tips automotive marketing strategy for dealer websites
DESCRIPTION
TIPS Automotive Marketing Strategy applied specifically to changes and improvements to Car Dealership eCommerce Websites.TRANSCRIPT
TrafficTo Dealer’s Web
Site
InteractiveWeb Site
Process
Sales
1500
(2%) 30LEADS RECEIVEDLEADS RECEIVED
(25%+)8(50%)4
(50%) 2DEALS CLOSEDDEALS CLOSED
7%7%Closing RatioClosing Ratio
3000
(4%)120
(35%) 42(80%) 34
(75%) 25
WHEELWHEEL
21%21%Closing RatioClosing Ratio
Appointments ScheduledAppointments ScheduledAppointment ShowsAppointment Shows
UNIQUE UNIQUE VISITORSVISITORS
This TIPS eBusiness This TIPS eBusiness Model focuses Model focuses
specifically on results specifically on results from the dealer’s own from the dealer’s own
web site. The numbers web site. The numbers shown on the wheel are shown on the wheel are not indicative of results not indicative of results from 3from 3rdrd Party Leads. Party Leads. We will examine the We will examine the impact of 3impact of 3rdrd Party Party Provided leads in Provided leads in
another version of the another version of the TIPS eBusiness Model.TIPS eBusiness Model.
TrafficTo Dealer’s Web
Site
InteractiveWeb Site
Process
Sales
1500
(2%) 30LEADS RECEIVEDLEADS RECEIVED
(25%+)8(50%)4
(50%) 2DEALS CLOSEDDEALS CLOSED
7%7%Closing RatioClosing Ratio
(2%) 60
(25%) 15(50%) 8
(50%) 4
WHEELWHEEL
7%7%Closing RatioClosing Ratio
Appointments ScheduledAppointments ScheduledAppointment ShowsAppointment Shows
UNIQUE UNIQUE VISITORSVISITORS
1. Develop Marketing Strategy2. Establish Marketing Budget3. Internal Customers
(Meetings & Signage)4. Existing Customer Base
(Email, Direct Mail,Telemarketing)
5. ALL Advertising to General Market(URL Everywhere)
6. Showroom Merchandising7. Collateral Materials8. Invite 3rd Party leads to
Dealer’s site in automated email response
9. Search Engine Strategy & Process
10. Autotrader.com Links to Dealer’s site
11. Yahoo Autos Links to Dealer’s site
12. Manufacturer site link-throughs
3000
BeforeAfter
TrafficTo Dealer’s Web
Site
InteractiveWeb Site
Process
Sales
1500
(2%) 30LEADS RECEIVEDLEADS RECEIVED
(25%+)8(50%)4
(50%) 2DEALS CLOSEDDEALS CLOSED
7%7%Closing RatioClosing Ratio
3000
(4%)120
(25%) 30(50%) 15
(50%) 8
WHEELWHEEL
7%7%Closing RatioClosing Ratio
Appointments ScheduledAppointments ScheduledAppointment ShowsAppointment Shows
UNIQUE UNIQUE VISITORSVISITORS
1. Easy Navigation – Launched Automark site2. Research – Factory Technology framed into
Automark site3. Find a Car (Real-Time Inventory Updates
from DMS)4. Preowned Photos, Prices & Complete
Descriptions 5. Trade Evaluations (KBB)6. Financing (Online Credit Application)7. Regional Promos uploaded weekly (new
specials)8. Price & Payment Specials on New & Used8. Site Forms customized for higher
submission9. Site Text customized for regional search
engine results10. Pop-up Window customization 11. Test Drive Appointment Scheduling12. Automark site w/additional customized
sections13. Online Service Department Scheduling & Tracking
14. Virtual Service Advisor (VSA)15. Online Accessories Catalog & Shopping
Cart16. Fleet & eBusiness Services Fulfillment
section17. Online Vehicle Insurance Quotes & Policies18. Management & Staff Direct Contact Access19. Multiple registered URL’s directed to site20. Search Engine strategy implemented…Many more site management capabilities
that dealer staff will explore with help from TAS Catalyst
BeforeAfter
TrafficTo Dealer’s Web
Site
InteractiveWeb Site
Process
Sales
1500
(2%) 30LEADS RECEIVEDLEADS RECEIVED
(25%+)8(50%)4
(50%) 2DEALS CLOSEDDEALS CLOSED
7%7%Closing RatioClosing Ratio
3000
(4%)120
(35%) 42(50%+)21
(50%) 11
WHEELWHEEL
9%9%Closing RatioClosing Ratio
Appointments ScheduledAppointments ScheduledAppointment ShowsAppointment Shows
UNIQUE UNIQUE VISITORSVISITORS
1. Lead Management Tool
2. Auto Responder3. Personal
Responses4. E-Mail Templates5. Multimedia
Messages6. 2-Way Pagers7. Telephone Contact
BeforeAfter
TrafficTo Dealer’s Web
Site
InteractiveWeb Site
Process
Sales
1500
(2%) 30LEADS RECEIVEDLEADS RECEIVED
(25%+)8(50%)4
(50%) 2DEALS CLOSEDDEALS CLOSED
7%7%Closing RatioClosing Ratio
3000
(4%)120
(35%) 42(80%) 34
(50%) 17
WHEELWHEEL
14%14%Closing RatioClosing Ratio
Appointments ScheduledAppointments ScheduledAppointment ShowsAppointment Shows
UNIQUE UNIQUE VISITORSVISITORS
1. Confirmation Call
2. Confirmation E-Mail
3. Rescheduling of “No Shows”
BeforeAfter
TrafficTo Dealer’s Web
Site
InteractiveWeb Site
Process
Sales
1500
(2%) 30LEADS RECEIVEDLEADS RECEIVED
(25%+)8(50%)4
(50%) 2DEALS CLOSEDDEALS CLOSED
7%7%Closing RatioClosing Ratio
3000
(4%)120
(35%) 42(80%) 34
(75%) 25
WHEELWHEEL
21%21%Closing RatioClosing Ratio
Appointments ScheduledAppointments ScheduledAppointment ShowsAppointment Shows
UNIQUE UNIQUE VISITORSVISITORS
1. F&I Process2. Pricing
Process3. Sales
Process4. Introduction5. Welcome
Board
1. Delivery Process2. Personal Web Page3. Introduce Service4. 1st Service
Appointment5. Loyalty Package6. Update on
Promotions
BeforeAfter
Traffic
InteractiveWeb Site
Process
Sales
1000
(5%)50LEADSLEADS
(25%)12.5(25%)3
(80%)2.5CLOSESCLOSES
5%5%Closing %Closing %
1. Develop Marketing Strategy2. Establish Marketing Budget3. Internal Customers (Meeting)4. Existing Customer Base
(Email, Direct Mail,Telemarketing)5. ALL Advertising (URL Everywhere)6. Showroom Merchandising7. Collateral Material4000
(10%)400
1. Easy Navigation 2. Research 3. Find a Car (Inventory Updated) 4. Used Vehicle Photos Posted 5. Weekly “Deal” Specials 6. Periodic Sales & Promotions 7. Rebates & Incentives Posted 8. Trade Evaluations 9. Financing Information10. Online Credit Application11. Test Drive12. Contact Us
1. Lead Management Tool
2. Auto Responder3. Personal
Responses4. E-Mail Templates5. Multimedia
Messages6. 2-Way Pagers7. Telephone Contact
(50%)200(50%)100
1. F&I Process2. Pricing
Process3. Sales
Process4. Introduction5. Welcome
Board(80%)80
1. Delivery Process2. Personal Web Page3. Introduce Service4. 1st Service
Appointment5. Loyalty Package6. Update on
Promotions
WHEELWHEEL
20%20%Closing %Closing %
AppointmentsAppointmentsAppts. ShowAppts. Show
1. Confirmation Call
2. Confirmation E-Mail
3. Rescheduling of “No Shows”
Traffic
InteractiveWeb Site
Process
Sales
1000
(5%)50LEADSLEADS
(25%)12.5(25%)3
(80%)2.5CLOSESCLOSES
5%5%Closing %Closing %
1. Develop Marketing Strategy2. Establish Marketing Budget3. Internal Customers (Meeting)4. Existing Customer Base
(Email, Direct Mail,Telemarketing)5. ALL Advertising (URL Everywhere)6. Showroom Merchandising7. Collateral Material4000
(10%)400
1. Easy Navigation 2. Research 3. Find a Car (Inventory Updated) 4. Used Vehicle Photos Posted 5. Weekly “Deal” Specials 6. Periodic Sales & Promotions 7. Rebates & Incentives Posted 8. Trade Evaluations 9. Financing Information10. Online Credit Application11. Test Drive12. Contact Us
1. Lead Management Tool
2. Auto Responder3. Personal
Responses4. E-Mail Templates5. Multimedia
Messages6. 2-Way Pagers7. Telephone Contact
(50%)200(50%)100
1. F&I Process2. Pricing
Process3. Sales
Process4. Introduction5. Welcome
Board(80%)80
1. Delivery Process2. Personal Web Page3. Introduce Service4. 1st Service
Appointment5. Loyalty Package6. Update on
Promotions
WHEELWHEEL
20%20%Closing %Closing %
AppointmentsAppointmentsAppts. ShowAppts. Show
1. Confirmation Call
2. Confirmation E-Mail
3. Rescheduling of “No Shows”
Traffic
InteractiveWeb Site
Process
Sales
1000
(5%)50LEADSLEADS
(25%)12.5(25%)3
(80%)2.5CLOSESCLOSES
5%5%Closing %Closing %
1. Develop Marketing Strategy2. Establish Marketing Budget3. Internal Customers (Meeting)4. Existing Customer Base
(Email, Direct Mail,Telemarketing)5. ALL Advertising (URL Everywhere)6. Showroom Merchandising7. Collateral Material4000
(10%)400
1. Easy Navigation 2. Research 3. Find a Car (Inventory Updated) 4. Used Vehicle Photos Posted 5. Weekly “Deal” Specials 6. Periodic Sales & Promotions 7. Rebates & Incentives Posted 8. Trade Evaluations 9. Financing Information10. Online Credit Application11. Test Drive12. Contact Us
1. Lead Management Tool
2. Auto Responder3. Personal
Responses4. E-Mail Templates5. Multimedia
Messages6. 2-Way Pagers7. Telephone Contact
(50%)200(50%)100
1. F&I Process2. Pricing
Process3. Sales
Process4. Introduction5. Welcome
Board(80%)80
1. Delivery Process2. Personal Web Page3. Introduce Service4. 1st Service
Appointment5. Loyalty Package6. Update on
Promotions
WHEELWHEEL
20%20%Closing %Closing %
AppointmentsAppointmentsAppts. ShowAppts. Show
1. Confirmation Call
2. Confirmation E-Mail
3. Rescheduling of “No Shows”
Traffic
InteractiveWeb Site
Process
Sales
1000
(5%)50LEADSLEADS
(25%)12.5(25%)3
(80%)2.5CLOSESCLOSES
5%5%Closing %Closing %
1. Develop Marketing Strategy2. Establish Marketing Budget3. Internal Customers (Meeting)4. Existing Customer Base
(Email, Direct Mail,Telemarketing)5. ALL Advertising (URL Everywhere)6. Showroom Merchandising7. Collateral Material4000
(10%)400
1. Easy Navigation 2. Research 3. Find a Car (Inventory Updated) 4. Used Vehicle Photos Posted 5. Weekly “Deal” Specials 6. Periodic Sales & Promotions 7. Rebates & Incentives Posted 8. Trade Evaluations 9. Financing Information10. Online Credit Application11. Test Drive12. Contact Us
1. Lead Management Tool
2. Auto Responder3. Personal
Responses4. E-Mail Templates5. Multimedia
Messages6. 2-Way Pagers7. Telephone Contact
(50%)200(50%)100
1. F&I Process2. Pricing
Process3. Sales
Process4. Introduction5. Welcome
Board(80%)80
1. Delivery Process2. Personal Web Page3. Introduce Service4. 1st Service
Appointment5. Loyalty Package6. Update on
Promotions
WHEELWHEEL
20%20%Closing %Closing %
AppointmentsAppointmentsAppts. ShowAppts. Show
1. Confirmation Call
2. Confirmation E-Mail
3. Rescheduling of “No Shows”
Traffic
InteractiveWeb Site
Process
Sales
1000
(5%)50LEADSLEADS
(25%)12.5(25%)3
(80%)2.5CLOSESCLOSES
5%5%Closing %Closing %
1. Develop Marketing Strategy2. Establish Marketing Budget3. Internal Customers (Meeting)4. Existing Customer Base
(Email, Direct Mail,Telemarketing)5. ALL Advertising (URL Everywhere)6. Showroom Merchandising7. Collateral Material4000
(10%)400
1. Easy Navigation 2. Research 3. Find a Car (Inventory Updated) 4. Used Vehicle Photos Posted 5. Weekly “Deal” Specials 6. Periodic Sales & Promotions 7. Rebates & Incentives Posted 8. Trade Evaluations 9. Financing Information10. Online Credit Application11. Test Drive12. Contact Us
1. Lead Management Tool
2. Auto Responder3. Personal
Responses4. E-Mail Templates5. Multimedia
Messages6. 2-Way Pagers7. Telephone Contact
(50%)200(50%)100
1. F&I Process2. Pricing
Process3. Sales
Process4. Introduction5. Welcome
Board(80%)80
1. Delivery Process2. Personal Web Page3. Introduce Service4. 1st Service
Appointment5. Loyalty Package6. Update on
Promotions
WHEELWHEEL
20%20%Closing %Closing %
AppointmentsAppointmentsAppts. ShowAppts. Show
1. Confirmation Call
2. Confirmation E-Mail
3. Rescheduling of “No Shows”
Traffic
InteractiveWeb Site
Process
Sales
1000
(5%)50LEADSLEADS
(25%)12.5(25%)3
(80%)2.5CLOSESCLOSES
5%5%Closing %Closing %
1. Develop Marketing Strategy2. Establish Marketing Budget3. Internal Customers (Meeting)4. Existing Customer Base
(Email, Direct Mail,Telemarketing)5. ALL Advertising (URL Everywhere)6. Showroom Merchandising7. Collateral Material4000
(10%)400
1. Easy Navigation 2. Research 3. Find a Car (Inventory Updated) 4. Used Vehicle Photos Posted 5. Weekly “Deal” Specials 6. Periodic Sales & Promotions 7. Rebates & Incentives Posted 8. Trade Evaluations 9. Financing Information10. Online Credit Application11. Test Drive12. Contact Us
1. Lead Management Tool
2. Auto Responder3. Personal
Responses4. E-Mail Templates5. Multimedia
Messages6. 2-Way Pagers7. Telephone Contact
(50%)200(50%)100
1. F&I Process2. Pricing
Process3. Sales
Process4. Introduction5. Welcome
Board(80%)80
1. Delivery Process2. Personal Web Page3. Introduce Service4. 1st Service
Appointment5. Loyalty Package6. Update on
Promotions
WHEELWHEEL
20%20%Closing %Closing %
AppointmentsAppointmentsAppts. ShowAppts. Show
1. Confirmation Call
2. Confirmation E-Mail
3. Rescheduling of “No Shows”