2. Marketing Priorities
• Awareness – increasing awareness of Jaffarian
Volvo Toyota Scion
• Awareness – be 1 of 3 dealerships visited
• Differentiate from other options:
– Service: a better experience than anywhere else
– Value: not competing directly on price – have to be
competitive and then sell the value
– Professionalism and expertise
– Inform & educate: be completely transparent and do
what is right for the customer
3. Marketing Results
• Awareness:
– Blogs: 4; 880 views; 680 visits to Ask Gary blog
– 6 emails sent out via Reynolds Contact Mgmt
• 121,790 impressions of the Jaffarian brand
• 3,472 opens
• Sales from email blasts sent out = 30 vehicles
• Highest activity on website directly corresponds to days
when emails blasts go out.
4. Marketing Results - continued
• Awareness:
– Behind the Wheel Toyota and Volvo
• Tracking Activity by service and parts specials
– Top activity for Toyota 32 clicks on $24.95 oil change special
– 17 clicks on Save $50 Silver or Platinum Auto Spa
– 9 15% off major service
• Volvo
– Top activity was 9 clicks on oil change special; 7 for $5 off
detailing
– XC90 Event
• Media relations: Jeff Zygmont committed to attending event;
writes for Eagle Tribune
• 2000 invitations mailed via agency Volvo hired
5. Marketing Results – Social Marketing
• Awareness and Online Reputation
– DealerRater back to 4.9! YES.
– Google 4.7
– Yelp; blocked very positive rating in the month –
frustrating. Keep using the YELP cards. Need to
get this rating up from 1.5 stars as hurts Jaffarian
on line due to power of Yelp showing up in search.
– NEED Photos sent to Cary for postings! Email is
best to cary@socialkitchen.net
6. Marketing Results – Social Marketing
• Awareness with Postings
– Facebook: 54 posts in the month; followers about
1834; impressions 189,900
– Twitter: 30 posts, 857 followers, reach of 26,000+
– LinkedIn: 40 posts, 925 followers
– Pinterest: 98 posts; 80 followers
– Instagram: 20 posts; 161 followers
– Google + Jaffarian: 30 posts
– Google+ Toyota: 30 posts
7. Leads
• Retargeting results
– XC90: 13,413 views; 318 clicks; 1 order
– S60: 24, 114 views; 284 clicks; 2 sales
– Launched in June Tacoma and Tundra ads
• Tacoma: 14,089 views, 203 clicks, 9 sales
• Tundra: 15,000 views, 379 clicks, 3 sales
• 880 leads generated in the month
– Deficit of 27 to reach $$ goals
– Appointments booked: 209; only 24% - HUGE missed
opportunity
– Appointments kept: 147; 70%
8. Leads – getting found online
• SEO
– Monitored and tweaked monthly
– Key to be appearing on first page – top 10 slots
# Terms ranking in top 5 positions by 3 Sites:
Jaffarian Automotive Group – 485 terms up from 320 in May
Jaffarian Toyota – 229 terms up from 155 in May
Jaffarian Volvo – 256 up from 165 in May
9. Website – Shopping for a Vehicle
• What if no photo of the vehicle?
• What if no price for the vehicle?
Would you stay on the site or go to another dealer?
53% of Toyota inventory – photo issues (no photo
or stock photo only)
23% of Volvo inventory - photo issues (no photo or
stock photo only)
10. Other June Marketing Efforts
• Mystery Shopped the competition –
Rockingham Toyota
• Lead Flow testing for all 4 websites to confirm
the right manager is getting any inquiries
• All 4 websites reviewed in detail; done
quarterly to test phone numbers, links, review
content and messaging
11. Key Areas to Improve
• Photos of vehicles on website
• Deliver Excellent Customer Experience - build
loyal fans
• Working as a team – sending photos to Cary
• Leverage what exists
– How Do I hours – are you talking about them?
– Quote Folder during sales process
– Ask Gary information
– Videos to play while customer is waiting
– Gift cards to 99 if going to be a long wait
12. Opportunities to deliver on the
promise
Competitive Pricing on the website
Specials – vehicles and service and parts – timeliness and specials
that include the key basics to get a service customer – oil change;
specials that consumers NEED.
Capture email addresses of customers – give marketing an
opportunity to reach them
Sell the VALUE of Jaffarian – the quote folder, the Red Phone, How
Do I hours
13.
14.
15. July
• Finalizing mailer for service specials to acquire
more service customers
• New Volvo website design implemented
• What will YOU commit to doing to help
improve the customer experience?
