The ADRO x MetaMartini Holiday Sales Promotion Story
What’s the story?
Growing sales quickly is easy. Maintaining profitability while the world is hosting the most aggressive sales promotion period of the year can be difficult. At MetaMartini, we built a marketing strategy that targeted near-to-buy consumers AND a dealer network that resulted in a 207% growth in sales while maintaining previous profit per sale levels.
How it started
MetaMartini began the promotion schedule with physical activation at SEMA 2022 paired with an online launch strategy that included email, paid advertising, and social marketing. Within the first 72 hours of promotion, online conversion rates lifted 101%.
Conversion Rate 72hr.
Keeping Momentum.
Following our launch, continuous focus was built around educating, empowering, and following up based on buying behavior and product interest. We want Tesla owners to learn about Tesla products and what makes them special; not 10% storewide credits. Key communication and timetables allowed ADRO to be there when the consumer was most interested and further a natural transition through the buying journey.
Scaling & Informing
The key to Black Friday promotion is not about selling to every website visitor; it’s about converting the person who would buy at the most competitive discount for the vendor. Throughout the sales strategy, we worked with ADRO to provide tiered discount structures for dealers, consumers, and influencers based on a market analysis that was segmented by demographic and product interest. These tiers adjusted by timeframe to maximize not only conversion, but net profit.
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+202% Month Over Month
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88% Month Over Month
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80% of accelerated product moved during promotion was intended focus during monthly campaign.
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$40.12 ROAS
503,000 Impressions
.93% Conversion Rate
“Hitting our November targets with this promotion put us on track to clsoe out our 2022 annual goals and prepare for strategic success in 2023 with MetaMartini.
— Abe C. - Head of Business Development, ADRO.