About National

Background: Sport & Health fitness clubs in the mid-Atlantic region has been a ReachLocal advertiser since June of 2007. They began using ReachLocal’s core product, ReachSearch, as a way to better execute on search advertising campaigns over the major search engines – a process they were manually doing with unsatisfactory results. In 2008 ReachLocal began testing their new product ReachDisplay , which allows small- to medium-sized businesses to use online display advertising with remarketing capabilities to increase their local brand awareness and also to drive increased results within their search campaigns.

Objective: Implement a local display campaign as a way to drive more leads to the business.
Tactics: ReachLocal’s Internet Marketing Consultant worked with S&H to devise a campaign designed to drive brand awareness, increase site traffic, and improve competitive search positioning as a result of “blasting” the brand across hundreds of premium websites, targeted only to surfers within the markets that Sport & Health serves.

Results:

S&H saw a 20% lift in search clicks.

• Cost per click has gone down.
• Branded search word clicks went up.
• Search campaigns received a tangible boost in terms of higher CTR and lower CPC.

Client Profile: Houston-based Group 1 Automotive, Inc., a Fortune 500 automotive retailer, is a leading operator in the $1 trillion automotive retailing industry. Since its initial public offering in October 1997, Group 1 has grown to become one of the top five dealership groups in the United States. Group 1 owns and operates 98 dealerships, 132 franchises and 24 collision service centers in the United States and the United Kingdom that offer 31 brands of automobiles. Through its dealerships, the company sells new and used cars and light trucks; arranges related financing, vehicle service and insurance contracts; provides maintenance and repair services; and sells replacement parts.

Before ReachLocal: Like the majority of automotive retailers, Group 1 primarily relied on lead generation companies and traditional media sources such as TV, Newspaper and Radio as their primary sources for reaching in market buyers. While spending hundreds of thousands on third party leads and traditional media, lead qualities were declining and tracking ROI from traditional media was nearly impossible.

With ReachLocal: Beginning with the Ira Motor Group dealerships in Group 1’s Eastern Region, ReachLocal launched campaigns for 10 brands in February of 2008. Since that time ReachLocal has delivered over 43,000 phone calls and nearly 24,000 form submissions to the Ira Motor Group dealers alone. ReachLocal’s technology platform provides Group 1 with complete visibility to all of their performance details. Daily spend, phone calls, form submissions and more are all tracked and made accessible through a secure web-based reporting tool.

More Results: On a larger scale, over a seventeen month time period ReachLocal brought in 101,000+ phone calls and 69,000 form submissions to Group 1’a Eastern Regional dealers. In addition to these results, they utilize the expertise of ReachLocal’s Automotive Division to help direct them on decisions pertaining to their entire online marketing and advertising strategy.