Mazda Online Marketing
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The Consumer is In Control
The Consumer is in Control
 Today, consumers have more control of the online
shopping process than ever before. From the
comforts of their home, they can:
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Access dealer invoices
Comparison shop for vehicles
Research specs
Read consumer reports
Ask for quotes
Negotiate the deal
Secure financing
Mazda Online Marketing | Training Modules
 Working with our regions, dealers and vendors we have
compiled information on:
– Lead Management,
– Website design & Best Practices
– SEO and SEM
 This is the first of a series of Training Modules that are
available for Regions and Field in order to help your
dealers:
– Help Mazda Dealers navigate better in the
Interactive space
– Help Mazda Dealers convert more virtual traffic to
sales!
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Module 1 | Mazda USA.com / MDOL / Lead Management
MazdaUSA.com / Mazda
Dealers Online
MazdaUSA.com
MDOL
 What does MDOL Offer
Effective
Lead
Management
Search
Engine
Marketing
Effective Lead
Management
Mazda Retail
Marketing in the
Web 2.0 World
Mazda
Dealership
Web Site
Design
Search
Engine
Optimization
 MDOL Tools /
Templates
 How to turn leads into
sales
What Are
Search
Engines?
5
MazdaUSA.com
Mazda Dealers Online (MDOL)
MDOL | Key Tools to Manage Dealer Internet Business
 MDOL Page and Administration
Dealer offers (current incentives), Image update, Contact
information, about the dealership, hours of operation,
credentials etc.
 Lead Management
Provide online opportunities to dealers and the tools to
manage all lead prospects from initial contact to sale
 Online Reporting
Provide Key metrics on Lead counts, lead history, compliance
and sales match back (set goal, and measure perfomance)
 MDOL WebTools
Allows dealers to add advanced functionality without
the cost to their website (Incentives, Quote request,
Window Sticker)
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MDOL | Key Benefits for Dealers
 MazdaUSA Introduces the dealership to the consumer
earlier in the shopping process via Dealer Locator and
Request a Quote functionality up front
– Establish a relationship early
– Strengthening the tie between Mazda
and all Mazda Dealerships
– 316,000 Dealer locates on MazdaUSA per month
– Leads and Online Opportunities - More than 30,000
Quote requests are sent to dealers
each month
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Mazda Dealers Online | Administrative Tools
 MDOL Pages -Take advantage of every online
opportunity
– Contact Information – easy to find? Up-to-date?
– Offers/Incentives – up-to-date?
– “About your Dealership” paragraph
– Hours of Operation – up-to-date?
– Dealership Credentials
(Presidents Club, MazdaSpeed etc)
– Link to Dealership Website?
- Must be Mazda exclusive
If incentive/offers or dealer content is not updated or is
incorrect, this results in a disappointing online
shopping experience
Mazda Dealers Online | MDOL
 MDOL provides Mazda dealers an opportunity to create
a strong “web” presence for online shoppers.
Mazda Dealers Online | Web Tools
 Take advantage of the MDOL Web Tools
 Build a vehicle
 Inventory Search
 Request a Quote
 Incentives
 Compare Vehicles
 VIN window sticker
 Request a Brochure
 Log on Today:
• Log on to MXConnect (http://dealers.mazdausa.com)
MDOL | MX Connect Dealer Portal
 MXConnect – Provides Access to tools, registration and
to monitor key metrics of MDOL activity.
– MDOL Home page
– Technology Ordering
– Online Reporting
– Lead tool Access
– Reference guides
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MDOL | Next Steps for Improving Dealer MDOL Sites
1. Determine who in the dealership (Internet Manager) is
responsible for keeping the dealer’s MDOL website up
to date.
2. Help your dealers implement a process for keeping
incentives and specials updated at the beginning of
every Mazda incentive period
3. Review their page frequently
–
Up-to-date content
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Use the Dealer Offers
–
Link to their Website
Mazda Online Marketing | Module 1
MazdaUSA.com / Mazda
Dealers Online
MazdaUSA.com
MDOL
Effective
Lead
Management
Search
Engine
Marketing

What does MDOL Offer

MDOL Tools / Templates
Effective Lead Management

How to turn leads into sales
Mazda Retail
Marketing in
the Web 2.0
World
Mazda
Dealership
Website
Design
Search
Engine
Optimization
What Are
Search
Engines?
14
Effective Lead Managment Best Practices
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Effective Lead Management | What is it?
 Lead management is the process of rapidly analyzing,
responding, and following up with internet leads.
 The ultimate goal is to increase the likelihood that a
lead will convert to a qualified opportunity and then a
new, satisfied Mazda customer.
– On the showroom floor, an ignored customer is
likely to leave and walk across the street to another
brand.
– Customers who request information online and fail
to receive information in a timely manner will
eliminate that dealer from their shopping process.
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Effective Lead Management | What Does It Take?
 Successful Lead Management requires:
– The Right People
– The Right Processes
– The Right Tools
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Effective Lead Management | The Right People
 The Right People do:
– Respond quickly and intelligently
– Use the Lead management tool to track all opportunities,
appointments and execute a follow-up plan
– Use Online reporting to monitor themselves
– Keep their management engaged
 The Right People do not:
– Maintain a compliance below 90%
– Ignore a consumers response
– Make excuses to their management
– Move leads to the trash folder
Effective Lead Management | The Right Processes
 The Right process include:
– Knowing who is responsible for leads and updating
registration when needed
– Knowing the Help Center support number 800.421.6507
– Setting up effective auto-responders
– Using the Lead alerts
– Using templates to ensure quality responses
– Upper management know how to use Online Reporting
and confirms online appointments
– There is a follow-up plan
– Regular Mystery Shopping by upper management
Effective Lead Management | The Right Tools
 The Right Tools include:
– One(1) Lead Management Tool
– Online Registration
– Online Reporting to track performance
– MDOL Home Page
• Templates
• Guides
• Principles
– Lead Alerts
– Training
Effective Lead Management | Meeting MDOL Standards
 Were all quote requests responded to within three
business hours by email?
 Is the MDOL registration up to date?
 Does the dealership have effective auto-responder(s)?
 Does the dealership’s e-mail response effectively
answer the customers inquiry.
 Do your dealerships effectively utilize the online lead
alerts?
 Do your dealerships have follow-up process?
 Does management confirm appointments?
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Effective Lead Management | Mazda State Training Can Help!
 MazdaState offers two new online courses designed to
improve your internet sales and lead management.
 These courses are also required for every sales
consultant.
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Effective Lead Management | Mazda State Training Can Help!
 Course 1: The Business Case for Internet Sales
– Why it is necessary to put efforts into improving Internet
lead management in dealerships.
– What people, process and tools must be in place to
ensure your success with online consumers.
 The End Result:
– Explain why it is necessary to improve your Internet lead
management process.
– Describe what people, processes and tools must be in
place to improve close rates.
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Effective Lead Management | Mazda State Training Can Help!
 Course 2: Internet Lead Management
– Provides steps and tips for receiving and converting
internet leads into sales.
 Upon completion of this course, you will be able to:
– Receive Internet leads
• Enroll with MDOL, drive leads through web site, track leads
– Respond to leads
• Set auto responder, review customer information, send firstquality response, have follow-up plan, track data
– Set appointments
• Confirm appointment, prepare for visit, make appointment ,
track data
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Effective Lead Management | Follow Up
 An Effective Follow-Up Process Timeline
 Response templates are available online
Auto
Response
Customer
Response
Actual
Response
Auto
Response
After Hours
Confirmation
Call Mgr
2-Day No
Response
Customer
Appt Set
Phone
Contact if
Requested
10-Day No
Response
5-Day No
Response
1-Day
Post Visit
Customer
Visit
4-Day No
Response
7-Day No
Response
3-Day
Post Visit
20-Day
Post Visit
17-Day No
Response
5-Day
Post Visit
7-Day
Post Visit
14-Day No
Response
10-Day
Post Visit
21-Day No
Response
14-Day
Post Visit
20-Day No
Response
28-Day No
Response
35-Day No
Response
My
Customer
35-Day No
Response
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Effective Lead Management | What Drives the Customer?
 Key Drives of Customer interaction
– Make direct contact
– Show genuine interest
– Confirm vehicle availability
– Provide a price quote
– Follow up regularly
10 Guiding Principles for Lead Management
 Mazda has developed 10 guiding principles that can be
incorporated into the lead management process to
address these important key drivers and help your
dealers sell more cars.
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Effective Lead Management | What Drives the Customer?
MDOL 10 Guiding Principles for Lead Management
1. Respond within 30 minutes
2. Provide you best name and your best contact info
3. Ask relevant questions
4. Restate the client’s needs
5. Request client’s information
6. Include offer/pictures
7. Review Availability
8. Ask for the appointment
9. Mental Drive: provide clear directions/landmarks
10. Courtesy call to re-affirm the appointment
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Effective Lead Management | Get Prepared!
 Take the Eight Courses/Modules Offered on
MazdaState today!
– MDOL-1031 Preparedness to Engage
– MDOL-1032 Engaging Your Internet Client
– MDOL-1033 Communication Skills
– MDOL-1034 Critical Skills to Engage
– MDOL-1035 Personality Profiling
– MDOL-1036 Reengaging Your Internet Client
– MDOL-1037 Maximizing Your Internet Opportunities
– MDOL-1038 The 35-Day Relationship
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Effective Lead Management | Next Steps
1. Determine who will be responsible for managing lead
follow-up processes and be sure they have a backupplan for that individual
2. Enroll with the Mazda Dealer online (MDOL) program.
3. Institute a process for quick and effective lead
management including and effective follow-up process.
4. Test the process (shop your dealers)
5. Track all leads in the lead management tool and online
reporting to determine best return on investment and
performance. Educate your Dealers on this tool.
6. Setup the alerts for your dealers
7. Take the online Mazda State Training courses today!
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Training Modules | What We Covered Today
MazdaUSA.com
MDOL
Effective
Lead
Manageme
nt
Search
Engine
Marketing
Mazda
Retail
Marketing
in the Web
2.0 World
Search
Engine
Optimizatio
n
Mazda
Dealership
Web Site
Design
What Are
Search
Engines?
30
Training Modules | Next Course
Mazda Dealership
Website Design
MazdaUSA.com
 Importance of Website Design
 Appearance
 Content
Mazda
Retail
Marketing
in the Web
2.0 World
Search Engines
 What is Search?
 How does Search Engines
Display Results?
Effective
Lead
Manageme
nt
Search
Engine
Marketing
 Navigation
 Why is Search Important?
MDOL
Search
Engine
Optimizatio
n
Mazda
Dealership
Web Site
Design
What Are
Search
Engines?
31
Thank You
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