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Toyota of Hackensack – From 11th to #1 In The Region

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Toyota of Hackensack is a dealership that puts the customer first, as shown by their history of good reviews from satisfied buyers. However, they are located among fierce competitors in the midst of the dealer-dense New York Metro Area. Their traditional marketing leveraging TV, Radio and Direct Mail lagged while digital initiatives led by Dealer.com stagnated and offered nothing any different than their peers. This culminated with their dealership lagging in 11th place in the region for number of Certified Toyota vehicles sold per month.

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DealerX makes big changes with an even bigger impact

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The Solution

First, DealerX added schema “rich snippets” markup to the generic Dealer.Com Toyota website, giving the search engines the ability to understand the content of each page on the site rather then just the home page as comes standard with Dealer.Com websites.

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DealerX then leveraged their “Conversionary” landing page/website platform and built fully responsive target pages inclusive of content and comparisons needed to drive engagement across Toyota of Hackensack’s Toyota Certified Used Vehicles (TCUV). Paid Search traffic was completely overhauled shutting off the GDN (Google Display Network) & Search Partner Networks while focusing in on transactional payment driven ads displaying the monthly payments of up to 72 months across Hackensack’s TCUV inventory.

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DealerX loaded up the “competitor”dealership data in to their ConteXt platform and went to work. Actively determining whether the in-market shoppers were in fact in-market, by tracking the browsing behavior of each shopper. The DealerX ConteXt platform then determined the right time and most cost efficient way to serve ads to in-market shoppers across their PC, Tablet or Mobile Devices.

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The results were immediate and powerful

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By employing DealerX Marketing initiatives relying ConteXt Data Targeting to do the heavy lifting, Toyota of Hackensack propelled their TCUV & overall pre-owned sales by over 300% – taking them from number 11 to number 1 in their region in Certified Pre-owned Sales in under one calendar year.

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Toyota of Hackensack gains a better understanding of their online customers

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With DealerX, Toyota of Hackensack was able to track their digital campaigns, conversions and ROI down to the penny. This led to greater insight on what ads had better engagement, across which websites, leading to an increase in conversion rates while reducing Toyota of Hackensack’s overall marketing spend. A treasure trove of insights were further refined through the extensive use of the DealerX RoiQ analytics stack. RoiQ built profiles of every in-market shopper, tracked and appended their browsing behavior to every phone call thus transforming a typical “one-size” fits all Dealer.com website/presence in to a data collecting machine!

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