The Situation

Roseville Kia planned to host a Kia EV9 Preview Event on November 3rd, 2023 at their dealership, where they would showcase the new EV9 to customers and start accepting pre-orders of the vehicle. Leveraging their vast customer database, they wanted to find effective ways to invite customers to the event and generate interest in the new vehicle.

The Solution

Scott Skougard, Roseville Kia’s Chief Digital Officer, teamed up with PureCars to utilize their customer data within the AutoMiner to invite top prospects to the event with the goal of gaining a large number of pre-orders.

PureCars and Roseville Kia collaborated to develop a plan to reach the dealership’s loyal customer base with targeted messaging to active customers who would be likely to purchase soon. With a tight timeline to communicate with their customers, PureCars utilized email marketing, video email and a small budget in paid social ads to promote
the event.

Utilizing the AutoMiner, contact lists were created for the following customer segments:

• Previous Purchase: customers who have not purchased in 4+ years and have owned the vehicle for 4+ years (1,400 contacts)
• Negative Equity without Purchase: customers with $4,000+ negative equity and no purchase in last 12 months (2,400 contacts)
• Active Owners: customers who currently own a vehicle in database with recent transaction history - sales and service (12,000 contacts)

The Result

Following a very well-attended event, Roseville Kia was able to secure 30 pre-orders with deposit.

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"The team at PureCars & the AutoMiner are a pleasure to work with. With their professionalism, creativity, and flexibility, I can rely on excellent marketing results every time - including our phenomenal Kia EV9 Preview Event."       

Scott Skougard - Chief Digital Officer