Renault

Microsites | Email Marketing | Social Media | Affiliate Marketing

The client objective was to promote their marque, focusing on specific models. Our brief was to generate test drive leads and vehicle sales.

Though the existing Renault site is expansive and has all the information an interested visitor might need on every one of their brands, not all visitors are immediately ready to book a demo for a specific vehicle. They may wish to explore other vehicles and tend to get lost in the vast selection of vehicles available. This leads to visitor abandonment and lost leads. Attribution of leads was a challenge, as the client could not carry attribution over multiple sessions, models and call-to-action popups and menus.

Single Minded Proposition

As lead generation experts, we favour a cleaner, more focused approach to capturing attention. We believed that creating a unique landing page for each vehicle brand using Renault’s content, highlighting a focused value proposition, was more likely to convert prospects into leads.

Tracking, Retargeting & Brand Reinforcement

We built landing pages, which we called microsites, that mirrored the Renault product pages. Each microsite offered a single focus on each vehicle, with an integrated lead form to capture customer data. Our theory was that this would allow the viewer of a specific ad or email time to further explore the vehicle, view more information on the product and once they’ve interacted, book a test drive.

Visitors to the microsites would be tagged using our proprietary tracking. Converted visitors are captured and leads sent directly to relevant dealerships for immediate follow-up. Non-converting visitors are retargeted on Social & other Digital Media for a period of time, to increase the opportunities to sell, reinforce the brand & cross sell other vehicle categories that may be better suited to the prospect.

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The Reasoning

Decisions are influenced over time, especially car purchases.

It may take more than a single approach to convert a visitor into a test drive. It certainly takes more than one visit to a site.

By creating a Lead Magnet or Microsite, we could hook the visitor, capture the low hanging leads and also get an opportunity to position Renault as a marque of choice by profiling a selection of models over the course of the retargeting campaign.

Campaign Overview

Each of the vehicle brands we were responsible for got it’s own unique microsite. Email marketing would go out for each brand individually each month.

Once a visitor is on a microsite, they are encouraged to look around and enter their details. Should the visitor want to exit the page, they receive a popup encouraging them to look at one of the other vehicles in the range.

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