Brand experience Peoria City Soccer Presentation.pdf
Digital Dealer: Working smarter with less budget: How targeted marketing converts into higher sales and service revenue
1. Working smarter
with less budget:
How targeted marketing converts
into higher sales and service
revenue
2. • Southeast Regional Vice President at Team Velocity Marketing
with over 17 years of experience in the automotive industry
• #1 in Client Retention and top Regional Sales Director
• Facilitated F&I sales and implementation of Business
Development Centers Nationally.
• ADP Dealer Services Division selling technology services to
major accounts as a Retail Solutions Manager and recognized
as one of the top Retail Solutions Directors in the Region.
• Business to Business sales with General Motors, Chrysler and
Nissan.
• Retail experience with Honda, Nissan and Porsche.
• Laura continues to work with widely recognized dealerships in
Southern Florida, such as Rick Case Honda, Braman
Motorcars, Germain Automotive and Brickell Motors.
Laura Howe
Regional Vice President
Team Velocity Marketing
3. • Operational leader of the largest Honda Dealership facility in
North America with a team of over 400 associates.
• Bustillo has been the GM at Rick Case Honda since 2008
• served as the GM at Germain Toyota Scion in Naples, Florida
from 2002 to 2008.
• South Motors Volkswagen Suzuki from 1999 through 2002
and has been an automotive professional for almost 20 years.
• Bustillo is a recognized expert in the hiring, training and
motivation of management and support personnel, along with
the creation of innovative sales and marketing approaches.
Richard Bustillo
General Manager
Rick Case Honda
4. C AS E
S T U D Y
Rick Case Honda - background
•
Privately held business
•
Opened in 2002
•
#1 Honda Dealer in the Southeast
•
Holds Honda national record for most new cars sold in
one month
•
Certified Retailer Award by J.D. Power and Associates
and rated “The Best of the Best in America.”
5. C AS E
S T U D Y
Rick Case Honda - Challenges
• Limited growth in Service Department – retention and
dollars per RO were good but they needed new customers
• Low response rate from typical email blasts, mailers, and
service reminders, etc…
• Aggressive Marketing from Competitive Brands
• Highly Transitional Geographic Area
• Multiple Vendors + Mixed Messaging
• Hit Plateau
Rick Case Honda
7. S T R AT E G Y
Creating a Strategy
Needed to be Cost Effective
Needed to be Sustainable
Needed to Help Grow Both Sales and Service
Needed to Retain Current Customers and Obtain New Customers
8. G O AL S
Creating a Strategy
Build a comprehensive targeted and digital marketing strategy
“One Store for All Automotive Needs”
(Not a Collection of Departments)
9. S T R AT E G Y
Creating a Strategy
Old Strategy
Mass Marketing
Lower Sales Volume
Lower ROI
Lower Profit Per Deal
VS
Targeted Strategy
In Market
Higher Sales Volume
Higher ROI
Higher Profit Per Deal
10. S T R AT E G Y
We Bet 100% on a Targeted Strategy
11. H O W
I T
W O R K S
Complete Sales & Service Strategy
12. T H E
R I G H T
S T R AT E G Y
99
%
Not In-Market
1
%
Mass Market
In-Market
Shift focus to in-market prospects,
not the general mass market.
Focus the message and mediums
to best reach in-market prospects
People | Process | Tools | Point of Sale
Sales Retention | Service Retention | Remarketing | Referrals
13. T H E
R I G H T
M AR K E T
• Looking Back to Look Forward
• Areas with Our Most Profitable Customers
• Those that Buy and Service with Us
• Areas that had the Highest Statistical
Probability for Growth
14. R E S U LT S
7%
.5%
34%
Increase
Increase
Increase
-.2%
Increase
-1.4%
Decrease
2011
13.5%
Decrease
2012
2013
Annual Service Growth in top
Selling Zip Codes
2011
2012
2013
Annual Sales Growth in top Selling
Zip Codes
15. T H E
R I G H T
C U S T O M E R
DMS
POLK
Vehicle
Values
VIO
Data
OEM
Data
OEM
Incentives
ownership
service activity
demographics
Customers with the highest statistical
geography
equity
probability of buying and servicing now
and in the future
Customers
Conquest
Perfect Prospects
16. T H E
R I G H T
O F F E R S
Every customer received
Sales and Service offers
Every customer received
communication monthly
Drove all traffic to the dealer
offersite
17. T H E
R I G H T
M E D I A
• One unified message through multiple
mediums
• Multiple calls to action
• Variable pricing based on customer activity
• Campaign conversion site houses all sales and
service offers
• Converted traffic at 3 times the dealer’s website
18. PAI D
S E AR C H
Digital Marketing
4,727
3.53%
10.45%
2.94%
827
2012
5.2%
2013
Conversions
2012
2013
Click Through Rate
2012
2013
Conversion Rate
19. R E S U LT S
38%
of calls came
from a
mobile device
272
Average Calls
per month
20. R E S U LT S
?
Without a
thorough digital
strategy, these
calls wouldn’t
exist
21. R E S U LT S
$.51
Reaching
Avg. Cost
Per Click
8 million
People
5,280
Who says you
can’t sell cars
on Facebook
Page likes
585
Avg. likes
per month
27,573
views in
2013
56,000
Clicks in
2013
3,000
photo views
per month
18 million
Impressions
In 2013
22. R E S U LT S
53,979
7,459
7,352
50,870
5,781
2011
50,549
2012
2013
Annual Sales Growth
2011
2012
2013
Annual Service Growth
29. P R O C E S S
1
2
3
4
target
market
sell
follow up
via email, mail,
phone and
service lane
30. M AR K E T
Notify Consumers That They are Eligible to Upgrade to a Better Vehicle
for a Better Payment Via Email, Mail, Website and Service Lane
mail
email
phone
Service lane
36. T Y P I C AL
G O AL
R E S U LT S
2 – 4 % Total RO’s
Cars Sold
40
X
2,930
=
117,200
ROs on Trade
40
X
1,200
=
48,000
Sale on Trade
40
X
2,930
=
117,200
Total per month
Total per year
282,400
X12
3,388,800
