Web brand management

NADA 2003
Web Brand
Management

Industry TrendsIndustry Trends
• 80% of new vehicle buyers will use the Internet before they purchase (The
Peppers and Rogers Group).
• 89% of dealers have a web site but only 40% believe it is effective (J.D.
Powers).
• 74% of web shoppers want a response in one day or less. 57% of dealers
actually respond in one day or less. 15% never respond (Friedman Swift).
• The number one desire of consumers is to view inventory (Friedman Swift).
• 92% of used vehicle buyers visit at least one independent buying site (J.D.
Power)
• 82% of all vehicle buyers till rely on independent 3rd party buying service for
objective vehicle, pricing and dealer selection information (J.D. Power)
• 67% of consumers visit a 3rd party site within 3 months of their vehicle purchase
(Forrester)
• The average dealer can divert less than 4% of their newspaper budget to
advertise on an Internet buying service for a year. (NADA)

33
Weeks
to Make
a Decision
Hours to
Close the Deal
Years
Before the Next
Purchase/Lease
National Showroom Close Rate is 20% - NADA
30% of New Car
Customers Are
Retained as Service
Customers
- J.D. Powers
Satisfied
Service Customers
Will More than Likely Buy
a Car From that
ealership
- J.D. Powers
Own
3
Buy
Serve
Keep
Shop
Own
Convert
Find

T.I.P.S. StrategyT.I.P.S. Strategy
Leads
Appointments set
Traffic
I nteractive
Web Site/Buying ServicesSales
Process
Appointments show
Additional online profits

Do you have a webDo you have a web sitesite or a webor a web strategystrategy ??
• Are you driving enough traffic to your web site?
• Are you getting enough qualified leads?
• Are you converting leads and appointments into sales?
• Are you maximizing your dealership Internet sales?
Traffic ProcessInteractive web site/ Buying Services Sales

ChallengeChallenge – Online Traffic– Online Traffic
• Are you driving customers to your web site?
• Are you maximizing your URL placement so
search engines push your web site?
Process
I nteractive
Leads
Appointments set
Traffic
Additional Online Profits
Appointments show

SolutionSolution – Reynolds Consulting Services– Reynolds Consulting Services
Having the best web site in the world will
not drive shoppers to you site!
• Create an effective marketing strategy
• Teach you the tricks to search engine
placement
Process
I nteractive
Leads
Appointments set
Traffic
Appointments show

ChallengeChallenge – Quality & Quantity of Leads– Quality & Quantity of Leads
• Are you getting enough leads?
• Are they quality leads you can sell?
Traffic
Process
Sales
Leads
Appointments set
I nteractive
Web Site/Buying Services
Appointments show

Solution –Solution – Quality LeadsQuality Leads
Third-Party Buying ServicesInteractive Web site
Traffic
Process
Sales
Leads
Appointments set
I nteractive
Appointments show

Extend Your ReachExtend Your Reach
• Why Third Party Buying Services?
– Consumers overwhelming rely on them
• 92% of used vehicle buyers visit at least one independent buying site
» J.D. Power
– Significantly costs less than traditional advertising
– Expand your advertising reach with the Internet’s
biggest and best portals

Extend Your ReachExtend Your Reach
Why advertise on more than one 3rd
-Party Internet
site?
Dealership website = phone book listing
3rd
-Party Buying Service ad = newspaper, TV, radio
• {Blake- need some help graphically to depict the phone book and
newspaper analogy}

The Biggest and Best BrandsThe Biggest and Best Brands
TOP CONSUMER SITES – Neilsen Ratings 2002
PORTAL UNIQUE AUDIENCE REACH (%) Available services
through Reynolds
1. Microsoft 39,933,697 50.27 MSN Autos
3. Yahoo! 34,769,532 43.77 Yahoo! Autos
9. Amazon 7,016,737 8.83 CarsDirect.com
TOP AUTOMOTIVE SITES
BRAND / CHANNEL UNIQUE
AUDIENCE
Available services
through Reynolds
1. Kelley Blue Book 3,091,000 Yes
4. MSN Carpoint 2,488,000 Yes

More Efficient and CostsMore Efficient and Costs YouYou LessLess
Why buying services from Reynolds?
• One stop support when you want it
• East and West coast
• Simplified Inventory updates
• we update all sites automatically!
• Experienced, dedicated support staff
• Detailed monthly reporting
• track the value from each buying service.
• Cost savings with show specials!!!

SolutionSolution – Quality Leads– Quality Leads
Third Party Buying ServicesInteractive Web site
Traffic
Process
Sales
Leads
Appointments set
I nteractive
Appointments show

Give Consumers WhatGive Consumers What TheyThey WantWant
Inventory: #1 Visited Module
 50%-70% of a consumer’s time is spent looking at inventory
 Inventory uploaded from any DMS provider
 Real-time integration for ERA3 users
 Consumers cannot search themselves out of a
vehicle

Electronic Brochure: #2 Visited Module
 Complete brochure information
 Hot Linked to dealership’s inventory – instead of having to search again
 Customers can print a brochure online
 Use as a selling tool on the sales floor
Call-to-action
buttons offer
numerous
ways to
capture
serious leads.
Customers can view
alternate options
and features (i.e.
different trim
packages).

Grab Your Customer’s AttentionGrab Your Customer’s Attention
Customization INCREASES Leads!
• Qualify their buying needs
• Create the content your customers want

Specials and Promotions: #3 Visited Module
 Most exciting specials program
 POP UP WINDOWS, STAR BURSTS AND VIDEOS
 Consumers can link to specific inventory related to specials versus starting
a new search
 Extend your advertising efforts by displaying your current print ads

Personalize Your Site With Live ChatPersonalize Your Site With Live Chat
 Live chat with prospects
 Personalized attention
 Sales people work with web customers as if face-to-face
 Powered by Solv

Qualify Prospects with Intelligent AgentsQualify Prospects with Intelligent Agents
 Conducts “conversations” with prospects.
 Qualifies the serious buyer
 Provides an automated yet natural conversational experience
 Pushes relevant content to web visitors
 Available 24 x 7

Manage, Measure, and ImproveManage, Measure, and Improve
 Make changes real-time
 Access inventory and data reports
 Review web site statistics
 Access the Forms library
 Create specials, rebates and
vehicle promotions
 Robust e-mail accounts
 Manage security
 …and more!
PitstopPitstop™™

Provides detailed reports on visitor information, average length of
time spent on your Web site, top pages and more.
Web Trends

Top Exit Pages help to identify where and why customers are
leaving your Web site
Web Trends

Top Referrers offer information on the top search engines, URLs
and Web sites that refer customers to your Web site
Web Trends

Decipher between unique and returning visitors on a daily,
weekly or monthly basis
Web Trends

Comply With Car Company andComply With Car Company and
Keep YOUR INDENTITYKeep YOUR INDENTITY
BrandProtect™
• Multiple car company brand guidelines with one web site
• Different “looks” depending on where they start their search
• Endorsed by Nissan/Infiniti, Honda/Acura, Mitsubishi, NAMAD, and Mini

ChallengeChallenge – Leads on Sold Vehicles– Leads on Sold Vehicles
In the last week, how many of your
online customers inquired about a
vehicle you already sold?

SolutionSolution –– STOPSTOP Leads on Sold VehiclesLeads on Sold Vehicles
Real-time Vehicle Integration
• For Reynolds ERA3 users
• Changes made in ERA3 are automatically pushed to your web site
• Your customers view the most up-to-date inventory information
• Eliminates leads coming in on sold vehicles
Blake – need Image here

ChallengeChallenge – Convert Leads to Sales– Convert Leads to Sales
• Are your leads not converting to appointments?
• Do they show for the appointment at the right time or not
at all?
• Are you closing them when they get to your store?
Traffic
I nteractive
Leads
Appointments set
Process
Sales
Appointments show

SolutionSolution – Reynolds Consulting Services– Reynolds Consulting Services
• Implement a Lead Management Tool and process (i.e. Contact Management)
to capture ALL leads
• Send out the most effective responses
• Understand the best methods for telephone contact
• Know how to recruit, hire & train Internet Sales Managers
• Learn creative methods for increasing your show rate
• Streamline you buying process to reduce time in the showroom
• Use your web site to improve the customer’s experience and bring them back
in for parts, accessories, aftermarket and service
Traffic
I nteractive
Leads
Appointments set
Process
Sales
Appointments show

SolutionSolution – Drive DEALERSHIP sales– Drive DEALERSHIP sales
• Service Sales
• Parts and Accessories
• Aftermarket
Traffic
I nteractive
Process
Sales
Leads
Appointments set
Appointments show

SolutionSolution – Drive DEALERSHIP Sales– Drive DEALERSHIP Sales
Online Service IntegrationAutoCart Multimedia Presenta
Traffic
I nteractive
Process
Sales
Leads
Appointments set
Appointments show

Online Service IntegrationOnline Service Integration
Online Service Integration
• Drives customers into Service
department
• Increases Service appointment
sales hours 24 x 7
• Frees Service Manager’s time to
improve service quality
• Real-time integration with ERA 3
• Customers get immediate
appointment confirmation and
ability to check status of open
repair order
• Future enhancements include
integration with Service Price
Guides and ability for consumer
to pay for service online via
credit card!

Online Service IntegrationAutoCart Multimedia
Presentations
Traffic
I nteractive
Process
Sales
Leads
Appointments set
Appointments show

Shopping Cart TechnologyShopping Cart Technology
AutoCart
 Sell more manufacturer and custom accessories
 Detailed reporting provided on all sales and leads
 Drives additional profits lost to decreasing sales gross
 Coming later this year – credit card billing!
Customers order
accessories directly
from your web site.

Online Service
Integration
AutoCart Multimedia
Presentations
Traffic
I nteractive
Process
Sales
Leads
Appointments set
Appointments show

Drive Aftermarket SalesDrive Aftermarket Sales
 Extended Service Contracts
 Gap Insurance
 NetworkCar
 Protection Show
Chemical Shows
 Lease vs. Finance
 Cash vs. Finance
 LoyaltyLink
Multi-media Presentations
 Additional value-added products and services to your customers.
 Great tools for educating new employees

NADA Show SpecialsNADA Show Specials
• 50% off set-up fee for web site
– Basic site set-up fee = $1500
– Advanced site set-up fee = $2500
• 100% off set-up fee for web site by subscribing to 2 or more buying
services
– Basic site set-up = $1500
– Advanced site set-up fee = $2500
• Bundled savings for subscribing to 2 or more buying services
$750
$1250
$0
$0
Dealer Offer: Total Discount per Mo. 6 mos. 12 mos. 24 mos.
Subscription to 2 used car programs 130.00$ 780.00$ 1,560.00$ 3,120.00$
Subscription to 3 used car programs 210.00$ 1,260.00$ 2,520.00$ 5,040.00$
Subscription to 4 used car programs 300.00$ 1,800.00$ 3,600.00$ 7,200.00$
Net Dealer Savings

Transition SlideTransition Slide

Traffic
Interactive
Web Site
Process
1500
(1%) 25
LEADSLEADS
(40%) 10(70%) 7
(71%) 5
CLOSESCLOSES
2500
(4%) 100
(45%) 45(89%) 40
(75%) 30
30%30%
Closing %Closing %
Appointments ScheduledAppointments ScheduledAppointment ShowsAppointment Shows
Sales
Toyota Dealership Case Study

CarsDirect ConnectCarsDirect Connect

Blue Book ClassifiedsBlue Book Classifieds
Monthly reports by
HTML email

Used Car MarketplaceUsed Car Marketplace
Display your
store logo

Classifieds MarketplaceClassifieds Marketplace
Exclusive
page branded
with your
logo

Web brand management

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