automotive digital marketing analysis for toyota kansas city region dealer summit meeting

8/8/2019 Automotive Digital Marketing Analysis for Toyota Kansas City Region Dealer Summit Meeting

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Toyota Kansas City Region Dealer Summit on January 13, 2010 [email protected]

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

Total Dealer Site Visitors*KC Toyota Dealers No em er, 200

(*KC Dealers with >1,000)


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0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

Website Visitor to Dealer ContactWebsite Visitor to Dealer Contact .Conversion RatesConversion Rates

KC Toyota Dealers >1K Visitors November 2009KC Toyota Dealers >1K Visitors November 2009

Performance Toyota of Kansas City

MidWest Toyota

Rolling Hills Toyota

Crown Toyota

Molle ToyotaEddy's Toyota of Wichita

Coad Toyota

Performance Toyota of Lincoln

Toyota of Iowa City

Tim Corwin Toyota

Adams Toyota

Frank Fletcher Toyota

Performance Toyota of La Vista

Riley ToyotaToyota of Muscatine

Wilson Toyota

Ernst Toyota

Anderson-Weber Toyota

Bellevue Toyota

Weiss Toyota

Dan Deery Toyota

Lewis Toyota

Dan Porter Toyota

Olathe Toyota

Toyota of the Black Hills

Cedric Theel Toyota

Lou Walsh Motors

Jay Wolfe Toyota

Cedar Rapids Toyota*

Superior Toyota *

Toyota of Des Moines

Billion Toyota

Reliable Toyota *


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5 KC Toyota Dealers Stood Out as Better

Website Content MarketersWebsite Content MarketersDuring November 2009

1.1.Performance Toyota of KCPerformance Toyota of KC

2.2.MidWestMidWest ToyotaToyota3.3.Rolling Hills ToyotaRolling Hills Toyota

4.4.Crown ToyotaCrown Toyota

5.5.MolleMolle ToyotaToyota


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With one click of the customers mouse button, Performance ToyotasWith one click of the customers mouse button, Performance ToyotaseNewsletter makes it easy for customers to share Money Saving TipseNewsletter makes it easy for customers to share Money Saving Tipsusing any, or all of the customers social media accounts. Theseusing any, or all of the customers social media accounts. TheseSocial Sharing apps do all the work so customers can share anythingSocial Sharing apps do all the work so customers can share anythingthey find interesting with friends, family, coworkers or anybody they arethey find interesting with friends, family, coworkers or anybody they areconnected with that the customer believes may benefit from theconnected with that the customer believes may benefit from the

information and link sent So, lets click on Facebook first.information and link sent So, lets click on Facebook first.


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After I click on the Facebook icon in Performance ToyotasAfter I click on the Facebook icon in Performance ToyotaseNewsletter, a new browser window automatically pops open andeNewsletter, a new browser window automatically pops open andFacebook recognizes me, has me already logged in and theFacebook recognizes me, has me already logged in and theeNewsletter article headline and an image is preloaded and ready toeNewsletter article headline and an image is preloaded and ready togo Like a lot of people normally do, I add a comment in the box atgo Like a lot of people normally do, I add a comment in the box atthe top explaining why I am sharing this Toyota dealers eNewsletterthe top explaining why I am sharing this Toyota dealers eNewsletterarticle about using your cell phone to take advantage of money savingarticle about using your cell phone to take advantage of money savingcouponsWouldnt you? If customer is not in the mood to type, theycouponsWouldnt you? If customer is not in the mood to type, theycan just click the Share button on the bottom rightcan just click the Share button on the bottom right


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The sharing application actually closes the new browser window that itThe sharing application actually closes the new browser window that itopened up and the customer is right back on Performance Toyotasopened up and the customer is right back on Performance ToyotaseNewsletter This is what the customer Facebook Wall has on it, as welleNewsletter This is what the customer Facebook Wall has on it, as wellas every one of her friends on Facebook, and probably her Twitteras every one of her friends on Facebook, and probably her Twitteraccount, her blog and a few other social media sites and apps that she hasaccount, her blog and a few other social media sites and apps that she hasintegrated with her Facebook profile Meanwhile, every one of her friendsintegrated with her Facebook profile Meanwhile, every one of her friendscan share this Performance Toyota eNewsletter Coupon tip with all of theircan share this Performance Toyota eNewsletter Coupon tip with all of their

friends, and they in turn with all of their friends Thats Viral Marketing.friends, and they in turn with all of their friends Thats Viral Marketing.


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When I was dropped back into theWhen I was dropped back into the eNewslttereNewsltter, I clicked, I clickedon the Twitter icon With that one click of myon the Twitter icon With that one click of my

mouse, the eNewsletter pushes a Tweet tip to mymouse, the eNewsletter pushes a Tweet tip to myTwitter account, ready for me to share with 1,200+Twitter account, ready for me to share with 1,200+friends, family, coworkers (Twitter followers) in a nicelyfriends, family, coworkers (Twitter followers) in a nicelyprepre--populated little messageWith a link to the article!populated little messageWith a link to the article!


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1.1. AreAre ToyotaToyota DealersDealers moremore oror lessless competitivecompetitivethanthan theythey werewere inin thethe pastpast asas wewe gogo intointo thethe20102010 AutoAuto SalesSales RecoveryRecovery period?period?

2.2. HowHow havehave thethe changeschanges mademade inin thethe CarCar

BuyingBuying ProcessProcess adoptedadopted byby mostmost AmericansAmericansduringduring thethe 20072007 20092009 RecessionRecession impactedimpactedToyotaToyota dealerdealer competitiveness?competitiveness?


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THE PROBLEM:THE PROBLEM:Dealers currently seeDealers currently seethe Social Media andthe Social Media and

Online Ratings andOnline Ratings andReviews LandscapeReviews Landscapeas a bewildering arrayas a bewildering arrayof brands and sites!of brands and sites!

Increased Top Of Mind Brand Awareness ofIncreased Top Of Mind Brand Awareness of


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Increased Top Of Mind Brand Awareness ofIncreased Top Of Mind Brand Awareness ofthe dealershipthe dealership

in local area with automotive customers who arein local area with automotive customers who are

in marketin marketImproved Search Engine Rankings for theImproved Search Engine Rankings for the

dealers primarydealers primaryeCommerce site for relevant search termseCommerce site for relevant search termsAn effective and proactive ReputationAn effective and proactive Reputation

Management strategyManagement strategythat alerts dealers to what is being published andthat alerts dealers to what is being published and

guidesguidessatisfied customers towards posting positivesatisfied customers towards posting positive

reviewsreviewsIncreased sales of Vehicles, Service and PartsIncreased sales of Vehicles, Service and PartsDealer establishes a Thought LeadershipDealer establishes a Thought Leadership

position in their localposition in their local

community with a customer segment that iscommunity with a customer segment that is

Social Marketing & Reputation Management alue


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automotive digital marketing analysis for toyota kansas city region dealer summit meeting

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