hooklogic: lead to show: one strategy that will improve it

Lead to Show: One Strategy That WILL Improve It

A 30-minute webinar with Jeff Kershner of DealerRefresh.com

Presenter

Presentation Notes

Intro Thank you for joining today’s presentation, “Lead to Show: One Strategy that WILL Improve It” with Jeff Kershner. I’m Teresa… Before we get started, I want to review a few housekeeping items and let you know how you can participate in today’s Web event. . (Transition to Next Slide)

How to Participate Today

• Open and close your Panel

• Submit text questions

• Raise your hand

• Q&A addressed at the end of today’s session

• Everyone will receive an email the next 7 days with a link to view a recorded version of today’s session

Presenter

Presentation Notes

On your screen, you should see the control panel – like the one pictured here. Let me take a sec to show you how it works. Move mouse over the Grab Tab Clicks 1, 2, and 3 By clicking the orange arrow, you can open and close your control Panel Click 4 From the View Menu you can also set the Control Panel not to auto-hide when inactive if you prefer to keep it always open. Click 5 During (at the end, etc.) the presentation, you have the ability to send questions to our Webinar staff through the Questions pane. Simply type in your question and click send. (Optional) At the end of the presentation we will do a Q&A session to answer as many questions as we have time for. Click 6 During the presentation we may ask you to answer a question by raising your hand. This option is located on the Grab Tab. (Optional) You can also indicate that you have a question and would like your line unmuted by raising your hand. Click 7 & 8 We will address Q&A at the end of today’s session, and as a final reminder, today’s Webinar is being recorded, and everyone will receive an email within 24 hours with a link to view a recording of today’s event.

About HookLogic

• Founded in 2004• Proprietary Software-as-a-Service platform• Offices in US, Canada and Europe

SOME OF OUR CLIENTS:

Presenter

Presentation Notes

And now, let’s get started. Today’s webinar is being hosted by HookLogic. HookLogic powers targeted incentive programs that drive in-market shoppers to auto dealerships and other lead-driven businesses. HookLogic solutions are easily implemented, work with nearly any marketing medium and enable end-to-end reporting and optimization. We’re headquartered in New York City, but we have offices here in Ann Arbor, MI and Manchester, UK. We work with many leading dealership groups and OEMs, including MileOne Automotive, Younger, Lithia Motors, Suburban Collection, and AutoTrader.com.

About Jeff Kershner

• Founder of DealerRefresh.com, the leading resource for the car dealer Internet sales professional since its launch in ’07

• Director of marketing for Younger Motor cars• Previously the Internet Marketing Manager for MileOne

Automotive, where he oversaw 64 dealers• Frequent speaker at industry events, including DigitalDealer,

Wards, Automotive Marketing Bootcamp

Presenter

Presentation Notes

Joining me today is Jeff Kershner from DealerRefresh.com. �I’m sure most of you know Jeff already – DealerRefresh is a top resource for internet sales professionals in the automotive space. And if you don’t know Jeff from DealerRefresh, chances are you’ve read about him in one of the trades or seen him speak at DigitalDealer, Wards or at Automotive Marketing Bootcamp – which is happening next month, isn’t that right Jeff?

Agenda – Increasing Lead to Show

• Lead to show• Convert more website browsers into leads and

walk-ins• Increase conversion rate of lead follow-up

process• Dramatically improve effectiveness of outbound

campaigns

Presenter

Presentation Notes

So today’s we’re going to talking about Lead-to-Show and the one strategy that’s sure to improve it. As you can see, we’ll be covering: (read agenda)

What is Lead to Show?

Presenter

Presentation Notes

And now I’m going to turn it over to Jeff. Jeff, what can you tell us about lead to show? Is it the same as “appointment to show?”

How do you improve lead to show? Incentives

Motivate customers to show up.Give your staff more opportunities to close sales

Tip Key Decisions so Customers…• Put your store on the test drive short list• Visit your dealership over competitors• Visit your dealership sooner

Motivate Buying Behavior so Prospects….• Walk in without prompting• Seek out sales staff• Enjoy a “feel good” buying experience

that inspires loyalty

Should I go in now or can this wait? I’m busy.Which

dealership should I go to?

When there, am I ready to speak witha dealer?

HookLogic’s platform is designed to generate additional walk-in traffic that results in more sales, at an exceptional ROI.

Prospects Touched by All of Your Marketing

Prospects Who Buy

Incentive

Prospects Who Visit Your Showroom

Increasing Lead-to-Show with IncentivesBe

fore

Ince

ntiv

esW

ithIn

cent

ives

Presenter

Presentation Notes

Teresa: Jeff, how has this worked for you? Jeff: mention partnership, evolution of product. Customers that walk in are already “owned” by a salesperson Talk about targeting capabilities, reaching in-market shoppers

Managed Incentives Convert Browsers to Leads…and Walk-ins

Dealer homepage

New Vehicle Inventory

Specific Vehicle Page (3 clicks in)

Thank you page (after form is completed)

Confirmation Email

Presenter

Presentation Notes

Jeff walks through overview. Teresa: Why is it important to have that overlay only appear on inventory pages? Why wouldn’t you want it on the homepage? Note that they can receive the confirmation code via email or SMS. “Jeff, do your leads redeem the coupon when they show up, or you require a test drive first?”

Typical Results

• Historic Performance Results:• 2-4% of visitors shown incentive offer fill out form• 15-25% of coupon holders visit with a sales manager• 25-40% of dealership visitors purchased a vehicle

Presenter

Presentation Notes

Teresa will take this one

HookLogic increases conversion of 3rd party leads

Historic Results:• 15-20% of email recipients click to print coupon• 10-25% increase in overall close rate• Cost Per Incremental Sale: $125-$175

Presenter

Presentation Notes

Teresa – ask about lead scoring

Dramatically improve the effectiveness of outbound marketing campaigns

Typical Results:• Increase effectiveness

by 15-30%• Received 2% Walk-in

rate on recent Direct Mail Campaign

Presenter

Presentation Notes

Reinforces the message in remarketing pieces Typical program metrics for outbound campaigns Technology fee (Jeff) only pay when cards are picked up – not for every form completion. So you’re only paying when a lead walks in your door and asks for that gift card!

Analytics that PROVE Positive ROI

Measure Key Metrics

• # of walk-ins by offer, dealership or marketing channel

• % of prospects who see offer that take an incentive code

• % of prospects with code that visit dealership / take action

• Tie in with your sales data to analyze cost per sale

Optimize Incentive Campaigns • Test multiple offers across a variety of

channels• Optimize campaigns and offers to

maximize ROI• Easily change offers on the fly / as needed

(Web Based Reporting 24/7)

Questions?Lead to Show

Presenter

Presentation Notes

Do we have to keep the cards in house? How is fulfillment handled? Reporting question How long does it take to set up a program like this? How much does it cost? Couldn’t we just do this in house?

Thank you!

Jeff Kershner, DealerRefresh• Phone• [email protected]

Teresa Kruse, HookLogic• 646.467.8226• [email protected]

www.HookLogic.com/auto-dr

mailto:[email protected]�

mailto:[email protected]�

hooklogic: lead to show: one strategy that will improve it

Automotive

close sales

sales manager

sales staff

dealership visitors

sales data

incentive offer

internet marketing manager

director of marketing