About Smart Motors Toyota

Smart Motors Toyota is a high-volume Toyota dealership in Madison, Wisconsin. Marketing Director Tony T. has spent nearly 15 years with the dealership, working in several roles including BDC Director and Marketing Manager before becoming Marketing Director. The dealership operates a busy service department that services more than 6,000 vehicles each month.

Moving Beyond Old-School Service Coupons

Smart Motors Toyota had always maintained service coupons on its website, but creating and managing them required significant time. Tony manually created the dealership’s coupons each month, and customers often had to print them, remember to bring them to the dealership, or pull them up on their phones while standing at the service desk. The process created unnecessary work for the marketing team and a less convenient experience for customers.

The dealership wasn’t necessarily looking to generate more overall service traffic. With more than 6,000 vehicles serviced each month, the department was already busy. Instead, Smart Motors Toyota wanted a consistent message and a better online experience for customers looking for service promotions and offers.

More Strategic and Trackable Service Offers

Smart Motors Toyota implemented a strategy that separated its everyday service offers from targeted promotions designed to generate additional business for specific services. Many of the dealership’s regular offers use full retail pricing rather than discounts, allowing the dealership to provide customers with promotions without unnecessarily reducing the price of services.

The dealership can now customize promotions for individual services, make offers easier for customers to redeem, and simplify the redemption process for dealership employees. Most importantly, the team can track performance and determine which offers customers are actually using—something that wasn’t possible when physical coupons simply ended up in a stack.

Less Manual Work. Better Tracking. Faster Execution.

FixedOPS Marketing significantly reduced the amount of time Tony spends managing service coupons and offers. Instead of manually creating and updating the dealership’s offers each month, Tony can send the team’s monthly direct mail piece to FixedOPS Marketing and have the corresponding offers live by the first day of the month—often before the dealership even opens for business.

• Service offers live by the first day of the month
• Separate everyday offers from targeted service promotions
• Trackable results for individual offers

The ability to measure performance also helps Smart Motors Toyota continually refine its strategy. Rather than relying on assumptions about which promotions customers want, the dealership can see which offers are actually being used and adjust accordingly. Tony also highlighted the speed and responsiveness of the FixedOPS Marketing team, allowing changes such as updated expiration dates to be handled quickly.