Driving Success With Digital

How GSM’s digital marketing program helped Toyota West increase web activity, ROs, online visibility, and surpass retention goals

Challenge

Digital dominates the world we live in today. Google searches have become the primary consumer resource for finding information on products and services. Consumer behaviors have shifted, and digital media is now the primary influencer for service-related decisions such as rescue, repair, and maintenance. In order to remain competitive, dealers must grow and maintain a strong and influential digital presence. Toyota West wanted to increase their online visibility and drive quality leads to their store, so they turned to the digital marketing experts at GSM for help.

How we helped

Toyota West began working with GSM in June 2016 to create an ongoing parts and service digital campaign. GSM recommended leveraging a multichannel approach to maximize success, create continuity and consistency in messaging, and to increase reach by targeting across multiple touchpoints.

 

Our RO count has increased year over year and our retention has grown at an astounding rate since partnering with GSM. It has been successful for us because our name is getting in front of a larger audience than ever before. The results have gotten better every month [as a result of the digital campaign], and we can see that more people are visiting our site.

Chris Bundrick, Fixed Operations Director at Toyota West

Results

The engagement from this campaign reflects high purchase intent behavior, which included: an increase in inventory views, higher clicks on map and location pages, and increased clicks on service-related pages. Clicks are a significant metric because they represent a targeted customer receiving a dealer’s ad message.

However, it is important to note that although not all clicks lead to a direct sale, they reflect that an advertising message generated enough interest for a viewer to click for more information. These actions are indicative of customers who are further in the purchase funnel, and more likely to convert. Investing in fixed operations marketing not only increases service benefits, but it also drives up new car results.

Solutions used

Toyota West combined the following solutions:
Display advertisements combining behavioral targeting and predictive modeling to ensure high intent candidates received timely and relevant ad messages
Retargeting drove high interest leads back to their site by showing them the exact vehicles they viewed online, as well as similar vehicles
Segmented direct mail allowed for personalized and relevant targeting to loyal, defecting, lost, and potential customers
Email to mail match (atom Essentials) increased ROI by providing one message for targets across multiple touchpoints
On average, monthly results include:
  • New or Used inventory page increased to an average of 3,946 visits
  • Overall website activities increased by 195% (nearly 2X)
  • Scheduled Service page had an average increase of 48 visits
  • Service Department page had an average increase of 41 visits
In addition to monthly results, in just six months, Toyota West’s revenue per repair order (RO) increased by $113, which is a 67% increase overall.

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