KINSEL TOYOTA

PLANS BOOKNOVEMBER 13, 2018

Madeline HammondRyan SimmonsLainie Harris

EXECUTIVE SUMMARYOur group has worked hard and advertised for Kinsel Toyota to express how successful

their marketing has been in the car industry. Kinsel Toyota is located in Beaumont,

Texas and as a group, we have strived to make their car dealership the top selling car

business in our area. Their staff, including the salesman and maintenance staff are very

knowledgeable and welcoming to everyone that comes through their door. Our goal is to

get people to shop at Kinsel Toyota and enjoy all of their amazing services.

As a group, our campaign project will include the background of the company, its

products/services, analysis of markets, SWOT analysis, our goals and objectives,

creative strategies and our budget for the campaign.

Research

Researching and studying Kinsel Toyotas products and services have been our biggest accomplishment.

To understand the clientele and customer’s characteristics How many cars are being sold monthly Examine the importance of customer service What problems we will be solving during this campaign Most effective ways to advertise a car dealership

According to researchers, “the demand for car sales advertising ideas is increasing as

the competition gets more and more intense. Advertisements for cars use to be limited to print.

Moreover, an artist would work tirelessly to come up with the perfect depiction”, stated by Felecia

Savage, writer of the article “Car Sales Advertising Ideas for 2018: A Digital Forecast. Before

commercials, social media posts, and even dealership cars that ride around town with their

advertisements on them, it was a lot more difficult for dealerships to get the word out. To this day,

they are still coming up with the newest and latest ways to advertise, especially in the car industry.

Kinsel Toyota brings many people into their facility daily. They have served their

customers all over east Texas including Beaumont, Port Arthur, Orange, and even areas from

other parts of the state. The clientele ranges from 16-year-old new drivers to elderly people in

their 90’s. Kinsel Toyotas goal is to serve everyone with the upmost respect and give them the

best deals on vehicles, new or used. The employees at Kinsel Toyota strive to keep their

customers comfortable, calm, and excited to purchase a vehicle.

From the beginning of someone’s car buying experience, Kinsel Toyotas front desk

employee greets and assists the customers to wherever they need to be, if that’s customer service,

parts, or a car salesman or woman. While they are waiting, if at all, there is a large vending

machine to purchase snacks from and a complimentary coffee machine.

In the car business, it stays busy year round and car sales stay steady for the most part.

Kinsel Toyotas busiest times throughout the year is the month of December because of

Christmas. Each month, Kinsel Toyota averages 150 car sales a month, according to Jay

Richards, General Manager of Kinsel Toyota. Even if people are not looking to buy a vehicle,

customers still come from all over to receive expert auto servicing on their car or truck. There are

a number of specials available including Special Financing options, the College Grad Program,

the Military Rebate Program and more.

Overall, Kinsel Toyota is known for their prestigious customer service, staff, and car

inventory. Not to mention their new and improved 43,000 square foot facility and car wash

located on their property as well. Kinsel Toyota is a very well-known and well liked car

dealership in our area and has been since 1987 when they opened.

Our groups advertising skills will make this company even bigger than before by

researching, coming up with a creative plan, specify by using social media, and lastly, coming up

with our own evaluation plan and budget to better the company and their advertisements. Our

goal is to have a billboard created and print ads created to show off their business to the public.

We have also worked as a team to create a SWOT analysis that shows the company’s strength

and weaknesses.

Lastly, our advertising group has found primary and secondary research over the

car industry and Kinsel Toyota. We used these findings to create our strategies for our

advertising of this company. We also got to ask the General Manager, Jay Richards a

few questions over the phone about the business and got great feedback.

Goals

Our campaign’s goal should appeal to our customers psychologically and

socially. “Free car washes for life” demonstrates how we are willing to go that “extra

mile” for our customers – a way of thanking them for choosing us rather than our

competitors.

The “Parade of Choirs” is another way we thank our customers, a unique way,

and in doing so, allows the community to join us in a social way.

Our campaign’s success should give Kinsel Toyota recognition for more than our

competitive prices and customer service, but for the “something extra” we offer. At

Kinsel Toyota, “It is all about you,” and because of that reason, we should become the

top selling dealership in this area.

Key Findings

Our advertising group has found primary and secondary research over the car industry

and Kinsel Toyota, especially. We used these findings to create our strategies for the

advertisement of this company. We also found out that our billboard was a big help to

Kinsel Toyota.

SWOT Analysis

Strengths

- Kinsel Toyota is famous for its innovative culture and customer service. The company’s goal on being ahead of its competition by introducing some of the most innovative vehicles in the market has proven to be a successful strategy.

-Toyota’s R&D initiatives, especially in producing environmentally friendly vehicle technologies, vehicle safety and information technology, provide it with some of the best strategic advantages.

-The most valuable and one of the most recognizable car dealerships in Southeast Texas

Weaknesses

-Kinsel Toyota has undertaken some vehicle recalls in the last few years, which has hurt its financial performance

Opportunities

-Kinsel Toyota will be able to continue to grow its green vehicle focus as consumers in the area show greater interest in hybrid and electric vehicles due to the rising cost of petrol and emissions concerns.

Threats

-There is the threat of the rise in raw material costs, which has been happening over the last few years and pushing Kinsel Toyota and other vehicle manufacturers to find more innovative ways to construct the vehicles as well as to search for ways to expand the supplier network.

-The threat of increasing competition such as Philpott Toyota (Nederland) and Classic Chevrolet (Beaumont)

Media Strategies

Social Media Tools

Portals such as Google and Yahoo! Provide customers an easy-access from home

or on your cell phone to view the vehicles that are for sale, speak with someone via

messaging to set up an appointment, or schedule any maintenance service. Portals are a

huge help, especially for a car industry. We also chose to pay for our ads to be in the

Beaumont Enterprise and the Port Arthur News to bring people to Kinsel Toyota.

Newspapers bring elderly people to shop with us, because most younger people use

technology instead of reading newspapers.

Facebook and ads on local news stations have helped Kinsel Toyota

tremendously. On Kinsel Toyotas Facebook page, they post daily about their car deals

and other events that are offered there such as the Tree Lighting. Also, if you purchase a

vehicle from them (new or used), you will get free car washes for life. Our social media

is a large part of our advertisement and publicity for this car company. Our budget was

set for one whole year to promote Kinsel Toyota and it is listed in our budget table

below. Our media accounts are linked, so if we share from one account, we can share to

all accounts.

Billboard Expenses & Budget

$800-$1,000 a month on the billboard

$9,600-$12,000 for a year on Eastex Freeway, Beaumont, TX

Print ads (Madeline & Lainies) are located on Kinsel Toyotas Facebook page

(free) but costs $180 to put into Beaumont Enterprise and The Port Arthur News

Paper

Creative Plans

Kinsel Toyota

FREE CAR WASHES FOR LIFE WHEN YOU BUY FROM KINSEL TOYOTA

4235 Eastex Freeway, Beaumont, TX77706

Monday-Friday 8:30 a.m. - 7:00 p.m.Saturday 9:00 a.m. – 6:00 p.m.

(409)-892-4888https://www.kinseltoyota.com

ABOUT KINSEL TOYOTA’S FREE CAR

WASH!

When you purchase a vehicle from the all-new, state-of-the-art Kinsel Toyota,

they will provide you with free car washes for life! That’s right, lifetime car washes,

FOR FREE. Alongside of their beautiful and new facility that was built last spring in

2017, they have a 140-foot car wash tunnel with free vacuums as well. All the customer

has to do is keep their KinselToyota.com tag on the back of their vehicle and they will

wash it for free, no questions asked. Kinsel Insta-Clean makes all the difference when

people decide on where to purchase a car from. Who doesn’t want free car washes for

life when purchasing a vehicle?

INSTA-CLEAN PACKAGE OPTIONS

Purchase an unlimited wash package starting at $19.95 for a 30 day “Good” membership or $34.95 for 30 days of the “Best” package.

GOOD – $5

Pre-Soak, Soft Foam wash, Triple Foam Polish, Dry Agent, Spot Free Rinse, Dry

BETTER – $10

Double pass Pre-Soak, Tire Cleaner, Soft Foam wash, Wheel Blaster, Triple Foam Polish, Dry Agent, Spot Free Rinse, Dry

BEST – $15

Double pass Pre-Soak, Tire Cleaner, Soft Foam wash, Lustra Foam Bath, Wheel Blaster, Triple Foam Polish, Carnauba Wax, Dry Agent, Spot Free Rinse, Tire Shine, Dry

Creative Plans Continued…

As a car owner, one of the responsibilities in maintaining a vehicle is keeping it clean. Instead of having to hassle with a kinked up water hose, a dirty bucket of water and whatever the temperature outside is for the day, why not let us take that worry off of you? At Kinsel Toyota we offer our customers “free car washes for life.”

“The cars we drive say a lot about us,” Alexandra Paul.

Having a clean car is beneficial for customers of all ages, from teens to senior citizens. Teens want their vehicles to look good, especially if it’s their first one. For example, in high school, every Sunday I would wash/wax my vehicle, that way I had a fresh looking car to drive that following week, but then when you get to college your time is more limited, and washing your vehicles on a Sunday routine has turned into seemingly unbearable assignments due before midnight.

Here at Kinsel our demographic ranges in age, and example on how car washes are beneficial for senior citizens is this. Not implying that senior citizens aren’t capable of washing their vehicle themselves, but as I stated previously, why not let us take that worry off of you? However, if as a senior citizen you don’t have the strength to wash your vehicle, having our car washing specialists here at Kinsel do it for you is our pleasure.

In addition to free car washes, every year, Kinsel Toyota invites school choirs from around the area to come share the Christmas spirit with our community. It’s our way of giving back to the community, in a different way, bringing together both our customers and non-customers, by offering the gift of music.

We want this campaign to have Kinsel Toyota recognized enough for it to become the top selling dealership in our area. We want it recognized not only for their competitive prices and customer service, but for the “something extra” Kinsel offers its customers. For example, when you’re a Kinsel customer, you’re rewarded free car washes for life.

The specific objectives of the campaign are luring people to purchase a vehicle from Kinsel Toyota, but inform people on why they should shop there. Another specific objective will discuss the importance of car dealerships in the area, and how crucial great customer service is in the car industry. Kinsel has quite a bit of competition.

Target audience: We don’t have a target audience, anyone in the market looking for a new vehicle. Being that we don’t have a target audience, there is a lot of diversity amongst the car buyers.

The major selling idea is cars, to sell more cars than other competing dealerships in this area and the key benefits are the extras we offer when doing so: Good deals, customer service and incentives.

At Kinsel Toyota, “It’s all about you!”

Evaluation

Our goal for this campaign is to give Kinsel Toyota recognition not only for our competitive prices and customer service, but for the “something extra” we offer to our

customers. If successful, we can achieve our goal in becoming the top selling dealership in this area.

For more information on carwash services please visit, https://www.kinseltoyota.com/Car-Wash-Specials-.html .

4235 Eastex Freeway, Beaumont, TX 77706

Monday-Friday 9:00 a.m. - 7:00 p.m.

Saturday 9:00 a.m. – 6:00 p.m.

Sales: (409)-892-4888

Service: (409)-923-5766