Traffic Interactive Web Site Process Sales 1500 (1.7%) 25 LEADS (40%) 10 (70%) 7 (71%) 5 CLOSES 20% Closing % Old Web Site until 10/2002 1. Market Strategy

Traffic

InteractiveWeb Site

Process

Sales

1500

(1.7%)25LEADSLEADS

(40%)10(70%)7

(71%)5CLOSESCLOSES

20%20%Closing %Closing %

Old Web Site until 10/2002Old Web Site until 10/20021. Market Strategy2. Marketing Budget3. Advertise Internal Customers (Meeting)4. Advertise Customer Base

(Direct Mail,Telemarketing)5. Advertise Market (URL Everywhere)6. Showroom Merchandising7. Direct 3rd Party Leads to Website8. Search Engine Strategy Development

Case Study #1Case Study #1Seattle, WA Seattle, WA

Appointments ScheduledAppointments ScheduledAppointment ShowsAppointment Shows

Traffic

InteractiveWeb Site

Process

Sales

1500

(1.7%)25LEADSLEADS

(40%)10(70%)7

(71%)5CLOSESCLOSES


1. Market Strategy2. Marketing Budget3. Advertise Internal Customers (Meeting)4. Advertise Customer Base

(Direct Mail,Telemarketing)5. Advertise Market (URL Everywhere)6. Showroom Merchandising7. Direct 3rd Party Leads to Automark Website8. Search Engine Strategy Development

1800

Case Study #1Case Study #1Phase 1 Phase 1


5 days of Strategy & 5 days of Strategy & ProcessProcessWorkshops with Workshops with ManagementManagementTeam at offsite Team at offsite locationlocationwith emphasis on howwith emphasis on howto use Automark siteto use Automark sitecapability to create acapability to create ahigher submissionhigher submissionrate from increasedrate from increasedvisitors to site.visitors to site.

Traffic

InteractiveWeb Site

Process

Sales

1500

(1.7%)25LEADSLEADS

(40%)10(70%)7

(71%)5CLOSESCLOSES


2500

(4%) 100

1. Easy Navigation – Launched Automark site

2. Research – Toyota Technology framed into Automark site

3. Find a Car (Inventory Updated from DMS)

4. Used Vehicle Photos & Prices Posted

5. Trade Evaluations (KBB)6. Financing (Toyota Technology

framed-in)7. Weekly TDA Ads uploaded (new

specials)8. Site Forms customized for higher

submission9. Site Text customized for search

engines10. Pop-up Window customization

40



(40%)40(70%) 28

(71%)20

11. Automark site w/added custom sections

12. Fleet & Internet section added to site

13. Multiple registered URL’s directed to site

14. Search Engine strategy implemented

4 Days of TAS In-dealership training4 Days of TAS In-dealership trainingand consulting focused onand consulting focused onmaximizing Automark sitemaximizing Automark siteInteractivity, content &Interactivity, content &forms customization.forms customization.

Traffic

InteractiveWeb Site

Process

Sales

1500

(1.7%)25LEADSLEADS

(40%)10(70%)7

(71%)5CLOSESCLOSES

2500

(4%) 100

(45%)45(70%)32

(71%)23



AppointmentsAppointmentsAppointment ShowsAppointment Shows

1. Lead Management Tool – Process Training

2. Auto Responder w/links to Automark features

3. Personal Responses w/links to info site features and specific Automark functions

4. E-Mail Templates – Improved verbage

5. 2-Way Pagers6. Telephone Contact using Phone

Script Training7. Recruited, Hired & Trained 2 ISM’s

4 Days of TAS In-dealership training4 Days of TAS In-dealership trainingand consulting focused onand consulting focused onprocess and how to respondprocess and how to respondto leads in a way thatto leads in a way thatfocuses on generatingfocuses on generatingappointments…appointments…

Traffic

InteractiveWeb Site

Process

Sales

1500

(1.7%)25LEADSLEADS

(40%)10(70%)7

(71%)5CLOSESCLOSES

2500

(4%) 100

(45%)45(89%)40

(71%)28




1. Confirmation Call2. Confirmation E-Mail Template:• Map to Dealership• Custom Directions• Links to Automark web forms - streamlined

buy process

Traffic

InteractiveWeb Site

Process

Sales

1500

(1%)25LEADSLEADS

(40%)10(70%)7

(71%)5CLOSESCLOSES

2500

(4%) 100

(45%)45(89%)40

7. Updates on Promotions8. F&I Process – Online Menu9. Pricing Process – Weekly

Grid10. Welcome Board -

Appointments

(75%)30

1. Agenda Review upon arrival2. Vehicles pre-selected & ready to drive3. ISM introduces Sales Specialist4. SS works deal – T/O to ISM if no close5. “After Best Deal” Coupon6. 1st Service Appointment scheduled

using Automark web site forms




Traffic

InteractiveWeb Site

Process

Sales

1500

(1.7%)25LEADSLEADS

(40%)10(70%) 7

(71%) 5CLOSESCLOSES


2500

(4%) 100

(45%)45(89%)40

(75%)30

Case Study #1Case Study #1SummarySummary



Before Automark& TAS Consulting

After 9 months ofAutomark & TAS

Toyota of KirklandToyota of KirklandKirkland, WAKirkland, WAWas: Cobalt (09/2001) Was: Cobalt (09/2001) Now: Automark (10/2001)Now: Automark (10/2001)RTS Catalyst: 17 days (5+12)RTS Catalyst: 17 days (5+12)December, 2001 Internet December, 2001 Internet sales = 18sales = 18August, 2002 Internet Sales August, 2002 Internet Sales = 70= 70August, 2002 Total Volume = August, 2002 Total Volume = 275275Owner: Michael O’BrienOwner: Michael O’BrienIMD: Mark BurshearsIMD: Mark Burshears

20 Online 20 Online Service Service

Appointments in Appointments in September, 2002September, 2002

20 Online 20 Online Service Service

Appointments in Appointments in September, 2002September, 2002

Dedicated 800 Dedicated 800 number assigned to number assigned to Automark site and Automark site and tracked by “Who’s tracked by “Who’s Calling” shows over Calling” shows over 150 calls per month150 calls per month

Dedicated 800 Dedicated 800 number assigned to number assigned to Automark site and Automark site and tracked by “Who’s tracked by “Who’s Calling” shows over Calling” shows over 150 calls per month150 calls per month

Used Automark Used Automark DCMS text change DCMS text change feature to maximize feature to maximize

Toyota text for Toyota text for search engine search engine

“Spyders”“Spyders”

Used Automark Used Automark DCMS text change DCMS text change feature to maximize feature to maximize

Toyota text for Toyota text for search engine search engine

“Spyders”“Spyders”

Automark’s Pitstop feature Automark’s Pitstop feature allows dealers to edit and allows dealers to edit and customize online formscustomize online forms

Automark’s Pitstop feature Automark’s Pitstop feature allows dealers to edit and allows dealers to edit and customize online formscustomize online forms

Automark’s customized Automark’s customized services allowed WWTDA to services allowed WWTDA to set up a weekly update that set up a weekly update that loads newspaper ads into loads newspaper ads into

each WWTDA dealer’s New each WWTDA dealer’s New Toyota Specials section of Toyota Specials section of

their Automark site…their Automark site…

Automark’s customized Automark’s customized services allowed WWTDA to services allowed WWTDA to set up a weekly update that set up a weekly update that loads newspaper ads into loads newspaper ads into

each WWTDA dealer’s New each WWTDA dealer’s New Toyota Specials section of Toyota Specials section of

their Automark site…their Automark site…

Automark’s DCMS features allow dealers Automark’s DCMS features allow dealers to leverage information site and corporate to leverage information site and corporate technology by “Framing” site sections into technology by “Framing” site sections into the dealer’s own site… Dealers can become the dealer’s own site… Dealers can become

“One Stop” online information sources“One Stop” online information sources

Automark’s DCMS features allow dealers Automark’s DCMS features allow dealers to leverage information site and corporate to leverage information site and corporate technology by “Framing” site sections into technology by “Framing” site sections into the dealer’s own site… Dealers can become the dealer’s own site… Dealers can become

“One Stop” online information sources“One Stop” online information sources

Automark’s DCMS features allow dealers to Automark’s DCMS features allow dealers to leverage the manufacturer’s corporate technology leverage the manufacturer’s corporate technology by “Framing” site sections into the dealer’s own by “Framing” site sections into the dealer’s own

site… These site elements are constantly updated as site… These site elements are constantly updated as the factory updates the information. Puts the the factory updates the information. Puts the

factory to work for the dealer! Dealers can become factory to work for the dealer! Dealers can become “One Stop” online information sources“One Stop” online information sources

Automark’s DCMS features allow dealers to Automark’s DCMS features allow dealers to leverage the manufacturer’s corporate technology leverage the manufacturer’s corporate technology by “Framing” site sections into the dealer’s own by “Framing” site sections into the dealer’s own

site… These site elements are constantly updated as site… These site elements are constantly updated as the factory updates the information. Puts the the factory updates the information. Puts the

factory to work for the dealer! Dealers can become factory to work for the dealer! Dealers can become “One Stop” online information sources“One Stop” online information sources

Automark’s inventory Automark’s inventory management features management features

allow dealers to leverage allow dealers to leverage the advertising and value the advertising and value of Certified Used Vehicle of Certified Used Vehicle

ProgramsPrograms

Automark’s inventory Automark’s inventory management features management features

allow dealers to leverage allow dealers to leverage the advertising and value the advertising and value of Certified Used Vehicle of Certified Used Vehicle

ProgramsPrograms

Automark’s ability, and willingness, to Automark’s ability, and willingness, to set up automated data exchange with set up automated data exchange with

dealer vendors creates a seamless process dealer vendors creates a seamless process for getting photos and pricing uploaded for getting photos and pricing uploaded without direct dealer staff involvementwithout direct dealer staff involvement

Automark’s ability, and willingness, to Automark’s ability, and willingness, to set up automated data exchange with set up automated data exchange with

dealer vendors creates a seamless process dealer vendors creates a seamless process for getting photos and pricing uploaded for getting photos and pricing uploaded without direct dealer staff involvementwithout direct dealer staff involvement

Let’s take a look at our Let’s take a look at our “I’m Interested” form“I’m Interested” form

The next slide shows a close-up of The next slide shows a close-up of another form customization exampleanother form customization example

The next slide shows a close-up of The next slide shows a close-up of another form customization exampleanother form customization example

Forms that offer “Point & Click” Forms that offer “Point & Click” choices from drop-down menus choices from drop-down menus

that allow the customer to that allow the customer to communicate to the dealer in a communicate to the dealer in a similar manner to the way they similar manner to the way they

speak are proven to have a higher speak are proven to have a higher completion ratecompletion rate

Forms that offer “Point & Click” Forms that offer “Point & Click” choices from drop-down menus choices from drop-down menus

that allow the customer to that allow the customer to communicate to the dealer in a communicate to the dealer in a similar manner to the way they similar manner to the way they

speak are proven to have a higher speak are proven to have a higher completion ratecompletion rate

Documents

Traffic Interactive Web Site Process Sales 1500 (1.7%) 25 LEADS (40%) 10 (70%) 7 (71%) 5 CLOSES 20% Closing % Old Web Site until 10/2002 1. Market Strategy