A dealer co-op marketing program that pivots with the market
Airstream
Behind the scenes of Airstream’s flexible, scalable dealer lead engine
Supply chain volatility has changed the way many brands, including Airstream, create and move inventory. One quarter, there’s a surplus; the next, a shortage. Still, lead generation has to continue, no matter what. That’s exactly what Element Three designed Airstream’s dealer marketing program to do.
398
Avg. Leads Per Day
244
Dealer Visits from Ad Viewers
THE PROBLEM
Always on, always changing
Because they don’t sell directly to consumers, Airstream always has to balance the needs of the company with the needs of their national dealer network. The company needed to keep brand awareness and consideration high so that Airstream was never far from the mind of prospects. Meanwhile, dealers needed lead-generating marketing that was creative, nimble, and able to turn different dials when factors like inventory, wait times, and demand inevitably changed.
The Airstream Dealer Network:
- All Airstreams made at Airstream HQ
- Customers buy via 70+ dealers
- Across U.S. and international
- Dealers choose their product inventory
THE SOLUTION
Dreaming to Streaming: something for everyone at every stage
We all have a dream we want to make real, but we keep it on the shelf until we feel ready. That’s how a prospect goes from dreaming to (Air)streaming, too. And we needed a campaign that could motivate prospects to take the next step, no matter where they were in their journey. That way, dealers could capture and nurture leads who were just starting their shopping journey, all the way to leads who were ready to walk onto the dealership lot. And Airstream could keep their prospect funnel full while the supply chain fluctuated.
Tactics we deployed:
- Quarterly changing creative
- Gated original content
- Connected TV with QR codes
- Programmatic display
- Paid social media
- Lead conversion web pages
- Lead nurturing emails
40M+
Audience Impressions
$10.12
Cost Per Lead
$156K
Avg MSRP of an Airstream
The Work
Social Media
Browse other Airstream projects
If you, like Airstream, sell through a dealer network and must balance the needs of both your company and your dealer partners, we’re the partner who can help you level up. Browse other Airstream case studies to see how.
A River of Leads for Airstream: Driving Action with HubSpot and Facebook
Speaking to the Emotions that Happen Well Before the Sale
How a Little Adventure Made a Big Impact for Airstream
Interested in something similar?
Let’s get you some results like these. Reach out to talk about your goals, your market, and how we can solve along with you.