Liberty Toyota | Kodak Analysis

TEAM VELOCITY MARKETING

DEALERSHIP KODAK | TEAM VELOCITY MARKETING

Agenda

VIOInventoryPeopleTraditional AdvertisingDealers ReputationMobile AppFacebookRetargetingSearchLeadsCallsServicePOS

TEAM VELOCITY MARKETING

DEALERSHIP KODAK | TEAM VELOCITY MARKETING

Facebook

- Updated daily

- Features positive reviews from dealer rater

- Articles relevant to the brand and community outreach

TEAM VELOCITY MARKETING

DEALERSHIP KODAK | TEAM VELOCITY MARKETING

Facebook

No retargeting implemented

TEAM VELOCITY MARKETING

DEALERSHIP KODAK | TEAM VELOCITY MARKETING

Question

What is the dealers search strategy?

Where do I find the answer?

Google (Change location to dealer zip)Perform 4 popular search phrasesTake screen shots

TEAM VELOCITY MARKETING

DEALERSHIP KODAK | TEAM VELOCITY MARKETING

Search2013 Toyota CamryLocation- Burlington, NJ 08016

No ad served

TEAM VELOCITY MARKETING

DEALERSHIP KODAK | TEAM VELOCITY MARKETING

SearchUsed Toyota CamryLocation- Burlington, NJ 08016

No ad served

TEAM VELOCITY MARKETING

DEALERSHIP KODAK | TEAM VELOCITY MARKETING

SearchToyota oil changeLocation- Burlington, NJ 08016

No ad served

TEAM VELOCITY MARKETING

DEALERSHIP KODAK | TEAM VELOCITY MARKETING

SearchLiberty Toyota oil changeLocation- Burlington, NJ 08016

- No dynamic call tracking- No custom copy served to customer- Generic landing page

TEAM VELOCITY MARKETING

DEALERSHIP KODAK | TEAM VELOCITY MARKETING

Question

How does the dealer respond to leads?

Where do I find the answer?

Dealers websiteSubmit a lead (new/used)

TEAM VELOCITY MARKETING

DEALERSHIP KODAK | TEAM VELOCITY MARKETING

Lead

Submitted: Tuesday, 3:00pm

Responded: Tuesday, 3:11pm – by email

TEAM VELOCITY MARKETING

DEALERSHIP KODAK | TEAM VELOCITY MARKETING

Question

How does the dealer handle inbound calls?

Where do I find the answer?

Call the dealershipAll departmentsTake notes on the process and success rate

TEAM VELOCITY MARKETING

DEALERSHIP KODAK | TEAM VELOCITY MARKETING

Calls

Called: Tuesday, 3:05pm

- Number called: found on dealer website

- Answer: call went directly to the sales person (Joanna)

- Phone skills: excellent

- Details: explained about the sales event that was ending

this evening, created urgency for setting an appointment,

obtained a name and phone number for future

contact/follow-up

TEAM VELOCITY MARKETING

DEALERSHIP KODAK | TEAM VELOCITY MARKETING

Question

Does the dealership have an upgrade program in their service department?

Where do I find the answer?

Walking through the service department

TEAM VELOCITY MARKETING

DEALERSHIP KODAK | TEAM VELOCITY MARKETING

Service

No formal upgrade program in place in the service department

TEAM VELOCITY MARKETING

DEALERSHIP KODAK | TEAM VELOCITY MARKETING

Question

How important is pos to the dealership?

Where do I find the answer?

Walking through the sales department

TEAM VELOCITY MARKETING

DEALERSHIP KODAK | TEAM VELOCITY MARKETING

Service

Not very much POS in sales or service

TEAM VELOCITY MARKETING

DEALERSHIP KODAK | TEAM VELOCITY MARKETING

Recap

- Likely the smallest of the four stores (new and used)- Sells approximately 250 new and used vehicles per month- 149,000 Toyota owners within 20 miles (44,800 within 10 miles)- Just as many Toyota VIO in your backyard as competitors- Similarly rated dealership among competitors- Utilizes mobile strategy- Strong social strategy on FB, most number of fans with consistent

content- Search strategy is poor and less robust than competitors- Generic landing pages (no service coupons)- Above average lead response and excellent inbound call handling- No retargeting of display ads- No formal Upgrade Program established- Average (mostly factory) POS

Thank You