70% of all vehicle purchases come from leads scored 7 or higher - Free Download

Last year Polk and HookLogic worked together on a pilot program with a dealer group to test the concept of combining Polk Lead Scoring with HookLogic’s incentive program. As part of the test, HookLogic passed copies of the email leads it received from the dealer group and gave them to Polk to be scored. Leads that scored 7 or higher were sent an email with a test drive incentive that could be redeemed when the shopper visited the dealership. The pilot test yielded the following results:

• Nearly twice as many people opened the email and printed the coupon vs. previous dealer group emails (23% for the pilot test)
• Polk became a finalist in the DPAC (Digital Publishing and Advertising Conference) Awards 2010 for Best Digital Direct Response Campaign

Polk_Lead_Scoring_HookLogic

Because Polk has a record of every vehicle transaction in the U.S. Polk can track all automotive purchases. Based on Polk Lead Scoring, Polk sees that about 70% of all vehicle purchases come from leads scored with a 7 or higher.

The question then becomes not which leads are most likely to close but WHERE will they close? At the dealer that received the lead or somewhere else?

Polk looks at specific information in the lead itself coupled with Polk’s proprietary database information associated with the lead (e.g. address, demographic and vehicle information). This combined information is used to determine the score. Each element in the model is weighted for its ability to predict likelihood to purchase a vehicle.

Last month a webinar was held where Polk walked attendees through the lead scoring process and how HookLogic is working with Polk to drive these shoppers into the showroom.

Those that attended the webinar already received a free copy of the presentation deck but if you are interested in receiving your free copy of it then fill out the form below and we will send you a link. Upon doing so you can also expect to receive invites to other upcoming webinars and events sponsored by or in partnership with HookLogic.

Mobile Path to Purchase 2014 with xAd and Telmetrics

Yearly study performed by xAd and Telmetrics - The mobile path to purchase continues to evolve with more and more consumers owning and relying on mobile devices. With this increase in mobile adoption, we see people turning to mobile as a necessary part of their everyday lives and purchase decisions. I was personally a bit surprised with some of the high percentages for auto. A substantial amount of mobile activity is happening at the start of the purchase funnel (even for auto) when consumers are just beginning to evaluate options. Understanding how consumers’ engage with mobile to make a purchase decision is now more important than ever for marketers.

Here are a few main finding from the study...

• Mobile now accounts for 51% of time spent online for key categories
• As consumers get more comfortable with mobile, satisfaction has increased
• Consumers are using mobile to shop and explore even when there is a computer nearby
• 35% of consumers used mobile exclusively to make a vehicle purchase decision

Mobile Path to Purchase 2014 - New Shopper Mindset

from

Jeff Kershner

HookLogic Supports Oklahoma Dealers Affected by the Tornados

HookLogic is offering help to those directly affected by the disaster that struck Oklahoma earlier this month. For dealers in affected areas whose businesses were damaged by the devastating tornados, we will offset the monthly fees and incentives for the next three months. If your Oklahoma-based dealership isn't directly affected, you can pass these savings along to the most appropriate local charity that needs it the most. We know how greatly this tragedy is impacting our customers and industry friends. We commend those that have stepped up to help those impacted by the tornadoes, and hope that this support effort proves helpful to those of you that may have been affected.

Our team is proactively reaching out to our customers in the Oklahoma area. If you would like to learn more or get in touch with us regarding this effort, please don’t hesitate to contact us at autosupport@hooklogic.com.

HookLogic Integrates with OEM Conquest Direct Mail Campaign for Dealer Success

On the heals of multiple success stories with our digital solutions, HookLogic has branched out over the past year and participated in various dealership and OEM advertising and marketing campaigns. For example, earlier this spring an OEM reached out and requested the HookLogic quickly integrate its offerings into a Conquest campaign. With only a week to prepare, HookLogic leveraged its API that allowed unique codes to be distributed for over 50,000 mail pieces. The direct mail campaign targeted customers that drove competitor vehicles but never purchased the intended OEM’s cars. Almost immediately, the dealerships saw success with customers showing up to test drive thier cars. At the end of the campaign, HookLogic was able to report a “show rate” of almost 2%, unheard of with a conquest direct mail campaign. This success has led to larger campaigns. As a second example, another national campaign launched this month reached almost 1 million targeted codes. In the first week alone, there were nearly 500 test drives. If you or your agency deliver one-to-one email, direct mail, and voice campaigns, contact HookLogic for more information on how integrating our solutions can drive higher conversion and lower cost per sale.

HookLogic To Be Integrated Into ROI-BOT Dashboard

Matthew O'Such of ROI-BOT announced that dealer reporting from HookLogic will be integrated into the ROI-BOT dashboard.  HookLogic joins a growing list of automotive vendors that support data transparency, portability,  and executive level central reporting to increase the visibility of the ROI that their services provide to dealers. Specifically, ROI-BOT will increase the visibility of the ROI generated by HookLogic's AutoHook redemptions and other important metrics.

ROI-BOT is a single-login solution for car dealers to visualize their key data metrics for search, social, chat, advertising, reputation management, call tracking, third party classified sites, CRM performance metrics, and much more. ROI-BOT provides even greater value for dealers that own multiple franchises since the software provides enterprise reports.

For additional information visit: http://www.roi-bot.com

Cabana confessions: From the NADA Convention in Florida

Earlier this month, the HookLogic AutoHook team ventured to Orlando for the 96th NADA Convention & Expo. At the event, HookLogic hosted clients, industry friends, and partners at a poolside cabana on the grounds of the HOTEL NAME. Hot topics of conversation include: Together, we're stronger than the sum of our parts: ActiveEngage, a partner of HookLogic and the leading provider of chat solutions in the automotive industry, came by to chat with us. The main topic of conversation was, "How can we better join forces to arm dealers with more data." Basically, "Let's help our clients sell more cars than ever before." The takeaway from this conversation was that we need to amplify our message and better communicate the HookLogic-ActiveEngage value proposition.

Ultimately, many dealers are still unaware of what this partnership really means for them. Once they know, the rest will fall into place. Basically, dealers who implement ActivEngage's flexible live chat on their websites turn, on average, eight out of 10 conversations into qualified leads and gain granular insights into what individual shoppers are in market to buy. Dealers leveraging in the integrated HookLogic-ActiveEngage solution are able to take this a step further and target those shoppers with the highest purchase intent into local dealerships with targeted incentives.

On that note, keep your eyes on your inbox for an invitation to a HookLogic-ActiveEngage webinar in the near future.

Showrooming Becomes An Automotive Marketing Opportunity

*This article was written by Brian Pasch and was originally published on LinkedIn.

Mobile showrooming has become a part of the consumer shopping processes. Consumers can walk into any retail store and quickly compare prices and offers on their smartphone from online merchants and/or competing local stores. So, it should come as no surprise to automotive retailers that showrooming is occurring on the dealership's lot, service lanes, and showroom floor.

"If consumers check TV prices inside Best Buy for a $800 model they will be checking prices on vehicles that cost $40,000 - $50,000!" - David Metter

According to a 2014 Cars.com research report

"Mobile is a game changer, as shoppers actively seek out content on the lot. Fifty-one percent of auto shoppers used a mobile device to seek information related to price, payments and offers, while 29% checked inventory and 17% read vehicle or dealer reviews." - Mobile Device Use At The Dealership

My Interview With David Metter

I recently had the opportunity to interview David Metter, President of HookLogic, to discuss their new Mobile2Show product which enhances their current suite of solutions for the auto industry; Lead2Show, Web2Show, and TradeHook.

HookLogic has created a powerful set of tools to using mobile showrooming as anopportunity to conquest local auto dealers. Using geo-fencing technology, HookLogic can present offers directly on the mobile device of a shopper that is visiting a competing dealership. These offers are designed to encourage the consumer to leave the competing dealership and drive over to their place of business.

HookLogic's recent integration of mobile wallet technologies allows dealers to present offers and reminders to consumers when they are near the dealership as well.

Watch The Interview

Take a minute to understand the many opportunities that dealers have to enhance their mobile marketing strategy with Mobile2Show.

A Surprise Benefit of Gift Cards

As you watch the interview you will learn a very important fact regarding the HookLogic marketing strategy; their data capture quality is the highest in the industry. David stated that their company has a 99% match rate on consumer data as compared to less than 60% for normal lead forms!

With accurate data, HookLogic can show dealers if a consumer purchased a car from their dealership, a competing local franchise dealer, or a competing brand.

When consumers will out a gift card form, they provide accurate personal information to have the card delivered to their home.

Since the company has very accurate data, they have the ability to create customized and relevant offers to consumers via direct mail and email (Lead2Show), as well a dynamic offers on a dealership's website (Web2Show).

Their partnership with IHS/Polk can enhance existing leads in a dealership's CRM and third party leads which the dealer purchases. This results in very targeted offers to consumers who are in-market shopping for a vehicle.

On average, 32% of all consumer who complete a HookLogic offer will come to the dealership and 60% will purchase.

Dealers who want to increase consumer showroom visits are advised to watch the interview and then contact HookLogic to get started with a comprehensive strategy to increase showroom visits from your website, CRM, and mobile marketing opportunities.

Hear David at DMSC 2015

David Metter will be conducting a workshop at the 2015 Digital Marketing Strategies Conference (DMSC) on April 12th. His workshop is entitled "How Showrooming is Changing the Way Dealers Sell Cars." Progress automotive managers are invited to attend the conference which is being held in the Napa Valley, April 12-14th.

Brian Pasch Interviews David Metter of HookLogic [Video]

Don't miss our very own David Metter in his interview with Brian Pasch on CBT News and Auto Marketing Now – Episode 16

GM iMR Approval for Mobile2Show, Lead2Show & Web2Show

Today.. we are announcing that GM has approved Mobile2Show, our new mobile targeting and showrooming solution.

“We’re pleased that our Mobile2Show, Web2Show and Lead2Show solutions have been approved for GM’s iMR turnkey matching,” said David Metter, president of automotive for HookLogic. “It further validates what thousands of dealers already know: HookLogic drives the highest-intent buyers into their showrooms, making their job of selling a car easier. Even more, having the ability to attribute a showroom visit and a sale back through our Polk attribution reporting gives GM dealers great power.”

GM previously approved our Web2Show and Lead2Show and are extremely excited to be offering Mobile2Show solution to their dealers as well.

Buick, Cadillac, Chevrolet and GMC dealers who use our AutoHook’s Suite of Solutions currently drive a very low average cost-per-lead, cost per-showroom visit and a cost per sale. And matching funds drive those costs even lower in real terms, by, in effect, splitting the cost per lead between automaker and dealer.

What is Mobile2Show?

Web2Show is our new solution that intelligently delivers incentives to people who display in-market behavior and meet certain targeting criteria. It helps dealers to conquest customers away from a the competition and into their showroom. The new responsive design enables the display of a call to action on mobile devices or the dealer’s mobile site. Once clicked, the incentive is delivered by email or text message and the customer is promptly connected to the dealership through the e-delivery of driving directions, or via phone.

To schedule a demonstration any of the AutoHook Suite of Solutions, visit:http://www6.hooklogic.com/autodemo. And to find out more about this GM iMR turnkey program call: 855-lead-2-show (855-532-3274).