Burton Kia

Burton Kia are an independent Kia franchise dealership, providing a full service from new and used cars sales to MOT’s and car services for any brand of vehicle and providing a consumer focused sales experience.

Brief

After an initial meeting with the Burton Kia team about amends required to their existing website, we advised a longer term solution involving moving their website content management system to a more manageable CMS. In this process, we were tasked with the design and build of a new responsive website and digital marketing campaign management for the dealership. The website and digital marketing activity needed to generate sales leads more efficiently, reinforce the brand positioning, provide validation for prospective customers and raise Burton Kia’s online profile as a respected and professional dealership. 

User Experience

There were certain key parameters defined from the outset that needed to be met by the new website. Access to information, images and videos about the new range of cars that KIA make, being able to search the used cars available at Burton KIA, ability to see all offers currently available, a distinct link with the KIA brand and clear brand reinforcement like the 7 year warranty that has made KIA so well known in recent years. Every template needed to have purpose and a content structure that is bespoke to the content with that page.
 
Capturing key information about the users that were interested in cars at Burton KIA has given them a great insight into potential customers and how they can engage them and ultimately lead to increased sales.

Responsive Website Development

By building the new website on a Concrete5 content management system and providing training for Burton Kia staff, the site content can now be easily edited and updated. The site structure now ensures clearer access to new and used car details, prominently highlights the dealership’s garage facilities and services and includes an easy to use search facility with clear results. We ensured that the design look and feel of the site was in keeping with the international Kia brand style to give online customers a seamless brand experience.

The homepage forms the main access point for the whole website and contains specific elements that appear globally across all pages of the site such as contact details, car search function, offers and social networking links to direct and inform the customer journey for optimum lead conversions.

www.burtonkia.co.uk

 

Digital Marketing

Alongside developing a new responsive website for Burton Kia, we received a brief to devise an integrated digital strategy for the dealership to encourage visibility, engagement and lead generation. The dealership wanted to reduce advertising costs while ensuring car sales over a set promotional weekend met their target.

To provide an integrated digital experience, we developed theming for Burton Kia’s blog and Facebook and Twitter pages and designed and built an email template in-line with the look and feel of the new website for emarketing offers.  We are also managing Burton Kia’s digital marketing campaigns, providing social media advertising, content development, blog management, Twitter scheduling and the design of campaign assets to ensure regular and consistent social activity to engage potential customers, generate leads and drive sales.

Results

Using email marketing, Facebook advertising and conversion-optimised landing pages, we helped reduce advertising spend by over 80% while beating the sales target by 10%. Almost 70% of submissions via the landing page converted into new car sales.

The latest campaign had a 37% open rate and a 22% click through rate, outperforming the industry standard by 500% 
80% REDUCTION IN ADVERTISING SPEND
70% SALES CONVERSIONS
500% IMPROVEMENT ON INDUSTRY STANDARD