Case Study: Cullman CDJR cuts cost-per-vehicle sold to $167 and doubles social impressions with Affinitiv's Connectiv Prospect

Cullman CDJR - Customer Case Study

Cullman CDJR, just north of Birmingham, Alabama, faced a common dealer challenge: how to better allocate marketing spend to attract new sales and service customers. General Manager Scott Spitzer had grown frustrated with scattershot tactics like untargeted mass email blasts, direct mail and occasional phone campaigns, so he partnered with Affinitiv to try a more targeted approach using their Connectiv Prospect solution.

Affinitiv implemented Connectiv Prospect, a digital-only sales and service conquest program combining email and social media advertising (with optional display and geo-fencing) that leverages demographic data, online activity and Affinitiv’s predictive auto-intender database. Targeting lapsed customers and high-propensity prospects, Cullman CDJR saw results within four months: a new cost-per-vehicle-sold of $167 after a 34% drop, social impressions doubled when Affinitiv added Instagram ads (25,859 additional impressions vs. the prior month), and a 31% increase in click-through rates.

Cullman CDJR

Scott Spitzer

General Manager