How we drove test drives through a two step funnel setup
In preparation of the introduction of the new Mercedes-Benz X-Class we decided to collect leads two months in advance to add them to a nurture email list. Once the new pickup was introduced we invited our now “warmed up” leads to test drive the new X-Class at a dealership near them.
The first funnel we setup was a short lead magnet funnel with the goal to collect tons of contact details. Through a two-step signup process we were able to filter the leads based on their main interest and send them personalised and relevant information afterwards.
Until the official introduction of the X-Class we were able to nurture the leads through a series of relevant information snippets revealing more and more details about the new car step by step.
Two weeks before we were opening doors to showcase the new car, we started pushing our now hot leads into the second step of our funnel. A short funnel landing page that asked people to register for an exclusive test drive near them.
The results were astonishing. This funnel campaign outperformed all the other marketing measures online and offline that we took to announce the new car
Runtime of Funnel
Lead Magnet & Application Funnel
Use short emotional videos to hold the attention on mobile
Include 360 degree videos and ask the audience to turn their mobile
Nurture your audience to filter out the hot leads you want to talk to
Think in product launches to increase engagement