[Trait Signal] Overview Case Study: Reinvigorating Sales for Wilshire Motors
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[Trait Signal]
Overview Case Study: Reinvigorating Sales for Wilshire Motors
Wilshire XL Sales Were Down
For one manufacturer, lackluster sales were a primary concern.
• The Wilshire XL had launched the previous year and the car makers felt confident they’d nailed it. The mid-size sedan had more horsepower, more interior features, and better cargo room than other vehicles in its class…But for some reason, dealers had trouble selling them.
• The Wilshire XL was supported by a national advertising campaign from the manufacturer, and dealers featured it on their websites and in local advertising, so when month after month of sales numbers came in lower than expected, the Wilshire XL team was baffled.
Wilshire XL Sales Were Down
• With inventory on lots, the marketing manager was under pressure to design and launch new advertising as soon as possible.
• Under scrutiny from corporate, dealership ownersbrainstormed ways to increase foot traffic and boost sales.
• Agency copywriters scrambled to come up with fresh ideas for website and social media content that would speak directly to what car buyers were looking for.
• The brand manager needed to get her designers and engineers aligned behind a sound strategy for improvements.
Wilshire leadership decided to invest in Trait Signal data to gain insight into customer experience among drivers of mid-size sedans,
and share the report across teams.
Vehicle Specifications Vehicle Commentary
• Make• Model• Horsepower• Weight• Length
• Blogs• Reviews• Article• Twitter• Instagram
• Identifies what matters to buyers, and correlates those traits to real vehicle specifications, in real-time
Sales & Marketing
Sales & Marketing Needed to Know:
• What people who drive mid-size sedans think and what’s important to them.
• Which vehicle traits to emphasize in sales and marketing collateral, and what not to mention.
• If there might be a group of buyers for the Wilshire XL that might be more compatible with the car than the initial group they’d been targeting.
• How competitors’ customers feel about their cars—more specifically what they dislike about them—so they could gain an edge comparatively and overcome buyer indecision.
Brand & Product
The Product Development Team Needed to Know:
• Which vehicle specifications predicted customer sentiment, so they could prioritize model and trim level updates for future rollouts.
• In which areas people preferred a competitor’s vehicle. The team could overcome this in the vehicle redesign, if only they knew which issues to target.
1. Trait Signal evaluated social, media, and web sources, to identify all commentary about Mid-Sized Sedans.
2. Using proprietary natural language processing, Trait Signal identified the traits most important to drivers talking about the segment.
3. With Trait Signal insights, Wilshire can measure the traits that were desirable and undesirable to mid-sized sedan drivers, and understand immediately if those priorities change.
Trait Identification for Mid-Sized Sedans
Comfortable Very Positive ++
Spacious Positive +
Handling Negative -
Noise Negative -
Quickness Very Negative - -
Mid-Sized Sedan Traits
All data portrayed in this case study are anonymized and for example purposes only.
1. Trait Signal next evaluated commentary about the Wilshire XL specifically.
2. Drivers of the Wilshire indicated different preferences than for the segment as a whole.
3. “Comfortable,” “Spacious,” and “Handling” were still talked about, but unlike for the segment as a whole, drivers had a negative impression of the car’s Spaciousness.
4. Additionally, “infotainment” was both very important and very positive for drivers of the Wilshire XL, in contrast to other mid-sized sedans.
Trait Identification for the Wilshire XL
Comfortable Very Positive ++
Infotainment Very Positive ++
Spacious Negative -
Handling Negative -
Noise Negative -
Wilshire XL Traits
All data portrayed in this case study are anonymized and for example purposes only.
1. Because Trait Signal collects commentary data on all vehicles in the segment, and correlates that data to the manufacturer specifications of every vehicle in the segment, the platform can tell Wilshire which specifications predict driver sentiment on each important trait.
2. For example, starting with the Trait we selected (“Quickness”), Trait Signal analyzed the specifications of each vehicle in the segment.
3. For this trait, we identified that, for this segment, “Torque @ 3000 rpm” best predicts driver sentiment — not horsepower, or any other specification.
Specification Analysis Example
Torque@3000rpm x "Quickness"
Our Vehicle
Vehicle B
Vehicle A
Vehicle C
This analysis can be performed for any trait, correlating driver
sentiment to all possible specifications across vehicles in your
selected segment.
All data portrayed in this case study are anonymized and for example purposes only.
Actionable Insights
Armed with Trait Signal’s insights, Wilshire’s team went to work…
• They restructured website copy to emphasize the cars infotainment system, and to address criticism of its spaciousness.
• They created a new marketing campaign targeting a different group of drivers that seemed to value everything the Wilshire has to offer, expressing favorable opinions on key traits across the board.
• They featured a comparative chart showing how the Wilshire XL outperforms its main competitor, the Boulevard YZ, whose drivers expressed unfavorable sentiment with regard to its “comfort,” “infotainment,” and “noise.”
All data portrayed in this case study are anonymized and for example purposes only.
Actionable Insights, Continued
Armed with Trait Signal’s insights, Wilshire’s team went to work…
• Wilshire dealerships used the Trait Signal report to update sales reps and select better talking points based on what buyers within this segment are looking for. They also trained their sales representatives to walk undecided buyers through comparative analysis between the Wilshire and other cars in its class.
• Finally, the product team began working on changes to the design and engineering of the Wilshire XL, so future models would measure up more favorably among drivers with regard to certain traits. All designers, engineers, and technical people agreed to focus on torque improvements and weight distribution in an attempt to reverse driver sentiment on “quickness” and “handling.”
All data portrayed in this case study are anonymized and for example purposes only.
Product Design
• The Wilshire team proved themselves to be an agile and reactive organization, able to understand the landscape of public opinion that is always in flux. Trait Signal exposed critical areas of strengths and challenges for the organization’s leaders, which allowed them to make the targeted, strategic interventions needed to reinvigorate profitability and reclaim slipping market share.
• Trait Signal’s simple and reliable guide to public opinion and customer experience can serve as signposts for your organization to reconfigure and reboot operations, ensuring you react, respond, and deliver based on what people really want.
All data portrayed in this case study are anonymized and for example purposes only.
Reports, Dashboard, or API Accessible
[Trait Signal]
Visit our website or contact us to learn more and request access to our beta
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