Excitement. Honesty. Affordability.
When Morrie’s Automotive Group first started servicing the Twin Cities of Minnesota in 1960, these were the fundamental principles on which founder Morrie Wagener built his business.
Rooted in these standards, Morrie’s Buy Happy™ Promises appeal to customers by focusing on value as well as a positive experience both on and off the car lot. Anecdotally, the Morrie’s team knew that brand awareness was high and that customers responded well to Buy Happy ™, but lacked firm numbers required to take action based on those assumptions.
Armed with a questionnaire and a SurveyMonkey account, Morrie’s Marketing Manager, Ben Robertaccio, used SurveyMonkey Audience to reach out to Morrie’s customer base and quantify awareness and identify strengths and weaknesses in Buy Happy’s ™ messaging.
Using SurveyMonkey Audience, Robertaccio surveyed 284 people from Minneapolis and St. Paul, and discovered 65% of their geographic market ranked one of Buy Happy’s™ offerings as their primary factor in purchasing an automobile.
He also confirmed communication of value and post-purchase perks seemed to resonate the most with residents of the Twin Cities, while calling out standard offerings such as test drives did not affect buyers’ decisions.
Additionally, the Morrie’s team learned a great deal about the purchasing habits of car-buying consumers in the Minneapolis/St. Paul market including:
- 42% of Twin Cities residents named price as their primary reason for choosing a dealer.
- 23% listed maintenance and support as their primary reason for choosing a dealer.
Equipped with these results, the Morrie’s team now has the information they need to optimize marketing communications. “Thanks to SurveyMonkey we have hard customer data that provides insights into our marketing efforts. This data will serve as a benchmark that we can measure future marketing efforts against and confirm that we are moving in the right direction.”
Interested in getting customer feedback from a targeted group of respondents? Visit SurveyMonkey Audience or ask us how in the comments section below!