Brand Background

Kia Motors America (KMA) is the marketing and distribution arm for Kia Motors Corporation based in Seoul, South Korea. KMA offers a complete line of vehicles through more than 755 dealers throughout the United States. In 2011, KMA recorded its best ever annual sales total and became one of the fastest growing car companies in the US. Kia prides itself on it’s evolution as a brand, and continues to grow through their design innovation, quality, value, and use of new technologies.

Dealer Background

Most Kia dealers were already online and viewed their website as their most important online marketing channel, with Facebook and Twitter close behind. Some retailers had even hired outside marketing agencies to handle their social media. Kia dealers truly understood the value of online marketing, they just didn’t have the time to constantly create engaging content. Nor did they have the proper tools to allow them to easily track the success of their online efforts.

Why Promoboxx?

Since Kia Dealers were already tech-savvy, all they needed was an easier way to co-brand Kia’s existing national content to highlight their dealership’s information and share it online. By using Promoboxx, dealers were able to access localized, engaging, content to share with their online fan base. They were also able to track and measure how successful their online marketing efforts were by using the reporting tools available to them in their Promoboxx account.

Campaign Breakdown

In May 2013, KMA partnered with Promoboxx to help spread the word about the launch of their first premium sedan, The Kia Cadenza. Kia turned to Promoboxx to engage its dealer network, increasing the online conversation around the all-new Kia Cadenza. This also raised consumer awareness of where to test-drive, and buy, the new Kia Sedan locally.

What Promoboxx provided individual dealerships with

• Advice on how often they should be sharing content by sending out share reminders via email
• New and engaging images and text, providing them new content to share every week
• Trouble shooting with their web browsers
• Lessons on how to utilize social media, including Webinars

What Promoboxx brought back to the brand

• Data Cleanup: Promoboxx recorded the right marketing contact at each dealership, so that at the end of the campaign Kia had the most up to date information on their dealers
• Marketing Research & Development: Promoboxx received insights directly from the dealers regarding the types of campaigns and content that best fit their online marketing strategy. This feedback was reported back to Kia to shape future campaigns
• Eliminated Rogue Marketing: By supplying Kia dealerships with nationally branded content, it ensured that all marketing assets were approved by the brand
• Reporting & Analysis: Kia was able to accumulate valuable data through their online marketing program. Promoboxx provided an analysis of this reporting so that for future digital campaigns, they have a head start at knowing what moves the needle and how to optimize their online marketing strategies.

Results

By using Promoboxx, Kia created an easy way for their dealers to share the Kia Cadenza promotion online, which has proven to show significant traction and follow-up. We have had no hesitation with Kia Dealerships wanting to activate their Kia Cadenza Campaign with Promoboxx. Dealers thrive off of marketing content and tools that allow them to promote their dealership and products, especially when it’s free! Brands love the fact that they know exactly what their retailers are marketing to their customers. It’s a win-win situation for both the brand and the retailer.