Summary
Since 2015 Buchbinder Auktion has been auctioning selected returns from rental live on site and online. The range of vehicles on offer includes passenger cars, commercial and accident vehicles. Several times a year, more than 1000 vehicles come under the hammer at the 3-day auction event. In recent years, the vehicle auction has developed into an international event for dealers and traders in the used car sector.
Strategy
Online focused campaign consisting of PR, online advertising and social media activities.
Execution and creativity
PR, content marketing and online PR including backlink building (offpage SEO), primarily in the form of press releases and articles in trade media for car dealerships.
Google Ad Campaign (SEA).
Social media advertising, focus on Facebook, with limited media budget per month.
Results
- Continuously appearing press releases in trade media for car dealerships.
- Increased number of qualitative backlinks in PR articles.
- Facebook campaign: impressions up 103%, reach up 54%, more traffic on the bookbinder website.
- Google Adwords campaign: Strongly improved keyword list; customer reports first leads.
- Increased online reputation and awareness through PR coverage in trade and automotive media.
