The partnership with D2 Advertising brought a unique blend of strategic ingenuity and market acumen to Genesis of Naples. Their ability to tailor dynamic solutions propelled our dealership to unprecedented success, showcasing their expertise not just in advertising, but in truly understanding the heartbeat of the luxury automotive market.
Cameron Bowers
CEO, Amelia Island Rentals
Situation:
Amelia Island Rentals is a Rental agency in Fernandina Beach, Florida. They hired D2 because of the following issues:
- Underperforming Sales of Rentals
- High cost per renter acquired
- Inefficient and ineffective use of their advertising budget
Assigment:
D2 Advertising Was Hired To Execute & Improve Search Campaigns
- Client could not identify what geographic markets were their best source for quality reservations
- Identify Target Markets – Where To Spend Ad Dollars
- Grow rental volume
- Reduce cost per renter acquired
Highlights:
- Increased internet leads from 650 per month to 1,500 per month in the first 12 months
- Increased closing ratio from 6% to 10% in the same 12-months
- By Focusing Ad Delivery On Those Specific Target Markets, D2 Increased Budget Effectiveness 39%.
The Gameplan
Data-Driven Focus
Completed An Analysis Via Google Analytics And Demonstrated That 80% Of Reservations Game From Four States: Georgia, Texas, Alabama, And Tennessee. The Remaining 20% Were From Florida
Effective Budgeting
By Reducing Ad Delivery To Only Those Specific Areas, We Were Able To Increase Our Effectiveness In Budget By Almost 39%, Reducing Cost Per Acquired Renter From $120/Stay To $80/Stay
Pivoting in Crisis
When The BP Oil Spill Hit And Began To Devastate The Gulf Of Mexico And Florida West Coast Tourist We Immediately Built Out New Campaigns Targeting Those People Who Had Booked A Family Vacation On The West Coast And Needed To Quickly Change Venue Due To Circumstances
Surpassing Expectations
In the first 3 months we exceeded the rental revenue projection for the entire year.
Exceptional Results
And Had Increased Advertising ROI To 235% An Unheard Of Return For Travel And Tourism During That Time.
