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.

Subaru Dealerships Using HookLogic – Performance and Results

2014 was a great year for our Subaru dealer clients. Take a look at the Performance Analysis Reports we put together in partnership with IHS / POLK. Below is a quick overview summary, but then continue to read below for more specifics and to download the Mazda Performance Analysis Report Inf0-graphic. These are some AMAZING results.

Subaru Performance Summary

• 22,830 Hooklogic Incentivized Leads
• 8,686 Walk-ins
• 38% Lead-to-Show rate
• 68% (7 out of 10) Purchase Rate
• 26% Internat Closing Ratio
• 69% Loyalty / Defection Rate
• 73% Conquest Sales Rate

Purchase Analysis Report for Subaru dealerships:

22,830 Hooklogic Leads were generated and incentivized for our Subaru dealer clients during the months of  6/1/2013 – 5/31/2014

Of those incentivized leads, 8,686 walked into a Subaru dealership that utilizes HookLogic’s suite of products after engaging with either Wed2Show or Lead2Show. That makes for a 38% Lead-to-Show rate. This is more than twice the national average of 17%.

Subaru Sales Match Data

Of the 8,686 leads that were incentivized and walked into this group of Subaru dealers for a test drive, 68% (7 out of 10) purchased a vehicle.

*This group of Subaru dealers are closing HookLogic incentivized showroom ups at 68% with an overall Internet lead closing ratio of... 26%. Do you currently have a lead source that's closing at Twenty six percent? Do you have a tool that allows you to incentivize your existing 3rd Party and 1st Party leads - allowing you to close those leads at a higher ratio

Here is another quick review of the Performance Summary..

Subaru Performance Summary

• 22,830 Hooklogic Incentivized Leads
• 8,686 Walk-ins
• 38% Lead-to-Show rate
• 68% (7 out of 10) Purchase Rate
• 26% Internat Closing Ratio
• 69% Loyalty / Defection Rate
• 73% Conquest Sales Rate

Loyalty/Defection and Conquest Sales

The Loyalty/Defection rate for our Subaru dealer's is 69%. Meaning, of those customers that sent in a lead for a Subaru, bought a Subaru. Our Subaru dealers also have a 73% Conquest Sales Rate. 

*A conquest sale occurs when a consumer purchases a Subaru and did not already have a Subaru vehicle in their garage. Subaru average conquest sales rate: 36%. 

Whether it’s a lead originating from your dealer’s website, 3rd Party Lead, Online Chat lead or HookLogic Web2Show, when more in-market shoppers show up at your dealership for a test drive, you sell more cars.

If you're a Subaru dealer and looking to increase your website leads, internet closing ratio or your lead-to-show rate and overall sales opportunities, Call 855-LEAD-2-SHOW or contact us to learn more.

Mazda Dealerships Using HookLogic – Performance and Results

So far we have introduced the 2014 Performance Analysis Reports for Volkswagen, Ford, Chrysler, Toyota, and Kia. Who's next? How about Mazda? Here's a quick summary:

Mazda Performance Summary

• 9,609 Hooklogic Incentivized Leads
• 2,423 Walk-ins
• 25% Lead-to-Show rate
• 61% (7 out of 10) Purchase Rate
• 15% Internat Closing Ratio
• 64% Loyalty / Defection Rate
• 70% Conquest Sales Rate

Purchase Analysis Report for Mazda dealerships:

9,609 Hooklogic Leads were generated and incentivized for our Mazda dealer clients during the months of  6/1/2013 – 5/31/2014

Of those incentivized leads, 2,423 walked into a Mazda dealership that utilizes HookLogic’s suite of products to test drive a vehicle after engaging with either Wed2Show or Lead2Show. That makes for a 25% Lead-to-Show rate. This is more than twice the national average of 17%.

Mazda Sales Match Data

Of the 9,609 leads that were incentivized and walked into this group of Mazda dealers for a test drive, 61% (6 out of 10) purchased a vehicle.

*This group of Mazda dealers are closing HookLogic incentivized showroom ups at 61% with an overall Internet lead closing ratio of 15%.

Most dealers do a good job at measuring their lead closing ratios and closing the customer once they’re in the showroom. What dealers miss out on measuring is their Lead-to-Show.

Mazda Performance Summary

• 9,609 Hooklogic Incentivized Leads
• 2,423 Walk-ins
• 25% Lead-to-Show rate
• 61% (7 out of 10) Purchase Rate
• 15% Internat Closing Ratio
• 64% Loyalty / Defection Rate
• 70% Conquest Sales Rate

Loyalty/Defection and Conquest Sales

The Loyalty/Defection rate for our Mazda dealer's is 64%. Meaning, of those customers that sent in a lead for a Mazda, bought a Mazda. Our Mazda dealers also have a  70% Conquest Sales Rate. 

*A conquest sale occurs when a consumer purchases a Mazda product and did not already have a Mazda vehicle in their garage. Mazda average conquest sales rate: 38%. 

Whether it’s a lead originating from your dealer’s website, 3rd Party Lead, Online Chat lead or HookLogic Web2Show, the more in-market shoppers showing up at your dealership, the more opportunities and more sales you'll get.

If you're a Mazda dealer and looking to increase your website leads, internet closing ratio or your lead-to-show rate and overall sales opportunities, Call 855-LEAD-2-SHOW or contact us to learn more.

HookLogic Launches Mobile2Show

HookLogic Helps Auto Dealers Conquest Customers Away From Competitors New York, NY— January 21, 2015 – HookLogic, the global leader in commerce search advertising and premium provider of lead-generating incentive solutions for automotive dealers, today announced the launch of Mobile2Show, a best in class mobile targeting and showrooming solution. Mobile2Show targets competitive dealership/brands in the mobile environment, both on the dealer’s site as well as other local and regional sites, and drives prospects away from competitors and into the dealership’s showroom.

“Mobile usage has become an important part of the car buying process. Over 60 percent of customer’s visiting an auto dealer’s lot will use their smartphones to simultaneously shop the competition. And two thirds of those will leave that dealership and visit another store within a day. This is called showrooming. Now, more than ever, dealers need a mobile strategy,” said David Metter, president of automotive for HookLogic.

Mobile2Show "Showrooming" Solution from David Metter on Vimeo.

Mobile2Show helps dealers to conquest customers away from a competitor’s dealership and into their showroom. Its 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.

HookLogic’s user interface has over 19,000 franchised dealerships precisely mapped out, making it an easy process for dealers and OEMs to locate and choose specific competitive dealerships to target with Mobile2Show. When a customer at a targeted competitor searches the dealer’s or OEM’s site, a dynamic offer pushes the customer out of the competitor’s dealership and into the Mobile2Show dealership for a test drive. Once at that dealership, the customer redeems their offer via a simple 30-second process that precisely attributes the showroom visit and sale back to the mobile offer. Mobile2Show is the first true automotive showrooming solution tied to HookLogic’s award-winning attribution engine, which can directly attribute sales at the dealership, and in most states, from other dealerships as well.

Should the customer fail to visit the dealership’s website while showrooming, HookLogic’s dynamic incentives enable Mobile2Show to target customers browsing on hundreds of other mobile websites and apps powered by Verve Mobile. Each dealership and OEM can customize the targeting of customers based on geographic region and local Auto Intenders. Mobile2Show can also retarget consumers that showed interest in an earlier mobile visit, enabling dealers to reach the right customer at the right time with the right offer...

“Our dealers and OEM partners can protect their own backyard, conquest around competitor’s dealerships, and even retarget opportunities,” said Metter.

Mobile2Show is the latest addition to the AutoHook Suite of Solutions which includes: Web2Show, a tool that converts traffic from the dealer’s website into more showroom visitors. Prospects that visit the dealer’s site are invited to choose a free gift, redeemable by visiting their showroom. And Lead2Show, a tool that maximizes the dealers 3^rd party leads using scoring via data partners, such as Polk and Dataium, to immediately identify the highest intent to buy customers.

To schedule a demonstration of Mobile2Show or any of the AutoHook Suite of Solutions at NADA 2015, January 23-25, or at any time, click here and fill out the quick form.

Volkswagen Dealerships Using HookLogic – Performance and Results

Volkswagen is one of our first OEM partners. We've been increasing the lead-to-show rate for a lot of VW dealers over the last few years. Let's take a look at the performance for our Volkswagen dealers in 2014.

Purchase Analysis Report for Volkswagen dealerships:

24,825 Hooklogic Leads were generated and incentivized for our Volkswagen dealer clients during the months of  6/1/2013 – 5/31/2014

Of the 24,825 incentivized vehicle leads, 7807 walked into a Volkswagen dealership that utilizes HookLogic’s suite of products to test drive a vehicle after engaging with either Wed2Show or Lead2Show. That makes for a 31% Lead-to-Show rate. This is more than twice the national average (17%) Show Rate on internet leads.

Volkswagen Sales Match Data

Of the 24,825 leads that were incentivized and walked into this group of Volkswagen dealers for a test drive, 64% (nearly 6 out of 10) purchased a vehicle.

This group of Chrysler dealers are closing HookLogic incentivized showroom ups at 64% with an overall Internet lead closing ratio of  20%.

Most dealers do a good job at measuring their lead closing ratios and closing the customer once they’re in the showroom. What dealers miss out on measuring is their Lead-to-Show rate. A very important stat.

Loyalty/Defection and Conquest Sales

The Loyalty/Defection rate for our Volkswagen dealer's is 66%. Meaning, of those customers that sent in a lead for a Volkswagen, bought a Volkswagen. Our Volkswagen dealers also have a  64% Conquest Sales Rate.

*A conquest sale occurs when a consumer purchases a Volkswagen vehicle and did not already have a Volkswagen vehicle in their garage. Volkswagen's average conquest sales rate: 41%. 

Whether it’s a lead originating from your dealer’s website, 3rd Party Lead, Online Chat lead or HookLogic Web2Show – By getting more in-market shoppers to Show Up at your Volkswagen dealership, you get more opportunities to make a sale.

If you're a Volkswagen dealer and looking to increase your website leads, internet closing ratio or your lead-to-show rate and overall sales opportunities, Call 855-LEAD-2-SHOW or contact us to learn more.

Ford Dealerships Using HookLogic – Performance and Results

Yesterday we posted our Performance and Purchase Analysis results for all our Kia dealer clients in 2014. Today we are posting the results with our Ford dealer clients. Remember, we partner with IHS / Polk to acquire and validate lead to close performance. IHS/POLK allows us to track lead attribution from lead conception all the way to the sale. Not just a sale at your dealership but a sale all-together.

Purchase Analysis Report for Ford dealerships:

32,155 Hooklogic Leads were generated and incentivized for our Ford dealer clients during the months of  6/1/2013 – 5/31/2014

Of the 32,155 incentivized vehicle leads, 9838 walked into a Ford dealership that utilizes HookLogic’s suite of products to test drive a vehicle after engaging with either Wed2Show or Lead2Show. That makes for a 31% Lead-to-Show rate. This is more than twice the national average (17%) Show Rate on internet leads.

Ford Sales Match Data

Of the 32,155 leads that were incentivized and walked into this group of Ford dealers for a test drive, 68% (nearly 7 out of 10) purchased a vehicle.

This group of Ford dealers are closing HookLogic incentivized showroom ups at 68% with an overall Internet lead closing ratio of 22%.

Most dealers do a good job at measuring their lead closing ratios and closing the customer once they’re in the showroom. What dealers miss out on measuring is their Lead-to-Show rate. A very important stat.

This year we've added 2 new sections to the Performance Infographic: Loyalty/Defection and Conquest Sales.

The Loyalty/Defection rate for our Ford dealers is 71%. Meaning, of those customers that sent in a lead for a Ford, bought a Ford. Our Ford dealers also have a  57% Conquest Sales Rate.

*A conquest sale occurs when a consumer purchases a Ford vehicle and did not already have a Ford vehicle in their garage. Ford's average conquest sales rate: 26%. 

Whether it’s a lead originating from your dealer’s website, 3rd Party Lead, Online Chat lead or HookLogic Web2Show – By getting more in-market shoppers to Show Up at your Ford dealership, you get more opportunities to make a sale.

If you're a Ford dealer and looking to increase your website leads, internet closing ratio or your lead-to-show rate and overall sales opportunities, Call 855-LEAD-2-SHOW or contact us to learn more.

KIA Dealerships Using HookLogic - Performance and Results

Last year we posted several of our OEM Performance and Purchase Analysis results in the form of info-graphics. The response was amazing, due to the eye opening data we are able to provide buy utilizing our partnership with IHS / Polk. Partnering with IHS / Polk allows us acquire and validate Lead to Close performance. In return, showing lead attribution from lead conception all the way to the sale. Not just a sale at your dealership but a *sale all-together.

The first OEM we’re going to analyze this year is KIA.

Let’s review the KIA Purchase Analysis Report from top to bottom...

Hooklogic Performance for Kia dealers in 2014

Starting from the top, you see “Leads Generated“. During the months of  6/1/2013 – 5/31/2014 HookLogic generated and incentivized 22,338 leads for our Kia dealerships.

Of the 22,338incentivized vehicle leads, 6,472 of those customers leads walked into a Kia dealership, that utilized HookLogic’s suite of products (during this time frame) to test drive a vehicle after engaging with either Wed2Show or Lead2Show.

Of the total amount of leads generated, 3 in 10 showed up at a Kia dealership for a 29% Lead to Show Rate. This is more than twice the national average (17%) Show Rate on internet leads.

KIA Sales Data

Of the 6,472 leads that were incentivized and walked into this group of Kia dealers for a test drive, 64% purchased a vehicle. 

This group of Kia dealers are closing HookLogic incentivized showroom ups at 64% with an overall lead closing ratio of 19%.

Most dealers do a good job at measuring their lead closing ratios and closing the customer once they’re in the showroom. What dealers miss out on measuring is their Lead-to-Show rate.

This year we've added 2 new sections to the Performance Infographic: Loyalty / Defection and Conquest Sales. For our Kia dealers, the Loyalty / Defection rate is 65%. Meaning, of those customers that sent in a lead for a Kia, bought a Kia. Our Kia dealers also have a STRONG 71% Conquest Sales Rate.

*A conquest sale occurs when a consumer purchases a Kia product and did not have a Kia vehicle in their garage. Kia’s average conquest sales rate: 29%. 

Whether it’s a lead originating from your dealer’s website, 3rd Party Lead, Online Chat lead or HookLogic Web2Show – By getting more in-market shoppers to Show Up at your dealership, you get more opportunities to make a sale.

If you're a Kia dealer and looking to increase your website leads, increase your lead-to-show rate and overall sales opportunities, contact us for a full demo!

Magnets Pick Up a Bunch of Scrap - Be Careful!

Few (very few) dealers are using "Magnets" to help with their lead acquisition. But think about it... magnets pick up a bunch of bad, unusable, and cheap metal. But the valuable metals like gold, silver, and aluminum need to be hand picked. Internet Leads for your dealership are quite the same.

At HookLogic, we use intelligent data to weed through the (s)crap and pick out the customers that are the most likely to buy a car at your dealership, either with our Web2Show or our award-winning Lead2Show solution.

See why dealerships all over the country are using HookLogic.

Put some REAL “Logic” into your online marketing strategy.

Picking up scrap

HL-Logo-Moment-240x60

learn more

lead2show.com | 855-LEAD-2-SHOW

Lead to Show - A Consumer to Dealer Perspective

A customer bought a vehicle, but NOT from the dealer they had intended to buy from.

Find out why...

Receiving a (dealer) customer testimonial is GREAT! Just like the one below from Justin Brun from Acton Toyota.

Justin Brun, E-Commerce Manager for Acton Toyota has been a long time user of HookLogic Autohook's suite of products. Justin was looking for a unique way to incentivize their customers to not only increase their showroom traffic but to help drive and retain customer loyalty within their Service Department. Without giving up the secret sauce, Justin has utilized HookLogic's services to help Acton Toyota accomplish exactly what they set out to do.

A testimonial like this is not only motivating but reconfirms we're doing things right while offering our dealers and partner clients great customer service.

We have proven over and over with our new HookLogic Performance Reporting that Incentivizing the right person at the right time to take action, has massive persuasion and is very effective at getting more in-market buyers into your showroom.

As great as it is to receive a testimonial like Justin's, especially from someone of his expertise, there are times when we (dealers) like to hear or read something from the side of the consumer that's being influenced to take action. It's not every day we're able to read a testimonial like this.

Well, here we go. We stumbled across this testimonial from a customer on a dealer review website (dealerrater.com).

customer testimonial dealerrater

This particular customer, after researching online, had already found a vehicle they were very interested in. From the sound of it, they had mostly made up their mind to purchase this researched vehicle. Instead of the consumer going straight to the dealership that had this researched vehicle, they stopped by another dealership first.

Why? Because during their online vehicle shopping they had visited the Rusty Eck Ford dealership website. And while searching through their online inventory, they were incentivized to visit Rusty Eck Ford for a test drive. That they did.

The result...

"Was just planning on stopping by to take a quick test drive & collect my $25 gift (had already picked out a nice CPO car we wanted to buy at another dealership). But Nick was able to show a car that had just come in on a trade-in that was perfect and almost $1,000 less than the one we had set on..."

Todays market is much different than what it was even just a few years ago. Consumers have OPTIONS! Consumers are NOT as loyal to brands and dealers as they once were.

According to Google's latest report - Digital Drives Auto Shopping, cross-shopping amongst brands and segments is standard behavior and auto-shoppers are doing more research than ever before -  with more than 20 research points on average.

24 Points of Research

Dealers spend a LOT of money trying to cover as many of those 20+ research points as possible, but often do not budget around campaigns and services that increase the actual Show Rate.

If you're already differentiating yourself and using a service to influence more shows into your dealership - then you already know how powerful it is. If you're not - you may want to consider. 

*If you're not - come take a Test Drive of the AutoHook Suite of Products and get a $25 Gift Card

Dealer.com Dealer Results Using HookLogic

hooklogic ddc results

Okay - this gets exciting so follow me here...

Over the past few months, we have been talking about "Building the Ultimate Attribution Engine”.  As part of that story, we introduced our new Purchase Analysis Reports powered by IHS Automotive, driven by Polk.

Over the next few months, we are going to break down sales data by OEMs, vendor partners, and marketing campaigns. Drawing the line between digital marketing and a sale in the showroom has always been blurry..until now.  You are about to see why HookLogic is used by so many dealerships and manufacturer programs.

The data and results in the below "info-ish-graphic" represents the real results for 193 dealerships using HookLogic's Web2Show feature and are on the Dealer.com website platform. There's quite a bit of information included so lets break it down, starting from the top and moving our way to the bottom.

Before we get started - I would like to point out that we have partnered with Polk to help acquire and validate the lead close rates for our customers.  This is provided by matching all leads to Polk’s census of vehicle registrations for actual close rates of all new and used vehicles purchased by the consumer submitting the lead. You can’t get any better than the data Polk provides.

Moving on...

Starting from the top, you see "Leads Generated". During the months of  January 2013 – June 2013 HookLogic Web2Show generated 29,577 leads for dealers on the Dealer.com platform. Of the 29,577 incentivized vehicle shoppers,  9,814 customers walked into a dealership during this time frame to test drive a vehicle. Of the total amount of leads submitted, 1 in 3 showed up at the dealership for a 33% Lead to Show rate.

Now lets get to the final result - A SALE!

Of the 9,814 incentivized customers that walked into this group of 193 dealers for a test drive, 6,320 or 65% Purchased a Vehicle between 1/1/13 – 6/30/13.

Dealer.com HookLogic Results

Let's agree, HookLogic nor any other marketing / lead generating feature has a direct correspondence to how well your sales floor can close deals. However, let's consider this - J.D. Power studies show that consumers are now visiting LESS than 2 dealerships before purchase. That equates to a 50% show to close ratio on average by default. This group of dealers are closing Web2Show incentivized "shows" at 65%.

What's your dealers overall showroom or show to close ratio?

A better question might be - what's your dealers Lead to Show Rate?Because without shows, you sell...very little.

Let's be real, most dealers anymore do a good job at closing the customer once they show. How can you not, if on average consumers are visiting Less than 2 dealers before purchase? In todays world, it truly comes down to your dealers Show Rate. Whether it be from a lead originating from your dealers website form, 3rd Party Lead Provider, Online Chat or HookLogic Web2Show - if you can get more in-market shoppers to Show Up, you're going to sell more vehicles.

Dealers using HookLogic's suite of features get MORE  in-market shoppers to SHOW!

BTW - quick math for you internet managers that measure your Lead to Close/Sold, the closing ratio on Web2Show Leads generated from this group of  dealers was 21%.

Note: HookLogic has been recently added to the Dealer.comCertified Provider Program. In addition to expedited installation and training, this will provide you with integrated reporting in your dealer dashboard. HookLogic’s Web2Show and Lead2Show solutions can be added in the Marketing Upgrade Center or by clicking here.