1. The document describes the results of implementing an Automark interactive website and lead management process over the course of 5 phases at Toyota of Kirkland dealership in Kirkland, WA. 2. The dealership saw internet sales increase from 18 in December 2001 to 70 in August 2002 after implementing the new website and processes. 3. Total dealership volume increased from an initial 1500 vehicles per month to 2750 vehicles by August 2002 with closing percentages improving from an initial 20% to a final 30%.

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)
4540
Case Study #1Case Study #1
Phase 2Phase 2
AppointmentsAppointmentsAppts. ShowAppts. Show
(40%) 40(70%) 28
(71%) 20
8. Site Forms Customized for higher submission
9. Site Text customized for search engines
10. Pop-up Window customization

3. 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

4. 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

5. 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
1. Agenda Review upon arrival
2. Vehicles pre-selected & ready to drive
3. ISM introduces Sales Specialist
4. SS works deal – T/O to ISM if no close
5. “After Best Deal” Coupon
6. 1st
Service Appointment scheduled
using Automark web site forms
Case Study #1Case Study #1
Phase 5Phase 5
30%30%
Closing %Closing %
AppointmentsAppointmentsAppts. ShowAppts. Show

6. 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

7. 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