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The Digital Dilemma 

Many small businesses – including trailer retailers – are having difficulty keeping pace with the rate of change in the digital world, especially when it comes to advertising. Strategies that worked just a few years ago are already outdated, and the introduction of machine learning into the mix means that even the most capable human experts are at a massive disadvantage.

ATW, the parent company of many of the best-known trailer brands in North America, has spent more than a year specifically learning what digital advertising strategies and tools are the most cost-effective for local trailer retailers. Our experiment included more than a million dollars in advertising across paid search, paid social media, Craigslist listings, industry shopping portals, Facebook Marketplace, Local Presence Management, SEO and many more.

One of the keys to the experiment was to get beyond impressions and clicks to focus on leads. The fact is, no one has ever sold a trailer to an “impression.” Modern marketing means being able to connect the advertising dollars you spend with unique, identifiable trailer-buying prospects. We’ve developed the best formula for trailer retailers to most cost-effectively reach the most qualified trailer buyers and packaged the world-class approach to make it available for local trailer retailers.

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Money-back Guarantee 

We’ve got enormous confidence in the effectiveness of the LeadBoost program because we’ve seen it work. After all, we spent more than $1M of our own money optimizing the tools and strategies for trailer retailers. If you’re not confident that this is the best way you could have deployed your digital advertising dollars after 90 days – that it’s not the most transparent, effective solution for trailer dealers – we’ll refund 100% of the management fees of the program. (On the other hand, when you’re blown away by the performance of the campaign, we’ll accept a trailer re-order as your thank you note ; )

How can LeadBoost benefit my dealership?
Trailer customers increasingly rely on the Internet to help with their trailer-buying decision-making. They research, find deals and locate nearby trailer dealers on social media and search engines throughout the buying process. LeadBoost, powered by The Tombras Group, works by creating a custom digital ad campaign for your dealership, leveraging machine learning and insights from ATW’s national campaign to target the most qualified leads for your business. 

What is Paid Search?
Paid Search is a form of digital marketing where search engines such as Google and Bing allow advertisers to show ads on their search engine results pages. LeadBoost uses Paid Search to increase your dealership's visibility online by getting your info in front of interested customers. 

What is Paid Social?
While social media initially offered businesses a free or low-cost option to communicate directly with their customers and prospects, the steady monetization of Facebook and Instragram over time means that an advertising spend is now required to reach customers at scale. It’s still a highly compelling advertising channel, however, when you consider the amount of customer data available for targeting and the ability to harness machine learning to improve results over time. 

How much do I need to spend?
That’s up to you and the competitive dynamics in your local market. LeadBoost and The Tombras Group will work with your budget to establish your advertising spend. Most dealers in the pilot program spent between $500-$2,500 per month, with $1,200 as the average. The digital spend is highly measurable and controllable compared with more traditional forms of advertising, meaning you can refine the spend as you go. 

Is there a management fee?
There’s always a cost to manage digital campaigns – whether it’s the opportunity cost of your time to manage it personally, an employee you’re paying, or an agency or service running it for you. The management fee for LeadBoost is 30% of the campaign spend, in line with industry norms. However, unlike all other options available to you, LeadBoost takes advantage of the insights and efficiencies of the ATW corporate spend and machine learning to deliver results up to 50% better than the best humans can achieve with conventional paid search or paid social campaigns. Plus, there is a money-back guarantee of all program management fees if you don’t agree that this is the most sophisticated, easiest and most transparent solution available to trailer retailers. 

Is there a minimum time commitment?
Setting up a sophisticated local digital ad campaign is time intensive on the front end: learning your market, brands carried, competitors, etc. As a result, LeadBoost requires a 90 day minimum commitment.   

Can I advertise non-ATW products through this program?
Yes. We understand that many dealerships require a broad array of trailers and hauling items to be successful, and that your paid digital campaigns need to reach the audiences searching for the solutions you carry. 

What if I'm already running my own paid search campaign?
What do you have to lose? Pause your current campaign and give LeadBoost a shot. The program has been proven to drastically outperform traditional paid search campaigns, using cost-per-lead as the they key metric.

The Digital Dilemma  |  Introducing a Better Way  |  Transparent results  |  Money-back Guarantee   |  FAQ

Introducing a Better Way

ATW is proud to officially launch LeadBoost, the first cutting-edge retail advertising program designed specifically for trailer retailers. Powered by some of the brightest minds in advertising at our agency partner, The Tombras Group, the program incorporates machine learning to optimize lead generation across paid search and social media.

“When it comes to paid search in the trailer industry, Machine Learning is about using hundreds of millions of data points to identify who is most likely to buy when they see your ad – which combination of search term, time of day, geography, device, past online behavior and ad creative is most likely to result in a phone call or email lead…not just a website visit. It’s about the quality of who sees your ad, not just quantity. Let the other guys pay for traffic that never converts to leads and buyers. ” – Matt Guilford, VP Marketing, ATW

The advertising program has been thoroughly tested: we spent more than $1M across 80+ dealerships nationwide to figure out exactly what works and what doesn’t for trailer retailers. And we want to share our insights with preferred ATW dealers. Because we believe so strongly in the effectiveness of this approach, the program is available only to select ATW dealerships based on volume of ATW sales (we would prefer not to use our hard-earned insights to steer leads to the competition!) and comes with a money-back guarantee.

Transparent results

LeadBoost offers full transparency into the placement and results of your ads in real time. You’ll see the dollars at work, and know the number of qualified leads they produce.

In our pilot program, 8.29% of web users who saw our paid search ads clicked on them, and a remarkable 9.63% of that paid traffic turned into leads. Does your current approach to digital advertising provide you that kind of detail? Stop chasing impressions and clicks; make sure you know which specific customers came from your advertising investment.

When a dealership tracks advertising leads and is diligent about warranty registration, the whole sales cycle comes into focus: the ad that was run, the click on it, the lead that gets created and the sale from the lead. That’s data transparency. Using normalized projections from pilot program dealers who captured and shared warranty data, participating independent dealers in May 2019 were able to turn their paid leads into sales that were 16.5 times their advertising investment; a $24k ad spend resulted in $398k in sales.

FAQ