Case study · Deep dive · Open days
Ten days to fill a showroom
An open day is won three weeks before the day itself: the audience, the test drive booking, the reminder the day before, the follow-up after. Step by step, with two groups who do it every month.
Vulcain Group in Lyon, Théobald Group in north-east France and Belgium
What gets in the way
On the day, it is too late
A successful open day is prepared three weeks ahead. On the day, it is too late to fill the diary.
Many dealerships launch their ads the day before, across the whole region, with a "come along". The result is well known: footfall, few test drives booked, and nobody to follow up with the people who looked.
At Vulcain and Théobald, we do the opposite: a prepared audience, a precise offer, a test drive booked in seconds, and a radius of a few kilometres around each dealership.
Before
Book a test drive without leaving Facebook
Ten to fifteen days ahead, the ad offers a test drive slot. The instant form is already filled in from the profile: pick the day, send. At Théobald, these short, local ads bring leads at €17, against €39 for multi-model campaigns.
After
Follow up with those who came to look
After the event, people who looked at a car on the website find it again in their feed, with the open day offer. That is often when the test drive gets booked. Scroll down: the follow-up plays out in four steps.
The numbers
Ten days at Vulcain, every month at Théobald
« Our open days come round every month: MyDigipal launches them, tracks them and tells us what they brought in. »
« For our open days, everything is ready before the day itself: the offer, the test drive booking, the ads around each dealership. And afterwards, we know what they brought in. »
Checklist
Your open days in six steps
The calendar we follow for every operation, dealership by dealership.
- Three weeks before: the audience
Website visitors, past customers, people who looked at a model: we bring them together before spending.
- Two weeks before: the offer and the booking
A clear offer and a test drive booking form, with a slot to pick.
- Ten days before: local ads
One ad per dealership, within a few kilometres, on Google and Meta.
- The day before: the reminder
A message to those who booked, and a call from the salesperson to confirm the slot.
- On the day: the calls
Google ads put the dealership's number forward for people trying to get there.
- Three days after: the follow-up
People who looked without coming find the car and the offer in their feed.
Your numbers, in your area
You don’t need €30,000 a month to sell cars. Tell us what you sell, your budget and your area: the estimate starts from the results of the dealer accounts we run.
Pick your town: the estimate appears here.
possible sales per month
- Leads (forms and calls)
- Cost per lead
- Clicks on your ads
- Impressions per month
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Indicative estimate, based on the dealer accounts we run (Google Ads and Meta, last twelve months). It is not a promise: results depend on your stock, your prices and how fast your team calls back.
Frequently asked questions
Open days: what we get asked
What budget for an open day?
At Vulcain, ten days of open days cost €1,016 in total, Google and Meta included, for 324 Google conversions and more than 250,000 people reached.
Do you need one ad per dealership?
Yes. A radius of a few kilometres around each dealership costs less and attracts people who will actually come.
When should you start?
Three weeks before to prepare the audience, ten days before for the ads. The day before is too late to fill the diary.
What would it look like for your dealerships?
The calculator prices your campaigns in two minutes. Or write to us: we reply within 24 hours.