1. 20% Traffic 1500 2500 Interactive Web Site Sales (71%) 5 (1.7%) 25
Case Study #1 Phase 1
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
Traffic
1500
2500
20%
Closing %
Interactive
Web Site
Sales
(71%) 5
(1.7%) 25
CLOSES
LEADS
Toyota of Kirkland; December 2001 through May, 2002
(70%) 7
(40%) 10
Process
Appts. Show
Appointments

2. 20% Traffic 1500 2500 (71%) 20 (4%) 100 Interactive Web Site Sales
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
Case Study #1 Phase 2
Traffic
1500
2500
20%
Closing %
(71%) 20
(4%)
100
Interactive
Web Site
Sales
(71%) 5
(1.7%) 25
CLOSES
LEADS
Toyota of Kirkland; December 2001 through May, 2002
(70%) 28 40
(40%) 45 40
(70%) 7
(40%) 10
Process
Appts. Show
Appointments

12. 23% Traffic 1500 2500 (71%) 23 (4%) 100 Interactive Web Site Sales
Case Study #1 Phase 3
Traffic
1500
2500
23%
Closing %
(71%) 23
(4%)
100
Interactive
Web Site
Sales
(71%) 5
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. Templates – Improved verbage
5. 2-Way Pagers
6. Telephone Contact using Phone Script Training
7. Recruited, Hired & Trained 2 ISM’s
(1.7%) 25
CLOSES
LEADS
Toyota of Kirkland; December 2001 through May, 2002
(70%) 32
(45%) 45
(70%) 7
(40%) 10
Process
Appts. Show
Appointments

13. 28% Traffic 1500 2500 (71%) 28 (4%) 100 Interactive Web Site Sales
Case Study #1 Phase 4
Traffic
1500
2500
28%
Closing %
(71%) 28
(4%)
100
Interactive
Web Site
Sales
(71%) 5
(1.7%) 25
CLOSES
LEADS
1. Confirmation Call
2. Confirmation Template:
Map to Dealership
Custom Directions
Links to Automark web forms - streamlined buy process
Toyota of Kirkland; December 2001 through May, 2002
(89%) 40
(45%) 45
(70%) 7
(40%) 10
Process
Appointment Shows
Appointments

14. 30% Traffic 1500 2500 (75%) 30 (4%) 100 Interactive Web Site Sales
Case Study #1 Phase 5
Traffic
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
1500
2500
30%
Closing %
(75%) 30
(4%)
100
Interactive
Web Site
Sales
(71%) 5
(1%) 25
CLOSES
LEADS
7. Updates on Promotions
8. F&I Process – Online Menu
9. Pricing Process – Weekly Grid
10. Welcome Board - Appointments
Toyota of Kirkland; December 2001 through May, 2002
(89%) 40
(45%) 45
(70%) 7
(40%) 10
Process
Appts. Show
Appointments

15. 30% What is the name of this Dealership? Traffic 1500 2500 (75%) 30
Toyota of Kirkland
Kirkland, WA
Was: Cobalt (09/2001)
Now: Automark (10/2001)
RTS Catalyst: 17 days (5+12)
December, 2001 Internet sales = 18
August, 2002 Internet Sales = 70
August, 2002 Total Volume = 275
Owner: Michael O’Brien
IMD: Mark Burshears
Case Study #1 Summary
Traffic
After 9 months of Automark & TAS
What is the name
of this Dealership?
1500
Before Automark & TAS Consulting
2500
30%
Closing %
(75%) 30
(4%)
100
Interactive
Web Site
Sales
20%
Closing %
(71%) 5
(1.7%) 25
CLOSES
LEADS
Toyota of Kirkland; December 2001 through May, 2002
(89%) 40
(45%) 45
(70%) 7
(40%) 10
Process
Appointment Shows
Appointments