Working Smarter: How Lexus of Escondido grew 30% this year using integrated, data-driven marketing

Ray Loo | [email protected]

Working SmarterHow Lexus of Escondido grew

30% this year using integrated,

data-driven marketing


Working smarter

with less budget: How successful dealers use integrated, data-driven marketing to spend smarter.


• 20 years of experience in automotive sales and client retention

• Four years as Vice President of Sales for ADP• Expert in data-driven marketing and

revenue generationRay LooVice President

Team Velocity Marketing


• General Manager, Lexus Escondido

• General Sales Manager, Toyota Carlsbad

• 11TH Largest Toyota dealership in the USA, 20 years

• NADA Academy Graduate , 2011

Rick BilgrienGeneral Manager

Lexus of Escondido


C A S E S T U D Y

• The Centre’s unique collection of shops, services and amenities has been carefully created to transform everyday events into extraordinary experiences all in one place.

• At the heart of The Centre lies Lexus Escondido; the full-service award-winning Lexus dealership.

• Within the 326,000 square foot state-of-the-art facility a glass elevator lifts you to three stories of comfort and convenience that include: a golf simulator, a learning center, a business center, a private library, a children’s area, retail shops, plush conference rooms and over 20,000 square feet of event space - complete with outdoor fire pits that can be used for concerts, weddings, banquets and more.

• Lastly houses a FIVE Star Restaurant ~Vintana that serves 13,000 plates a month and has Martini and Wine Bar

Working SmarterHow Lexus of Escondido grew

30% this year using integrated,

data-driven marketing


C A S E S T U D Y

• Currently held 26th spot in the LA, San Diego and

Phoenix Region (14th Now)

• Satellite Store to Lexus Carlsbad

• Wanted to grow Sales and Service, however

couldn’t move the needle

• Into traditional media (TV, Radio)

Lexus of Escondido - Challenges

Lexus of Escondido


C A S E S T U D Y

Lexus of Escondido– Challenges


C A S E S T U D Y


T h e O p p o r t u n i t y

Automotive Advertising Outlook The Big Shift in Advertising Media Change from 2012-2013

July 2013.



1.5 Million Consumersoff-lease returning to the market in 2014

December 2, 2013


S T R A T E G Y

Needed to be Cost Effective

Needed to be Sustainable

Needed to Help Grow Both Sales and Service

Needed to Retain Current Customers and Obtain New Customers

Creating a Strategy


G O A L S

Build a comprehensive targeted and digital marketing strategy

Creating a Strategy


S T R A T E G Y

Creating a Strategy

That has synergy between traditional and direct target strategyMass Market

In Market


H O W I T W O R K S

Complete Sales & Service Strategy


T H E R I G H T C U S T O M E R


T H E R I G H T C U S T O M E R

Customers with the highest statistical probability

of buying and servicing now and in the future.


T H E R I G H T M A R K E T

• Looking Back to Look Forward

• Areas with Our Most Profitable Customers

• Those that Buy and Service with Us

• Areas that had the Highest Statistical

Probability for Growth


T H E R I G H T S T R A T E G Y

99%

Not In-Market

1%

In-Market

People | Process | Tools | Point of Sale Sales Retention | Service Retention | Remarketing | Referrals

Mass Market

Shift focus to in-market prospects,

not the general mass market.

Focus the message and mediums

to best reach in-market prospects


T H E R I G H T O F F E R S

Every customer received

Sales and Service offers

Every customer received

communication monthly

Drove all traffic to the dealer

offersite


T H E R I G H T M E D I A

• One unified message through multiple

mediums

• Multiple calls to action

• Variable pricing based on customer activity

• Campaign conversion site houses all sales

and service offers

• Converted traffic at 3 times the dealer’s

website


V E H I C L E E X C H A N G E


follow upselltarget market

1 2 3 4

P R O C E S S


consumers who

can get a better

car for a better

payment


1 2 3 4

P R O C E S S


T A R G E T


Identify Consumers Who Can Get a

Better Car for a Better Payment

T A R G E T


T A R G E T


via email, mail,

phone and

service lane

follow upsellmarket

1 2 3 4

P R O C E S S

target


Notify Consumers That They are Eligible to Upgrade to a Better Vehicle

for a Better Payment Via Email, Mail, Website and Service Lane

Service lanephonemail email

M A R K E T


using upgrade

analysis presentation

on iPad, tablet, PC

and print-out


1 2 3 4

P R O C E S S


Vehicle Exchange Program

S E L L

Civic Civic


every month with

personalized communication

for every customer


1 2 43

P R O C E S S


R E S U L T S


T H E R I G H T S T R A T E G Y

99%

Not In-Market

1%

In-Market

People | Process | Tools | Point of Sale Sales Retention | Service Retention | Remarketing | Referrals

Mass Market

Shift focus to in-market prospects,

not the general mass market.

Focus the message and mediums

to best reach in-market prospects


P A I D S E A R C H

Conversion RateConversions

Digital Marketing

Dec 2013 July 2014

109

260

Dec 2013 July 2014

11.95%

5.75%

Dec 2013 July 2014

10.04%

4.09%

Click through rate


R E S U L T S

68% of calls came

from a

mobile device

98Average

Calls per monthDec 2013 – July 2014


R E S U L T S

Without a

thorough digital

strategy, these

calls wouldn’t

exist

?


R E S U L T S

Who says you

can’t sell cars

on Facebook

763 Page likes

+1 million Impressions

Reaching

+1 million People

4,977Clicks

254Avg. likes

per month

4,639photo views

per month

$.42Avg. Cost

Per Click

*Data reflects Q4 2013

2,084Total Likes


R E S U L T S

Year over Year Sales Growth

May 2013 May 2014

23% Increase

June 2013 June 2014

20% Increase

July 2013 July 2014

17% Increase


R E S U L T S

Year over Year Service Growth

May 2013 May 2014

18% Increase

June 2013 June 2014

29% Increase

July 2013 July 2014

16% Increase


Q E U S T I O N S


Thank You

Working Smarter: How Lexus of Escondido grew 30% this year using integrated, data-driven marketing

Marketing

Transcript of Working Smarter: How Lexus of Escondido grew 30% this year using integrated, data-driven marketing