This document discusses local search marketing strategies. It notes that consumers use multiple sources for local business information, including search engines, local search sites, and yellow pages. Search engines are the primary source for auto repair information online. Both organic search engine optimization (SEO) and paid search provide benefits and work best together. A competitive analysis shows gaps in local listings and information for auto repair chains. The document advocates developing complete local business listings on Google Places and other directories to improve local search visibility and drive more customers.

1. Local Search Environment December 2010

3. Search Engine Marketing

4. Local Listing Management

6. Local Listing Management

7. Paid Search

8. Internet Yellow Pages

9. Social Media Marketing

10. Pay-per-Call Advertising

11. Mobile Marketing

12. Video3

13. Insights from Industry Experts TMPDM uses a foundation of research Small sample of research sources TMPDM is also a member of a number of industry associations Small sample of association memberships This research and association memberships allow us to provide our clients with insight into the ever changing media world and guide program direction. 4

14. The Changing Media Landscape

15. Primary Source for Local Business Information 15miles/comScore Local Search Usage Study 2010 6 Consumers utilize multiple media sources when conducting a local search. 2% Primary Source for Local Business Information 15miles EXCLUSIVE DATA 3% Search Engines 33% 1% Local Search Sites 13% Print Yellow Pages 23% Internet Yellow Pages 22% Cell Phone/Wireless Directory Assistance Social Networking Sites Local Newspaper Other Printed Directory Source: 15miles/comScore Local Search Usage Study, 2010Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%.

16. Media Landscape Auto Repairing & Service Online is the top media used by consumers in search of an Auto Repair Service provider. (# of consumers based on active population) *Note: Online includes IYP Source: ISS Intermedia Shopping Study, 2009, “Auto Repairing & Service” 7

17. How Consumers Perform Online SearchesAuto Service vs. All Industries Observed Under the Auto Service category, similar to most categories, the majority of searchers use search engines as their primary source for local business information. Distribution of Category Searches 15miles EXCLUSIVE DATA Category Search Share Source: 15miles/comScore Local Search Usage Study, 2010 8

18. Search Engine Marketing

20. Flighting/seasonality

21. Geo-targeting

22. Cost effective

23. Control

25. Increased rankings

26. Targeted trafficSource: Click Consult, December 2008 / eMarketer

27. Search Engine MarketingCompetitive Analysis: 1st NationalPage Presence) Little Visibility Strong Visibility Some Visibility No Visibility Note: Observations are of paid and organic results on the first page using 10 “auto repair” related specific search terms that included a “City, State” search of West Chicago, IL; Colorado Springs, CO; and Davenport, IA; on 12/17/10 at 9:00 AM CT. Results for midas.com, midaslocator.com, midaschicago.com, midascoloradosprings.com, and midasdavenport.com are included within Midas’ results. 11

28. Search Engine MarketingCompetitive Analysis: 1st MidasPage Presence Midas.com Midaslocator.com Midaschicago.com Midascoloradosprings.com Midasdavenport.com Little Visibility Strong Visibility Some Visibility No Visibility Note: Observations are of paid and organic results on the first page using 10 “auto repair” related specific search terms that included a “City, State” search of West Chicago, IL; Colorado Springs, CO; and Davenport, IA; on 12/17/10 at 9:00 AM CT. 12

29. Local Listing Management

31. Local results display local business listings with relevant information and third party content.

32. Sponsored links are now positioned in the right column of the page for some searches.

33. Google Map sits above the sponsored links in the right column.

34. Organic search area can be limited. Source: Google Places, Stats & Facts, October 2010

36. In more than 51% of searches, the locations were not visible within the first 3 pages of results or were not found until the 3rd page of results.27% West Chicago Davenport 80% Colorado Springs Note: All searches were conducted on 12/14/10 searching for “Auto Repair,” “Brakes,” “Oil Change,” “Tires,” and “Mufflers” (Ex. Oil Change, West Chicago, IL). Midas.com was used as the source for correct location information. Analysis was based on the results found on Google Maps, Yahoo! Local, and Bing Maps. 15

38. Accuracy: Improve the accuracy of your information.

39. Enrichment: Build out your profile page with robust data (hours of operation, products and services for example).Are Listings Accurate? Searches were conducted in several markets for branded and non-branded terms on Google Maps and Yahoo! Local. Inaccurate location and contact information was found on all three sites. Inaccurate Business Information Note: All searches were conducted on 12/14/10 searching for “”Midas, City Name, State” (Ex. Midas, Davenport, IA). Midas.com was used as the source for correct location information. Analysis was based on the results found on Google Maps, Yahoo! Local, and Bing Maps. 16

41. Email

42. Owner Verified

43. Images

44. Business Description

45. Full Categories

46. Brands/Products & Services

47. Payment Methods

48. Year Established

49. Languages SpokenOrganic Organic Google Place Pages results now appear within the organic results. Previously, Place Pages appeared above organic results. 17

51. 15miles provides a proactive approach to create and maintain complete/accurate local listings.aImages Note: Screenshots and search results were pulled on 12/14/10 at 4:30PM CT under “Auto Repair [City, State]” 18

52. Owner Verified Local Listing ManagementGoogle Place Page Utilization Custom Business Listing URL Email Images Video Full Categories Brands, Products & Services Payment Methods Hours of Operation Languages Spoken 19

53. Our Commitment to Midas Valuable Leads Integration– Use of multiple media and diverse budget allocation based on media performance Collaboration – What is learned from one medium can be applied to other media Consistency – Deliver a consistent marketing message across local media channels Cohesive Reporting & Trackable Results Increase Sales & Lower Conversion Costs Local Listing Management Search Engine Optimization Paid Search Valuable Leads Valuable Leads

55. Thank You! Tara Thomas VP Interactive Client Services P. 847.227.3611 Tara.Thomas@15miles.com Mike Glefke SVP Client Services P. 847.227-3610 Michael.Glefke@15miles.com Connect with us on: Facebook │ Twitter │ LinkedIn │ SearchPerspective 22

56. Search Engine MarketingCompetitive Analysis: National vs. Local Presence West Chicago 42% 58% 12% 88% 24% 76% Colorado Springs 36% 64% 22% 78% 17% 83% Davenport 57% 43% 38% 62% 28% 72% Note: Observations are of paid and organic results on the first page -“above the fold” using the following search terms that included a “City, State” West Chicago, IL; Colorado Springs, CO; and Davenport, IA; on 12/16/10 at Noon-5:00 PM CT: “Auto Repair,” “Brakes,” “Oil Change,” “Tires,” and “Mufflers.” 23