategy behind the program is to create the car buyer market rather than wait for a buyer to come to the dealership. The main life changes and cycles that trigger a purchase were identified for commonality, and the issues that prevent a purchase were considered to determine the best audience and message ensuring this new approach to the vehicle purchase process would create success for all dealerships. So far, the method has exceeded the high expectations set for success, and shows no preference for manufacturer or geographical region.

Mudd Advertising first initiated the Equity Review concept through direct mail more than a decade ago. Utilizing the same concept with traditional media drivers, they’ve added in the power of their digital online strategy called Brandcasting™[H1]  to reinvigorate and improve for an even higher dealer success rate.

Throughout national retail online conversion statistics, reports have estimated a standard benchmark average of 2.2% of online site visitors will convert to a serious lead or sale by completing the action requested.

Within the first weeks of the revamped platform, the results and success rate for dealerships is staggering. Mudd randomly selected twenty dealerships that currently are on the program to study. Within this first week they have collectively gathered 609 first party lead forms from customers wanting to trade. They also saw more than 3,955 unique visitors come to the Equity message, with an average conversion rate of 18% from site to form completion. This total average of all dealers in the sample represents seven times the national average. Dealerships truly are creating their market, and this is only preliminary results based on the first phase of the campaign.

Preliminary Individual Statistics

As of August 8th, just a few highlighted dealers worth mentioning include:

• Brunswick Automart has seen 53 customers complete the contact form and submit trade information within the first two weeks and converted 40 into vehicle sales. This first phase was 10,000 mail pieces, web banner and email blast driving to the site with the personal equity message. More than 321 unique visitors logged onto the review site, with a second mailer to a new audience ready to go.

• Toyota of Nicholasville sold 26 vehicles directly from the equity review in two weeks. This was above their normal volume and driven by 10,000 mailers and emails to the site for a review.

• Spreen Honda has experienced a visitor to form contact conversion rate of more than 30%.  This is 14 times higher than the national standard. Spreen so far has more than 168 first party lead forms completed for their sales people to contact and discuss further purchase information.

How does Equity Review Work?

The Equity Review Program was amended and upgraded to Mudd Advertising’s Brandcast Platform. Brandcasting™[H2]  is a proprietary tool created for mass scalability with individual personalized messaging. The platform begins with an online page of variable video, messaging and a unique offer with full sales funnel analytics. Mudd then adds in the proven success of tradition and digital media driving to the personal message.

The Equity Brandcast is targeted specifically to dealership customers who currently still own their vehicles and are believed to be in an equity position.

Dealerships are offered an entire packaged program for a turnkey solution that requires a fast implementation process. The package is also designed to meet co-op guidelines for all manufacturer’s that offer a program.

A full analytic site is also provided to the dealership that shows all PURL users, lead form submissions and the success of each driver utilized to get customers to the site. Once the full campaign is completed, a performance tracking report is also provided that runs all driver efforts against vehicles sold for direct matches. An ROI report is then generated.

The Equity Review Program launch is the first in a series of new Brandcasting™[H3]  platform products with the automotive industry in mind. The platforms created by Mudd Advertising are built with the versatility and creativity for an individual dealership, business center or OEM level strategy.

About Mudd Advertising

Mudd Advertising has been helping automotive dealerships succeed for more than 30 years. From creative development to analytical proprietary tools, Mudd is poised to increase consumer traffic through proven digital and traditional advertising strategies. Headquartered in Cedar Falls, Iowa, Mudd Advertising has one of the largest production studios in the Midwest and prides itself with dedicated teams that provide all services needed to quickly execute a campaign in-house. To learn more about the people, philosophy and results of Mudd Advertising, log on at www.Mudd.com