Client Success: Increasing Seasonal Engagement and Sales for Georgia Tractor Dealership

For businesses that serve a niche audience, targeted campaigns are essential to driving advertising and marketing ROI. Without the ability to carefully filter audiences and focus ad delivery on the most relevant consumers, most of these businesses would be unable to afford the inefficiency of advertising across TV, social media, and other digital channels.

Fortunately, these targeting capabilities have opened new doors for businesses trying to connect with a select number of consumers scattered among the masses. Even when reaching a niche audience is like finding a needle in a haystack, new targeting tools make it easy to quickly and accurately deliver the right ads to the right consumers.

This precision and value led one local tractor dealership to reach out to Cox Media for help. With a niche audience of buyers spread across several states in the southeastern U.S., the company was looking for a better way to promote its inventory and services.

The Goal

With customers located in Alabama, Mississippi, Louisiana and Georgia, the local tractor dealership served a large geographic area that presented challenges when advertising the business. While the brand’s customer footprint was large, its audience across that terrain was relatively small.

With an inventory consisting almost exclusively of John Deere tractors, utility vehicles and commercial mowers, the company wanted to find a way to target ads to the audience of buyers who would be interested in these products. Since this inventory and related promotional offers were subject to change on a seasonal basis, the client also wanted a framework for digital advertising that could accommodate changes to campaign creative elements.

In addition to overall brand awareness, the client was hopeful that a digital campaign could increase website referrals and, ultimately, product sales to both new and existing customers—many of whom were likely to be farmers or other individuals who owned large tracts of land.

The Solution

Based on the clients’ goals and the unique makeup of its niche audience, Cox Media’s experts recommended an addressable geofencing strategy that could be targeted to specific zones where potential customers were likely to be found.

This geofencing tactic was used to deploy display, online video and OTT streaming ads to consumers who fit the profile of the company’s typical client—primarily men who watch news and sports and live or work on acreages.

Geofencing allowed the client’s campaigns to be targeted toward high-priority geographic areas while restricting ad delivery in more densely populated areas where potential buyers were less likely to be found.

The Results

After four months of running the addressable geofenced campaign across multiple digital channels, the local tractor dealership reported the following results:

• More than 1,614,000 impressions;
• A total of 1,902 campaign-driven clicks to the business website;
• Ongoing increases to the total website traffic, new website users, and total inventory sales.

In addition to these campaign results, the creative elements of the campaign are set up to change every month in accordance with new seasonal sales objectives and related promotional offers. Each month’s creative elements are equipped with their own unique UTM code to enable easy performance tracking for the different creative content.

Thanks to the demonstrated success of this campaign, the local tractor dealership can continue to use addressable geofencing to prioritize specific geographic areas, increase brand awareness across the southeast region, and gradually expand its customer base.

Eager to reach your own niche audience through cost-effective digital ad campaigns? Contact Cox Media to see how we can help.