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WellesleyMazdaDecreasesSearchEngine Marketing Cost by 17%,PoweredbyKeynectUpWellesleyMazda’s search enginemarketing costwasrisingduetocustomerconfusiononhowtocontacttheoffice. With the use of KeynectUp’s services, costsdecreasedwhilecustomersatisfactionincreased.ExecutiveSummaryWellesley Mazda is owned by ShakerAutoGroupandisafamily-runbusiness.Ever since Shaker Auto Group’sconception in 1947, the business hasbeen devoted to positive customerexperiences. Yet despite their greatcustomerservicestaff,WellesleyMazdafound it difficult to get customers tostay in contact after a positive visit.Budgets for search engine marketingwere rising due to the amount ofcustomers unsure of how to get incontact with the dealership. With theuse of KeynectUp’s communicationplatform,WellesleyMazdawasabletoput all necessary phone numbers andlinksinthephonesofeverypurchasingcustomer,thusfacilitatingthecustomerjourneyafterpurchase.WellesleyMazda’sChallengesWellesley Mazda initially sharedbusiness cards tohelp their customersstay in contact; every potential clientreceivedacardinpersonandeverysoldcarhadacardstowedawayintheglovebox.However,JoeShaker,presidentofShaker Auto Group, found that thesebusinesscardswerenoteffectivewhenit came to helping customers stay incontact. Customers usually ended upGoogling the contact information for

WellesleyMazdabecauseitwassimplyeasier.“We spent a lot of money on searchengineoptimizationandsearchenginemarketing,”saidJoe.”41%ofeveryclickthat has come in to our North Shorestore and 49% of every click that hascomeinthatwe’vepaidfor–thepay-per-click search engine marketing –were people searching for ‘MazdaWellesley’or‘WellesleyMazda.’”Even though customers receivedcontact information through businesscards for Wellesley Mazda, they stillreverted to Google when looking forwho to contact at the dealership.Businesscardswereeithermisplacedorhardtoreachandcustomersrarelyputthe information on the card into theirphone.“We found that our communicationwith customerswas so poor using oldbusiness cards that our search enginemarketing budget was rising. Almosthalf of our budgetwas people lookingforourspecificname.Eventhoughthatpay-per-clickwasalowercost,wewerepaying a huge amount of money forpeople that should have had ournumber in their phone in the firstplace.”

Customer:WellesleyMazdaKey-Code:WellesleyMazdaWebsite:http://www.wellesleymazda.com/Lookforthe:

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Although Joe’s pay-per-click cost wasinexpensive, the accumulated clicks onhis sponsored web link totaled a steeppricetag.AndevenwhenusingGoogletosearch for Wellesley Mazda’s contactinformation, customers frequently grewfrustrated.EvenafterclickingtheGooglelink for the dealership, customersneeded to scan through various webpages to find contact information. Thiscreated a negative experience forcustomers when trying to contact theirdealership at a high cost for WellesleyMazda.

HowKeynectUpHelpedWellesley Mazda’s implementation ofKeynectUp’scontactcardshashelpedtokeepcustomersincontactforacheaperprice.AftercreatinganddistributingtwoKeynectUp cards, Wellesley Mazda hasalreadynoticedadeclineintheirsearchenginemarketingbudgetbyabout17%.Thetwocardscreatedincludeageneralservices card (seen on the first page),which holds a roadside assistancenumberaswellastheoffice’semailandhours,andaservicing/repaircardlinkedwith Xtime, Mazda’s online-booking

partner. Both contact profiles areimported into each customer’s phoneby a sales representative when thecustomerisfinalizingtheirpurchase.Not only did KeynectUp allow forWellesley Mazda to import thenecessary contacts into everycustomer’s phone, but the dealershipwasabletodosointhemostcustomer-orientedwaypossible. Joe trulyvaluesthis control when creating his contactprofileswithKeynectUp.“Wewereabletoputtogetherwhatourbest brand presentation of ourselvescould be inside someone’s personalcontacts,”Joeexplained.“There’sbeinginsomeone’scontacts,andthenthere’sbeinginsomeone’scontactsinthemostattractive, customer-experience-facingway.”Joeno longer fears that his customersmay find the wrong brandrepresentation online when searchingfor his dealership. With KeynectUp’sservices,themiddlemaniscutoutofacustomer’s communications with abrand. With Wellesley Mazda’sKeynectUp profile downloaded, acustomeronlyseesJoe’srepresentationofthebrand.Wellesley Mazda’s CustomerReactionstoKeynectUpJoe has established a new protocol intheWellesleyMazdasalesroutinethathelps customers download thedealership’s KeynectUp profile ontotheirphonesattheendofthesale.Asthe sales rep finalizes payment andpaperworkwith thecustomer, theygoover the two KeynectUp cards thatWellesleyMazdaoffersanddownloadsthem into the phone, explaining how

eachworks.Joefindsthatallcustomersreactpositivelywhentheytestoutthecard.“Customersarequitedelightedbecauseit’sintheircontactsanditalwaysstaysintheircontacts,”Joecommented.“Sowhen they change their phones… itstays…Theyalsolikethefactthattheycan search ‘Mazda’ or ‘Wellesley’ ontheir phone and it easily comes up insearch.Customersaretickledpink.”Now, in a post-business-card market,Wellesley Mazda customers areconfidentthattheywillneverlosetheircar dealership’s contact information.Between the contact profiles’ reliabletechnologyandeaseofuse,customersfeelmore comfortablewith contactingWellesley Mazda due to its use ofKeynectUp’stechnology.

Joe’sFinalThoughts:“KeynectUp puts our phonenumber and our brand in aplace that people arecomfortable going to: theirownphone.”