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Prospect Nurture

Prospect Nurture

Nurturing prospects to create fans for life
A prospect program that performs through data and personalisation

Buying a car these days is nothing like it used to be. People can now access everything they need online, from driver reviews to price comparisons. This abundance of information has seen a drop in visits to dealerships, making it hard for Toyota dealers to develop customer relationships.

With the goal of generating hot leads and driving them to Toyota dealerships, we launched the Toyota Prospect Nurture Program - Live, Love Toyota.


more prospects engaged than previous campaign

From the moment someone goes onto the Toyota website, their activity is tracked to create a lead score, which gives us an idea of their model of interest. Using this information, we can deliver a series of customised eDMs to the right prospects at the right time.

Each prospect receives an eDM stream with multiple touch points, keeping them on the road to buying a Toyota.

Prospect Nurture - Cold Prospect Nurture - Warm Prospect Nurture - Hot

RESULTS

Initial results have shown a huge improvement over the previous prospect nurture program. As of July 2016, we are engaging with over 3000% more prospects, exceeding campaign engagement targets by upwards of 181%. By delivering the right information to the right people at the right time, we’ve successfully warmed up thousands of leads for Toyota dealers across Australia.