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CASE STUDY

Groupe Park Avenue

+1 %
Vehicle sales YoY (-25% media investment)
+96 %
Leads compared to last year
-25 %
Cost per lead compared to last year

FIND OUT HOW WE DID IT

Following our decision to go digital, we chose Adviso, a digital first, innovative and visionary partner. The results speak for themselves and this is just the beginning !
Norman John Hébert
Vice President, Business Development
1

PLANNING AND EXECUTING MARKETING EFFORTS, BOTH DIGITAL AND TRADITIONAL

Groupe Park Avenue and Adviso have been working together for several years on digital media and marketing consulting. Since the beginning of 2017, Adviso has become its primary agency. Groupe Park Avenue chose a fundamentally digital agency to manage the full scope of its marketing activities because of a desire to make a more pronounced shift towards digital. The objective is to use modern tools and continuous innovation to increase the success and reputation of Groupe Park Avenue, without necessarily increasing the budget. Adviso chose two partners that share its values, BICOM for public relations, and Macadam for design. This recipe has so far proven promising, and performance indicators are on the rise.
 
2

CHALLENGES RELATED TO THE PROJECT

The strong competitiveness of the automotive industry
The changing shopping habits of millennials
Very different realities depending on the concession brands
3

STRATEGIES DEPLOYED BY
ADVISO

Supports full funnel for more synergy; Park Avenue Group notoriety, engagement and conversions
Leverage vast amounts of internal customer data to maximize media buying impact
Avoid environments saturated with automotive advertising noise such as radio or newspapers; Instead, choose environments with which we can stand out and innovate;
Prioritize quality placements, digital out-of-home advertising in targeted restaurants and offices, interactive and expandable banner formats integrating Groupe Park Avenue's automotive buying tool
Create current, inspiring and personalized advertising material according to seasonality and audience
Leave the work of brand awareness to large groups of manufacturers. However, make sure you are present in the main acquisition channels when the user is about to make a decision on one brand or another;
Automate monthly manufacturer promotions in our SEM ads so the promotional message is consistent across all channels - From TV to Web;
Use Park Avenue Group data (first-party data) to differentiate messages offered to current customers from those offered to potential customers. We want to create additional business opportunities and maximize customer loyalty.
Test a promotional approach on Facebook by targeting according to interests, demographics and relevant markets by dealership;
Initiate dynamic retargeting based on the user's purchase history.

REACH THE NEXT LEVEL

1 888-598-1881

4388, Saint-Denis street, #300, Montréal, QC, H2J 2L1 All rights reserved - Adviso 2024