Econsultancy Multichannel Innovation Toyota Agillic

Innovation in multichannel marketing:
toyota
How its new multichannel engagement strategy is driving sales for Toyota

Toyota’s campaign objectives were clear
Goals
To change marketing focus from branding to eCRM
To actively engage with the potential car buyer before the test drive
To collect contact permission and contact information across multiple channels
To improve the sales process and automate dialogue
……..and ultimately: to increase level of sales and market share
Strategy
Focus on digital engagement, gathering information and contact permission on the way
Communicate throughout the (long) customer lifecycle, personalising content at relevant times and through appropriate channels
Toyota Multichannel

Toyotautilisesdifferent mechanisms at various stages of thepurchase process
Offline media TV Newspapers CTA
Aquisition = Pre-site
Mobile and web interaction
Engagement = On-site
Data capture via digital media mobile and email to receive 24H test drive
Conversion = Post-site
Action
Sales
Car sales
After market
Continued relevant dialogue creating costumer interaction
After market sales increase
Start appropriate re-sell program

Thisunifiedmultichannel approach is made possible by an integrated marketing platform
Mass media creates awareness and drives response
Mass media
Campaign site is consolidation of creative concept
Avensis24.dk
Agilllic orchestrates communication mechanisms
Agillic
Toyota dealers
Dealerships

Toyota’s new eCRMstrategyyieldsimpressiveresults. Mobile alreadyfuels16% of sales !
Campaignresponse – index
100
Overall campaignresponse via SMS
Requestedadditionalinfo. via email from mobile portal
35% of the 100
Order test drive online via web – conversionincl. external banners
na
16.1%
218
Noof sales of the new Avensis

Toyota Avensis leaped from a ranking as the 19th most sold car in Denmark to an astonishing 3rd !

Toyota arealsobattling the recession and drivingdowncostsusing multichannelinteraction
Mass media creates awareness and drives response
Mass media
Campaign cost is now down
by +30%
Campaign site is consolidation of creative concept
Avensis24.dk
Agilllic orchestrates communication mechanisms
Agillic
Toyota dealers
Dealerships

The implementation Road Map for Toyota points towards becoming ever more customer centric

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Econsultancy Multichannel Innovation Toyota Agillic

by Turlough Martin on Nov 03, 2009

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Econsultancy Multichannel Innovation Toyota Agillic — Presentation Transcript