Working Smarter with Less Budget, by Aaron Bickart

Aaron Bickart | abickart@teamvelocitymarketing.com
Working smarter with less budget:
How successful dealers use integrated, data-driven marketing to spend smarter.

•15 years of experience accelerating revenue, motivating personnel, and retaining customers in the automotive industry.
•10 years with Reynolds and Reynolds, as a CRM sales Specialist, Automotive Business Consultant and Director of Sales for Dealer /Operations.
•Increased sales by 128% on average per year for six years.
•Senior Vice President of Sales at Team Velocity Marketing , a fast-paced high-growth marketing company with emphasis in targeted direct marketing.
Aaron Bickart
Senior Vice President
Team Velocity Marketing

•General Manager, Lexus Escondido
•General Sales Manager, Toyota Carlsbad
•11THLargest Toyota dealership in the USA, 20 years
•NADA Academy Graduate , 2011
Rick Bilgrien
General Manager
Lexus of Escondido

CASE STUDY
Lexus of Escondido -Background
•The Centre’s unique collection of shops, services and amenities has been carefully created to transform everyday events into extraordinary experiences all in one place.
•At the heart of The Centre lies Lexus Escondido; the full- service award-winning Lexus dealership.
•Within the 326,000square foot state-of-the-art facility a glass elevator lifts you to three stories of comfort and convenience that include: a golf simulator, a learning center, a business center, a private library, a children’s area, retail shops, plush conference rooms and over 20,000 square feet of event space -complete with outdoor fire pits that can be used for concerts, weddings, banquets and more.
•Lastly houses a FIVEStar Restaurant ~Vintanathat serves 13,000 plates a month and has Martini and Wine Bar

CASE STUDY
•Currently held 26thspot in the LA, San Diego and Phoenix Region (14thNow)
•Satellite Store to Lexus Carlsbad
•Wanted to grow Sales and Service, however couldn’t move the needle
•Into traditional media (TV, Radio)
Lexus of Escondido -Challenges
Lexus of Escondido

CASE STUDY
Lexus of Escondido–Challenges

CASE STUDY

The Opportunity
Automotive Advertising Outlook The Big Shift in Advertising Media Change from 2012-2013
July 2013.

The Opportunity

The Opportunity
1.5 Million Consumers
off-lease returning to the market in 2014
December 2, 2013

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
Creating a Strategy

GOALS
Build a comprehensive targeted and digital marketing strategy
Creating a Strategy

STRATEGY
Creating a Strategy
That has synergy between traditional and direct target strategy
Mass Market
In Market

HOW IT WORKS
Complete Sales &Service Strategy

THE RIGHT CUSTOMER

THE RIGHT CUSTOMER
Customers with the highest statistical probability of buying and servicing now and in the future.

THE RIGHT MARKET
•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

THE RIGHT OFFERS
Every customer received
Sales and Service offers
Every customer received
communication monthly
Drove all traffic to the dealer offersite

THE RIGHT MEDIA
•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

VEHICLE EXCHANGE

follow up
sell
target
market
1
2
3
4
PROCESS

consumers who can get a better car for a better payment
follow up
sell
target
market
1
2
3
4
PROCESS

TARGET

Identify Consumers Who Can Get a Better Car for a Better Payment
TARGET

via email, mail, phone and service lane
follow up
sell
market
1
2
3
4
PROCESS
target

Notify Consumers That They are Eligible to Upgrade to a Better Vehicle for a Better Payment Via Email, Mail, Website and Service Lane
Service lane
phone
mail
email
MARKET

using upgrade analysis presentation on iPad, tablet, PC and print-out
follow up
sell
target
market
1
2
3
4
PROCESS

Vehicle Exchange Program
SELL
Civic
Civic

every month with personalized communication for every customer
follow up
sell
target
market
1
2
4
3
PROCESS

RESULTS

PAID SEARCH
Conversion Rate
Conversions
Digital Marketing
Dec 2013
July 2014
109
260
Dec 2013
July 2014
11.95%
5.75%
Dec 2013
July 2014
10.04%
4.09%
Click through rate

RESULTS
68%
of calls came
from a
mobile device
98Average
Calls per month
Dec 2013 –July 2014

RESULTS
Without a thorough digital strategy, these calls wouldn’t exist
?

RESULTS
Who says you can’t sell cars on Facebook
763
Page likes
+1 million
Impressions
Reaching
+1 million
People
4,977
Clicks
254
Avg. likes
per month
4,639
photo views
per month
$.42
Avg. Cost
Per Click
*Data reflects Q4 2013
2,084
Total Likes

RESULTS
Year over Year Sales Growth
May 2013
May 2014
23% Increase
June 2013
June 2014
20% Increase
July 2013
July 2014
17% Increase

RESULTS
Year over Year ServiceGrowth
May 2013
May 2014
18% Increase
June 2013
June 2014
29% Increase
July 2013
July 2014
16% Increase

QEUSTIONS

Thank You

Working Smarter with Less Budget, by Aaron Bickart

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