The Challenge

Toyota has long been a leader in fostering strong dealer networks and driving successful Local Area Marketing (LAM) campaigns. However, in Australia, Toyota identified a critical issue:

• Inconsistent Branding
  Dealers were downloading approved ad layouts but repurposing them using local agencies. This deviation from brand guidelines diluted the brand's consistency across campaigns.

• Unnecessary Costs
  Dealers incurred additional expenses to recreate marketing materials, reducing funds available for distribution and campaign reach.

These inefficiencies threatened Toyota’s ability to maintain its reputation for cohesive and effective marketing while maximizing brand equity and sales.

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The Solution

Toyota implemented Sesimi’s Digital Asset Management (DAM) and Creative Automation modules to address these challenges.

Key Actions Taken:

• Adopting Creative Automation: Dealers gained access to customizable templates aligned with Toyota’s brand guidelines, allowing them to produce localized marketing materials that fit their Prime Area Market (PAM) needs.
• Centralized Asset Management: Dealers were provided with a single source of truth for all approved assets, ensuring branding and messaging consistency.

The dealer network quickly adopted these tools, driven by the ease of use and the tailored templates available through Sesimi.

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Outcomes

Toyota achieved transformative results through the implementation of Sesimi:

• Enhanced Consistency:
  Local Area Marketing campaigns became fully aligned with national branding, reinforcing Toyota’s strong brand equity.

• Dealer Satisfaction:
  Dealers reduced their reliance on costly ad agencies and gained the flexibility to create their own materials, resulting in happier, more empowered dealers.

• Significant ROI:
  Toyota realized substantial savings and efficiencies:

  • USD $6 million annually saved in ad agency production fees.
  • 15x return on investment (ROI) estimated by Toyota.

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Client quote:

"Sesimi enables its clients to really distinguish themselves from other brands."