Jaffarian June Impact report Slides

June Impact Report 2015

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

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.

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

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 [email protected]

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

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%

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 MayJaffarian Toyota – 229 terms up from 155 in MayJaffarian Volvo – 256 up from 165 in May

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)

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

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

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

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?