toyota k cdealermeeting 01-13-2011 v4
TRANSCRIPT
WINTER DEALER MEETING
Kansas City Region 2011
KEN PARKMANAssistant General Manager
2010 ACCOMPLISHMENTS Toyota was the #1 selling brand for the 3rd consecutive year
Best ever Toyota share - 14.9% #1 retail manufacturer in America Camry has been the #1 selling car in
America 12 of the last 13 years Corolla was 2nd best selling car in
America
SPECIAL GUESTSBob Carter
Group Vice President and General Manager, Toyota Division
Chris HostetterGroup Vice President, Strategic Resources
Jeff BrackenVice President-Sales, Toyota Division
SPECIAL GUESTS
Mike GroffGroup Vice-President, Sales, Product &
Marketing
Martin De SzilyCorporate Manager, Central Region
Mark ThompsonSales Manager, Central Region
Angie SherellVice-President & General
Manager
Ralph PagliaDirector of Digital Marketing
Craig PolitoBZ …
Yvette Stark Management Director
Tyler Cook Management Supervisor
40-YEAR ANNIVERSARY
Adams Toyota of Lee’s SummitOld Mill Toyota
25-YEAR ANNIVERSARY
Quality ToyotaBlackwell-Baldwin ToyotaRiley ToyotaMolle ToyotaJerry Ackerman Toyota
TDA BOARDPhil Weber, President Anderson
Weber ToyotaKevin Riley, Vice-President Riley ToyotaRay Adams, Treasurer Adams ToyotaTom Pappas, Secretary Tom
Pappas ToyotaJess Hull Performance
Toyota Kevin Botts Quality ToyotaCedric Theel Cedric Theel
Toyota
TOYOTA DEALER COUNCILJim Lewis, Chairman Lewis Toyota of Dodge City
Steve Kurtz Performance Toyota of KC
John Weiss Weiss Toyota of South County
Tony Stubblefield Reliable Toyota
Brandon Steven Eddy’s Toyota
Tom Ballard Performance Toyota of Lincoln
John McEleney McEleney Toyota
Casey Johnson Fort Dodge Toyota
Dan Porter Dan Porter Motors
TOP 10 SALES VOLUME DEALERS
1. Toyota of Des Moines
6. Eddy’s Toyota of Wichita
2. Molle Toyota 7. Joe Machens Toyota
3. Olathe Toyota 8. Billion Toyota
4. Performance - La Vista
9. Tom Pappas Toyota
5. Performance - Lincoln
10. Corwin Toyota
Jay Wolfe Toyota
PILLARS OF SUCCESSxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
Toyota Care
Training
Camry
Scion
Toyota Care
Camry
Training
Scion
Success
Automotive Digital Marketingand
Internet Sales Opportunities
Kansas City Region – Toyota Motor SalesJanuary 13, 2011 Dealer Meeting
Presented by Ralph PagliaNational Digital Marketing Strategy Consultant to Toyota Motor Sales, Inc.
Founder and Editor-in-Chief
• 20+ year auto industry leader in Digital Marketing, Advertising, Lead Management and dealership CRM
• Executed Digital Marketing and Sales Strategy that generated 144,000+ leads and over 7,000 vehicle sales at single-point dealer 2006-2007
• Built dealership sales team that sold 4,000+ vehicles to Web Leads in 2006
• Worked w/Ford in 2007-2010 to develop first fully integrated multi-publisher Tier 3 Digital Marketing Consulting and Online Advertising program
• First retail automotive Behavioral Targeting Digital Advertising program while at Courtesy Chevrolet in 2005, 2006 and 2007
• Internet Sales and Marketing Consultant to Toyota, Ford, Mercedes-Benz, GM, Honda, Hyundai, Kia and 250+ dealers
• Started generating Internet leads in 1988 using CompuServe ISP access and vehicle listings on defense contractor BBS’s in Southern California
Ralph Paglia
505.301.6369 [email protected] www.ADMPC.com
Based on 4 Digital Marketing Performance Metrics reviewed, analyzed and assessed for objective results and subjective evaluations…
1.Website Traffic GenerationTotal volume of dealership website visitors
2.Web Conversion RatePercent of website visitors who complete/submit a form
3.Phone Conversion RatePercent of website visitors who call dealership
4.Total Lead VolumeTotal business opportunities generated from website
Toyota Kansas City Region
Top Performing Digital Marketing Dealers
The Super Seven KC Region Dealers that stood out as “Best in Class”
Dealer Website Total Traffic Marketers
1. Toyota of Des Moines2. Molle Toyota3. Superior Toyota4. Cedar Rapids Toyota5. Pappas Toyota6. Eddy's Toyota of Wichita7. Olathe Toyota
The Super Seven KC Region Dealers that stood out as “Best in Class”
Dealer Website Form Conversion Marketers1. Molle Toyota
2. Wilson Toyota3. Coad Toyota4. Olathe Toyota5. Jay Wolfe Toyota6. Toyota of Iowa City7. Pappas Toyota
The Super Seven KC Region Dealers that stood out as “Best in Class”
Dealer Website Phone Conversion Marketers
1. Toyota of Iowa City2. MidWest Toyota3. Coad Toyota4. Frank Fletcher Toyota5. Riley Toyota6. Superior Toyota7. Crown Toyota
The Super Seven KC Region Dealers that stood out as “Best in Class”
Dealer Website Total Lead Generation1. Molle Toyota
2. Superior Toyota3. Olathe Toyota4. Toyota of Iowa City5. Eddy's Toyota of Wichita6. Lou Fusz Toyota7. Adams Toyota
Word of Mouth MarketingReputation Management
If we sell a thousand cars and do a great job with a 999 customers, but fail to
satisfy one…
Can you guess which customer is most likely to post an online review of our
dealership?
Why should Toyota dealers pay attention to Online Reviews and Ratings?
Reputation Management for Toyota Dealers
Charts
IOW
A
Kansa
s
Mis
souri
Neb
ras
ka
Deale
r’s C
om
peti
tor
Ad
vert
isin
g on
th
eir
R
evie
w S
ite
Deale
r A
dvert
isin
g on
th
eir
Revie
w
Sit
e
Deale
r A
dvert
isin
g on
th
eir
Revie
w
Sit
e
Deale
r S
pon
sore
d
Revie
w S
ite
Why should Toyota dealers pay attention to Social Media?
Social Media Marketing Value to Car Dealers Generate more traffic to the dealer’s eCommerce
websites
Customer “Top Of Mind” awareness in dealer’s market area
Improved Search Engine Results Page (SERP) Rankings
Effective Reputation Management strategy that alerts dealers to what is being published, rewards and guides satisfied customers towards posting positive reviews
Dealer establishes Thought Leadership in 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
Increased sales of Vehicles, Service and Parts
Deale
r S
pon
sore
d
Socia
l n
etw
ork
s
Dealership Community.com
MySpace
WordPress
YouTube
Flickr
Photobucket
Blogger
DealerRater
Edmunds
Kudzu
Digg
Del.cio.us
Technorati
www.ToyotaNWA.orgDealer Sponsored Online
Community
