TIPS Automotive Marketing Strategy for Dealer Websites

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TIPS Automotive Marketing Strategy applied specifically to changes and improvements to Car Dealership eCommerce Websites.

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TIPS Automotive Marketing Strategy for Dealer Websites

  1. 1. 1500 (2%) 30 LEADS RECEIVED (25%+) 8 (50%) 4 (50%) 2 DEALS CLOSED 7% Closing Ratio 3000 (4%) 120 (35%) 42 (80%) 34 (75%) 25 21% Closing Ratio Appointments Scheduled Appointment Shows UNIQUE VISITORS This TIPS eBusiness Model focuses specifically on results from the dealer’s own web site. The numbers shown on the wheel are not indicative of results from 3 rd Party Leads. We will examine the impact of 3 rd Party Provided leads in another version of the TIPS eBusiness Model. Traffic To Dealer’s Web Site Interactive Web Site Process Sales WHEEL
  2. 2. 1500 (2%) 30 LEADS RECEIVED (25%+) 8 (50%) 4 (50%) 2 DEALS CLOSED 7% Closing Ratio (2%) 60 (25%) 15 (50%) 8 (50%) 4 7% Closing Ratio Appointments Scheduled Appointment Shows UNIQUE VISITORS 3000 Before After Traffic To Dealer’s Web Site Interactive Web Site Process Sales WHEEL 1. Develop Marketing Strategy 2. Establish Marketing Budget 3. Internal Customers (Meetings & Signage) 4. Existing Customer Base (Email, Direct Mail,Telemarketing) 5. ALL Advertising to General Market(URL Everywhere ) 6. Showroom Merchandising 7. Collateral Materials 8. Invite 3 rd Party leads to Dealer’s site in automated email response 9. Search Engine Strategy & Process 10. Autotrader.com Links to Dealer’s site 11. Yahoo Autos Links to Dealer’s site 12. Manufacturer site link-throughs
  3. 3. 1500 (2%) 30 LEADS RECEIVED (25%+) 8 (50%) 4 (50%) 2 DEALS CLOSED 7% Closing Ratio 3000 (4%) 120 (25%) 30 (50%) 15 (50%) 8 7% Closing Ratio Appointments Scheduled Appointment Shows UNIQUE VISITORS Before After Traffic To Dealer’s Web Site Interactive Web Site Process Sales WHEEL 1. Easy Navigation – Launched Automark site 2. Research – Factory Technology framed into Automark site 3. Find a Car (Real-Time Inventory Updates from DMS) 4. Preowned Photos, Prices & Complete Descriptions 5. Trade Evaluations (KBB) 6. Financing (Online Credit Application) 7. Regional Promos uploaded weekly (new specials) 8. Price & Payment Specials on New & Used 8. Site Forms customized for higher submission 9. Site Text customized for regional search engine results 10. Pop-up Window customization 11. Test Drive Appointment Scheduling 12. Automark site w/additional customized sections 13. Online Service Department Scheduling & Tracking 14. Virtual Service Advisor (VSA) 15. Online Accessories Catalog & Shopping Cart 16. Fleet & eBusiness Services Fulfillment section 17. Online Vehicle Insurance Quotes & Policies 18. Management & Staff Direct Contact Access 19. Multiple registered URL’s directed to site 20. Search Engine strategy implemented … Many more site management capabilities that dealer staff will explore with help from TAS Catalyst
  4. 4. 1500 (2%) 30 LEADS RECEIVED (25%+) 8 (50%) 4 (50%) 2 DEALS CLOSED 7% Closing Ratio 3000 (4%) 120 (35%) 42 (50%+) 21 (50%) 11 9% Closing Ratio Appointments Scheduled Appointment Shows UNIQUE VISITORS 1. Lead Management Tool 2. Auto Responder 3. Personal Responses 4. E-Mail Templates 5. Multimedia Messages 6. 2-Way Pagers 7. Telephone Contact Before After Traffic To Dealer’s Web Site Interactive Web Site Process Sales WHEEL
  5. 5. 1500 (2%) 30 LEADS RECEIVED (25%+) 8 (50%) 4 (50%) 2 DEALS CLOSED 7% Closing Ratio 3000 (4%) 120 (35%) 42 (80%) 34 (50%) 17 14% Closing Ratio Appointments Scheduled Appointment Shows UNIQUE VISITORS 1. Confirmation Call 2. Confirmation E-Mail 3. Rescheduling of “No Shows” Before After Traffic To Dealer’s Web Site Interactive Web Site Process Sales WHEEL
  6. 6. 1500 (2%) 30 LEADS RECEIVED (25%+) 8 (50%) 4 (50%) 2 DEALS CLOSED 7% Closing Ratio 3000 (4%) 120 (35%) 42 (80%) 34 (75%) 25 21% Closing Ratio Appointments Scheduled Appointment Shows UNIQUE VISITORS 1. F&I Process 2. Pricing Process 3. Sales Process 4. Introduction 5. Welcome Board 1. Delivery Process 2. Personal Web Page 3. Introduce Service 4. 1 st Service Appointment 5. Loyalty Package 6. Update on Promotions Before After Traffic To Dealer’s Web Site Interactive Web Site Process Sales WHEEL
  7. 7. 1000 (5%) 50 LEADS (25%) 12.5 (25%) 3 (80%) 2.5 CLOSES 5% Closing % 1. Develop Marketing Strategy 2. Establish Marketing Budget 3. Internal Customers (Meeting) 4. Existing Customer Base (Email, Direct Mail,Telemarketing) 5. ALL Advertising (URL Everywhere ) 6. Showroom Merchandising 7. Collateral Material 4000 (10%) 400 1. Easy Navigation 2. Research 3. Find a Car (Inventory Updated) 4. Used Vehicle Photos Posted 5. Weekly “Deal” Specials 6. Periodic Sales & Promotions 7. Rebates & Incentives Posted 8. Trade Evaluations 9. Financing Information 10. Online Credit Application 11. Test Drive 12. Contact Us 1. Lead Management Tool 2. Auto Responder 3. Personal Responses 4. E-Mail Templates 5. Multimedia Messages 6. 2-Way Pagers 7. Telephone Contact (50%) 200 (50%) 100 1. F&I Process 2. Pricing Process 3. Sales Process 4. Introduction 5. Welcome Board (80%) 80 1. Delivery Process 2. Personal Web Page 3. Introduce Service 4. 1 st Service Appointment 5. Loyalty Package 6. Update on Promotions 20% Closing % Appointments Appts. Show 1. Confirmation Call 2. Confirmation E-Mail 3. Rescheduling of “No Shows” Traffic Interactive Web Site Process Sales WHEEL
  8. 8. 1000 (5%) 50 LEADS (25%) 12.5 (25%) 3 (80%) 2.5 CLOSES 5% Closing % 1. Develop Marketing Strategy 2. Establish Marketing Budget 3. Internal Customers (Meeting) 4. Existing Customer Base (Email, Direct Mail,Telemarketing) 5. ALL Advertising (URL Everywhere ) 6. Showroom Merchandising 7. Collateral Material 4000 (10%) 400 1. Easy Navigation 2. Research 3. Find a Car (Inventory Updated) 4. Used Vehicle Photos Posted 5. Weekly “Deal” Specials 6. Periodic Sales & Promotions 7. Rebates & Incentives Posted 8. Trade Evaluations 9. Financing Information 10. Online Credit Application 11. Test Drive 12. Contact Us 1. Lead Management Tool 2. Auto Responder 3. Personal Responses 4. E-Mail Templates 5. Multimedia Messages 6. 2-Way Pagers 7. Telephone Contact (50%) 200 (50%) 100 1. F&I Process 2. Pricing Process 3. Sales Process 4. Introduction 5. Welcome Board (80%) 80 1. Delivery Process 2. Personal Web Page 3. Introduce Service 4. 1 st Service Appointment 5. Loyalty Package 6. Update on Promotions 20% Closing % Appointments Appts. Show 1. Confirmation Call 2. Confirmation E-Mail 3. Rescheduling of “No Shows” Traffic Interactive Web Site Process Sales WHEEL
  9. 9. 1000 (5%) 50 LEADS (25%) 12.5 (25%) 3 (80%) 2.5 CLOSES 5% Closing % 1. Develop Marketing Strategy 2. Establish Marketing Budget 3. Internal Customers (Meeting) 4. Existing Customer Base (Email, Direct Mail,Telemarketing) 5. ALL Advertising (URL Everywhere ) 6. Showroom Merchandising 7. Collateral Material 4000 (10%) 400 1. Easy Navigation 2. Research 3. Find a Car (Inventory Updated) 4. Used Vehicle Photos Posted 5. Weekly “Deal” Specials 6. Periodic Sales & Promotions 7. Rebates & Incentives Posted 8. Trade Evaluations 9. Financing Information 10. Online Credit Application 11. Test Drive 12. Contact Us 1. Lead Management Tool 2. Auto Responder 3. Personal Responses 4. E-Mail Templates 5. Multimedia Messages 6. 2-Way Pagers 7. Telephone Contact (50%) 200 (50%) 100 1. F&I Process 2. Pricing Process 3. Sales Process 4. Introduction 5. Welcome Board (80%) 80 1. Delivery Process 2. Personal Web Page 3. Introduce Service 4. 1 st Service Appointment 5. Loyalty Package 6. Update on Promotions 20% Closing % Appointments Appts. Show 1. Confirmation Call 2. Confirmation E-Mail 3. Rescheduling of “No Shows” Traffic Interactive Web Site Process Sales WHEEL
  10. 10. 1000 (5%) 50 LEADS (25%) 12.5 (25%) 3 (80%) 2.5 CLOSES 5% Closing % 1. Develop Marketing Strategy 2. Establish Marketing Budget 3. Internal Customers (Meeting) 4. Existing Customer Base (Email, Direct Mail,Telemarketing) 5. ALL Advertising (URL Everywhere ) 6. Showroom Merchandising 7. Collateral Material 4000 (10%) 400 1. Easy Navigation 2. Research 3. Find a Car (Inventory Updated) 4. Used Vehicle Photos Posted 5. Weekly “Deal” Specials 6. Periodic Sales & Promotions 7. Rebates & Incentives Posted 8. Trade Evaluations 9. Financing Information 10. Online Credit Application 11. Test Drive 12. Contact Us 1. Lead Management Tool 2. Auto Responder 3. Personal Responses 4. E-Mail Templates 5. Multimedia Messages 6. 2-Way Pagers 7. Telephone Contact (50%) 200 (50%) 100 1. F&I Process 2. Pricing Process 3. Sales Process 4. Introduction 5. Welcome Board (80%) 80 1. Delivery Process 2. Personal Web Page 3. Introduce Service 4. 1 st Service Appointment 5. Loyalty Package 6. Update on Promotions 20% Closing % Appointments Appts. Show 1. Confirmation Call 2. Confirmation E-Mail 3. Rescheduling of “No Shows” Traffic Interactive Web Site Process Sales WHEEL
  11. 11. 1000 (5%) 50 LEADS (25%) 12.5 (25%) 3 (80%) 2.5 CLOSES 5% Closing % 1. Develop Marketing Strategy 2. Establish Marketing Budget 3. Internal Customers (Meeting) 4. Existing Customer Base (Email, Direct Mail,Telemarketing) 5. ALL Advertising (URL Everywhere ) 6. Showroom Merchandising 7. Collateral Material 4000 (10%) 400 1. Easy Navigation 2. Research 3. Find a Car (Inventory Updated) 4. Used Vehicle Photos Posted 5. Weekly “Deal” Specials 6. Periodic Sales & Promotions 7. Rebates & Incentives Posted 8. Trade Evaluations 9. Financing Information 10. Online Credit Application 11. Test Drive 12. Contact Us 1. Lead Management Tool 2. Auto Responder 3. Personal Responses 4. E-Mail Templates 5. Multimedia Messages 6. 2-Way Pagers 7. Telephone Contact (50%) 200 (50%) 100 1. F&I Process 2. Pricing Process 3. Sales Process 4. Introduction 5. Welcome Board (80%) 80 1. Delivery Process 2. Personal Web Page 3. Introduce Service 4. 1 st Service Appointment 5. Loyalty Package 6. Update on Promotions 20% Closing % Appointments Appts. Show 1. Confirmation Call 2. Confirmation E-Mail 3. Rescheduling of “No Shows” Traffic Interactive Web Site Process Sales WHEEL
  12. 12. 1000 (5%) 50 LEADS (25%) 12.5 (25%) 3 (80%) 2.5 CLOSES 5% Closing % 1. Develop Marketing Strategy 2. Establish Marketing Budget 3. Internal Customers (Meeting) 4. Existing Customer Base (Email, Direct Mail,Telemarketing) 5. ALL Advertising (URL Everywhere ) 6. Showroom Merchandising 7. Collateral Material 4000 (10%) 400 1. Easy Navigation 2. Research 3. Find a Car (Inventory Updated) 4. Used Vehicle Photos Posted 5. Weekly “Deal” Specials 6. Periodic Sales & Promotions 7. Rebates & Incentives Posted 8. Trade Evaluations 9. Financing Information 10. Online Credit Application 11. Test Drive 12. Contact Us 1. Lead Management Tool 2. Auto Responder 3. Personal Responses 4. E-Mail Templates 5. Multimedia Messages 6. 2-Way Pagers 7. Telephone Contact (50%) 200 (50%) 100 1. F&I Process 2. Pricing Process 3. Sales Process 4. Introduction 5. Welcome Board (80%) 80 1. Delivery Process 2. Personal Web Page 3. Introduce Service 4. 1 st Service Appointment 5. Loyalty Package 6. Update on Promotions 20% Closing % Appointments Appts. Show 1. Confirmation Call 2. Confirmation E-Mail 3. Rescheduling of “No Shows” Traffic Interactive Web Site Process Sales WHEEL

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