First, 81 & Sunny was hired by the manufacturer to manage all digital media investments at the corporate level and to also manage the digital advertising co-op program. Basically, 81 reengineered on both fronts and started everything over from scratch because past procedures and data were of little to no value. Second, 81 built a custom CRM platform for the manufacturer that would allow leads driven from the dealer co-op program to be tracked through the entire sales process. Third, 81 worked with all 30 dealers that participated in the program on an individual basis to make sure all campaigns were built to each of their specific business goals and to implement proper performance tracking so that each dealer would have full understanding of the performance associated with their investments. Finally, after the program launched and the data began pouring in, 81 developed ROI equations based on each of the dealer’s individual sales numbers.
A few data points included in the ROI equation were lead to sale conversion rate, margins, average order values, etc. This was key because each dealer operates differently, so a uniformed approach would be impossible to determine overall program success. In the end, the program has been running successfully for over 2 years with many dealers expanding their businesses into other ventures or opening up second locations afforded by the profits of the co-op program.