OEM Success

Challenge

Cadillac approached Proficy Digital in the fall of 2020 as they were having trouble making an impact on their dealer body in relation to their digital efforts. They had provided roadshows across the country for education, in-dealership digital personnel and co-op funding.

Despite these efforts, dealer digital spend was averaging $2,000 per month, traffic that converted to sales opportunities was terribly insufficient and incremental retail sales from digital efforts was not occurring in any measurable way. Our task, over a 90-day pilot program, was to prove we could address these issues and drive improved results.

Action

Proficy Digital was presented with 23 dealers, across all 5 Cadillac regions, and at all levels of performance. Specifically, we attacked this challenge as follows:

Education:
Scheduled weekly calls with every pilot dealer to share the learnings on the value proposition of an Omnichannel digital strategy.

Engagement:
Created excitement and buy-in on the upside of adopting our Omnichannel strategy and investing appropriately to generate the desired results.

Creative and Traffic Conversion:
• Presented unique creative used for sequenced messaging throughout the funnel (upper – lower) and the impact on traffic.
• Ensured dealers were prepared with proper closing procedures to convert new opportunities generated.

Results

The 90-day pilot campaign delivered exceptional results, highlighting the value of Proficy Digital's distinctive methodology:

• Dealer digital spend averaged $7,500 vs. $2,000 pre-pilot
• Delivered high-converting paid traffic at an average of 58%
• Organic traffic grew by 52% due to improved Google rankings
• YoY Retail Sales improved by an average of 23%
• Cadillac's Internal Sales team confirmed Proficy Digital drove Incremental Sales

Post-Pilot Expansion:

• 2021: 82% of clients up 12% YoY Sales, 89% outperformed region
• 2022: 77% of clients up 45% YoY Sales, 62% outperformed region
• 2023: 84% of clients up 12% YoY Sales, 53% outperformed region
• 2024: 77% of clients up 15% YoY Sales, 40% outperformed region

Conclusion

Bringing a new and different approach to Cadillac and its dealers, Proficy Digital was able to achieve material results in a pilot. Most notably, exceeding Retail Sales targets, while being proven to be incremental in nature. Subsequently, this relationship has grown substantially, allowing for a greater ability to drive long-term results, while developing more of a strategic partnership.