crossroad of joplin current success metrics

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ADS AUTO MARKETING Crossroads Chevrolet of Joplin Success Metrics 3/19/2015

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ADS AUTO MARKETING

Crossroads Chevrolet of Joplin

Success Metrics

3/19/2015

Initiatives as of March 2015:

- Crossroads Deals website- Nurturing Newsletter- Targeter Program- Kiosk Program

Crossroads Deals Website

Objectives:- Build SEO on a landing page external to the dealership’s

website for maximum local SEO leverage- Create assets that allow for capturing of information (e.g.,

signing up for newsletter or deals)- Gives ADS a platform outside of dealer website to identify

specific user behavior.

Crossroads Deals Website

- We have several analytics tools we use to determine how users are accessing and using the deals site. The idea is to get more and more users coming back over time to look for special deals and promotions.

- Traffic is not heavy in the beginning stages as we are just launching campaigns – as time passes, the amount of users hitting the deals website peaks, which in turn affects Google search rankings.

Crossroads Deals Website

- Current keyword rankings include:

Crossroads Chevy Joplin Position 38

Crossroads Chevy Joplin MO Position 44

Joplin Chevy Position 48

Why Does Ranking Matter?

- We typically aim to, and rank our dealers on the first page.- When customers see the ‘Deals’ site listed as an option,

they click through. They see the promos we provide and give us their personal info, allowing us to add them to your marketing efforts or set appointments.

- We don’t just stop with the keywords you were shown in the previous slide. We rank for general brand and other keywords in your local area.

Crossroads Targeter Program

The deals website is designed exclusively to support Crossroads’ Targeter and Nurturing programs.

Objectives:- Create segmented marketing lists that allows us to

advertise to users based on their specific interests and likelihood of purchase

- Use multiple marketing methods to reach out to different audiences.

Crossroads Targeter Program

- We switch out offers every 1-2 months so audiences are getting contacted with repetition, but aren’t seeing the same info over and over again.

- We ordinarily find that customers who don’t respond to a certain set of offers just haven’t seen the right offer yet. This is why it’s crucial to keep advertising to these audiences.

Crossroads Targeter Program

The mail piece in the previous slide is still pending – make sure to let us know if you start seeing these cards when people come into the dealership.

We often find that people will come in and ask about a Truck Club/Buyback offer without the card as well.

Crossroads Nurturing Program

In the beginning phases of our newsletter programs, we often pair our Targeter and Crossroads newsletter sends. This allows us to establish trust with your audience and segment your list as well as naturally scrub the list to remove anyone not interested in purchasing.

Nurturing Email Metrics

Multiple Opens

Crossroads Nurturing Program

When we begin Nurturing relationships, we use a third party vendor to do our first few sends. This allows us to work with a purchased list to encourage further subscribes and filter out bad data on your behalf.

Around the 3rd or 4th newsletter send, ADS begins sending your Nurturing emails via our own platform. You’ll shortly receive metrics access to that platform.

Crossroads Nurturing Email MetricsWeek of Send Open Rate Click Rate Total Signups

Feb 15th 10.49% 10.76% 0

Feb 28th 9.6% 10% 4

March 15th Pending Pending 4

March 28th Pending Pending

We’re still getting reporting data coming back in from our send that we completed March 15. We are also still sending Targeter and Nurturing program emails out together and will have final data through the end of the month.

Future Steps

- Our open rates tend to hover around 10%, which is about industry standard. For the recently sent emails we are seeing trends climb that way.

- In our experience working with dealerships, repetition is key. The more the offers are put in front of a qualified audience, the more successful each campaign is at it is deployed. Time is the key to ensuring customers take advantage of the offers we send out.

Reporting Timeline

- By 3/20: Final reporting metrics for last Targeter pull and Nurturing newsletter sent out 3/18-3/19.

- ROI metrics: April 15. Between April 15-30 we will pull our first round of ROI metrics to give you an idea of sold cars.

- Regular reporting: Now that our newsletters are being deployed from our own dashboard, Amber will report each Friday.

Thank you for being a valued ADS customer!