Acton Toyota Internet Team: Dynamic Beacon
At Acton Toyota of Littleton, MA, eCommerce Manager Justin Brun and Internet Manager Ben Koller have spent the past few years developing the dealership’s online presence, email marketing campaigns and brand messaging. Their efforts have helped Acton Toyota build one of the most successful Internet operations in the U.S., consistently ranking high on Ward’s eDealer 100 list.
Since 2008 their Internet plan has included strategic use of Covideoto set Acton Toyota apart in a competitive marketplace. While many dealerships continue to use generic auto-responders, Acton salespeople reply to online inquiries with personalized introductory videos. “The agent offers a bit of their back story to create a personal rapport and then addresses the visitor’s specific questions,” said Justin. “The result is a great first impression and improved conversion rates.”
Justin and Ben also see value in additional video touches to thank prospects for stopping by the store or congratulating a customer on the purchase of a new vehicle. Updating a client on a new inventory is easier than ever as well. “Sales agents like a tool that’s easy to use and at their fingertips,” stated Justin. “The mobile app is great for quickly sending walk-around videos to customers.”
Justin has worked hard to ensure all of Acton’s marketing efforts deliver a cohesive and consistent message, and that includes video email. With Covideo, he and Ben have the ability to fully customize the look and feel of video emails from the inbox image, to the template surrounding the video screen, complementing the Acton brand.
When building Acton Toyota’s new website, Ben and Justin focused on improving site conversion rates. Their examination into visitor interactions included mouse movement, heatmaps and form analytics. After analyzing all the data they created a website that improves page layout, enhances the visitor experience, and most importantly, increases conversion rates.
As the Acton Internet department became successful, other dealerships began calling for advice. During those conversations, they realized other dealerships may not have the resources available to execute the cutting-edge marketing strategies used at Acton. They went to Mike Hills, their General Manager to pitch the idea of advising other dealerships, and the result is a business within a business called Dynamic Beacon.
The focus at Dynamic Beacon is to create, operate, manage and grow dealership’s websites. Per Ben, “If a dealership wants landing page development and content creation, DynamicBeacon.com is the place to go.” They currently supply 20 clients with custom graphics, original content, reputation management, SEO strategies and act as the dealership’s marketing arm. The result is a premium website, improved search optimization, enhanced user experience and increased conversions. Additional services include microsites, e-newsletters and paid search.
On the horizon for Dynamic Beacon is a remarketing product that follows up with website visitors (for up to 45 days) who look at several cars but do not submit their information before leaving the site.