The Challenge
Vulcain Group represents multiple automotive brands across their dealership network. This multi-brand reality created unique marketing challenges:
- Different target audiences for different brands
- Competition between dealership locations
- Complex lead routing requirements
- Need for brand consistency while allowing local flexibility
Our Approach
Brand-Specific Strategies
We developed distinct approaches for each brand in the portfolio:
- Premium Brands: Focus on lifestyle messaging and quality signals
- Volume Brands: Emphasis on value, promotions, and accessibility
- Commercial Vehicles: B2B-focused campaigns targeting fleet managers
Channel Integration
Our multi-channel approach covered the full customer journey:
SEO
- Technical optimization for all dealership websites
- Local SEO for each location
- Content strategy targeting high-value keywords
Google Ads
- Brand and model-specific search campaigns
- Performance Max campaigns for inventory
- Remarketing to engaged website visitors
Facebook & Instagram
- Brand awareness campaigns
- Dynamic vehicle ads from inventory feeds
- Lead generation campaigns with instant forms
Lead Management
We implemented a sophisticated lead management system that:
- Captured leads from all channels in a unified system
- Routed leads to appropriate dealerships based on location and inventory
- Tracked lead quality and conversion through to sale
- Provided real-time reporting to all stakeholders
The Results
The integrated strategy delivered strong performance:
- 145% increase in total lead volume across all channels
- 35% reduction in cost per lead through optimization
- 80% improvement in website conversion rate from UX enhancements
Multi-Location Success
What made this engagement particularly successful was the balance we struck between centralized strategy and local execution. Corporate marketing maintained brand consistency and drove efficiency, while individual dealerships received the leads and visibility they needed to succeed.
Key Takeaways
Multi-brand automotive marketing requires both strategic coherence and tactical flexibility. By building systems that supported both, we helped Vulcain Group scale their digital marketing while maintaining the personal touch that’s essential in automotive sales.
