Driving leads for your dealership is challenging enough. But what can you do to actually get them through your door?That critical step in the marketing process is measured as Lead to Show. And it could be the key to growing your sales.Targeted incentives are a proven effective way to get motivated buyers into the showroom. The right incentive, like a gift card or cash card, offered to the right customer will help bring that customer to your dealership over your competitors. And, done right, those customers will make a beeline to your sales staff when they get there!Learn how it's done in this deck from Jeff Kershner and HookLogic.
Transcript of HookLogic: Lead to Show: One Strategy That WILL Improve It
Lead to Show: One Strategy That WILL Improve It
A 30-minute webinar with Jeff Kershner of DealerRefresh.com
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Presentation Notes
Intro Thank you for joining today’s presentation, “Lead to Show: One Strategy that WILL Improve It” with Jeff Kershner. I’m Teresa… Before we get started, I want to review a few housekeeping items and let you know how you can participate in today’s Web event. . (Transition to Next Slide)
How to Participate Today
• Open and close your Panel
• Submit text questions
• Raise your hand
• Q&A addressed at the end of today’s session
• Everyone will receive an email the next 7 days with a link to view a recorded version of today’s session
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Presentation Notes
On your screen, you should see the control panel – like the one pictured here. Let me take a sec to show you how it works. Move mouse over the Grab Tab Clicks 1, 2, and 3 By clicking the orange arrow, you can open and close your control Panel Click 4 From the View Menu you can also set the Control Panel not to auto-hide when inactive if you prefer to keep it always open. Click 5 During (at the end, etc.) the presentation, you have the ability to send questions to our Webinar staff through the Questions pane. Simply type in your question and click send. (Optional) At the end of the presentation we will do a Q&A session to answer as many questions as we have time for. Click 6 During the presentation we may ask you to answer a question by raising your hand. This option is located on the Grab Tab. (Optional) You can also indicate that you have a question and would like your line unmuted by raising your hand. Click 7 & 8 We will address Q&A at the end of today’s session, and as a final reminder, today’s Webinar is being recorded, and everyone will receive an email within 24 hours with a link to view a recording of today’s event.
About HookLogic
• Founded in 2004• Proprietary Software-as-a-Service platform• Offices in US, Canada and Europe
SOME OF OUR CLIENTS:
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Presentation Notes
And now, let’s get started. Today’s webinar is being hosted by HookLogic. HookLogic powers targeted incentive programs that drive in-market shoppers to auto dealerships and other lead-driven businesses. HookLogic solutions are easily implemented, work with nearly any marketing medium and enable end-to-end reporting and optimization. We’re headquartered in New York City, but we have offices here in Ann Arbor, MI and Manchester, UK. We work with many leading dealership groups and OEMs, including MileOne Automotive, Younger, Lithia Motors, Suburban Collection, and AutoTrader.com.
About Jeff Kershner
• Founder of DealerRefresh.com, the leading resource for the car dealer Internet sales professional since its launch in ’07
• Director of marketing for Younger Motor cars• Previously the Internet Marketing Manager for MileOne
Automotive, where he oversaw 64 dealers• Frequent speaker at industry events, including DigitalDealer,
Wards, Automotive Marketing Bootcamp
Presenter
Presentation Notes
Joining me today is Jeff Kershner from DealerRefresh.com. �I’m sure most of you know Jeff already – DealerRefresh is a top resource for internet sales professionals in the automotive space. And if you don’t know Jeff from DealerRefresh, chances are you’ve read about him in one of the trades or seen him speak at DigitalDealer, Wards or at Automotive Marketing Bootcamp – which is happening next month, isn’t that right Jeff?
Agenda – Increasing Lead to Show
• Lead to show• Convert more website browsers into leads and
walk-ins• Increase conversion rate of lead follow-up
process• Dramatically improve effectiveness of outbound
campaigns
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So today’s we’re going to talking about Lead-to-Show and the one strategy that’s sure to improve it. As you can see, we’ll be covering: (read agenda)
What is Lead to Show?
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And now I’m going to turn it over to Jeff. Jeff, what can you tell us about lead to show? Is it the same as “appointment to show?”
How do you improve lead to show? Incentives
Motivate customers to show up.Give your staff more opportunities to close sales
Tip Key Decisions so Customers…• Put your store on the test drive short list• Visit your dealership over competitors• Visit your dealership sooner
Motivate Buying Behavior so Prospects….• Walk in without prompting• Seek out sales staff• Enjoy a “feel good” buying experience
that inspires loyalty
Should I go in now or can this wait? I’m busy.Which
dealership should I go to?
When there, am I ready to speak witha dealer?
HookLogic’s platform is designed to generate additional walk-in traffic that results in more sales, at an exceptional ROI.
Prospects Touched by All of Your Marketing
Prospects Who Buy
Incentive
Prospects Who Visit Your Showroom
Increasing Lead-to-Show with IncentivesBe
fore
Ince
ntiv
esW
ithIn
cent
ives
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Teresa: Jeff, how has this worked for you? Jeff: mention partnership, evolution of product. Customers that walk in are already “owned” by a salesperson Talk about targeting capabilities, reaching in-market shoppers
Managed Incentives Convert Browsers to Leads…and Walk-ins
Dealer homepage
New Vehicle Inventory
Specific Vehicle Page (3 clicks in)
Thank you page (after form is completed)
Confirmation Email
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Jeff walks through overview. Teresa: Why is it important to have that overlay only appear on inventory pages? Why wouldn’t you want it on the homepage? Note that they can receive the confirmation code via email or SMS. “Jeff, do your leads redeem the coupon when they show up, or you require a test drive first?”
Typical Results
• Historic Performance Results:• 2-4% of visitors shown incentive offer fill out form• 15-25% of coupon holders visit with a sales manager• 25-40% of dealership visitors purchased a vehicle
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Teresa will take this one
HookLogic increases conversion of 3rd party leads
Historic Results:• 15-20% of email recipients click to print coupon• 10-25% increase in overall close rate• Cost Per Incremental Sale: $125-$175
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Teresa – ask about lead scoring
Dramatically improve the effectiveness of outbound marketing campaigns
Typical Results:• Increase effectiveness
by 15-30%• Received 2% Walk-in
rate on recent Direct Mail Campaign
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Reinforces the message in remarketing pieces Typical program metrics for outbound campaigns Technology fee (Jeff) only pay when cards are picked up – not for every form completion. So you’re only paying when a lead walks in your door and asks for that gift card!
Analytics that PROVE Positive ROI
Measure Key Metrics
• # of walk-ins by offer, dealership or marketing channel
• % of prospects who see offer that take an incentive code
• % of prospects with code that visit dealership / take action
• Tie in with your sales data to analyze cost per sale
Optimize Incentive Campaigns • Test multiple offers across a variety of
channels• Optimize campaigns and offers to
maximize ROI• Easily change offers on the fly / as needed
(Web Based Reporting 24/7)
Questions?Lead to Show
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Do we have to keep the cards in house? How is fulfillment handled? Reporting question How long does it take to set up a program like this? How much does it cost? Couldn’t we just do this in house?