Case Study #1
Seattle, WA
Traffic
1500
Sales
(71%) 5
CLOSES
20%
Closing %
(70%) 7
Appointment Shows
Old Web Site until 10/2002
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
7. Direct 3rd Party Leads to Website
8. Search Engine Strategy Development
(1.7%) 25
LEADS
Interactive
Web Site
(40%) 10
Process
Appointments Scheduled
Case Study #1
Phase 1
5 days of Strategy & Process
Workshops with Management
Team at offsite location
with emphasis on how
to use Automark site
capability to create a
higher submission
rate from increased
visitors to site.
Sales
(71%) 5
CLOSES
Traffic
1500
1800
20%
Closing %
(70%) 7
Appointment Shows
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
7. Direct 3rd Party Leads to Automark Website
8. Search Engine Strategy Development
(1.7%) 25
LEADS
Interactive
Web Site
(40%) 10
Process
Appointments Scheduled
Case Study #1
Phase 2
4 Days of TAS In-dealership training
and consulting focused on
maximizing Automark site
Interactivity, content &
forms customization.
(71%) 20
Sales
(71%) 5
Traffic
1500
2500
20%
Closing %
CLOSES
1. Easy Navigation – Launched Automark site
2. Research – Toyota Technology framed into
Automark site
3. Find a Car (Inventory Updated from DMS)
4. Used Vehicle Photos & Prices Posted
5. Trade Evaluations (KBB)
6. Financing (Toyota Technology framed-in)
7. Weekly TDA Ads uploaded (new specials)
8. Site Forms customized for higher submission
9. Site Text customized for search engines
10. Pop-up Window customization
(4%) 100
(1.7%) 25
LEADS
Interactive
Web Site
11. Automark site w/added custom sections
12. Fleet & Internet section added to site
13. Multiple registered URL’s directed to site
14. Search Engine strategy implemented
(70%) 2840
(40%) 40
(70%) 7
Appointment Shows
(40%) 10
Process
Appointments Scheduled
Case Study #1
Phase 3
4 Days of TAS In-dealership training
and consulting focused on
process and how to respond
to leads in a way that
focuses on generating
appointments…
(71%) 23
Sales
Traffic
1500
2500
23%
Closing %
(71%) 5
CLOSES
(70%) 32
(40%) 10
Process
Interactive
1. Lead Management Tool – Process Training
(1.7%) 25
2. Auto Responder w/linksWeb
to Automark
Site features
3. Personal
Responses w/links to info site
LEADS
features and specific Automark functions
4. E-Mail Templates – Improved verbage
5. 2-Way Pagers
6. Telephone Contact using Phone Script Training
7. Recruited, Hired & Trained 2 ISM’s
(45%) 45
(70%) 7
Appointment Shows
(4%) 100
Appointments
Case Study #1
Phase 4
Traffic
1500
2500
(71%) 28
Sales
(71%) 5
28%
Closing %
CLOSES
1. Confirmation Call
2. Confirmation E-Mail Template:
•
Map to Dealership
•
Custom Directions
•
Links to Automark web forms - streamlined buy process
(89%) 40
(1.7%) 25
LEADS
Interactive
Web Site
(45%) 45
(70%) 7
Appointment Shows
(4%) 100
(40%) 10
Process
Appointments Scheduled
Case Study #1
Phase 5
1. Agenda Review upon arrival
2. Vehicles pre-selected & ready to drive
3. ISM introduces Sales Specialist
4. SS works deal – T/O to ISM if no close
5. “After Best Deal” Coupon
6. 1st Service Appointment scheduled
using Automark web site forms
(75%) 30
Sales
(71%) 5
Traffic
1500
2500
30%
Closing %
CLOSES
(4%) 100
(1%) 25
LEADS
Interactive
Web Site
7. Updates on Promotions
8. F&I Process – Online Menu
9. Pricing Process – Weekly Grid
10. Welcome Board - Appointments
(89%) 40
(45%) 45
(70%) 7
Appointment Shows
(40%) 10
Process
Appointments Scheduled
Case Study #1
Summary
After 9 months of
Automark & TAS
Traffic
1500
Before Automark
& TAS Consulting
2500
(75%) 30
Sales
(71%) 5
30%
Closing %
20%
Closing %
CLOSES
Toyota of Kirkland
Kirkland, WA
Was: Cobalt (09/2001)
Now: Automark (10/2001)
RTS Catalyst: 17 days (5+12)
December, 2001 Internet sales = 18
August, 2002 Internet Sales = 70
August, 2002 Total Volume = 275
Owner: Michael O’Brien
IMD: Mark Burshears
(4%) 100
(1.7%) 25
LEADS
(89%) 40
(45%) 45
(70%)
(40%) 10
7
Appointment Shows
Interactive
Web Site
Process
Appointments Scheduled
Used Automark
DCMS text change
feature to maximize
Toyota text for
search engine
“Spyders”
Dedicated 800
number assigned to
Automark site and
tracked by “Who’s
Calling” shows over
150 calls per month
20 Online
Service
Appointments in
September, 2002
Automark’s Pitstop feature
allows dealers to edit and
customize online forms
Automark’s customized
services allowed WWTDA to
set up a weekly update that
loads newspaper ads into
each WWTDA dealer’s New
Toyota Specials section of
their Automark site…
Automark’s DCMS features allow dealers
to leverage information site and corporate
technology by “Framing” site sections into
the dealer’s own site… Dealers can become
“One Stop” online information sources
Automark’s DCMS features allow dealers to
leverage the manufacturer’s corporate technology
by “Framing” site sections into the dealer’s own
site… These site elements are constantly updated as
the factory updates the information. Puts the
factory to work for the dealer! Dealers can become
“One Stop” online information sources
Automark’s inventory
management features
allow dealers to leverage
the advertising and value
of Certified Used Vehicle
Programs
Automark’s ability, and willingness, to set
up automated data exchange with dealer
vendors creates a seamless process for
getting photos and pricing uploaded
without direct dealer staff involvement
Let’s take a look at our
“I’m Interested” form
The next slide shows a close-up of
another form customization example
Forms that offer “Point & Click”
choices from drop-down menus
that allow the customer to
communicate to the dealer in a
similar manner to the way they
speak are proven to have a higher
completion rate