Gumtree driving leads with Innovation Marketing Campaigns
South Africa’s most popular classifieds’ site, Gumtree South Africa, has adopted an aggressive marketing strategy in order to drive leads to their customers’ advertisements, particularly in the automotive space.
Using Data to drive Performance
Earlier this quarter, the company appointed dedicated performance marketers focusing on specific geographic and brand-related search terms. “Information is power,” says Jeff Osborne, Head of Automotive. “We are constantly studying how traffic flows in and out of our site, and how consumers are looking for cars. We commissioned a study delving into consumer car buying behavior and preferences, while our sales teams are hitting the field with tablets equipped with the latest information. We are absolutely committed to understanding how to get more consumers into more cars.”
Osborne discussed this commitment during his appearance on Ignition TV’s INSIGHT.
Gumtree Pre-Owned Car Awards & WRX Finale
Gumtree South Africa has shaken up conventional automotive awards by introducing the 2017 Pre-Owned Car Awards, which will measure the best-selling pre-owned cars on the market against criteria such as value for money, maintenance cost, desirability, resale value and other factors that savvy car buyers might use to evaluate a purchase.
Using data provided by TransUnion, Gumtree identified five finalists in ten categories:
• Best Budget car under R110k
• Best Light hatchback under R140k
• Best Medium hatchback under R260k
• Best Cross-Over between R200k-R300k
• Best SUV under R325k
• Best Luxury Sedan under R475k
• Best SUV under R700k
• Best Double cab Bakkie 4×2
• Best Performance hatchback
• Best Premium Performance car
The finalists were then put through intensive road tests by top SAGMJ journalists and reviewers that will shortly be submitted to a panel of judges for evaluation and scoring. Judges include industry veterans such as Roger McLeery, Jeff Osborne, Adam Ford, Lerato Matebese, Nunben Dixon, Liana Reiners, Michele Lupini, Charl Wilken (Jury Chair) and Derick De Vries.
Judging criteria is comprised of 16 key elements of vehicle performance, such as overall value for money, engine performance, mechanical reliability and safety. “Top of mind these days when buying a pre-owned car is value for money, how economical will it be to run on fuel and how much is it going to cost to maintain,” said former race driver and commentator Roger McLeery, speaking about his role as judge. “Gumtree with its new initiative has led the way looking at all the categories of cars available and setting a judging criteria that is so relevant today with buying a car. It is good to be playing a small part in listing the top buyers among the vast number of cars we have available in South Africa.”
The winners will be announced in m
id-November to coincide with the FIA World Rallycross Finale, in Cape Town. Gumtree is acting as the headline sponsor for the racing event this year, which has already attracted the attention of racing fans across the globe.
“We believe that the pre-owned market has a lot to offer in terms of quality and range and have invested heavily in promoting the stock (and the dealerships) selling pre-owned vehicles on our platform. Our involvement in WRX, our innovative Pre-Owned Awards and our aggressive online marketing strategy has certainly demonstrated that, with even further investment on the cards for 2018,” says Osborne.
The full shortlist of the Pre-Owned Awards finalists is available on www.gumtree.co.za/awards.
More information on the FIA World Rallycross can be found on http://www.fiaworldrallycross.com/