Post on 06-Dec-2014
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© 2008 AgillicNot for use or distribution without written
permission. 1
INNOVATION IN MULTICHANNEL MARKETING:TOYOTAHow its new multichannel engagement strategy is driving sales for Toyota
© 2008 AgillicNot for use or distribution without written
permission. 2
Toyota’s campaign objectives were clear
Goals To change marketing focus from branding to eCRM To actively engage with the potential car buyer before the test drive To collect contact permission and contact information across multiple
channels To improve the sales process and automate dialogue ……..and ultimately: to increase level of sales and market share
Strategy Focus on digital engagement, gathering information and contact permission
on the way Communicate throughout the (long) customer lifecycle, personalising
content at relevant times and through appropriate channels
Toyota Multichannel
© 2008 AgillicNot for use or distribution without written
permission. 3
Toyota utilises different mechanisms at various stages of the purchase process
Action
Offline media TV Newspapers CTA
Mobile and web interaction
Data capture via digital media mobile and email to receive 24H test drive
Start appropriate re-sell program
Continued relevant dialogue creating costumer interaction
After market sales increase
Car sales
After market
Sales
Aquisition = Pre-site
Engagement = On-site
Conversion = Post-site
© 2008 AgillicNot for use or distribution without written
permission. 4
This unified multichannel approach is made possible by an integrated marketing platform
Mass
media
Avensi
s24
.dk
Agill
icD
eale
rship
s
Mass media creates awareness and drives response
Toyota dealers
Campaign site is consolidation of creative concept
Agilllic orchestrates communication mechanisms
© 2008 AgillicNot for use or distribution without written
permission. 5
Toyota’s new eCRM strategy yields impressive results. Mobile already fuels 16% of sales !
100
35% of the 100
na
218
Overall campaign response via SMS
Requested additional info. via email from mobile portalOrder test drive online via web – conversion incl. external banners
No of sales of the new Avensis
Campaign response – index
16.1%
© 2008 AgillicNot for use or distribution without written
permission. 6
Toyota Avensis leaped from a ranking as the 19th most sold car in Denmark to an astonishing 3rd !
Most sold ranking 2008 2009
1 Toyota Aygo Peugout 207
2 Skoda Fabia Ford Fiesta
3 Peugout 207 Toyota Avensis
4 Opel Corsa Citroen C1
5 Kia Ceed Peugout 107
6 Suzuki Swift Skoda Fabia
7 Volksvagen Passat Suzuki Alto
8 Citroen C1 Honda Accord
9 Audi A4 Volksvagen Golf
10 Peugout 206 Peugout 308
11 Toyota Yaris Toyota Aygo
12 Mazda 2 Mazda 2
13 Mazda 6 Suziuki Splash
14 Ford Mondeo Kia Picanto
15 Peugout 107 Peugout 206
16 Kia Picanto Toyota Yaris
17 Volksvagen Golf Ford Focus
18 Fiat Punto Hyundai I10
19 Toyota Avensis Opel Corsa
© 2008 AgillicNot for use or distribution without written
permission. 7
Toyota are also battling the recession and driving down costs using multichannel interaction
Mass
media
Avensi
s24
.dk
Agill
icD
eale
rship
s
Mass media creates awareness and drives response
Toyota dealers
Campaign site is consolidation of creative concept
Agilllic orchestrates communication mechanisms
Campaign cost is now
downby +30%
© 2008 AgillicNot for use or distribution without written
permission. 8
The implementation Road Map for Toyota points towards becoming ever more customer centric