Wholesale Truck & Finance is a direct lender specializing in freight carrier lease-to-purchase plans for fleets and
Case Study I MultiView / Wholesale Truck & Finance
MultiView’s Regional Campaign Increases Monthly Sales for Wholesale Truck & Finance by $500,000
About MultiView
www.multiview.com
• Founded in 2000, MultiView is a Google Partner
• Headquartered in Irving, TX, with offices
in Washington, DC, and Toronto, Canada
• Leader in digital marketing solutions for B2B marketers
About Wholesale Truck & Finance
Wholesale Truck & Finance is a direct lender specializing in freight carrier lease-to-purchase plans for fleets and individual business owner/operators. Their customer service for the carrier and independent contractor, quality late-model equipment, and affordability provide uncommon value and help owner/operators finance name-brand trucks.
GAME PLAN: ENGAGE MULTIVIEW TO DRIVE TRAFFIC TO WHOLESALE TRUCK & FINANCE WEBSITE Wholesale Truck & Finance engaged MultiView, a leader in B2B digital marketing, to help them gain brand awareness among self-employed trucking owners/operators and compete with other truck financiers that advertise in trucking periodicals or newspapers (offline truck papers) found at truck stops.
www.wtftrucks.com
• Headquartered in Houston, TX • Direct lender specializing in
freight carrier lease-to-purchase financing options
• Name-brand inventory to choose from online or at select physical locations
“By structuring ad groups with relevant keywords depending on whether the buyer was just beginning to shop for a truck versus those who are ready to purchase, MultiView helped us create a new, valuable marketing approach that helped us capture new customers.” —Eric Lemire, Executive Vice President/General Manager Wholesale Truck & Finance
GOALS • To build awareness in the trucking industry about Wholesale Truck & Finance’s alternative solution to traditional lenders
• Increase Wholesale Truck & Finance brand awareness through placing targeted banner ads in front of potential buyers
• Increase online traffic and increase
sales by driving potential buyers to the Wholesale Truck & Finance website via digital marketing campaigns
• Compete with traditional offline truck publications
RESULTS & METRICS:
82%
of website traffic now comes from mobile campaigns
Conversion rate improved
137% 86%
Improved cost-per-lead
WHY IT WORKED:
Digital Ad Campaigns “MultiView was able to show us how to increase our online revenues through creative Google AdWords campaigns that targeted buyers who otherwise perused traditional print trucking publications.” Eric Lemire, Executive VP/General Manager Wholesale Truck & Finance
Relevant Keywords for Buyers “By structuring a digital advertising campaign to be aligned with buyers, buying funnel-based keywords enabled us to deliver the most relevant ad copy at the right time to the right buyers for Wholesale Truck & Finance.” Steven Fullbright, COO MultiView
Increased Marketing Spend “We’re happy to report that Wholesale Truck & Finance doubled their mobile advertising budget in October and November, which resulted in their biggest months yet in terms of online sales.” Kolleen Whitford Executive Marketing Consultant MultiView
MultiView Executes Ad Campaign Aimed to Increase Revenues In order to compete with the traditional offline publications, MultiView crafted a Google AdWords campaign that leveraged Expanded Text Ads (ETA’s) to display current specials for potential truck buyers who are on their phones at geo locations, such as truck stops. Buying funnel-based keywords in text ads enabled MultiView to help Wholesale Truck & Finance to target the right buyers at the right time. Not only did the CTR (Click Through Rates) for ETAs rise significantly, the CPL (Cost Per Lead) for Wholesale Truck & Finance decreased as well, resulting in a successful campaign that drove in new leads that converted.
“We definitely found a new, reliable revenue stream with MultiView’s help. We doubled the budget to support efforts around this lead source since it converted better than any other advertising method we’ve tried on our own.” —Eric Lemire, Executive VP/General Manager, Wholesale Truck & Finance
CONCLUSION:
By targeting the right buyers at the right time with carefully selected keywords, targeted banner ads to reinforce brand awareness and hyper-targeted advertising campaigns, Wholesale Truck & Finance significantly increased their brand awareness and online sales. MultiView helped Wholesale Truck & Finance build a new, long-term revenue source by building successful and sustainable ad campaigns.
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