TIPS Automotive Digital Marketing Modular Strategy

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Post on 17-Jan-2015




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TIPS Automotive Digital Marketing Modular Strategy for Car Dealers uses an incremental sales funnel approach to measuring and improving the effectiveness of online marketing and advertising for car dealers.


<ul><li> 1. TRAFFIC to a web site that is generated from a combination of marketing and promotion of URL address, referrals and links from other related web sites. Search Engine Optimization (SEO) and other techniques are used to increase unique visitor counts to site. INTERACTIVE web site content that includes information that is most sought by targeted traffic, such as inventory and pricing, along with a means for the customer to interact, such as online forms and dedicated phone numbers for various purposes. PROCESS refers to what the dealer does in response to contact made by the web site visitor in the form of an Internet lead or a phone call. This element includes email and phone techniques that are used to achieve the Lead Management Process objectives. SALES refers to the activities and tasks executed by dealership staff after the Lead Management Process, or Interactive web site content results in a showroom visitor, whether by appointment or impromptu visits from customers without appointments.</li></ul> <p> 2. TRAFFIC to a web site is measured in the format and context of Unique Visitors within a 30 day period.This number would exclude repeat visits within that 30 day period. Search Engine sources and referring web sites are important to measure. INTERACTIVE web site content effectiveness is measured in two primary ways The first is the volume of form submissions and telephone calls that result from people visiting the site. The second is the average length of Visitor Sessions during a time period. PROCESS effectiveness and execution compliance can be measured by the number of appointments with customers who have called or emailed, along with the appointment show ratio. Another measure would be direct contact to leads received ratio. SALES is an extension of Process, but more explicitly identifies the pattern of response by the dealership to a showroom customer visit, so it is measured by closing ratio on appointments that show up or traffic generated from the dealers response to each lead. 3. TIPS eBusiness Strategy 4. TIPS used to frame Strategy Traffic </p> <ul><li>Manufacturers, Alliances, &amp; 3 rdParty </li></ul> <ul><li>Web AddressEverywhere </li></ul> <ul><li>Execute Search Engine Optimization </li></ul> <p>Interactive Web Site </p> <ul><li>Used Inventory &amp; Options </li></ul> <ul><li>U/C Photos &amp; Pricing </li></ul> <ul><li>Promotions &amp; Specials </li></ul> <p>Sales </p> <ul><li>Increase closing ratio on appointments </li></ul> <ul><li>Increases Sales, Profits &amp; CSI </li></ul> <ul><li>Lower marketing Cost per Sale </li></ul> <p>Process </p> <ul><li>Process&amp;Pricing </li></ul> <ul><li>People &amp; Pay Plans </li></ul> <ul><li>Performance Measurement </li></ul> <ul><li>Place </li></ul> <p> 5. LimitedOnlyby a Dealers Creativity Market Advertising &amp; Promotion Dealer Customer Base Dealers URL EverywhereOEM URL Search Engine Strategy Links on Local &amp; Regional Sites </p> <ul><li>New &amp; Used Inventory </li></ul> <ul><li>Photos &amp; Pricing </li></ul> <ul><li>Sales, Service &amp; Parts Specials </li></ul> <ul><li>Service Appointments </li></ul> <ul><li>Pricing Philosophy </li></ul> <ul><li>Pay Plan </li></ul> <ul><li>People </li></ul> <ul><li>Place </li></ul> <p>eBusiness Dept. TM </p> <ul><li>Email to Email </li></ul> <ul><li>Ear to Ear </li></ul> <ul><li>Face to Face </li></ul> <p>Process </p> <ul><li>Set expectations upon arrival with anAgenda Review </li></ul> <ul><li>Vehicle ready for delivery </li></ul> <ul><li>Documentation pre-completed </li></ul> <p>Showroom Showtime 6. Face To Face </p> <ul><li>InitialEmail that answers customers questions </li></ul> <ul><li><ul><li><ul><li><ul><li>Establish Trust and willingness to communicate </li></ul></li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li><ul><li>Transparent Pricing Philosophy nothing to hide </li></ul></li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li><ul><li>Sets the Stage for Phone Contact </li></ul></li></ul></li></ul></li></ul> <ul><li>PhoneContact; the most successful professionals use word tracks with fill in the blank sections </li></ul> <ul><li>ShowroomSales Process:</li></ul> <ul><li><ul><li><ul><li><ul><li><ul><li>Greet customer with documents and agenda to make the best use of the customers time </li></ul></li></ul></li></ul></li></ul></li></ul> <ul><li><ul><li><ul><li><ul><li><ul><li>Trial Close at initial greeting sets tone for visit </li></ul></li></ul></li></ul></li></ul></li></ul> <p> 7. TIPS used to frame eBusiness Performance Metrics Process </p> <ul><li> Appointments/Forms Submissions %</li></ul> <ul><li> Appointment Shows/Appointments % </li></ul> <p>Internet Sales Operations Effectiveness:Delivery/Request % Traffic </p> <ul><li>Volume of Unique Visitorsto Dealers Web Site </li></ul> <p>Interactive Web Site </p> <ul><li> Forms Submissions /Unique Visitors %</li></ul> <p>Sales </p> <ul><li> Units Delivered/ Appointments that Show % </li></ul> <p> 8. 1000 (5%) 50 LEADS (25%) 12.5 (25%) 3 (80%) 2.5 CLOSES 5% 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 4000 (10%) 400 1. Easy Navigation 2. Research 3. Find a Car (Inventory Updated) 4. Used Vehicle Photos Posted 5. Trade Evaluations 6. Financing 7. Test Drive 8. Contact Us 1. Lead Management Tool 2. Auto Responder 3. Personal Responses 4. E-Mail Templates 5. 2-Way Pagers 6. Telephone Contact (50%) 200 (50%) 100 1. F&amp;I Process 2. Pricing Process 3. Sales Process 4. Introduction 5. Welcome Board (80%) 80 1. Delivery Process 2. Personal Web Page 3. Introduce Service 4. 1 stService Appointment 5. Loyalty Package 6. Update on Promotions 20% Closing % Appointments Appts. Show 1. Confirmation Call 2. Confirmation E-Mail Traffic Interactive Web Site Process Sales WHEEL </p>


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