HookLogic / AutoHook Suite - Building the Ultimate Attribution Model in Automotive
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For more information visit - http://dlrfr.sh/autohook -- What is the AutoHook suite of solutions? Well the easy answer is that they're not a Lead Provider, but more of a Show Provider. But in reality,they are a lot more. Not only do they identify the highest intent to buy customers from your website and 3rd party leads, they help drive over 30% of them into your dealerships showroom. That’s almost DOUBLE the national show rate of 17%. With that, they have also built the Ultimate Attribution Engine. This means they can track a customer from Initial Lead -> Showroom visit -> Purchase, and deliver a cost per sale that is one of the best in the industry. Well over 1000 dealers are now using HookLogic / AutoHook every day to not only increase conversion from their dealership websites but more importantly increase Show Room Visits, that ultimately turn into sales! For more information or for a quick 15 minute demo - visit http://www.leadtoshow.com
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HookLogic / AutoHook Suite - Building the Ultimate Attribution Model in Automotive
- 1. Building the Ultimate Attribution Model in Automotive Created for:
- 2. What is the AutoHook Suite of Solutions? We’re not a lead provider, we’re a Show Provider Deliver traffic where it matters – to your showroom • Identify leads who have the highest intent to buy • Drive these leads into your showroom • Get show rates of up to double the national average Copyright 2013 – HookLogic Inc. 2 What we deliver: Avg. Show Rate Avg. Close Rate Avg. Cost per Sale
- 3. KPI: Close Ratio/Lead to Show Dealers typically measure by their closing Copyright 2013 – HookLogic Inc. % Prospects Touched by All of Your Marketing Prospects Who Visit Dealer Closing Ratio: 10-12% Your Showroom but they should measure by their show %
- 4. KPI: Show to Close Ratio Dealers measure by their closing % but they should measure by their show % Prospects Touched by All of Your Marketing Copyright 2013 – HookLogic Inc. Dealer Closing Ratio: 10-12% HookLogic Solution Prospects Who Visit Your Showroom With Before
- 5. Building the Ultimate Attribution Model in Automotive Attribution Modeling • When you attempt to match lead data • 30% match rate on Registration data • When you match show/redemption data • 95% match rate on Registration data Copyright 2013 – HookLogic Inc. 5
- 6. HookLogic AutoHook Suite Web2Show Lead2Show Copyright 2013 – HookLogic Inc. 6 Converts traffic from your website into more showroom visitors. Prospects that visit your site are invited to choose a free gift, redeemable by visiting your showroom. Maximizes your 3rd party leads using immediate scoring via data partners such as Polk and Dataium to identify and immediately the highest intent to buy customers. Partners:
- 7. Web2Show Driving Conversion on your websites • Tags implemented on websites • Overlay appears on specific landing pages only • SRP • VDP • Vehicle Specials • Trackable by Campaign Copyright 2013 – HookLogic Inc.
- 8. Web2Show: Consumer Experience Copyright 2013 – HookLogic Inc. Coupon Redemption • Instant Unique Coupon Code per customer • Goes into CRM as “HookLogic- Web2Show” • Email confirmation automatically sent to customer
- 9. Web2Show Coupon Confirmation w/ Factory Incentives • Confirmation includes Factory Rebates • Customer can print out confirmation • Email confirmation automatically sent to customer Copyright 2013 – HookLogic Inc.
- 10. Web2Show Confirmation w/ Rebates • Sent to email address entered in overlay • Dealership Location/Contact details included • Redemption expiration date is two Saturdays from date of submission • Reminder email sent 5 days prior to expiration date Copyright 2013 – HookLogic Inc.
- 11. Mobile Web2Show Conversion Opportunity Copyright 2013 – HookLogic Inc.
- 12. Features and Customization of Web2Show Customize the Consumer Experience • Exclude Dealership IP Address • IP Address Geo-Targeting • Make a Test Drive Required • Time delay of engagement • Triggered Links for PPC Copyright 2013 – HookLogic Inc. • Inventory Specific • # of Page views before initial offer • # of Page views before re-engagement • Set max # of times offer re-engages • Customize Terms & Conditions
- 13. Web2Show Program Rollout Program Goal: • Drive qualified leads to dealerships for test drives Implementation Strategy: • Target offers to dealer website visitors demonstrating in-market shopping behavior • Implement an overlay offering an incentive on key pages, like dealer inventory pages • Capture key customer data on overlay form; deliver incentive (gift card) after a test drive Performance Expectations: • Within the first 60 days of program deployment, HookLogic expects to generate a cost per lead of under $10, and a cost per show of under $55. Current dealers are currently well under these metrics. • Of all leads generated and offered incentive, HookLogic expects a overall dealership “show rate” of at least 35%. The current redemption rate is 32% Copyright 2013 – HookLogic Inc. Printable Coupon Overlay Unit
- 14. Current Chrysler Dealer Web2Show Metrics Current Chrysler Dealers on Web2Show • CPLead: $7.81 • CPShow: $50.01 • CPSale: $84.02 Averages: • Leads Generated: 33 • Shows: 10.02 (30.68% Show Rate) • Avg. Total Monthly Cost: $354 per month Copyright 2013 – HookLogic Inc.
- 15. Current Subaru Dealer Web2Show Metrics Current Subaru Dealers on Web2Show • CPLead: $4.46 • CPShow: $39.70 • CPSale: $79.40 Averages: • Leads Generated: 47 • Shows: 18 (38.45% Show Rate) • Avg. Total Monthly Cost: $605 per month Copyright 2013 – HookLogic Inc.
- 16. Lead2Show: 3rd Party, OEM, & Inventory Site Solutions What makes Web2Show unique: • Exclusion within your dealership showroom and “backyard” • Behavioral Targeting of incentive overlay • Triggered links for specific marketing campaigns Copyright 2013 – HookLogic Inc. © 2012 HookLogic
- 17. Campaign-Based Lead2Show Copyright 2013 – HookLogic Inc. Real-time passing of Leads allows for custom offer on-demand targeting based upon multiple Lead variables: • Make & Model(s) • Geo Targeting • Lead Source • Lead Score • Online Activity (Dataium ASI Score) • Offline Activity (Call Tracking)
- 18. Campaign-Based Lead2Show Motivate action while lead is still hot and stand out from the competition! Copyright 2013 – HookLogic Inc.
- 19. Campaign-Based Lead2Show Geo-Target your competitor’s backyard with a $25 incentive. Copyright 2013 – HookLogic Inc.
- 20. Campaign-Based Lead2Show Raise the incentive to customers on specific inventory that have to drive further to reach your dealership. Copyright 2013 – HookLogic Inc.
- 21. Campaign-Based Lead2Show Using HookLogic’s Polk Lead Intelligence incent the customers that have the highest intent to buy. Copyright 2013 – HookLogic Inc.
- 22. Campaign-Based Lead2Show Reanimate your old leads with Dataium’s ASI In- Market Lead Alert. Copyright 2013 – HookLogic Inc.
- 23. Campaign-Based Lead2Show Integrating off-line call tracking data from CallSource that enhances the chances of driving more customers to your dealership. Copyright 2013 – HookLogic Inc.
- 24. Campaign-Based Lead2Show Pulling it all together to offer best-in-class execution. Copyright 2013 – HookLogic Inc.
- 25. Customization of Lead2Show Customize the Post-Lead Submission Experience • Target Specific Makes & Models • Tie In Regional Marketing Campaigns • Tie In Factory Incentives • Focus On Conquest Marketing Copyright 2013 – HookLogic Inc. • On-Demand Start and Stop Dates • Geo-Target • Utilize Data Indicators • Customize Messaging
- 26. Copyright 2013 – HookLogic Inc. Dealership Experience: Coupon Redemption and Fulfillment Process Customer visits Dealership and presents Coupon to Sales Manager Sales Manager, ILM, or receptionist Redeems Coupon using HookLogic’s 30- second Redemption Tool Customer Receives Gift Card instantly via e-Code or by Mail in 2-3 weeks • HookLogic’s web-based tool or mobile apps; allows for easy Coupon Redemption in 30-seconds • HookLogic manages the entire Gift Fulfillment and Shipping process • Customer receives email verifying redemption of coupon • Gift Card will be received by customer instantly by e-code or by mail within 2-3 weeks.
- 27. Client Login: When Logged In • Enter in 8 digit code that is on the incentive offer customer brings in • Include the “-” and no spaces • Hit “Submit” Copyright 2013 – HookLogic Inc.
- 28. Client Login: When Logged In • Status of reward is “Pending” • Dealership will need to enter in the following fields • Email Address • Street Address • City • State • Zip Code Click “Confirm Redemption” Copyright 2013 – HookLogic Inc.
- 29. Client Login: When Logged In Redemption will state “Successfully Completed!” Status will changed to Redeemed Communicate to Customer that the reward will be received via e-code or in the mail. If mailed.. - Within 2-3 Weeks - In a white envelope with “Incentives Network” Copyright 2013 – HookLogic Inc.
- 30. Weekly Reporting: Performance Report Measures Performance by: • Site Name • By Tactic (product) Redemption Rates • Leads/Coupons: incentives offered within time frame • Walk-ins: Actual redemptions that have occurred in specified time frame Enterprise Reporting Included • Automated report received on first Monday after product activation • Customized reports available • Real-time reporting accessible 24/7 within the User Interface Copyright 2013 – HookLogic Inc. Web based reporting 24/7
- 31. Building the Ultimate Attribution Model in Copyright 2013 – HookLogic Inc.
- 32. Copyright 2013 – HookLogic Inc. Cost per lead: Less than $8 Cost per show: Less than $45 Cost per sale: Less than $75 What’s the ROI? 32
- 33. Award Winning Solutions Copyright 2013 – HookLogic Inc. 33
- 34. Case Study: VW VW Measured Performance by: • Leads Generated • Walk-Ins (Lead to Show) • New Car Purchases (Show to Close) • Loyalty/Defection Rate HookLogic Exceeded Expectations by: • Lifting Lead Count by nearly 20% • Drove over 4k customers in a showroom • Validated almost 1900 New VW Sales • Increased Loyalty Rate by almost 34% Copyright 2013 – HookLogic Inc.
- 35. No Monkey Business, Just Results Copyright 2013 – HookLogic Inc. 35
- 36. Case Study: Toyota Toyota Measured Performance by: • Leads Generated • Walk-Ins (Lead to Show) • New Car Purchases (Show to Close) • Loyalty/Defection Rate HookLogic Exceeded Expectations by: • Lifting Lead Count by nearly 20% • Drove over 5k customers in a showroom • Validated almost 2300 Sales • Increased Loyalty Rate by almost 37% Copyright 2013 – HookLogic Inc.
- 37. No Monkey Business, Just Results Case Studies that Validate Results Copyright 2013 – HookLogic Inc. 37
- 38. Case Study: Honda Honda Measured Performance by: • Leads Generated • Walk-Ins (Lead to Show) • New Car Purchases (Show to Close) • Loyalty/Defection Rate HookLogic Exceeded Expectations by: • Lifting Lead Count by nearly 20% • Drove over 6k customers in a showroom • Validated almost 3300 Sales • Increased Loyalty Rate by almost 27% Copyright 2013 – HookLogic Inc.
- 39. No Monkey Business, Just Results Copyright 2013 – HookLogic Inc. 39
- 40. No Monkey Business, Just Results Copyright 2013 – HookLogic Inc. 40
- 41. Direct Mail & Email Bulk Incentive API • Integrate incentives into Conquest Mail & Email Campaigns • Track showroom visits and sales by campaign • Turn-key system from HookLogic to preferred vendor Copyright 2013 – HookLogic Inc.
- 42. E-Code Redemption and Fulfillment Process First in the automotive industry to offer Copyright 2013 – HookLogic Inc. Apple Passbook integration.
- 43. AutoHook Mobile Tool • Dealers can empower their marketing team with mobile devices. To leverage this growing trend, HookLogic’s mobile app – available for Apple and Android devices – provides on-demand access to redeem coupons, issue coupons and run reports. The extended benefits reach beyond the dealer’s lot including off-site special events where lead capturing and lead conversion are important. The on-demand reporting enables mobile marketing teams to quickly issue coupons and drive in-market shoppers to area VW dealerships. Copyright 2013 – HookLogic Inc.
- 44. Winning OUR Moment of Truth Here’s what our clients are saying… “This has convinced the biggest skeptics, and proved that targeted incentives work.” – Daniel Boismier, Internet Director, The Suburban Collection Copyright 2013 – HookLogic Inc. “We have discovered that not only is the HookLogic technology an important part of our website strategy, but is also very effective in our Event Marketing Campaigns, Microsite Campaigns and Permission Based Marketing. We use it to attract clients to our showrooms and to anchor appointments … perhaps, one of the best things we have done in a long line of eBusiness strategies over the past few years!” –Shaun Kniffin, Director of Internet Sales and eBusiness Development Germain Motor Company Honored as a finalist in: As seen in:
Notes de l'éditeur
- HookLogic and their AutoHook Suite of Solutions. Building the Ultimate Attribution Model in Automotive.
- What is the AutoHook suite of solutions. Well the easy answer is that we are not a lead provider…. we are show provider. But in reality, we are lot more. Not only do we identify the highest intent to buy customers from your website and 3rd party leads, we drive over 30% of them into your showroom. That’s almost double the national show rate of 17%!! And we have built the Ultimate Attribution Engine. This means that we can track that customer through the lead, showroom visit, and purchase, and deliver a cost per sale that is best in industry. Well over 1000 dealers use our products every day and HookLogic has driven nearly 500,000 redemptions for their customers.
- But how does a dealer measure success on the Internet? Well Typically, a dealer measures their success by the amount of cars that they sell from the leads that they receive. A typical dealer sell between 10-12 cars for every 100 leads that they receive, a 10-12% closing ratio. But What dealers should be measuring is their show rate, or internet customers that visit their showroom. The average show rate is only 17% so dealers don’t have a closing problem, they have a show problem……… HookLogic has created the only verified solution to raise a dealer’s show rate. Over the past 5 years, HookLogic has a 32% show rate, nearly twice as high as the national average. With dealers focused on what they do best, this equates to more sales at a great ROI.
- But how does a dealer measure success on the Internet? Well Typically, a dealer measures their success by the amount of cars that they sell from the leads that they receive. A typical dealer sell between 10-12 cars for every 100 leads that they receive, a 10-12% closing ratio. But What dealers should be measuring is their show rate, or internet customers that visit their showroom. The average show rate is only 17% so dealers don’t have a closing problem, they have a show problem……… HookLogic has created the only verified solution to raise a dealer’s show rate. Over the past 5 years, HookLogic has a 32% show rate, nearly twice as high as the national average. With dealers focused on what they do best, this equates to more sales at a great ROI.
- The HookLogic Suite of Solutions include Web2Show, our website conversion tool & Lead2Show, our post-lead product that uses actionable data and targeted filters to drive the highest intent buyers into your showroom. HookLogic is proud to partner with a number of the best names in the automotive industry, including Dealer.com, RL Polk, ContactAtOnce, and CallSource. HookLogic also services a number of the of the OEMs in the auto industry.
- In this overview, we are going to focus on award-winning solution, Web2Show. W2S takes visitors from your traditional and mobile website and can target these visitors by geographic area, looking at certain types of inventory, and based on their online behavior, drive these hand raising customers right into your showroom. Disrupting the traditional lead form, Web2Show adds up to a 25% increase in conversion on your website but more importantly, over 30% of these leads will come into your dealership, nearly double the national average. And nearly 60% of these showroom visitors will buy from you, and we have the sales data from RL Polk to prove it.
- And the consumer experience is second to none. Once the customer fills the lead form, HookLogic serves up an instant confirmation, allowing the customer to print the confirmation, send it to their mobile device, or if they have an iPhone, place it in their PassBook. The lead information goes into the dealership’s CRM system and the customer receives a dealership-branded email confirmation.
- HookLogic is the only solution in the industry that integrates Manufacturer Rebates and Incentives, powered by AIS. This is delivered into the confirmation form and email. Why is this important? It allows a potential car buyer the opportunity to have another reason to visit your showroom. During testing, HookLogic saw a 17% increase in showroom visits when the rebates were offered up to the customers.
- And here is an example of the confirmation email with the rebates and incentives included. It includes the dealership logo, location, and details. It also reminds the customer that the redemption expires, building a sense of urgency for the showroom visit.
- Best Practices of Web2Show – Need to put in an image
- But this is what makes AutoHook’s Web2Show completely unique: Your dealership can customize the way you want to target customers. You can target based on your customer’s geographic region and Polk Market Share data. You will also be able to exclude customers on your dealership showroom and within your backyard, since these customers would have come in anyways. Web2Show can even delay the incentive based on time on your website or specific page and views. For Dealer.com customers, we can target specific inventory types. We can also include behavioral targeting and triggered links for specific marketing campaigns.
- When HookLogic is set up on a Dealer’s website, the dealer should have certain expectations. At HookLogic, we certainly have expectations for our dealer’s performance. Within the first 60 days, HookLogic expects a cost per lead under $10 and a cost per show of under $55. Current dealers are currently well under these numbers. And HookLogic expects an overall show rate of at least 35%.
- Speaking of current dealers, here are some stats for current Chrysler dealers that use HookLogic’s Web2Show. They experience a cost per lead of under $8, a cost per showroom visit of under $51 and a cost per sale of under $85, based on Polk Registration data. Chrysler dealers average an additional 10 shows a month for a 31% show rate.
- And here are some stats for current Subaru dealers that use HookLogic’s Web2Show. They experience a cost per lead of under $5, a cost per showroom visit of under $39 and a cost per sale of under $80, based on Polk Registration data. Subaru dealers average an additional 18 shows a month for an impressive 38% show rate.
- And here is a reminder why what makes AutoHook’s Web2Show different: Your dealership can Target based on your customer’s geographic region and Polk Market Share data. You will also be able to exclude customers on your dealership showroom and in your backyard. Web2Show can even delay the incentive based on time on your website or specific page views. We can also include behavioral targeting and triggered links for specific marketing campaigns.
- Add little phones that have another identifier pointing into ABC Motors.
- And here is a reminder why what makes AutoHook’s Web2Show different: Your dealership can Target based on your customer’s geographic region and Polk Market Share data. You will also be able to exclude customers on your dealership showroom and in your backyard. Web2Show can even delay the incentive based on time on your website or specific page views. We can also include behavioral targeting and triggered links for specific marketing campaigns.
- Equally important is the customer experience….. When a customer shows up in the dealership, it takes less than 30 seconds to redeem the offer. HookLogic manages the entire process and no gift cards reside at the dealership. HookLogic delivers the gift card via mail or e-code with an instant confirmation to the customer. With nearly 500 thousand redemptions, HookLogic is easily the subject matter expert. This is how we do it…
- Each customer receives an 8 digit unique code. At the dealership, all you need to do log into the AutoHook site or use the AutoHook app available for iPhone, iPad, and Droid devices, enter the 8 digit code or look up the customer name. Hit the submit button…
- Enter the customer’s information and click Confirm Redemption.
- The status shows redeemed and the customer immediately receives their e-code if that is the dealership’s preferred option. If they choose a mailed card, the email will confirm receipt within 2-3 weeks.
- And HookLogic’s reporting allows their dealers to see activity including leads generated and showroom visits. These reports can be set up to deliver automatically.
- But what truly sets HookLogic apart is their attribution reporting. HookLogic can directly attribute sales, both at your dealership, and in most states, from other dealerships. Because of the data that HookLogic collects, it can match customer records against the Polk registration database almost 100% of the time, compared to an industry average of 30%. This gives HookLogic the ability to report more sales directly to the different campaigns that our dealers perform.
- So when our dealerships, partners, and OEMs review their results, they typically see results that place HookLogic near, or at the top, of their return on Investment.
- So how you are currently winning your moment of truth with your customers? We win our moment of truth for our dealers every single day with increased performance. See how HookLogic has driven hundreds of thousands of customers into a showroom over the past 5 years. If you are looking to increase your leads, showroom visits, and sales, HookLogic will help you win your moment of truth.
- And HookLogic has another first in industry announcement. We are the very first in the auto industry to offer Apple Passbook integration and a convenience for your customers who use an iPhone.
- So how you are currently winning your moment of truth with your customers? We win our moment of truth for our dealers every single day with increased performance. It’s easy. They are the ones who are selling more cars. Now its time for you to join them. Just go to www.lead2show.com/mobile on your mobile device to contact us. We will even reward you for your time. HookLogic, winning the moment of truth.