LIVE MARKETING Case study on Toyota

1. Dms Intelligence™ Intelligent Customer Engagement
Initshighlycompetitiveanddiverse Northern Florida region,this dealer workswithLIVE MARKETING tooptimizebothcosts
andimpactsof frequentdirectmail(DM)campaigns. Withcustomersspreadacrossnorth Florida, as well as many diverse
households, LIVE MARKETINGhascategorizedthebrand’scustomerhouseholdsintothreegroupingsbasedoncampaign
responserates andcorrespondingsalesimpactstohelpthebrandbuildanoptimizedcombinationofdirectmail,email and
textcommunicationsfor variouscampaigns.
Thesolution hasreducedthebrand’smonthlyDMcampaigncostsbyanaverageof50% andcontributed over$278Kintop-
linevalue.
BUSINESSOBJECTIVE
As part of its multichannel marketing strategy this dealer drops monthly direct
mailers to thousands of households in Jacksonville area at an average cost of $1.25
per piece. While monthly direct mail delivers strong awareness around new
product launches This Dealer wanted to improve campaign ROI with better
targeting, and eliminate non relevant messages. The brand also wanted to gain
insights about which households were most responsive to direct mail and which
segments might be more effectively targeted via other channels such as email or
text message. To cope with competition from other dealers, the brand wanted to
leverage customer-response to try and raise Car/Truck sales in such a
heavily saturated market.
THE SOLUTION
LIVE MARKETING harmonized this dealer’s existing customer DMS and transactions
data by building purchase and campaign response profiles for every household
targeted... The company defined response indexes by calculating ratios comparing
sales during campaign periods to same-duration average sales generated both
before and after campaigns. The brand’s customer base in Jacksonville was
categorized into three groups — (1) High (1.31 average response index), (2)
Medium (1.16 average) and (3) Low (1.01). For each direct mail campaign, Group
1 had a positive impact on the brand’s top-line while Group3 had a nil or negative
contribution.
©LIVE MARKETING,2014AllRightsReserve
WHY LIVE MARKETING?
"LIVE MARKETING is our data partner and since using LIVE MARKETING
Intelligence™ Solutions, we have been able to unlock insights from our
database to offer our customers targeted messages and deals and to drive
sales increments for our dealership. Their analytical solutions have
helped us identify our customers’ responsiveness to different product
segments and associated repeat tendencies, enabling us to better design
product launch campaign, therefore reducing waste."
Industry : Automotive Sales
New and Used
No.ofStores: 2 Rooftops
Geography: Jacksonville Fl.
Key Challenges
>ReduceDMinvestmentandexplorealternatives
todirectmailers
>Mapsector-wiseDMcampaignresponserates
to build geographic intelligence
> Explore high-gross potential customers
Solution
> LIVE MARKETING IntelligenceTM
> LIVE MARKETING ConciergeTM
> LIVE Dashboard Analytics™
Highlights of This Dealer’s
Customer
EngagementProgram:
> Monthly DM investments down 50%
>Higherrevenues(onaverage of 2k per
transaction) withoptimizedDMcampaigns
>Totalbenefit of $278K in just four months
>Campaignhitratesashighas2.2%
CASESTUDY
LIVE MARKETING Drops This Toyota Scion
Dealer DIRECT MAIL COSTS BY AN AVERAGE 50%
For over 30 years this Toyota dealer has been serving Toyota
customers from Jacksonville, Northeast Florida and Southeast
Georgia. They carry a large inventory of new Toyotas, like the
Toyota Camry, Toyota Tundra, Toyota Sienna, and Toyota Prius.
Customers are the focus of everything they do. They are
committed to integrity, teamwork, pride and family values.

2. Dms Intelligence™ Intelligent Customer Engagement
Highsaleszone
Mid sales zone
Mid sales zone
Low sales zone
Customersrankedintosegmentsaccording
sector’s performance
Bottom-line savings on DM Costs – A 4 month snapshot
LIVE MARKETING built a channel optimization solution for this dealer,
which leveraged a combination of direct mail, email and text
communications across the three groups to reduce campaign expenses
and strengthen direct mail ROI. Mailers are now used in varying
frequencies to generate brand awareness among Groups 2 and 3, while
Group 1 – the most responsive – is engaged more consistently with
direct mail. Groups not being engaged in particular direct mail campaign
sequences get engaged via text message, which potentially drive higher
sales conversions than print mailers.
Campaign Months DM delivery CRM Conversions
1 Group 1& 2 Grp 2 95
2 Group 2 & 3 Grp 1 5
3 Group 1 & 2 Grp 3 25
4 Group 2 & 3 Grp 1 4
LIVE MARKETING also creates heat-maps for response groupings across various
locations to help this dealer continue to use multimedia marketing in areas with
highconcentrationsofGroup1and2households.
BUSINESS BENEFITS
Along withincreasedfoot fallsand betteroverallresponserates and conversions,
this dealer has seen over $278K in incremental value added to its top line over just
four months with LIVE MARKTINGS DMS Intelligence™ solution in place. Direct
mail and other customer campaigns are now synchronized to bear identical
messages and offers, providing consistent experiences to all North Florida
based customers. With text communications replacing DM in two-thirds of
campaigns to low-response Group 3 households and one-third of campaigns to
medium-response Group 2 households, this dealer’s monthly direct mail
costs have dropped 50%. With LIVE MARKETINGS’ heat-mapping of
responsive segments across Jacksonville area, this dealer also now enjoys field-
levelintelligenceon multimedia marketing.
Promotion
Name
Equity Tuxedo Buy Back Recall
Drop Strategy Grp 1 & 2
SMS 3 & 4
Grp 3 & 4
SMS 1& 2
Grp 1 & 2
SMS 3 & 4
Grp 3 & 4
SMS 1& 2
Savings in Cost 3165.00 8775.00 2363.13 5857.00
Extra Revenue 190,000.00 10,000.00 50,000.00 8,000.00
Profit
$278,160.13
Solution Facts
>DMsoptimizedacrossresponsiveandnon-
responsive groupings of customer households
> Sectors with skepticalresponseswere targeted
manytimestodefinenature correctly
>DMlow-responsesectorstargetedpreferentially
throughCRMcommunications
>OptimizedDMcampaignsstructuredtoavoid
clashingwithCRMcampaigns
> Text communications replacing DM, requiring
just10% of investment
>Synchronizedmessaging—textande-mail
communicationsbear same messages as DMs
“..We have seen better ROI on marketing
investments with LIVE MARKETING’S
suggestions and campaigns. Their team is
supportive and prompt;they areatrue
partnertous.”

3. Dms Intelligence™ Intelligent Customer Engagement
About LIVE MARKETING
LIVE MARKETING is the auto industry's first data driven marketing engine platform and connects over 9 million
consumer records from the dealerships own data management system, builds consumer profile, markets a vehicle to
those buyers, to call them to engage with the dealer, in a very time sensitive campaign. Founded by a team of
veteran automotive and visionary pioneers in the data community, serving dealers for over 36 years, the company's
mission is to disrupt traditional, old fashion campaigns and drive showroom-up rates through the roof. Allowing auto
dealers to concentrate on selling, rather than mindless routine marketing habits that prove to be worthless. LIVE
MARKETING has patent-pending unique algorithm that is used to mine the data in your DMS, and is delivering
campaigns through direct, digital, and email designed to reach the right customers at the right time. This technology
has a high conversion rate and at a fraction of the cost of other marketing options. LIVE MARKETING is based in
Tampa, Florida. More info: www.mylivemarketing.com
CLIENTSINCLUDE: TOYOTA|HYUNDAI|FORD|SUBURU|CHEVROLET
Visit www.mylivemarketing.com for more details.
Direct contact call 1-855-795-3322 or
dani@mylivemarketing.com
©LIVE MARKETING, 2014AllRightsReserved
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