The Problem

Ferman Automotive has three dealerships situated on Florida Avenue in Tampa, formerly one of the most lucrative pieces of real estate in the car business. However, in recent years the Florida Avenue area has seen a downturn in the amount of foot traffic from auto shoppers. Realizing that the path to purchase for an auto shopper has changed dramatically in recent years, Ferman sought an overhaul of their marketing strategy.

The Process

CMGdigital earned the partnership while competing head to head with pure-play digital automotive specialists by leveraging our high touch customer service, marketing expertise, and Premier SMB partnership with Google. CMGdigital proceeded with a series of in-depth discovery calls to formulate a customized approach that would allow Ferman to stand apart from competitors and capture internet leads.

THE PLAN

CMGdigital executed a strategy utilizing Search Engine Optimization, Reputation Intelligence, Paid Search, Site Retargeting, and Social Media management. Keyword strategies were developed revolving around specific product focuses, and display creative was produced each month according to incentives and promotions. Special attention was also directed towards optimizing and monitoring social networks in order to dominate the search engine results pages and connect with car shoppers within a variety of channels.

THE PERFORMANCE

All three Ferman on Florida dealerships have seen a significant and sustained increase in monthly internet leads. Organic search traffic increased by 48% on average after initiating the SEO campaign. Additionally, the Paid Search has attracted nearly 25,000 quality visitors to the sites to date. Due to the success of the campaign, some dealerships decided to expand their digital marketing campaigns, and five additional Ferman dealerships have partnered with CMGdigital to date.