Web brand management presentation dealers

Highly Confidential. Not to be copied or distributed.
Introducing the
NEXT GENERATION OF
ONLINE CONSUMER
RETAILINGAutomark Web Services
Reynolds Consulting Services

The Reynolds and Reynolds Company®
Reynolds Generations Series Solutions
 3rd
Party Buying Services
 Web Sites – Front and Back-
End
 Process Improvement —
TIPS
 Shopping Cart for Accessories
 Online Service Integration

Reynolds Generations Series Solutions
 LoyaltyLinkTM

Integrated Solution Team Members
 George Close
Vice President, Automark Web Services
 Ron Lamb
Solutions Marketing Director
 Monica Snow
Business Solutions Director, Automark Web Services
 Michael Israel
Product Manager, 3rd
 Elizabeth Close
Product Manager, Automark Web Services
 Carolyn Wright
Product Manager, Automark Web Services
 Ralph Paglia
Web Brand Management Practice Manager, Reynolds Consulting Services
 Steven Himes
Director, LoyaltyLink Solutions
 Kim McDevit
Manager, LoyaltyLink Operations

 41 of the Top 100 Dealer Groups
 836 new stores
 Double digit growth ’01 – ‘02
 Four car company endorsements:
 Nissan / Infiniti
 MINI
 Mitsubishi
 Honda
 95% renewal rate – including Asbury and Sonic
 Untapped ERA integration potential
Web Brand Management: Facts About Automark

Web Brand Management: Opportunity
 80% of new vehicle buyers use the Internet
(The Peppers and Rogers Group)
 52% of those explored a dealer’s site before visiting, up from 46%
from last year
 Only 24% of consumers indicated that they are “Very Satisfied”
(Friedman-Swift)
 #1 consumer desire = current vehicle listings and prices
 89% of dealers have a web site but only 40% believe it is effective
(J.D. Powers)
 The average dealer sells 6.5 new and 3 used cars per month
through the Internet
(NADA)
 Marketing Potential:
 3rd
 Web Sites

Web Brand Management: Agenda
 Presentation Objectives:
1. Sell market leading advantages now
2. Deliver an integrated web strategy in approach, analysis and
account reviews
3. Take dealers to the next generation of online consumer retailing
 Presentation Agenda:
1. 3rd
Party Buying Services: Generate more traffic
2. Interactive Web Sites: Advantages / What’s coming?
3. Internet sales process training: TIPS / Proven value
 Desired Presentation Outcomes:
1. Prepare and deliver a 30 second opening statement for
dealership management team meeting
2. For your Internet Dept. reviews, explain in 3 minutes how you
will integrate the TIPS process in your dealership’s strategy.

Automark Web Services from Reynolds
AWS combines products and services to
provide an integrated web-based sales
strategy taking car companies and retailers to
the next level of online consumer retailing.
“We selected Automark because Reynolds has the ability to construct the
unique tools we require to build an Internet solution that is truly ‘best-in-
class.’ We believe our dealers will be equally excited to begin using this
one-of-a-kind Web site technology that will help Toyota retailers increase
leads and better serve their customers.”
-Elton Pride
Southeast Toyota Distributors

Traffic
Interactive
Web Site
Process
Sales
1000
(5%) 50
LEADSLEADS
(25%) 12.5(25%) 3
(80%) 2.5
CLOSESCLOSES
5%5%
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,
3rd
Party Buying Services: Kelley Blue
Book, Carpoint, CarsDirect)
6. Showroom Merchandising
4000
(10%) 400
1. Easy Navigation
2. Research
3. Find a Car (Inventory Updated)
4. Used Vehicle Photos Posted
5. Trade Evaluations
6. Financing
7. Test Drive
8. Contact Us
1. Lead Management Tool
2. Auto Responder
3. Personal Responses
4. E-Mail Templates
5. 2-Way Pagers
6. Telephone Contact
7. Live Chat & Intelligent
Solutions
(50%) 200(50%) 100
1. F&I Process
2. Pricing Process
3. Sales Process
4. Introduction
5. Welcome Board
(80%) 80
. Delivery Process
. Personal Web Page
. Introduce Service
. 1st
Service Appointment
. Loyalty Package
. Update on Promotions
. Online Service Integration
20%20%
Closing %Closing %
AppointmentsAppointmentsAppts. ShowAppts. Show
1. Confirmation Call
2. Confirmation E-Mail
WHEELWHEEL

Traffic
Interactive
Web Site
Process
Sales
1000
(5%) 50
LEADSLEADS
(25%) 12.5(25%) 3
(80%) 2.5
CLOSESCLOSES
5%5%
Closing %Closing %
4000
(10%) 400
(50%) 200(50%) 100
(80%) 80
20%20%
Closing %Closing %
AppointmentsAppointmentsAppts. ShowAppts. Show
WHEELWHEEL

Proven Value:
 Dealers that integrate Reynolds’ proven
Internet sales strategies with their Web sites:
 Typically increase leads by 50% – 500%
compared to their previous solution
 Experience an average increase of 38% in
vehicle sales generated by Internet leads
 95% of Automark dealers renew
Technology Assisted Selling

Traffic
WHEELWHEEL
An integrated web retailing strategy:
Generate More Leads:
Only Reynolds sells four of the industry’s leading 3rd
Party
Buying Services:
 Blue Book Classifieds
 CarsDirect Connect
 Carpoint
 Yahoo! Autos
J.D. Power & Associates, 2002:
“Consumers still overwhelmingly rely on 3rd
Party sites for
pricing information.”

3rd
PARENT UNIQUE
AUDIENCE
REACH
%
REYNOLDS &
REYNOLDS
1. Microsoft 39,933,697 50.27  Carpoint MSN
auto channel
3. Yahoo! 34,769,532 43.77  Yahoo’s auto
channel
9. Amazon 7,016,737 8.83  CarsDirect.com
TOP CONSUMER SITES – Neilsen Ratings 2002
BRAND OR
CHANNEL
UNIQUE
AUDIENCE
REYNOLDS &
REYNOLDS
1. Kelley Blue Book 3,091,000 
4. MSN Carpoint 2,488,000 
TOP AUTOMOTIVE SITES

3rd
Dealers generate more traffic with these
premier car buying services:
1) Blue Book Classifieds: List used vehicles on
number one most visited automotive site + phone lead
tracking
2) CarsDirect Connect: Target specific markets or
“zones” with new car advertising and used car inventory
3) MSN Autos (Carpoint): Dealership branding and
priority listings of used vehicles on MSN’s exclusive
automotive channel
4) Yahoo! Autos: Used vehicle listing service on Yahoo!
exclusive automobile channel + phone lead tracking

3rd
Party Buying Services Bundled Offer
12 Months 24 Months
Buy 2 $1,560 $3,120
Buy 3 $2,520 $5,040
Buy 4 $3,600 $7,200
Plus inbound phone lead tracking at no extra charge.
Dealer Cost Savings

Why 3rd
-Party Buying Services
from Reynolds?
 3rd
party buying sites add incremental sales for dealers
 Reynolds offers your dealers the top consumer portals and
car-buying sites
 Automark Web Services handles all vehicle inventory
postings
 Automark Web Services offers one single source for service
& support – one call handles all four services
 Higher commissions for your Internet Sales Managers
1
Jupiter Media Metrix

Koons Automotive Testimonial
Click on the “Internet Sales Dept.”Click on the “Internet Sales Dept.”
sign to hear about 3sign to hear about 3rdrd
party leadparty lead
providers from Koons’ IMD…providers from Koons’ IMD…

Traffic
Interactive
Web site
WHEELWHEEL
An integrated web retailing strategy:
Provide an Interactive Web Site:
Automark provides interactive consumer
features to grab serious car buyers:
 Top 3 ‘Most Visited’ web site modules
 Utilize Kelley Blue Book, Chrome & Showroom Web
Station to keep showroom and online prospects
 Email services = dealer savings
 Pitstop & WebTrends – Manage, measure and
improve results

Inventory: #1 Visited Module
 50%-70% of a consumer’s time is spent looking at inventory
 Automark delivers robust and flexible search engine
 Inventory sent to all 3rd
party providers at no charge
 Inventory uploaded from any DMS provider
 Competitive Advantages:
 Real-time integration for ERA3 users
 Consumers cannot search themselves out of a vehicle

Electronic Brochure: #2 Visited Module
 Complete brochure information with standard features,
options, pictures and more
 Integrated with dealership’s inventory
 Customers can print a brochure online
Call-to-action
buttons offer
numerous
ways to
capture
serious leads.
Customers can view
alternate options
and features (i.e.
different trim
packages).

Specials: #3 Visited Module
 Most enhanced specials program for new and used
inventory, parts, accessories, finance, rebates, and
service
 Consumers can link to specific inventory related to
specials versus starting a new search

Finance: Drive aftermarket sales
 Extended Service Contracts
 Gap Insurance
 NetworkCar
 Protection Show
 Chemical Shows
 Lease vs. Finance
 Cash vs. Finance
 LoyaltyLink
Presents a comprehensive picture of additional
value-added products and services to dealer’s
customers.

Internet Prospects
Don’t let your online prospects get away…
 Keep customers on your site with the information they
want when buying from your dealership
 Chrome Build-a-Car
 Kelley Blue Book:
 PriceLink
 PriceLink Plus
 ReviewLink

Showroom Prospects
Don’t let your showroom customers get away…
 Showroom Web Station:
 Captures point-of-sale business
 Secure, web-based customer information
center
 Up-to-the minute inventory for all of your
locations

Email Services: Potential cost savings
 Email accounts included in our services
 Fully integrated with dynamic Forms library
 Ability to change lead assignments based on
vacation time or days off schedules
 Puts control and ownership of leads with the
dealer, rather than the sales person

PitstopTM
: Manage, measure and
improve results
 Make changes to the site real-time
 Respond to buying trends
 Jump ahead of competitors
 Access inventory and data reports
 Review web site statistics
 Access the Forms library
 Create specials, rebates and
vehicle promotions
 Direct and reroute email
accounts
 Manage security
 …and more!

WebTrends: Manage, measure and
improve results
 Provides detailed reports on visitor information, average
length of time spent on your Web site, top pages and more.
Top Exit Pages help to
identify where and why
customers are leaving
your Web site
Top Referrers offer
information on the top
search engines, URLs and
Web sites that refer
customers to your Web site
Decipher between
unique and
returning visitors
on a daily, weekly
or monthly basis

Why Automark Web Sites?
 Automark offers unparalleled, highly interactive web
site technology
 An Automark site generates more leads compared to
the dealer’s previous solution
 Up-to-date, accurate inventory on your web site and in
your showroom
 Automark provides your customers with an unbiased
source of automotive information to keep them on your
web site
 User-friendly, advanced back-end and reporting tools to
manage and measure results that matter

Traffic
Interactive
Web Site
WHEELWHEEL
The next generation of online retailing…
Make your web site MORE interactive
with new products & enhancements:
 Live Chat Technology
Intelligent Agents
 AutoCart
 Online Service Integration
 Next Generation Web Sites
 Inventory Enhancements

Intelligent Agents: More interactive
features
 Intelligent Agents:
 Gives your web
site the brain
power to better
qualify leads
 Provides natural
conversational
experience
 Pushes relevant
content to web
visitors
 Available 24 x 7

Live Chat: More interactive features
 Live Chat:
 Real-time,
interactive text chat
 Personalized
attention
 Sales people work
with web customers
almost as if face-to-
face

Coming This Year…AutoCart
 AutoCart
 Sell more manufacturer and custom accessories with
online consumer credit card billing
 Detailed reporting provided on all sales and leads
 Drives additional profits lost to decreasing sales gross
Customers order
accessories directly
from your web site.

Coming This Year…Service Integration
 Online Service Integration — Value
 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

Coming This Year…Service Integration
 Core Areas of Functionality:
 Schedule a service appointment from available dates and
times
 Provide customers with immediate appointment
confirmation
 Receive consumer specified service and repairs needed
 Coming in 2003:
 Check status of open repair order
 Pay for service bill online prior to picking up vehicle
 View vehicle service history information online

Technology Enhancements
…to keep that competitive edge!
 Next Generation Automotive Web Site:
 Provides even more control and flexibility for the
dealer
 Industry leading reliability
 Enhanced response time
 Enhanced ease of use for dealerships who don’t
have technically savvy web experts

Technology Enhancements
…to keep that competitive edge!
 Vehicle Search Engine:
 Choose from a gallery of designs for the search user
interface
 Even more consumer sizzle throughout entire web site

Why new products & enhancements?
 Separate the “tire kickers” from serious web shoppers
with Live Chat
 Help sales staff handle growing volume of leads with
Intelligent Agents
 Exciting technology enhancements will provide increased
dealer control and flexibility and overall user-friendliness
 AutoCart’s shopping cart technology will drive accessory
sales
 And additional new fixed operations profit opportunities
for dealers

Break-Out Lab Activity
 Prepare and deliver a 30 second statement
for one of the following target accounts:
a) A Nissan dealer who decided not to participate in
the Automark Web Program.
b) A dealer whose son-in-law produces the
dealership web site for free.
c) A dealer who has recently cancelled a 3rd
Party
Buying Service

Competitive Differentiators
STRENGTHS WEAKNESSES
COBALT • Leads market in number of web
sites
• Holds several exclusive car
company relationships
• Offers low end lead mgt tool
• Costly maintain multiple web sites
for car company branding
• Lack of information
• Lack of integration
• Lack of vehicle data
THIRD COAST
MEDIA
• High-end graphics and web design
• Clean, consistent navigation
• Automatic field population of
vehicle information
• Non-industry focused
• Lacks a used vehicle search
engine
• Problems with reliability
CAR COMPANY
WEB
PROGRAMS
• Better able to brand and strengthen
vehicle line-up
• Better able to provide clear
consistent messages to customers
• Lack of dealer buy-in
• Lack solutions for multi-franchise
dealers
‘MOM & POP’
ORGANIZATIONS
• Relatively inexpensive
• Local service and support /
personal business relationship
with dealer
• Lack of industry knowledge and
customer needs
• Lack of funds
• Lack of integration for dealer
inventory

Traffic
Interactive
Web Site
WHEELWHEEL
Technology Assisted Selling (TAS)…
Process
Technology + Training = Results
Turn traffic into sales and demonstrate
proven value:
 TIPS Wheel
 Internet College and In-dealership Training
 Toyota of Kirkland Case Study
People
“The greatest challenges impeding CRM success are cultural issues such as managing
employees who resist change, optimizing process and job roles, and defining business
requirements.” - The Alexander Group
Process
“Sixty percent of CRM programs fail because businesses make the common mistake
of investing in new software without changing the way they operate” -The Gartner
Group
Technology
“...if you throw new technology at bad process, you’ll end up with quicker, more
transparent bad process...” - Revolution Magazine

Technology Assisted Selling
1. Internet College:
A. 2 Day Dealer / General Manager College
B. 5 Day Internet Manager College
 High impact courses
 Best practices
 Case studies
 …and more!
2. In-Dealership Training:
 Consultants with 5+ years of automotive retail experience
 Strategy workshops
 Continuous improvement workshops
 Hands-on training
 Custom action plans
 Results!

 Toyota of Kirkland: Kirkland, WA
 Was: Cobalt (September 2001)
 Now: Automark (October 2001)
 RTS Catalyst: 17 days (5+12)
 December 2001: Internet Sales = 18
 August 2002: Internet Sales = 70 (from all lead sources)
 August 2002: Total Volume = 275
 Owner: Michael O’Brien
 IMD: Mark Burshears
 Significant improvement in results
after 9 months of TAS consulting services
TIPS Case Study: Toyota of Kirkland

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
30%30%
Closing %Closing %
Appointments ScheduledAppointments ScheduledAppointment ShowsAppointment Shows
After 9 months of
Automark & TAS

 Phase 1:
 5 days of Strategy & Process Workshops
 Management team at offsite WTDA sponsored location
 Learn how to use your Automark site to create a higher
submission rate from increased visitors to site
 Emphasis on developing an understanding of Automark
site capabilities that enhance dealership processes

Traffic
Interactive
Web Site
Process
Sales
1500
(1.7%) 25
LEADSLEADS
(40%) 10(70%) 7
(71%) 5
CLOSESCLOSES
20%20%
Closing %Closing %
1800
Phase 1
Traffic
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 Development
Phase 1

 Phase 2:
 4 Days of TAS In-dealership training and consulting
 Focused on maximizing Automark site interactivity,
content & forms customization

TIPS Case Study: Phase 2 – Improve
Interactivity
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 & prices posted
5. Trade Evaluations (KBB)
6. Financing (Toyota Technology framed-in)
7. Weekly TDA ads uploaded (new specials)

TIPS Case Study: Phase 2 – Improve
Interactivity…continued
8. Site forms customized for higher submission
9. Site text customized for search engines
10.Pop-up window customization
11.Automark site with added custom sections
12.Fleet & Internet section added to site
13.Multiple registered URL’s directed to site
14.Search Engine strategy implemented

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
(40%) 40(70%) 28
(71%) 20
Phase 2 Results
Phase 2

 Phase 3:
 4 days in-dealership consulting
 Focused on Process Development & Task Execution
 How to respond to leads submitted to site
1. Lead Management Tool – process training
2. Auto responder with links to Automark features
3. Personal responses with links to info / site features and
specific Automark functions
4. E-Mail templates – improved verbiage
5. 2-Way Pagers
6. Telephone contact using phone script training
7. Recruited, Hired & Trained two Internet Sales Managers

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
23%23%
Closing %Closing %
AppointmentsAppointmentsAppointment ShowsAppointment Shows
Phase 3 Results
Phase 3

 Phase 4:
 2 Days of TAS in-dealership consulting and training
 Focused on overcoming challenges to process execution
 Converting leads to appointments that show up
1. Confirmation call
2. Confirmation email template:
• Map to dealership
• Link to Automark “Door-to-Door” directions function
• Custom directions copied & pasted into email
• Links to Automark web features & forms:
• streamlined buying process – less time at dealer
• View inventory quoted in lead response

Traffic
Interactive
Web Site
Process
1500
(1.7%) 25
LEADSLEADS
(40%) 10(70%) 7
(71%) 5
CLOSESCLOSES
2500
(4%) 100
(45%) 45(89%) 40
(71%) 28
28%28%
Closing %Closing %
Phase 4
Phase 4 Results
Sales

Phase 5: How to interact with customers that
arrive at the dealership for their appointment
1. Agenda review upon arrival – streamlined buying process
2. Vehicles pre-selected & ready to drive
3. Internet Sales Manager introduces Sales Specialist
4. SS works deal – T/O to ISM if no close
5. “After Best Deal” coupon (from Automark site pop-up)
6. 1st
Service Appointment scheduled using Automark web site
7. Updates on promotions, incentives & special events
announced via Automark web site “Custom Pages”
8. F&I process – online menu of Financial & Aftermarket Products
9. Pricing process – weekly markup % grid by model line
10. Welcome Board – appointments

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 %
Phase 5 Results
Sales

Voss Automotive Testimonial
Click on the “Process” Gears to hearClick on the “Process” Gears to hear
about Reynolds Consulting Servicesabout Reynolds Consulting Services

Break-out Lab Activity
For your next scheduled Internet DepartmentFor your next scheduled Internet Department
review, explain in 3 minutes how you willreview, explain in 3 minutes how you will
integrate the TIPS process in the assessment ofintegrate the TIPS process in the assessment of
your dealership’s online retailing strategyyour dealership’s online retailing strategy

Summary: Why Automark?
Industry-Leading Solutions:
 Brand ProtectTM
Technology:
 “Smart” filter-like technology
 Dealers can satisfy car company web initiatives with one web
solution
 Content Enriched:
 Web sites provide customers with information needed to make
an informed decision
 One-stop shop for serious car buyers
 Integration:
 Real-time integration with ERA 3
 Offers integration with all major Dealer Management Systems
 Vehicle Information and Photos:
 Powerful Data Extraction Engine explodes VIN to capture
explicit vehicle data prior to placing vehicle on dealer’s site

Summary: Why Automark?
Industry-Leading Solutions:
 Industry Focus:
 Provides services to over 2500 customers
 Energy, resources and web solutions solely devoted to the
automotive retail industry
 Search Engines:
 Industry-leading, customizable search engines
 Does not allow customers to search themselves out of a
vehicle
 Customized Consulting:
 Customized consulting to built around the dealer’s unique
situation
 Dealers select which areas they want to focus on
 Service & Support:
 World-class customer service and support available 24 x 7
 Dedicated teams for each dealer
 New West coast team

Web Brand Management: Wrap-Up
 Key Points:
1. Dealers experience a 50% - 500% increase in leads when
technology is combined with process
2. 95% renewal rate proves Automark value to dealers
1. TIPS: Use in evaluation approach and dealership
reviews
 Traffic - Only Reynolds sells four of the industry leading 3rd
 Interactive web sites - Deliver what consumers want and
bring qualified leads to dealership
 Process - Help leverage technology with improved sales
processes
 Sales – Results that matter

Web Brand Management: Wrap-Up
 Key Points:
4. Exciting new capabilities to drive both
front end and fixed operations profits
 Live Chat, Intelligent Agents
 Shopping Cart
 Online Service Scheduling
 Chrome, PC Car Book, KBB Price Link
 3rd

Automark Demo Site
AUTOMARK DEMONSTRATION WEB SITE:
www.automarkdemo.com
User ID: automarkdemo
Password: reynolds
Domain: amarkcom

IN-BOUND OUT-BOUND
PHONE • MAIL • eMAIL
100%
Dealerships forego revenue and miss
opportunities due to several in-bound
and out-bound leaks…
 Internet Buying Services
 Showroom Web Station
 Kelley Blue Book
 Carpoint
Yahoo! Autos
 Call Tracking
 Interactive Web sites
 Live Chat and
Intelligent Agents
 Integrated email
 Shopping Cart Technology
 Online consumer credit
Card billing
 Online Service Integration
Automark:
Linking Points to 7 CRM Profit Leaks
 Customizable Forms allow
links to broadcast emails for
targeted marketing response
 Functional web site sections provide
links for emails to unsold Showroom,
Phone & Internet customers

Web Brand Management:
“Taking it to the street…”
 Linking Points to Dealer Value Propositions:
 Get the best in class integrated CRM solution from
Reynolds Automark + CRM + Training and Consulting
 Help dealers drive F&I, fixed operations profits, and CSI with
Automark consumer solutions
 Leverage Your Investment:
 Automark works with ERA 2, ERA 3 and all other DMS providers
 Upgrade to ERA 3 and get real-time vehicle inventory
 You Can Count on Reynolds:
 Automark will pull vehicle inventory from LSE
 3rd
Party Buying Services – An unmatched opportunity for advertising
 Reynolds Consulting Services – Proven to produce
more sales at higher gross profit margins
 Advanced Automark – New features, enhancements & capabilities

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