Record Sales for Trinity Motors Costa Rica
FULL SCALE REBRAND
NEW WEBSITE DESIGN
GOOGLE ADS CAMPAIGN
META VIDEO AD CAMPAIGN
LEAD MAGNET FUNNEL STRATEGY
EMAIL MARKETING AUTOMATION
The Client's Situation:
After deciding to rename and rebrand her independent boutique car dealership, Allison Demarsh came to Savage Marketing with a solid reputation, a winning business model, and a strong new name, "Trinity Motors."
What was missing was a brand identity and a website that set the dealership apart in this competitive and cut-throat industry. For a high-end, higher-priced dealership competing in an industry driven by price, this was a serious challenge.
The Strategy:
Job #1: Market-Leading Differentiation
The first item of business for Savage was to come up with a messaging strategy that firmly positioned Trinity Motors in the customer's mind as the natural and obvious choice, even with their premium pricing. The differentiation messaging had to move customers away from price as the main point of comparison when vehicle hunting.
We began by zeroing in on what truly made Trinity unique: Demarsh had spent two years developing the most rigorous quality assurance practices for used car buying in the country. Her system included a more costly inspection and pre-sale maintenance protocol compared to other car dealers, meaning every customer took possession of a vehicle in superior condition, with odometer validation and manually-verified maintenance records. These are details that other dealers skimp on or skip altogether.
While this level of professionalism delivered immense value to customers, car buyers didn't know about it. This was the golden nugget for the messaging strategy. Savage communicated the added value and inherent customer benefits of Demarsh's quality operations by branding and writing the Trinity Motors "100% Purchase Protection Pledge." It explains how the extra care and cost that Trinity puts into their vehicles means purchase protection, risk-reduction, a 30-day guarantee, and true peace of mind for customers. This single point of crystal clear differentiation positions give customers a reason to choose Trinity as the obvious and preferred dealer in Costa Rica.
Logo, Brand Identity & Lead Generating Website
With the core message in place to hang the entire brand strategy on, Savage designed Trinity Motors' first-ever brand identity, including the three slashes logo that is becoming a widely recognized brand icon in Costa Rica. Color and styling for the new brand identity and website featured rich dark navy and bright white to convey the high end, sophisticated look that appeals to this market of discerning expats who value quality and trustworthiness in high-ticket considered purchases like vehicles.
Lead Magnet and Funnel Strategy
Savage designed a Meta video ads and Google ads campaign to generate calls to the dealership, as well as a downloadable lead magnet, ("The Guide to Buying a Vehicle in Costa Rica") and email follow up strategy to capture the contact info of hundreds of website visitors who would have otherwise just anonymously browsed the website's vehicle inventory and disappeared.
The Results:
The new re-brand was an instant success. Prior customers of Allison's went out of their way to contact her and communicate their excitement about the new website and brand. New conversations about vehicle purchases naturally emerged. On more than one occassion, Allison heard from customers who were shopping around onlne and became "sold" on Trinity just by going through their website.
What began as a positioning and messaging strategy for the new website has truly 'cured' into a differentiated position in the market that Trinity now owns. The brand and messaging work.
Trinity Motors is a perfect story of how a strong brand lays the groundwork for effective ad strategy. When the underlying brand is strong, ad dollars don't have to work as hard to bring in higher returns. Trinity is seeing this in many ways, including:
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The champion lead source. the Google and Meta ad strategy conceived and designed by Savage consistently outperforms all prior ad spends in terms of number of leads generated, conversion to sales, and return on ad spend (ROAS).
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Algorithm-smashing, code-cracking ads. A robust suite of video ad creative that 'cracked the code' to Google's and Meta's ad distribution algorithms.
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Record number of leads and sales. Trinity has had multiple record sales months since their partnership with Savage Marketing.
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Validation of ad spend impact on sales. After an experimental two-month pause on ad spend had a significant drop in number of leads and, when re-instated brought lead flow back up to level, offering irrefutable proof of the direct impact of effective ad campaigns on revenue.
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A lead magnet that feeds the sales pipeline on auto-pilot. Nearly two years on, the lead magnet designed by Savage is still drawing in new leads month after month. Proof-positive that the right lead magnet is a key strategy for ensuring steady drip of leads into your sales pipeline month after month, year after year.
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ALL of the knock-on improvements that increased sales flow brings. With steady stream of leads that convert to sales, Allison and the team at Trinity can focus on core business priorities now, such as, optimizing office systems, building out an online car rental portal (also delivered by Savage) hiring new staff to accommodate further scale, and even expanding operations beyond Costa Rica and into Panama!
All in all, the Trinity Motors story is a marketing home-run by any measure, on one that continues to pay dividends in real dollar terms for this business.
“Savage helped us with a major rebrand, online ad system and truly differentiating market messaging. Customers that contact our dealership now arrive with a high level of confidence in their decision to buy from Trinity Motors. Savage’s formula for running and tweaking online ads bring us consistent, well-targeted lead flow as evidenced by our high close rates. With their help, we have significantly increased our business revenues, including achieving record number of monthly sales. A true partner!”
Allison Demarsh, TrinityMotorsCR.com
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