Case Study.
Bumpus Harley-Davidson®
Success Story:
Utilizing a combination of Facebook ad formats with value-forward messaging and impactful imagery, my team significantly increased the revenue at four Bumpus Harley-Davidson® locations. In just 12 months, we generated over $4.6 million in revenue, 91x ROI at our highest-performing location, and 1,225 leads.
Murfreesboro: $3,120,302.95, 604 leads, 673 purchases, 91.08x ROI
Memphis: $594,055.11, 245 leads, 61 purchases, 35.39x ROI
Jackson: $618,130.71, 211 leads, 63 purchases, 36.3x ROI
Collierville: $297,308.16, 165 leads, 19 purchases, 17.58x ROI
Their Story: Continuing An American Legacy
Bumpus Harley-Davidson® operates four motorcycle dealerships across the state of Tennessee, offering showrooms with an expansive inventory of new and pre-owned bikes, an extensive selection of branded merchandise, service departments with H-D® Master Technicians, and weekly Rider Academy Courses taught by H-D®-certified coaches.
Their Goal: Accelerate
Already on an upward trajectory, Bumpus was interested in using a scalable model to increase sales and average purchase amount across all aspects of their business. Through partnering with Drive Social Media, they hoped to receive a 3X ROI, develop a more robust lead funnel, and create greater awareness of their brand.
Our Solution: Revving Up
Starting with Bumpus’s Murfreesboro, TN location, Drive developed a strategy that utilized a combination of Facebook’s advertising formats. Campaigns featured messaging with tangible value, captivating imagery, and direct CTAs that encouraged action while remaining within the company’s brand standards and guidelines. Ads were delivered to a custom lookalike audience, built by artificial intelligence to match the 1% of people, within a radius of the dealership, that were most similar to current customers. Quality leads were collected by targeting people who were highly-interested and willing to provide their information for a chance to win a free Rider Academy Course. These leads quickly converted to purchases, as did click-throughs from A/B split-tested single images, carousels showcasing a variety of bikes, and AI-optimized dynamic campaigns. After the ads hit Drive’s Crawl and Walk ROI goals during the first two quarters, Bumpus expanded their partnership by adding their three other locations. Using the insights from Murfreesboro, Drive was able to quickly ramp up the results of all four dealerships to the Fly Phase.
Our Success: Going Full Throttle
Within the first 12 months, Drive generated 1,225 leads and 816 purchases across all four locations, bringing in a total of $4,629,796.93 attributed revenue and a 91x ROI at the highest-performing dealership. Key findings are continually utilized for ad optimization, based on which audiences, copy, photos, and videos are achieving the greatest results.
Bumpus Harley-Davidson® Quote: “The Drive Social team has been easy to work with. The transparency is remarkable. The team holds you accountable. The entire process was painless. We appreciate the effort(s) they put into our campaigns.”