Plan B developed and deployed a data-driven, hyper-local prospecting program, launching in four diverse markets to test tactics and strategies while gathering key learnings. With a foundation in research and acquisition of garage data (names, addresses, emails, phone numbers, specific cars ownership history/details) for each of the dealership markets, our team could identify targets—and look-alike targets—differentiating those that wanted to purchase a McLaren from those who could afford one. From this data, we built target interest/behavioral segments to customize messages, enhancing their relevance and persuasion effectiveness.
Ultimately, these garage data segments helped turbocharge above-the-line programmatic advertising such as banners, videos, mobile predictive audience, and search, as well as a multitude of below-the-line efforts, including email campaigns and event marketing.