Congratulations to the winners of the first ever IS20 Dealership Composite Awards which were announced at the event in October 2104. While the composites have been part of the Internet Sales 20 Group since inception in 2012 this was the first time that individual dealerships were actually awarded for scoring the highest.
The composites are a comprehensive web and BDC assessment we perform on 20 dealers at each IS20 event which is held twice annually by Dealer Synergy in a different location each time. IS20G 6 was held in Boston and in this instance there were 28 Boston-area Toyota dealers that were evaluated.
As part of the assessment we evaluate things such as Website integrity, SEO, Online Reputation, Social Media, Lead Volume, Lead Response, and a Mystery Shop. In Boston we also included a composite for online credit app.
Each composite has its own scoring criteria which makes it possible to rank the dealers in each category. In most instance there are 2-5 top performing dealerships and 3-5 under performing. As a whole the composites give everyone an idea of where and how dealerships in general are performing.
The winning dealers (and evaluator) for each category were:
- Website (FlexDealer) – Irwin Toyota
- SEO (Remora) – Toyota of Braintree
- Social Media (Wikimotive) – Route 44 Toyota
- Online Reputation (AutoConversion) – Berlin City Toyota
- Online Credit App (Credit Miner) – Bernardi Toyota & Toyota of Braintree
- Response Audit (Dealer Synergy) – Toyota of Watertown
- Mystery Shop (Dealer Synergy) – Westboro Toyota
For more details about each category read the full announcement at www.AutomotiveInternetSales.com.
I have been working with Sean V Bradley on these composites for the event since IS20G 3 in Houston. For each event a different sponsor is responsible for providing the data for one assigned category. Once the data is provided then I work with the Dealer Synergy team to calculate the scores, rank the dealers, and then format the results for print and distribution at the event.
Needless to say it is quite a process but I do it because it provides me with a lot of key insight into each participating dealership plus it gives me an opportunity to network with each vendor and dealer as well. Plus the IS20 events themselves are exciting and meaningful.
Be sure to check out the Internet Sales 20 Group website for more information and announcements about future IS20 events.
Producer and Host of the AutoConverse Future Mobility & Connectivity Podcast, Ryan began working in the automotive industry in 2001, establishing his roots in online vehicle merchandising before expanding into digital marketing and now multi media for Automotive B2B. You can connect with Ryan on LinkedIn.