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Toyota Kansas City Region Dealer Summit - 2010
This document presents insights from a January 2010 meeting for Toyota dealers in the Kansas City region, focusing on digital marketing strategies and challenges. Key topics include the importance of social media, effective lead management practices, and the need for proactive reputation management to improve sales in a competitive market. Highlighted are the successful tactics of top-performing dealers and the necessity for quick response times to internet leads to enhance conversion rates.
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Toyota Kansas City Region Dealer Summit - 2010
- 1. Kansas City Region– Toyota Motor SalesJanuary 13, 2010 Dealer MeetingAutomotive Digital MarketingInternet Sales ChallengesToyota Dealers in 2010Presented by Ralph PagliaNational Digital Marketing Strategy Consultant to Toyota Motor Sales, Inc.
- 2. Introduction and Background:RalphPaglia Director - Digital Marketing SolutionsDealer Services20+ year auto industry leader in Digital Marketing, Advertising, Lead Management and dealership CRM process design and execution
- 3. Executed Digital Marketingand Sales Strategy that generated 144,000+ leads to single-point Chevy dealer 2006-2007
- 4. Built dealer ISSteam that sold 4,000+ Units to Web Leads in 2006
- 5. Worked w/Ford in2007-2008 to develop first fully integrated multi-publisher Tier 3 Digital Marketing Consulting and Online Advertising program
- 6. First retail automotiveBehavioral Targeting Digital Advertising program while at Courtesy Chevrolet in 2005, 2006 and 2007
- 7. Internet Sales &Marketing Consultant to Ford, Mercedes-Benz, GM, Honda, Toyota, Mercedes-Benz, Hyundai and 250+ dealers
- 8. Started generating Internetleads in 1988 using CompuServe ISP access and vehicle listings on defense contractor BBS’s in SoCal Cell: 505.301.6369 ralph_paglia@adp.com www.ADMPC.com
- 9. Toyota KCRegion accomplishments in 2009 What a few top performing Toyota dealers are doing to become more competitive in 2010 Impact of Social Media on marketing to car buyers Dealership Lead Management A few recent Facts and Figures Summary with Q & A
- 10. Toyota KC RegionDealers3 Digital Marketing Performance Metrics reviewed and analyzed for results relative to national averages…Traffic GenerationTotal volume of dealership website visitorsConversion Rate Percent of website visitors who contact dealershipLead Volume Total business opportunities generated from website
- 11. 6 KC RegionDealers stood out as “Best in Class” Dealer Website Traffic MarketersToyota of Des MoinesOlathe ToyotaSuperior ToyotaMolle ToyotaCedar Rapids ToyotaReliable Toyota
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- 13. 6 KC RegionDealers stood out as “Best in Class” Dealer Website Content MarketersPerformance Toyota of KCMidWest ToyotaRolling Hills ToyotaCrown ToyotaMolle ToyotaEddy’s Toyota of Wichita
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- 15. 6 KC RegionDealers stood out as “Best in Class” Dealer Website Lead GenerationMolle ToyotaEddies Toyota of WichitaAdams ToyotaToyota of Iowa CityOlathe ToyotaPerformance Toyota of La Vista
- 16. Leads from DealerSite Visitors* KC Region Toyota Dealers November, 2009 (*KC Dealers with >1,000 visitors) National Average
- 18. THE PROBLEM: Dealerscurrently see the Social Media and Online Ratings and Reviews Landscape as a bewildering array of brands and sites!
- 19. Social Marketing &Reputation Management Value Increased traffic to the dealer’s primary eCommerce websites Increased “Top Of Mind” Brand Awareness of the dealership in local area with automotive customers who are in market Improved Search Engine Rankings for the dealer’s primary eCommerce site for relevant search terms An effective and proactive Reputation Management strategy that alerts dealers to what is being published and guides satisfied customers towards posting positive reviews Increased sales of Vehicles, Service and Parts Dealer establishes a Thought Leadership position in their local community with a customer segment that is difficult to reach Employee engagement with Social Media that is guided, advantageous to the dealership, controlled and monitored
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- 25. With one clickof the customer’s mouse button, Performance Toyota’s eNewsletter makes it easy for customers to share “Money Saving Tips” using any, or all of the customer’s social media accounts. These “Social Sharing” apps do all the work so customers can share anything they find interesting with friends, family, coworkers or anybody they are connected with that the customer believes may benefit from the information and link sent… So, let’s click on Facebook first.
- 26. After I clickon the Facebook icon in Performance Toyota’s eNewsletter, a new browser window automatically pops open and Facebook recognizes me, has me already logged in and the eNewsletter article headline and an image is preloaded and ready to go… Like a lot of people normally do, I add a comment in the box at the top explaining why I am sharing this Toyota dealer’s eNewsletter article about using your cell phone to take advantage of money saving coupons… Wouldn’t you? If customer is not in the mood to type, they can just click the “Share” button on the bottom right…
- 29. When I wasdropped back into the eNewsletter, I clicked on the Twitter icon… With that one click of my mouse, the eNewsletter pushes a Tweet tip to my Twitter account, ready for me to share with 1,200+ friends, family, coworkers (Twitter followers) in a nicely pre-populated little message… With a link to the article!
- 33. Online Advertising AlternativesFacebookAdvertising CampaignsWith over 350,000,000 Facebook users and over 50% logging into their accounts every day, there will be dealers that generate significant business from this social network… Creating Ad campaigns is easy and very few dealers currently compete in this space.
- 34. How hard isit to create your own Advertising Campaigns on Facebook?
- 35. Over a MillionFacebook members within 50 miles of Kansas City…Over the age of 18.
- 36. 326,000 Facebook memberswithin 50 miles of Kansas City…Over the age of 21, and have a college degree.
- 37. 980 Facebook memberswithin 50 miles of Kansas City work for Hallmark…Toyota Dealers can message them through Facebook Advertising and Fan pages.
- 38. 2,460 Facebook memberswithin 50 miles of Kansas City work for Sprint…Toyota Dealers can reach them with targeted messages through Facebook Advertising and Fan pages.
- 39. 1,440 Facebook memberswithin 50 miles of Kansas City work for Wal-Mart…Toyota Dealers can reach them with targeted messages through Facebook Advertising and Fan pages.
- 40. 480 Facebook memberswithin 50 miles of Kansas City work for DST Systems??Toyota Dealers can reach them with targeted messages through Facebook Advertising and Fan pages.
- 41. To test thewaters, I built a Facebook Advertising campaign for my new Toyota Community Fan page… For $100 a day, it looks like I can get 170 Facebook members over the age of 21 to click through and visit the Toyota Fan Page…
- 43. The volume of“Invitations” I receive every day from dealers around the country to become a “Fan” of their dealership and their Facebook Fan page has escalated from 1 per week to several per day in the past year… Get competitive and go to where your customers are!
- 44. Reputation Management(Word ofMouth Marketing)If we do a great job with a thousand customers and fail to satisfy one… Can you guess which customer will post an online review and rate our dealership?
- 46. Can dealers gettheir most satisfied customers to post positive reviews and rate their dealerships online? In many markets, one dealer figures out how to get it done, then takes business away from other dealers with the reputation created… Then everyone else works furiously at trying to catch up…
- 47. One Toyota Dealerin Missouri has seized the opportunity to get ahead of the rest with Reputation Management.
- 49. There is oneof those Facebook links again… What happens when I click on it?
- 50. After I clickon the Facebook link in Molle Toyota’s DealerRater review, a new browser window automatically pops open and Facebook recognizes me, has me already logged in and the customer review preloaded and ready to post on the “Walls” of over 1,200 of my Facebook Friends… Like a lot of people normally do, I add a comment in the box at the top explaining why I am sharing this Toyota dealer’s review… If your Facebook using customer does not want to type, they can just click the “Share” button on the bottom right…
- 52. Are Toyota Dealersmore or less competitive than they were in the past as we go into the 2010 Auto Sales Recovery period? How have the changes made in the Car Buying Process adopted by most Americans during the 2007 – 2009 Recession impacted Toyota dealer competitiveness?
- 60. Internet Lead Management(Marketingserves it up, Sales puts it in the till…)If we do a great job and get hundreds or thousands of sales opportunities… Why would we not ensure they our response processes are optimized for success?
- 61. Does your dealershiphave an Internet Sales Team?Do they execute effective Lead Response Process?After spending so much money to get customer attention, why would we hit the brakes in the sales department?“Consumers get bad or no response from dealers. Dealers simply drop as much as 50% of leads — they never respond to them at all. And even when they do, it’s frequently several days after the lead was submitted — average lead response time is more than 48 hours for most OEMs interviewed.¹”OEM Quote: “Of our dealers, I’d say 10% really ‘get it,’ and about 30% are kind of trying. But 60% don’t even know where to begin — and don’t care.”¹Mark Dixon Bünger; Forrester ResearchJanuary 13, 2010Copyright © 2005 Ralph Paglia – All Rights Reserved
- 62. A: Increasing ClosingRatios is not “Just About” Response Times…Q: Why the variations?
- 63. Impact of DealerLead Response Attributes on: Vehicle Purchase
- 64. Results Proven BestPractices
- 65. Telephone Process 85%of Website visitors who contact dealership before coming into the showroom, use the phone
- 66. Direct Phonecontact (after responding by email), has greatest impact on increasing sales close ratios Get Fussy! Phone Follow-Up Sales Strategy (FUSS) Focus on having a set of objectives in front of us, each time we make an email follow-up call
- 67. Take notesand collect more customer information during each call... Enter into a Lead Managment System!
- 68. Get SMSpermission, send email thanking customer for OK to send text messages to their cell phone (Opt-In validation)
- 69. SMS engagementwith customer doubles sales close rates!
- 70. Get customer’sFacebook, Twitter, Blog info and connect5 Lead Response Dealer Actions that Drive Lead-to-Sale conversions at 4 times higher rateDirect customer phone contact made by dealer within first 8 business hours Consumer received price quote(s) within first 8 business hoursDealer confirmed availability of multiple vehicles within first 8 business hoursDealers showed genuine interest (consumer perception)Customer received contact from dealer more than once within first 24 hours after lead sent(new study reconfirms close rate impact factors)Source: Morpace 24 hour survey and RDR sales data
- 71. Toyota DealersRFQ LeadManagement Process:Automated Reply w/Info Validation & Map#1 Email w/Prices on 4 Available Vehicles Phone follow-up to verify receipt of emailSend Email/SMS when Voicemails are leftGet “Real” email, SMS OK, social link during callUnsold Lead Follow-up by Manager/3rd PartyWeb Sales Calls routed to specific people Showroom Appointment Reception Process!
- 72. Summary and DialogueRalphPagliaDirector - Digital Marketing SolutionsDealer ServicesThank you for being the best and I know youwill have a great sales year in 2010… Questions and AnswersCell: 505.301.6369 ralph_paglia@adp.com www.ADMPC.com
Editor's Notes
- #15 SmartArt custom animation effects: basic radial(Intermediate)To reproduce the SmartArt on this slide, do the following:On the Home tab, in the Slides group, click Layout, and then click Blank. On the Insert tab, in the Illustrations group, click SmartArt. In the Choose a SmartArt Graphic dialog box, in the left pane, click Relationship. In the Relationship pane, click Basic Radial (sixth row, second option from the left), and then click OK to insert the graphic into the slide. On the slide, select the SmartArt graphic, and then click one of the arrows on the left border. In the Type your text here dialog box, in the top level bullet, enter the text for the center circle of the graphic. In the second-level bullets, enter the text for all the other shapes in the SmartArt graphic. With the SmartArt graphic still selected, on the Design tab, in the Themes group, click Colors, and then select Median. Under SmartArtTools, on the Format tab, in the Size group, do the following:In the ShapeHeight box, enter 5”. In the ShapeWidth box, enter 7.5”.Under SmartArtTools, on the Design tab, in the SmartArtStyles group, click SmartArtStyles, and then under Best Match for Document select IntenseEffect (fifth option from the left).On the Home tab, in the Font group, click the button next to FontColor, and then under ThemeColors select Black, Text 1 (first row, second option from the left). On the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click 3-D Format in the left pane, and in the 3-D Format pane, under Surface, do the following:In the Material list, under SpecialEffect, select SoftEdge (first row, second option from the left).In the Lighting list, under Neutral, select Harsh (first row, fourth option from the left).In the Angle box, enter 30°.Press and hold CTRL, and select all five shapes in the SmartArt graphic. On the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Shadow in the left pane. In the Shadow pane, in the Presets list, under Outer select OffsetBottom (first row, second option from the left), and then do the following:In the Transparency box, enter 65%.In the Size box, enter 103%.In the Blur box, enter 9 pt.In the Angle box, enter 90°.In the Distance box, enter 3 pt.To reproduce the SmartArt effects on this slide, do the following:On the slide, select the center circle in the SmartArt graphic, and then on the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click 3-D Format in the left pane, and in the 3-D Format pane do the following:Under Bevel, in the Top list, under Bevel, select Circle (first row, first option from the left).Also under Bevel, to the right of the Top list, in the Width box, enter 24 pt. Also under Bevel, to the right of the Top list, in the Height box, enter 12 pt.On the slide, select the top circle in the SmartArt graphic, and then on the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Fill in the left pane, and in the Fill pane do the following:Click Solidfill.Click the button next to Color, and then under ThemeColors select Orange, Accent 2 (first row, sixth option from the left).Also in the FormatShape dialog box, click 3-D Format in the left pane, and in the 3-D Format pane do the following:Under Bevel, in the Top list, under Bevel, select Circle (first row, first option from the left).Also under Bevel, to the right of the Top list, in the Width box, enter 20 pt. Also under Bevel, to the right of the Top list, in the Height box, enter 15 pt.Press and hold SHIFT, and then on the top circle, drag a corner adjustment handle toward the center to decrease the size.On the Home tab, in the Font group, in the Font Size box, enter 20.Drag the top circle approximately 0.5” to the right.Select the right circle in the SmartArt graphic, and then on the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Fill in the left pane, and in the Fill pane do the following:Click Solidfill.Click the button next to Color, and then under ThemeColors click Gold, Accent 4 (first row, eighth option from the left).Also in the FormatShape dialog box, click 3-D Format in the left pane, and in the 3-D Format pane do the following:Under Bevel, in the Top list, under Bevel, select Circle (first row, first option from the left).Also under Bevel, to the right of the Top list, in the Width box, enter 24 pt. Also under Bevel, to the right of the Top list, in the Height box, enter 12 pt.Press and hold SHIFT, and then on the right circle, drag a corner adjustment handle toward the center to decrease the size.On the Home tab, in the Font group, in the Font Size box, enter 28 pt.Drag the right circle slightly toward the right corner of the slide.One the slide, select the bottom circle in the SmartArt graphic, and then on the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Fill in the left pane, and in the Fill pane do the following:Click Solidfill.Click the button next to Color, and then under ThemeColors click Green, Accent 5 (first row, ninth option from the left)Also in the FormatShape dialog box, click 3-D Format in the left pane, and in the 3-D Format pane do the following:Under Bevel, in the Top list, select Circle (first row, first option from the left).Also under Bevel, to the right of the Top list, in the Width box enter 24 pt. Also under Bevel, to the right of the Top list, in the Height box enter 12 pt.Press and hold SHIFT, and then on the bottom circle, drag a corner adjustment handle away from the center to increase the size.On the Home tab, in the Font group, in the Font Size box, enter 28.On the slide, select the left circle in the SmartArt graphic, and then on the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Fill in the left pane, and in the Fill pane do the following:Click Solidfill.In the Color list, under ThemeColors select Olive Green, Accent 3 (first row, seventh option from the left).Also in the FormatShape dialog box, click 3-D Format in the left pane, and in the 3-D Format pane do the following:Under Bevel, in the Top list, under Bevel, select Circle (first row, first option from the left).Also under Bevel, to the right of the Top list, in the Width box, enter 30 pt. Also under Bevel, to the right of the Top list, in the Height box, enter 30 pt.Press and hold SHIFT, and then on the left circle, drag a corner adjustment handle toward the center to decrease the size.On the Home tab, in the Font group, in the Font Size box, enter 40, and then click Bold.Drag the top circle slightly toward the bottom of the slide.To reproduce the line effects on this slide, do the following:Press and hold CTRL, and then select each of the four lines connecting the circles in the SmartArt graphic. On the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Line Color in the left pane, select Gradient line in the Line Color pane, and then do the following:In the Type list, select Linear.In the Direction list, select Linear Right (first row, fourth option from the left).Under Gradient stops, click Add or Remove until two stops appear in the drop-down list.Also under Gradient stops, customize the gradient stops as follows:Select Stop 1 from the list, and then do the following:In the Stop position box, enter 0%.Click the button next to Color, and then under Theme Colors click Black, Text 1 (first row, second option from the left). Select Stop 2 from the list, and then do the following: In the Stop position box, enter 100%.Click the button next to Color, and then under Theme Colors click Black, Text 1 (first row, second option from the left). In the Transparency box, enter 100%.Also in the FormatShape dialog box, click LineStyle in the left pane, and in the LineStyle pane do the following:In the Width box, enter 3.5 pt.In the Dashtype list, select RoundDot (second option from the top).To reproduce the animation effects on this slide, do the following:On the Animation tab, in the Animations group, click CustomAnimation. On the slide, select the SmartArt graphic, and then in the CustomAnimation task pane, to the following:Click AddEffect, point to Entrance, and select MoreEffects. In the AddEntranceEffect dialog box, under Moderate, select Zoom.Click the arrow to the right of the zoom entrance effect, and then select EffectOptions. In the Zoom dialog box, do the following:On the Effect tab, in the Zoom list, select In from ScreenCenter.On the Timing tab, in the Speed list, select 1 seconds (Fast). On the SmartArtAnimation tab, in the Group graphic list, select From center one by one. In the CustomAnimation task pane, expand the contents of the list by clicking the double arrow under the zoom entrance effect, and then do the following:Select the first effect (zoom entrance effect), and under Modify: Zoom, in the Start list, select WithPrevious.Select the second effect (zoom entrance effect), click Change, point to Entrance, and then select MoreEffects. In the ChangeEntranceEffect dialog box, under Basic, select Wipe.Click the arrow to the right of the second effect (now wipe effect) and select Effect Options, and then in the Wipe dialog box dothe following:On the Effect tab, in the Direction list, select FromBottom.On the Timing tab, in the Delay box, enter 0.5.On the Timing tab, in the Speed list, select 0.5 seconds (VeryFast).Select the fourth effect (zoom entrance effect), click Change, point to Entrance, and select MoreEffects. In the ChangeEntranceEffect dialog box, under Basic, select Wipe.Click the arrow to the right of the fourth effect (now wipe effect) and select Effect Options, and then in the Wipe dialog box, dothe following:On the Effect tab, in the Direction list, select FromLeft.On the Timing tab, in the Delay box, enter 0.5.On the Timing tab, in the Speed list, select 0.5 seconds (VeryFast).Select the sixth effect (zoom entrance effect), click Change, point to Entrance, and select MoreEffects. In the ChangeEntranceEffect dialog box, under Basic, select Wipe.Click the arrow to the right of the sixth effect (now wipe effect) and select Effect Options, and then in the Wipe dialog box, dothe following:On the Effect tab, in the Direction list, select FromLeft.On the Timing tab, in the Delay box, enter 0.5.On the Timing tab, in the Speed list, select 0.5 seconds (VeryFast).Select the eighth effect (zoom entrance effect), click Change, point to Entrance, and then select MoreEffects. In the ChangeEntranceEffect dialog box, under Basic, select Wipe.Click the arrow to the right of the eighth effect (now wipe effect) and select Effect Options, and then in the Wipe dialog box, dothe following:On the Effect tab, in the Direction list, select FromRight.On the Timing tab, in the Delay box, enter 0.5.On the Timing tab, in the Speed list, select 0.5 seconds (VeryFast).To reproduce the background on this slide, do the following:Right-click the slide background area, and then click Format Background. In the Format Background dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Radial.In the Direction, list click From Center (third option from the left).Under Gradient stops, click Add or Remove until two stops appear in the drop-down list.Also under Gradient stops, customize the gradient stops as follows:Select Stop 1 from the list, and then do the following:In the Stop position box, enter 0%.Click the button next to Color, and then under Theme Colors click Black, Text 1, Lighter 35% (third row, second option from the left). Select Stop 2 from the list, and then do the following: In the Stop position box, enter 100%.Click the button next to Color, and then under Theme Colors click Black, Text 1 (first row, second option from the left).
- #58 How many people think that these Internet sales are all low gross deals?