How to Run Better Test Drive Programs: Part 3

Test drive programs represent a major opportunity for both OEMs and dealerships to capitalize on the benefits of experiential marketing. For many consumers their choice in automobile purchase is very much a lifestyle decision that better test drive programs are uniquely suited to exploit.

This is the final part of a 3 part guide on planning and executing test drive or ride n' drive programs that convert consumers into customers:

7.0 Follow Up with Personalized Offers

Sending a personalized offer in follow-up communications drives higher open rates, more click-throughs, increases engagement, and ultimately sales. As mentioned prior, the information collected through progressive profiling will allow offers to be personalized and conclusively driving a higher conversion rate. It should feel like a one-to-one outreach as opposed to an automated response. Use personalized subject lines and relevant information to increase open rates and bod copy which speaks to your consumer as if they were in a personal conversation with a brand ambassador.

Base offers on their preference to lease or buy, on purchase timeframe and their model/trim option of interest. With normal communications, brands saw a 21% open rate and an 8% click rate. With personalized offers however, brands observed a 53% open rate and 31% click through rate after the ride and drive event.

8.0 Data is King

The more data and real-time feedback collected, the easier the previous seven steps become. Determine what a consumer wants, provide that to them, and then provide them with targeted and personalized offers. Regardless of how much data you have, one size will not fill all activation types. This is where testing comes to play.

Experiment with the messaging tone, subject lines, email copy, offers, timing, and creative, then implement those that have the highest conversion rates for the future. That feedback needs to be in the system in real time, so sales reps can reach out to the leads and increase conversions based on test results.

Conclusion

Successful ride n' drive activations go beyond the event. It’s extremely important to follow up with every engagement or subscriber using personal communications that offer them further incentives and additional content that relates back to your actual activation. By following these key insights and steps you can improve the performance of your
ride n' drives. Use the enclosed averages and industry benchmarks to understand how your activations are performing in the greater
scope of ride n' drive programs. Finally, tailor these recommendations to individual ride n' drive programs. The best results come from adding true value back to the consumers you target.

We hope these insights and steps will help you achieve higher ROI and sell more cars from your upcoming ride n' drives.

Check out the first two parts of our guide: Part 1 & Part 2.