Case Study

Tracy Honda

Proficy was recently put in an A/B test against alternative providers for Honda's Harvey Auto Group in CA. Proficy was proud to take this dealership to top of the list and push profits to new heights.

Project Details

Industry

Automotive

Services

Omnichannel Marketing
A/B Testing
Digital Marketing
Predictive Budget Allocation

Challenge

Tracy Honda, in Tracy, CA, is part of the Harvey Auto Group and has traditionally been one of the lower-volume dealerships of the four Honda stores within the group. They came to us as part of an A/B test where one of the other Honda stores in the group went with a different advertising provider, creating a direct performance comparison.

"We just absolutely CRUSHED November. My Thanksgiving was amazing because I wasn't stressed. We were above objective for the month and knew we'd finish strong. We beat every other store in the group by no less than $100k and I'm the baby brother store and never beat everyone. You told me that Proficy was about Profit and you sure were right! The other stores all called and were like what did you do different and I gladly told them I fired our current marketing company and hired Proficy."

Frank Esparza III

General Manager, Tracy Honda

Prior to our partnership, Tracy Honda’s advertising mix included Meta, Amazon via iHeart Media, limited YouTube, limited video usage, and used a 3rd party reporting platform. Their marketing was fragmented, messaging was inconsistent, and there was no clear line of sight into how upper-funnel exposure translated into demand or sales outcomes.

Our goal was to deploy an integrated omnichannel strategy that increased qualified traffic, expanded funnel coverage, and delivered clear visibility into performance and forecasting. Lastly, we wanted to provide a clear understanding of the strategy and visibility into the results and forecasting.

Action

1. Implement Omnichannel Strategy

Expanded the advertising channel coverage from 3 to 4 platforms to more than 12, significantly increasing daily touchpoints with in-market and future customers.
Shifted emphasis toward upper and middle funnel brand awareness to reach customers in places where they aren't traditionally served automotive advertising. This allowed Tracy Honda to educate shoppers before they entered competitive lower funnel environments and reduced reliance on last-click demand.

2. Aggressive Offers

Worked with the team at Tracy Honda on consistent monthly offers that can be utilized in the mid and lower funnel campaigns across all our channels.

3. Defined Targeting

Established competitive geotargeting based on market opportunity and historical performance, concentrating spend in areas Tracy Honda has found the most successful while defending against the competition.

4. Predictive Budget Allocation

Actively monitor user behavior, channel/campaign efficiency and proactively adjusted budget in real time based on performance and predicted user behavior to maximize return on the total media investment.

Results — First 30 Days vs. Prior 30

Early Traction The shift to an integrated omnichannel strategy materially expanded Tracy Honda’s funnel, improved audience quality, and increased visibility into how media investment translated into demand, positioning the store to compete more effectively with stores in their region.