This document discusses various aspects of advertising and marketing for car sales, including: - Sources customers use for information at different stages of the car buying process and their rankings of helpfulness. - A comparison of dealer spending versus customers' preferred media sources. - Statistics on customer behavior and research online before purchasing a vehicle. - Best practices for responding to online leads and converting them into appointments and sales.

1. Salespeople Advertising $ Inventory

2. “Advertising is the science of arresting human intelligence long enough to get money from it”

3. Can they find you & can you turn it into a Lead? TV Magazine Internet Newspaper Radio Time preceding purchase of an automobile Source: CNW Marketing/Research and Time Inc. Purchase Process

4. Consumer Ratings of Car Shopping Information Sources QUESTION? Thinking about all of the sources of information used during the Beginning, Middle, Final, & Entire process, please rank order the sources according to how helpful they are? Overall, the Internet and the Dealership visit are considered most helpful throughout the entire process. Source: R.L. Polk CO., 2007 New Vehicle Shopping Media Usage.

5. Dealer Spending vs. Car Shoppers’ Preferred Media Source: NADA Data 2007 Report. R.L. Polk CO., 2007 New Vehicle Shopping Media Usage.

6. Customers Say Buying DecisionDepends on Response Time… Cobalt eBusiness Performance Study 2006

7. How do you know it works? 3. Coupon 1 2. Click Internet?

8. Who is the Advertising Mgr.? E Bay Dealix OEM Cars.com My Website

9. What are you spending Total Monthly Budget Cost per car? Cost per sale?

10. What Advertising drives traffic? Are we running Brown Bananas or “lead cars”? What do New ads look like vs. Used? Hunting vs. Farming?

11. Dealership Management Salespeople Advertising Inventory

12. Thought starters… What % of customers use the Internet before they buy (10 yrs. Ago vs. today)? What are the 2 most important pieces of Dealer real estate? Did you build the “Field of Dreams” website? What are you doing with your Internet “Ups”?

13. Fact About Internet Sales % of Customers that use the Internet for Research prior to visiting a dealership 88%

14. Fact About Internet Sales % of Customers that choose searched Dealers based on Internet Consumer Reviews 21% And rising

15. Fact About Internet Sales % of Customers that buy within 30 days of their 1st search 42%

16. Fact About Internet Sales % of Customers who use newspaper classified ads to locate a Used car 30%

17. Fact About Internet Sales % of customers that use the Internet to locate a Used car 71%

18. Fact About Internet Sales % of Customers that have not decided if they want a New or Used car when they visit a Dealer’s website 42%

19. Fact About Auto Sales % of New Car Customers that visit Dealership websites before buying 48%

20. Fact About Internet Sales % of Used Car Customers who visit Dealership websites before buying 64%

21. Fact About Internet Sales # of websites Customers visited before submitting a lead 4-5

22. Fact About Internet Sales % of Customers that were New Car Leads & bought a Used Car instead 42%

23. Fact About Internet Sales % of Customers that buy a different car than the one they submitted a Lead on 58%

24. Fact About Internet Sales % of Dealers that Follow Up only 1 time with 1 Email 55%

25. Fact About Internet Sales % of Leads sent to Dealers that go Unanswered 30%

26. Fact About Internet Sales % of Customers that submitted an Internet Lead by Email 20%

27. Fact About Internet Sales % of Customers that submitted an Internet Lead by Phone 80%

28. Fact About Internet Sales % of Calls where Salespeople quoted discounts, payments or trade value 71%

29. Fact About Internet Sales % of Calls where Salespeople didn’t ask for an appointment 84%

30. Fact About Internet Sales % of Calls where Salespeople didn’t ask for a phone # 66%

31. Fact About Internet Sales % of Calls where Salespeople didn’t ask for a Customer’s name 42%

32. Fact About Internet Sales % of Customers that submitted a Lead and actually bought from thatDealer 8%

35. 1st base – getting to the website How do they get there now? Paid leads from other websites Search Engine (Google, Yahoo) Type in the web address (how long is it?) Click on the website off their “favorites” list Can a Customer Google you? Leveraging traditional ads (on lot also)? “Farming” the database with e mails

36. 2nd base – converting a visit >lead Home Page - D.I.S.C? Clicks to Cars - Manager’s Specials? Description – Stats or “story” Pictures – many, scrolling Print me, call me, e-mail me Average is only 2%!

37. 3rd base – converting a lead > appt Why are internet leads not ups? Who is responding & # of leads? 6 days, hours, or min.? Auto response? Thanks & intro At least 1 alternative vehicle, 2 or 3 better, 1 CPO with more features A reason to buy from you Ask 2 qualifying ?’s to start dialogue Give contact info and ask customer preference ASK FOR AN APPOINTMENT Dealers Survey of Avg. Response time = 45 min. Customers Survey = 5.4 hours New or CPO? This EXACT car, or the NICEST one like it?

38. E-Mail 1st Auto response Thank you for your Automotive Internet Inquiry,our goal is to make sure that you receive quick and accurate information.. We have one of the most successful Internet departments in the Market. To better serve your Automotive needs please call us now at 1-800-234-5678. This is a direct line to your personal Internet Specialist. What if they don’t respond?

39. Phone Best Practices Who is answering the calls? Set an appointment to get them into the Dealership. Who with? What if they are not buying today?

40. Home Run – converting appts. > $ales What % of customers buy a car without coming in? Expectations when they come to the store? Trade value? Payment Calculator?

41. What are you spending? Per month? X 12? So ,who is the Advertising Manager? Cost per lead? Cost per sale?

42. Who is the Advertising Mgr.? Which #’s can we be certain of? A1.com B2.com C3.com D4.com Our Website Sales 24 24 24 55 42 $ per Sale $204 $470 $583 $854 $719

43. Keeping Score What do you do with the Leads? Leads to: Good Great Best Appts.% 50 60 70 Show% 50 60 70 Sold% 506070 Total 12.5 21.6 34.3 Cost Per $ale!