SlideShare a Scribd company logo
Traffic
Interactive
Web Site
Process
Sales
1500
(1.7%) 25
LEADSLEADS
(40%) 10(70%) 7
(71%) 5
CLOSESCLOSES
20%20%
Closing %Closing %
1. Market Strategy
2. Marketing Budget
3. Advertise Internal Customers (Meeting)
4. Advertise Customer Base
(Direct Mail,Telemarketing)
5. Advertise Market (URL Everywhere)
6. Showroom Merchandising
7. Direct 3rd
Party Leads to Automark Website
8. Search Engine Strategy & Active Management
2500
Case Study #1Case Study #1
Phase 1Phase 1
AppointmentsAppointmentsAppts. ShowAppts. Show
Traffic
Interactive
Web Site
Process
Sales
1500
(1.7%) 25
LEADSLEADS
(40%) 10(70%) 7
(71%) 5
CLOSESCLOSES
20%20%
Closing %Closing %
2500
(4%) 100
1. Easy Navigation – Launched Automark site
2. Research – Toyota Technology framed into
Automark site
3. Find a Car (Inventory Updated from DMS)
4. Used Vehicle Photos Posted
5. Trade Evaluations (KBB)
6. Financing (Toyota Technology framed-in)
7. Weekly Ads uploaded (new specials)
8. Site Forms Customized for higher submission
9. Site Text customized for search engines
10. Pop-up Window customization
4540
Case Study #1Case Study #1
Phase 2Phase 2
AppointmentsAppointmentsAppts. ShowAppts. Show
(40%) 40(70%) 28
(71%) 20
Traffic
Interactive
Web Site
Process
Sales
1500
(1.7%) 25
LEADSLEADS
(40%) 10(70%) 7
(71%) 5
CLOSESCLOSES
2500
(4%) 100
(45%) 45(70%) 32
(71%) 23
Case Study #1Case Study #1
Phase 3Phase 3
23%23%
Closing %Closing %
AppointmentsAppointmentsAppts. ShowAppts. Show
1. Lead Management Tool – Process Training
2. Auto Responder w/links to Automark features
3. Personal Responses w/links to info site
features and specific Automark functions
4. E-Mail Templates – Improved verbage
5. 2-Way Pagers
6. Telephone Contact using Phone Script Training
7. Recruited, Hired & Trained 2 ISM’s
Traffic
Interactive
Web Site
Process
Sales
1500
(1.7%) 25
LEADSLEADS
(40%) 10(70%) 7
(71%) 5
CLOSESCLOSES
2500
(4%) 100
(45%) 45(89%) 40
(71%) 28
Case Study #1Case Study #1
Phase 4Phase 4
28%28%
Closing %Closing %
AppointmentsAppointmentsAppointment ShowsAppointment Shows
1. Confirmation Call
2. Confirmation E-Mail Template:
• Map to Dealership
• Custom Directions
• Links to Automark web forms - streamlined buy process
Traffic
Interactive
Web Site
Process
Sales
1500
(1%) 25
LEADSLEADS
(40%) 10(70%) 7
(71%) 5
CLOSESCLOSES
2500
(4%) 100
(45%) 45(89%) 40
7. Updates on Promotions
8. F&I Process – Online Menu
9. Pricing Process – Weekly Grid
10. Welcome Board - Appointments
(75%) 30
Agenda Review upon arrival
Vehicles pre-selected & ready to drive
ISM introduces Sales Specialist
SS works deal – T/O to ISM if no close
“After Best Deal” Coupon
1st
Service Appointment scheduled
using Automark web site forms
Case Study #1Case Study #1
Phase 5Phase 5
30%30%
Closing %Closing %
AppointmentsAppointmentsAppts. ShowAppts. Show
Traffic
Interactive
Web Site
Process
Sales
1500
(1.7%) 25
LEADSLEADS
(40%) 10(70%) 7
(71%) 5
CLOSESCLOSES
20%20%
Closing %Closing %
2500
(4%) 100
(45%) 45(89%) 40
(75%) 30
Case Study #1Case Study #1
SummarySummary
30%30%
Closing %Closing %
AppointmentsAppointmentsAppointment ShowsAppointment Shows
What is theWhat is the
namename
of thisof this
Dealership?Dealership?
Before Automark
& TAS Consulting
After 9 months of
Automark & TAS
Toyota of KirklandToyota of Kirkland
Kirkland, WAKirkland, WA
Was: Cobalt (09/2001)Was: Cobalt (09/2001)
Now: Automark (10/2001)Now: Automark (10/2001)
RTS Catalyst: 17 days (5+12)RTS Catalyst: 17 days (5+12)
December, 2001 Internet salesDecember, 2001 Internet sales
= 18= 18
August, 2002 Internet Sales =August, 2002 Internet Sales =
7070
August, 2002 Total Volume =August, 2002 Total Volume =
275275
Owner: Michael O’BrienOwner: Michael O’Brien
IMD: Mark BurshearsIMD: Mark Burshears

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Tas case study one long

  • 1. Traffic Interactive Web Site Process Sales 1500 (1.7%) 25 LEADSLEADS (40%) 10(70%) 7 (71%) 5 CLOSESCLOSES 20%20% Closing %Closing % 1. Market Strategy 2. Marketing Budget 3. Advertise Internal Customers (Meeting) 4. Advertise Customer Base (Direct Mail,Telemarketing) 5. Advertise Market (URL Everywhere) 6. Showroom Merchandising 7. Direct 3rd Party Leads to Automark Website 8. Search Engine Strategy & Active Management 2500 Case Study #1Case Study #1 Phase 1Phase 1 AppointmentsAppointmentsAppts. ShowAppts. Show
  • 2. Traffic Interactive Web Site Process Sales 1500 (1.7%) 25 LEADSLEADS (40%) 10(70%) 7 (71%) 5 CLOSESCLOSES 20%20% Closing %Closing % 2500 (4%) 100 1. Easy Navigation – Launched Automark site 2. Research – Toyota Technology framed into Automark site 3. Find a Car (Inventory Updated from DMS) 4. Used Vehicle Photos Posted 5. Trade Evaluations (KBB) 6. Financing (Toyota Technology framed-in) 7. Weekly Ads uploaded (new specials) 8. Site Forms Customized for higher submission 9. Site Text customized for search engines 10. Pop-up Window customization 4540 Case Study #1Case Study #1 Phase 2Phase 2 AppointmentsAppointmentsAppts. ShowAppts. Show (40%) 40(70%) 28 (71%) 20
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  • 12. Traffic Interactive Web Site Process Sales 1500 (1.7%) 25 LEADSLEADS (40%) 10(70%) 7 (71%) 5 CLOSESCLOSES 2500 (4%) 100 (45%) 45(70%) 32 (71%) 23 Case Study #1Case Study #1 Phase 3Phase 3 23%23% Closing %Closing % AppointmentsAppointmentsAppts. ShowAppts. Show 1. Lead Management Tool – Process Training 2. Auto Responder w/links to Automark features 3. Personal Responses w/links to info site features and specific Automark functions 4. E-Mail Templates – Improved verbage 5. 2-Way Pagers 6. Telephone Contact using Phone Script Training 7. Recruited, Hired & Trained 2 ISM’s
  • 13. Traffic Interactive Web Site Process Sales 1500 (1.7%) 25 LEADSLEADS (40%) 10(70%) 7 (71%) 5 CLOSESCLOSES 2500 (4%) 100 (45%) 45(89%) 40 (71%) 28 Case Study #1Case Study #1 Phase 4Phase 4 28%28% Closing %Closing % AppointmentsAppointmentsAppointment ShowsAppointment Shows 1. Confirmation Call 2. Confirmation E-Mail Template: • Map to Dealership • Custom Directions • Links to Automark web forms - streamlined buy process
  • 14. Traffic Interactive Web Site Process Sales 1500 (1%) 25 LEADSLEADS (40%) 10(70%) 7 (71%) 5 CLOSESCLOSES 2500 (4%) 100 (45%) 45(89%) 40 7. Updates on Promotions 8. F&I Process – Online Menu 9. Pricing Process – Weekly Grid 10. Welcome Board - Appointments (75%) 30 Agenda Review upon arrival Vehicles pre-selected & ready to drive ISM introduces Sales Specialist SS works deal – T/O to ISM if no close “After Best Deal” Coupon 1st Service Appointment scheduled using Automark web site forms Case Study #1Case Study #1 Phase 5Phase 5 30%30% Closing %Closing % AppointmentsAppointmentsAppts. ShowAppts. Show
  • 15. Traffic Interactive Web Site Process Sales 1500 (1.7%) 25 LEADSLEADS (40%) 10(70%) 7 (71%) 5 CLOSESCLOSES 20%20% Closing %Closing % 2500 (4%) 100 (45%) 45(89%) 40 (75%) 30 Case Study #1Case Study #1 SummarySummary 30%30% Closing %Closing % AppointmentsAppointmentsAppointment ShowsAppointment Shows What is theWhat is the namename of thisof this Dealership?Dealership? Before Automark & TAS Consulting After 9 months of Automark & TAS Toyota of KirklandToyota of Kirkland Kirkland, WAKirkland, WA Was: Cobalt (09/2001)Was: Cobalt (09/2001) Now: Automark (10/2001)Now: Automark (10/2001) RTS Catalyst: 17 days (5+12)RTS Catalyst: 17 days (5+12) December, 2001 Internet salesDecember, 2001 Internet sales = 18= 18 August, 2002 Internet Sales =August, 2002 Internet Sales = 7070 August, 2002 Total Volume =August, 2002 Total Volume = 275275 Owner: Michael O’BrienOwner: Michael O’Brien IMD: Mark BurshearsIMD: Mark Burshears

Editor's Notes

  1. Toyota of Kirkland; December 2001 through May, 2002
  2. Toyota of Kirkland; December 2001 through May, 2002
  3. Toyota of Kirkland; December 2001 through May, 2002
  4. Toyota of Kirkland; December 2001 through May, 2002
  5. Toyota of Kirkland; December 2001 through May, 2002
  6. Toyota of Kirkland; December 2001 through May, 2002