Toyota implemented a new multichannel engagement strategy to change their marketing focus from branding to engaging directly with potential car buyers. Their goals were to collect contact information from customers across multiple channels, improve the sales process, and increase sales and market share. Their strategy involved focusing on digital engagement and communication throughout the customer lifecycle using different channels. This unified approach allowed them to drive awareness with mass media and engage customers on their website and via mobile/email to request test drives. The results were impressive, with mobile fueling 16% of sales and Toyota's Avensis model leaping to the 3rd most sold car in Denmark.
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Econsultancy Multichannel Innovation Toyota Agillic
1. Innovation in multichannel marketing: toyota How its new multichannel engagement strategy is driving sales for Toyota
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
3. Toyotautilisesdifferent mechanisms at various stages of thepurchase process Offline media TV Newspapers CTA Aquisition = Pre-site Mobile and web interaction Engagement = On-site Data capture via digital media mobile and email to receive 24H test drive Conversion = Post-site Action Sales Car sales After market Continued relevant dialogue creating costumer interaction After market sales increase Start appropriate re-sell program
4. Thisunifiedmultichannel approach is made possible by an integrated marketing platform Mass media creates awareness and drives response Mass media Campaign site is consolidation of creative concept Avensis24.dk Agilllic orchestrates communication mechanisms Agillic Toyota dealers Dealerships
5. Toyota’s new eCRMstrategyyieldsimpressiveresults. Mobile alreadyfuels16% of sales ! Campaignresponse – index 100 Overall campaignresponse via SMS Requestedadditionalinfo. via email from mobile portal 35% of the 100 Order test drive online via web – conversionincl. external banners na 16.1% 218 Noof sales of the new Avensis
6. Toyota Avensis leaped from a ranking as the 19th most sold car in Denmark to an astonishing 3rd !
7. Toyota arealsobattling the recession and drivingdowncostsusing multichannelinteraction Mass media creates awareness and drives response Mass media Campaign cost is now down by +30% Campaign site is consolidation of creative concept Avensis24.dk Agilllic orchestrates communication mechanisms Agillic Toyota dealers Dealerships
Here’s a slightly more sophisticated campaign – run by Toyota. The campaign idea: Gather leads to ’test drive’ Toyota’s car models...Toyota can now run the campaign with all these channels using only one tool as the orchestrator – AgillicAccording to Toyota their campaign cost was reduced by +30% due to these circumstances.Exit: So these are obvious upside’s for Toyota.... But what’s the motivation for their agency?
