1. This case study examines the results of a dealership implementing Automark and TAS Consulting's services over 9 months to improve their internet marketing and sales process. 2. The dealership saw internet sales increase from 18 in December 2001 to 70 in August 2002 after launching their new website and refining their lead management and sales processes. 3. Total dealership volume increased from an unspecified number before to 275 vehicles in August 2002 after completing 5 phases of improvements recommended by Automark and TAS Consulting.

1. Traffic
Interactive
Web Site
Process
Sales
1500
(1.7%) 25
LEADSLEADS
(40%) 10(70%) 7
(71%) 5
CLOSESCLOSES
20%20%
Closing %Closing %
1. Market Strategy
2. Marketing Budget
3. Advertise Internal Customers (Meeting)
4. Advertise Customer Base
(Direct Mail,Telemarketing)
5. Advertise Market (URL Everywhere)
6. Showroom Merchandising
7. Direct 3rd
Party Leads to Automark Website
8. Search Engine Strategy & Active Management
2500
Case Study #1Case Study #1
Phase 1Phase 1
AppointmentsAppointmentsAppts. ShowAppts. Show

2. Traffic
Interactive
Web Site
Process
Sales
1500
(1.7%) 25
LEADSLEADS
(40%) 10(70%) 7
(71%) 5
CLOSESCLOSES
20%20%
Closing %Closing %
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 Posted
5. Trade Evaluations (KBB)
6. Financing (Toyota Technology framed-in)
7. Weekly Ads uploaded (new specials)
8. Site Forms Customized for higher submission
9. Site Text customized for search engines
10. Pop-up Window customization
4540
Case Study #1Case Study #1
Phase 2Phase 2
AppointmentsAppointmentsAppts. ShowAppts. Show
(40%) 40(70%) 28
(71%) 20

12. Traffic
Interactive
Web Site
Process
Sales
1500
(1.7%) 25
LEADSLEADS
(40%) 10(70%) 7
(71%) 5
CLOSESCLOSES
2500
(4%) 100
(45%) 45(70%) 32
(71%) 23
Case Study #1Case Study #1
Phase 3Phase 3
23%23%
Closing %Closing %
AppointmentsAppointmentsAppts. ShowAppts. Show
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 Pagers
6. Telephone Contact using Phone Script Training
7. Recruited, Hired & Trained 2 ISM’s

13. Traffic
Interactive
Web Site
Process
Sales
1500
(1.7%) 25
LEADSLEADS
(40%) 10(70%) 7
(71%) 5
CLOSESCLOSES
2500
(4%) 100
(45%) 45(89%) 40
(71%) 28
Case Study #1Case Study #1
Phase 4Phase 4
28%28%
Closing %Closing %
AppointmentsAppointmentsAppointment ShowsAppointment Shows
1. Confirmation Call
2. Confirmation E-Mail Template:
• Map to Dealership
• Custom Directions
• Links to Automark web forms - streamlined buy process

14. Traffic
Interactive
Web Site
Process
Sales
1500
(1%) 25
LEADSLEADS
(40%) 10(70%) 7
(71%) 5
CLOSESCLOSES
2500
(4%) 100
(45%) 45(89%) 40
7. Updates on Promotions
8. F&I Process – Online Menu
9. Pricing Process – Weekly Grid
10. Welcome Board - Appointments
(75%) 30
Agenda Review upon arrival
Vehicles pre-selected & ready to drive
ISM introduces Sales Specialist
SS works deal – T/O to ISM if no close
“After Best Deal” Coupon
1st
Service Appointment scheduled
using Automark web site forms
Case Study #1Case Study #1
Phase 5Phase 5
30%30%
Closing %Closing %
AppointmentsAppointmentsAppts. ShowAppts. Show

15. Traffic
Interactive
Web Site
Process
Sales
1500
(1.7%) 25
LEADSLEADS
(40%) 10(70%) 7
(71%) 5
CLOSESCLOSES
20%20%
Closing %Closing %
2500
(4%) 100
(45%) 45(89%) 40
(75%) 30
Case Study #1Case Study #1
SummarySummary
30%30%
Closing %Closing %
AppointmentsAppointmentsAppointment ShowsAppointment Shows
What is theWhat is the
namename
of thisof this
Dealership?Dealership?
Before Automark
& TAS Consulting
After 9 months of
Automark & TAS
Toyota of KirklandToyota of Kirkland
Kirkland, WAKirkland, WA
Was: 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 salesDecember, 2001 Internet sales
= 18= 18
August, 2002 Internet Sales =August, 2002 Internet Sales =
7070
August, 2002 Total Volume =August, 2002 Total Volume =
275275
Owner: Michael O’BrienOwner: Michael O’Brien
IMD: Mark BurshearsIMD: Mark Burshears