ADS is making it happen for Crossroads of Joplin.

1. ADS AUTO MARKETING
Crossroads Chevrolet of Joplin
Success Metrics
3/19/2015

2. Initiatives as of March 2015:
- Crossroads Deals website
- Nurturing Newsletter
- Targeter Program
- Kiosk Program

3. Crossroads Deals Website
Objectives:
- Build SEO on a landing page external to the dealership’s
website for maximum local SEO leverage
- Create assets that allow for capturing of information (e.g.,
signing up for newsletter or deals)
- Gives ADS a platform outside of dealer website to identify
specific user behavior.

5. Crossroads Deals Website
- We have several analytics tools we use to determine how
users are accessing and using the deals site. The idea is
to get more and more users coming back over time to
look for special deals and promotions.
- Traffic is not heavy in the beginning stages as we are just
launching campaigns – as time passes, the amount of
users hitting the deals website peaks, which in turn affects
Google search rankings.

6. Crossroads Deals Website
- Current keyword rankings include:
Crossroads Chevy Joplin Position 38
Crossroads Chevy Joplin MO Position 44
Joplin Chevy Position 48

7. Why Does Ranking Matter?
- We typically aim to, and rank our dealers on the first page.
- When customers see the ‘Deals’ site listed as an option,
they click through. They see the promos we provide and
give us their personal info, allowing us to add them to
your marketing efforts or set appointments.
- We don’t just stop with the keywords you were shown in
the previous slide. We rank for general brand and other
keywords in your local area.

8. Crossroads Targeter Program
The deals website is designed exclusively to support
Crossroads’ Targeter and Nurturing programs.
Objectives:
- Create segmented marketing lists that allows us to
advertise to users based on their specific interests and
likelihood of purchase
- Use multiple marketing methods to reach out to different
audiences.

11. Crossroads Targeter Program
- We switch out offers every 1-2 months so audiences are
getting contacted with repetition, but aren’t seeing the
same info over and over again.
- We ordinarily find that customers who don’t respond to a
certain set of offers just haven’t seen the right offer yet.
This is why it’s crucial to keep advertising to these
audiences.

13. Crossroads Targeter Program
The mail piece in the previous slide is still pending – make
sure to let us know if you start seeing these cards when
people come into the dealership.
We often find that people will come in and ask about a
Truck Club/Buyback offer without the card as well.

14. Crossroads Nurturing Program
In the beginning phases of our newsletter programs, we
often pair our Targeter and Crossroads newsletter sends.
This allows us to establish trust with your audience and
segment your list as well as naturally scrub the list to
remove anyone not interested in purchasing.

16. Nurturing Email Metrics

17. Multiple Opens

18. Crossroads Nurturing Program
When we begin Nurturing relationships, we use a third
party vendor to do our first few sends. This allows us to
work with a purchased list to encourage further subscribes
and filter out bad data on your behalf.
Around the 3rd or 4th newsletter send, ADS begins sending
your Nurturing emails via our own platform. You’ll shortly
receive metrics access to that platform.

19. Crossroads Nurturing Email Metrics
Week of Send Open Rate Click Rate Total Signups
Feb 15th 10.49% 10.76% 0
Feb 28th 9.6% 10% 4
March 15th Pending Pending 4
March 28th Pending Pending
We’re still getting reporting data coming back in from our send that we
completed March 15. We are also still sending Targeter and Nurturing program
emails out together and will have final data through the end of the month.

20. Future Steps
- Our open rates tend to hover around 10%, which is about
industry standard. For the recently sent emails we are
seeing trends climb that way.
- In our experience working with dealerships, repetition is
key. The more the offers are put in front of a qualified
audience, the more successful each campaign is at it is
deployed. Time is the key to ensuring customers take
advantage of the offers we send out.

21. Reporting Timeline
- By 3/20: Final reporting metrics for last Targeter pull and
Nurturing newsletter sent out 3/18-3/19.
- ROI metrics: April 15. Between April 15-30 we will pull our
first round of ROI metrics to give you an idea of sold cars.
- Regular reporting: Now that our newsletters are being
deployed from our own dashboard, Amber will report each
Friday.

22. Thank you for being a valued ADS
customer!