SOURCE: HookLogic

HookLogic

HookLogic

October 20, 2010 09:00 ET

Polk Teams up With HookLogic to Accelerate Auto Sales for MileOne

Targeted Test-Drive Incentives Lift Close Rates by 20 Percent

NEW YORK, NY--(Marketwire - October 20, 2010) -  Polk, a premier provider of automotive information and marketing solutions, has teamed up with HookLogic, whose technology powers targeted incentive programs that drive in-market shoppers to auto dealerships and other lead-driven businesses. The companies together announced results from a two-month pilot program with MileOne, one of the nation's largest dealership networks. Combining Polk's expertise in identifying the consumers that are most likely to buy and HookLogic's ability to deliver and manage targeted lead incentives, the program resulted in a 20 percent lift in close rates and roughly 40 incremental vehicle sales for participating dealerships during the pilot program.

According to Jonathan Opdyke, CEO of HookLogic, "We worked hand in hand with Polk to provide an automated, integrated solution designed to reach the best prospects for MileOne and drive them to its dealerships quickly. The incentive -- a $25 gift card -- motivated recipients to visit MileOne dealerships first, before visiting other dealers."

HookLogic's test-drive incentives generated a 23 percent open-and-click rate, which is twice as high as MileOne's typical email open rate and significantly higher than the average email click-through rate of 5.3 percent(1). Further, 29 percent of those who clicked through via email redeemed the incentive at the dealership."

The campaign involved a lead marketing process which leveraged Polk's sophisticated predictive models to assign every internet lead a score based upon a number of factors, including lead source, in-market timing, past buying behaviors and household demographic data. Once scored, leads were passed into HookLogic's incentive management platform. Prospects with a Polk Score of 8, 9 or 10 then received a personalized email from HookLogic featuring a targeted, limited-time offer for a $25 gift card, which could only be redeemed when the recipient visited a dealership to take a test drive.

MileOne sold more vehicles at a low incremental cost of less than $200 per vehicle and generated $60,000 more in gross revenue over dealerships that were not included in the trial. Based on the success of the pilot, MileOne is now offering walk-in incentives to all high-scoring leads across all their dealerships.

David Metter, chief marketing officer of MileOne, had been working with both Polk and HookLogic and saw that he could leverage the solutions even more if they were integrated. "David brought us together, and we realized that Polk's best-in-class lead analytics and HookLogic's industry leading incentive software are a natural fit," said Michael Spadafore, who is responsible for consumer and commercial marketing at Polk. "It has been proven time and again that incentives impact consumers, and by integrating the Polk Score, a dealer can keep their costs in line and still increase sales significantly."

"Through working with Polk, we already had a scientific process to identify the online leads with the highest purchase intent. We'd seen great results from HookLogic's incentive management solution, so the two organizations working together gave us a way to get our best prospects into the dealership and turn them into buyers," said Metter.

For case study details, visit: http://www.polk.com/campaign/CSHookLogicMileOne.pdf.

About Polk
Polk is the premier provider of automotive information and marketing solutions. We collect and interpret global data, and provide extensive automotive business expertise to help customers understand their market position, identify trends, build brand loyalty, conquest new business and gain a competitive advantage. We help automotive manufacturers and dealers, automotive aftermarket companies, finance and insurance companies, advertising agencies, media companies, consulting organizations, government agencies and market research firms make good business decisions. A privately held global firm, Polk is based in Southfield, Michigan with operations in Australia, Canada, China, France, Germany, Japan, South Korea, Spain, the United Kingdom and the United States. For more information, please visit www.polk.com.

About HookLogic's Lead Acceleration for the Auto Industry:
HookLogic powers targeted incentive programs that drive in-market shoppers to auto dealerships and other lead-driven businesses. HookLogic solutions are easily implemented, work with nearly any marketing medium and enable end-to-end reporting and optimization. Headquartered in New York City, the company has offices in Ann Arbor, MI and Manchester, UK. Clients include MileOne Automotive, Suzuki, Lithia Motors, Suburban Collection, and AutoTrader.com. Learn more at hooklogic.com/automotive.

(1)Epsilon Q2 2010 Email Trends and Benchmark, September 2010

Contact Information

  • Media Contacts
    Carla Vicens
    blast! PR for HookLogic
    (919) 833-9975 x7003
    Email Contact

    Michelle Culver
    Lambert, Edwards & Associates for Polk
    248-362-4200 ext. 295
    Email Contact