© 2008 AgillicNot for use or distribution without written

permission. 1

INNOVATION IN MULTICHANNEL MARKETING:TOYOTAHow its new multichannel engagement strategy is driving sales for Toyota

© 2008 AgillicNot for use or distribution without written

permission. 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

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permission. 3

Toyota utilises different mechanisms at various stages of the purchase process

Action

Offline media TV Newspapers CTA

Mobile and web interaction

Data capture via digital media mobile and email to receive 24H test drive

Start appropriate re-sell program

Continued relevant dialogue creating costumer interaction

After market sales increase

Car sales

After market

Sales

Aquisition = Pre-site

Engagement = On-site

Conversion = Post-site

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permission. 4

This unified multichannel approach is made possible by an integrated marketing platform

Mass

media

Avensi

s24

.dk

Agill

icD

eale

rship

s

Mass media creates awareness and drives response

Toyota dealers

Campaign site is consolidation of creative concept

Agilllic orchestrates communication mechanisms

© 2008 AgillicNot for use or distribution without written

permission. 5

Toyota’s new eCRM strategy yields impressive results. Mobile already fuels 16% of sales !

100

35% of the 100

na

218

Overall campaign response via SMS

Requested additional info. via email from mobile portalOrder test drive online via web – conversion incl. external banners

No of sales of the new Avensis

Campaign response – index

16.1%

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permission. 6

Toyota Avensis leaped from a ranking as the 19th most sold car in Denmark to an astonishing 3rd !

Most sold ranking 2008 2009

1 Toyota Aygo Peugout 207

2 Skoda Fabia Ford Fiesta

3 Peugout 207 Toyota Avensis

4 Opel Corsa Citroen C1

5 Kia Ceed Peugout 107

6 Suzuki Swift Skoda Fabia

7 Volksvagen Passat Suzuki Alto

8 Citroen C1 Honda Accord

9 Audi A4 Volksvagen Golf

10 Peugout 206 Peugout 308

11 Toyota Yaris Toyota Aygo

12 Mazda 2 Mazda 2

13 Mazda 6 Suziuki Splash

14 Ford Mondeo Kia Picanto

15 Peugout 107 Peugout 206

16 Kia Picanto Toyota Yaris

17 Volksvagen Golf Ford Focus

18 Fiat Punto Hyundai I10

19 Toyota Avensis Opel Corsa

© 2008 AgillicNot for use or distribution without written

permission. 7

Toyota are also battling the recession and driving down costs using multichannel interaction

Mass

media

Avensi

s24

.dk

Agill

icD

eale

rship

s

Mass media creates awareness and drives response

Toyota dealers

Campaign site is consolidation of creative concept

Agilllic orchestrates communication mechanisms

Campaign cost is now

downby +30%

© 2008 AgillicNot for use or distribution without written

permission. 8

The implementation Road Map for Toyota points towards becoming ever more customer centric