Ford Dealer Lead Management's

2007 Digital Marketing Conference

ADP Digital Marketing

Ralph Paglia
Director - Digital Marketing
OEM & National Accounts
Cell: (505) 301-6369
Ralph_Paglia@ADP.com

END-to-END RETAILING SOLUTIONS

FIND - ATTRACT

Website / Digital Marketing Solutions

CRM Solutions

MEET and GREET

Desking Solutions

NEGOTIATION

Menu Selling Solutions

PRESENTATION

Credit Solutions

CREDIT ACQUISITION

F&I / Digital Contracting

Solutions

CONTRACTING
OWNER LOYALTY

CUSTOMER DATA
Data Solutions

VEHICLE DATA
Veh Mgmt / Analytics

CRM Solutions
Outsourced Options

Web Experience = In-Store

Integration

RESULTS MADE EASY

TAKE ADVANTAGE
OF THE INTERNET

KEEP SATISFIED
CUSTOMERS

DIGITAL MARKETING
STRATEGY

CUSTOMER LOYALTY
SOLUTIONS

COMPLETE DIGITAL
MARKETING SUITE

LEAD MANAGEMENT

WEBSITE SOLUTIONS

BDC SOLUTIONS
TARGET MARKETING

SEARCH ENGINE
MARKETING

DATA SOLUTIONS

AUCTION MANAGER

MANAGED LOYALTY
SOLUTIONS

CURRENT MARKETING PRACTICE

OPPORTUNITY
2007 AUTO BUYER

1/10

TV & RADIO
FEW LEADS

3/10

PRINT

7/10

INTERNET

PRODUCING
LESS THAN
DESIRABLE
RESULTS

DILUTED
OPPORTUNITY

90% of Ad Budget
Customers
10% of Ad Budget
Customers

focused at

WHY?

focused at

30% of
70% of

relying on 3 Party Lead Providers

who send same lead to your dealership and others
rd

[ HOME ]

Consumers are spending more time Online

Weekly Consumer Media

Consumption

Online = 14 Hours
TV = 14 Hours
Radio = 5 Hours
Reading Books = 3 Hours
Reading Newspapers = 2 Hours
Reading Magazines = 1 Hour

DIGITAL MARKETING STRATEGY

STRATEGY
2007 AUTO BUYER

1/10
3/10
7/10

TV & RADIO

HIGHER
QUALITY
HIGHER
CLOSING %

PRINT
INTERNET

STRATEGY

MORE LEADS
ON OWN

HIGHER
GROSS
LOWER COST
PER LEAD

25% of Ad Budget focused at

70% of
Customers
Dealer becomes regional buying service
Dealer generates more high quality leads on own
Dealer quickly captures higher share of online market
[ HOME ]

DIGITAL MARKETING STRATEGY

FOCUS ON RESULTS
Increased traffic
Increased sales & profit

PROVEN

Higher close rate / lead

Higher gross
Improved CSI
Lower cost per sale
More business in all profit centers
New / Used / F&I / Service / Parts

[ HOME ]

DIGITAL MARKETING SOLUTIONS

COMPLETE
DIGITAL MARKETING SYSTEM
[ click ]

MARKETING
eMail Marketing
Multimedia eMail
Virtual Test Drive

Voice Mail Mktg

Traditional Mktg
SEO

Virtual Dealership
All Dealership Profit Centers
Multimedia Capability

eCRM

Transact Business Online

Virtual Storefront for All Profit Centers
Embedded Consumer Research Tools
Unique Integration

[ click ]

Generate More Leads

High Visibility Search Placement
High Quality Organic Dealer Leads
Increase Regional Market Pull

[ click ]

AUCTION MANAGER
Targeted
Multimedia
Buzzmail Suites

STRATEGY
Strategy Plan
Mktg Blueprint
Training

WEBSITE SOLUTIONS

SEARCH ENGINE MARKETING

WEBSITE

Virtual Mktg Mgr

Virtual Phone
Ad Tracker

ADDITIONAL SOLUTIONS

Open Additional Sales Channels

Produce Incremental Sales
eBay Consumer Auction
Inventory Integration

[ click ]

Digital Marketing
Bootcamp
Consulting Opts
[ HOME ]

BZ DIGITAL MARKETING DESIGN SERVICES

COMPLETE
DIGITAL MARKETING SYSTEM
MARKETING
eMail Marketing
Multimedia eMail
Virtual Test Drive

Voice Mail Mktg

Traditional Mktg
SEO

[ click ]

WEBSITE
Virtual Dealership
All Dealership Profit Centers
Multimedia Capability

eCRM
Virtual Mktg Mgr
Virtual Phone
Ad Tracker

Targeted
Multimedia
Buzzmail Suites

STRATEGY
Strategy Plan
Mktg Blueprint
Training

Digital Marketing
Bootcamp
Consulting Opts

MORE TRAFFIC
MORE SALES
HIGHER CSI
HIGHER VISIT-to-LEAD CONVERSION
HIGHER LEAD-to-SALE CONVERSION
HIGHER GROSS
[ SOLUTIONS ]

[ HOME ]

BZ DIGITAL MARKETING DESIGN SERVICES

COMPLETE
DIGITAL MARKETING SYSTEM

Coordinated
Customer
Contact

SALES
SERVICE
RENEWAL

[ SOLUTIONS ]

[ HOME ]

DYNAMIC WEBSITE SOLUTIONS

DYNAMIC WEBSITE
KEY / UNIQUE FEATURES
WEBSITE SOLUTIONS
Transact Business Online
Virtual Storefront for All Profit Centers
Embedded Consumer Research Tools
Unique Integration

MORE TRAFFIC
MORE SALES
HIGHER CSI
ENGAGE ONLINE CUSTOMERS
INTEGRATE TO CORE BUSINESS
TRANSACT BUSINESS ONLINE

VIRTUAL
DEALERSHIP

All Dealership Profit Centers

Multimedia Capable
Search Engine Optimization

INVENTORY
PUBLISHING

Enhanced Vehicle Galleries

Auto-Update Consumer Portals
Enterprise Management **

CONSUMER
TOOLS

Consumer Self-Service
Quote Builder **
Service Scheduling

INTEGRATION

DMS Inventory Service / Parts

Lead Mgmt
eBay Motors **
CRM **
Transact Online **
[ HOME ]

DYNAMIC WEBSITE SOLUTIONS

Dynamic Website

Dynamic Website Premier

Virtual
Inventory
Lead
Storefront
Consumer
Research
Advanced Vehicle Media

Publishing
Tools Manageme
Online
Transactions

nt

[ SOLUTIONS ]

[ HOME ]

DYNAMIC WEBSITE SOLUTIONS

Integration
Consumer Tools
Transact Business Online

Quote
Builder

Online Inventory
Trade Valuation
Vehicle History Reports
Vehicle Configurator
Online Credit App

BUY

w.e.b.Desking
w.e.b.Credit
w.e.b.Suite F&I
Real-time integration

w.e.b.CRM
[ SOLUTIONS ]

[ HOME ]

DYNAMIC WEBSITE SOLUTIONS

[ SOLUTIONS ]

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DIGITAL MARKETING CAMPAIGN MANAGEMENT

SEARCH ENGINE MARKETING

Generate More Leads
High Visibility Search Placement
High Quality Organic Dealer Leads
Increase Regional Market Pull

HIGH VISIBILITY, PAY-PER-CLICK and PAY-PER-THOUSAND IMPRESSIONS TEXT and RICH MEDIA
AD PLACEMENT IN MAJOR SEARCH ENGINES and GEO-TARGETED NATIONAL WEB SITES

Keyword Targeted Campaigns

Site Targeted Campaigns
Rich Media Ad Designs
OEM Compliant Landing Pages
Content Relevant Deep Links
Full Reporting Services
Account Management
Key Phrase Relevance
Regional Search Market
Qualified Leads
Higher Conversion

MORE TRAFFIC = MORE LEADS = MORE SALES

[ SOLUTIONS ]

[ HOME ]

DIGITAL MARKETING CAMPAIGN MANAGEMENT

WE SUPPLY THE RIGHT PEOPLE
Dedicated Digital Marketing Analysts
Years of Experience in many verticals

SEARCH ENGINE CAMPAIGNS

Generate More Leads
High Visibility Search Placement
High Quality Organic Dealer Leads
Increase Regional Market Pull

Consumer / B2B, International

Automotive sales / leads

SEARCH ENGINE OPTIMIZATION

Maximizing Results for 1,000+ websites
Up to 35% of leads from Organic Search

PAID SEARCH MARKETING

Manage over $4 million ad spend
Google, Yahoo certified Search Marketing Team
Sophisticated tools campaign / bid management

MEASUREMENT
Omniture Analytics on demand reporting
Monthly Search Analysis

Links, rankings, campaign suggestions, leads

Monthly Competitor Analysis

Conversion analysis

DIGITAL MARKETING SEMINARS

Teach Digital Marketing Techniques to
Dealers, Internet and Marketing Managers
Train Dealers to empower in-house campaigns

Setting up dealership Google AdWords accounts

Creating and deploying text and image based ads
Analyzing Reports and Campaign Metrics
Integrating Online with Offline Campaigns
[ SOLUTIONS ]

[ HOME ]

ADP Digital Campaign Managers use Sponsored Link, Image and Media
Rich Ads that appear in search results and within thousands of web sites
Our Digital Campaign Managers work
with dealers to develop Keyword and
Content Targeted Search Campaigns,
along with Media Enriched Site
Targeted Campaigns

Keyword

Site Targeted

We use a Googles AdWords account for each dealer to reach online car buyers at
the moment when they're looking for a new or used car. Using both text based
sponsored links and display ads, the Google Network reaches more than 80% of
online car buyers.* Our in-house designers create dealer ads, then use either key
search words or designated web sites to target which people see specific ads. For
display ads we manage a dealers bids for Cost per Thousand (CPM) impressions for
each of the third party web sites we target

DIGITAL CAMPAIGN MANAGEMENT CASE STUDY

HIGHER
QUALITY

MORE
TRAFFIC

LOWER COST
PER CLICK

LOWER
TOTAL COST

ADP Digital Campaign Management allows dealers to identify specific campaigns and
review objective KPIs to evaluate advertising ROI

CASE STUDY: Courtesy Chevrolet Chevy Price Quote Digital

Marketing Campaign From 12/1/2005 through 3/31/2006:

33,257,657 Car Shopper

Impressions Generated
29,528 Car Shopper Visits
to Courtesy Chevrolet web
sites, landing pages and
micro sites
2,248 Electronic Leads and
Phone Calls Generated
174 Vehicles Sold
34% Reduction in
Advertising Cost PVR

$71,801.30 was invested

into Keyword & Targeted
URL Campaigns
$2.16 CPM Average
$2.43 CPC Average
$31.94 Average Cost per
Lead Generated
$412.65 Average Cost Per
Vehicle Retailed (PVR)*
*$620.55 = Courtesy Chevrolet Advertising PVR 2005

ADP Digital Marketing Campaign Managers work closely with dealers to monitor where and
when campaign results are showing up as sales

We coach dealership managers on how to review Digital Marketing Campaigns

and opportunities by categorizing the leads generated, then looking at volume
within each campaign category, percentage invalids and tracking all sales.

SEARCH ENGINE MARKETING CAMPAIGNS

SEARCH ENGINE MARKETING

Generate More Leads
High Visibility Search Placement
High Quality Organic Dealer Leads
Increase Regional Market Pull

MORE TRAFFIC
MORE SALES
[ SOLUTIONS ]

[ HOME ]

DIGITAL MARKETING AUCTION MANAGER

AUCTION MANAGER
Open Additional Sales Channels
Produce Incremental Sales
eBay Consumer Auction
Inventory Integration

EXTEND
MARKET
REACH
MORE
SALES

Reach online auction consumers

INCREMENTAL
Promote quality brand image
SALES
Market units in multiple locales
HIGHER
PROFIT

INVENTORY
INTEGRATION

Reduce units sent to Wholesale

Reduce aged units in stock
Easily Post to Auction
Reduce Administrative Time
Increase Productivity

PROFIT
SAVER
[ SOLUTIONS ]

[ HOME ]

DIGITAL MARKETING RESULTS MADE EASY

TAKE ADVANTAGE
OF THE INTERNET

[ HOME ]

CUSTOMER LOYALTY MANAGEMENT

COMMUNICATE THROUGHOUT THE CUSTOMER LIFECYCLE

Solutions
For each part of the
Customer Lifecycle

Driving Proven Results

Increased CSI
Higher Sales
Higher Profitability
Reduce Advertising
Higher Returns

DEALER IN-HOUSE
SOLUTIONS
[ click ]

MANAGED OUTSOURCE
SOLUTIONS
[ click ]

[ HOME ]

KEEP SATISFIED CUSTOMERS

FINDING

SELLING

Follow-Up Activity

Deal Negotiation

Customer Management
Log My Lead
Reverse Phone Lookup
360 Customer View
Desk / F&I Integration
Showroom, Web, Phone
Capture Customer Info
EZ Desk Log

Delivery

Desk / F&I Integration

Worksheet

Daily Work Plan

Personalized
Appointment Handling

Sales Opportunity

KEEPING

Internet Lead Mgmt

Website Solutions
Internet Lead Providers
Deal Builder
Sales / Service

CSI Communication
Upsell Opportunity
Sales-To-Service Activity

BDC Solutions
Cadenced Communication
Sales Activity Triggers
Service Activity Triggers
Phone / Letter / eMail

Target Marketing
Marketing Campaigns
Sales / Service Activity
Direct ROI Measurement
Output Fulfillment
Service Opportunity

Owner Contact
End of Term / End of Warranty
Targeted Offers
Customer Segmentation

Service Reminder
CSI Communication
Targeted Offers

[ SOLUTIONS ]

[ HOME ]

DATA SOLUTIONS

SELECT ADVANTAGES

Success Starts with Quality Information

Capture Customer Info
Reverse Phone, Log My Lead, Customer /
Prospect Matching

360 Customer View

Enterprise-wide; Sales and Service;
Vehicle Ownership; Household Information

Enhanced, Clean Customer Data

DataFresh; Quality Installation

Customer Data Import

BENEFITS

Generic Import Tools; OEM Sales Leads

Capture more leads

Increase data accuracy
Improve employee productivity
Increased customer satisfaction
Increase customer response
[ SOLUTIONS ]

[ HOME ]

w.e.b.CRM
Close More Deals Profitably with
an Integrated Workflow
Online Leads
SELECT ADVANTAGES

Lead Management; 3rd Party Lead Sources;

OEM Sales Leads; Dynamic Website Integration

Phone Leads
Outbound Click-To-Call; Inbound Screen Pops;
Measure Contact Performance

Desk the Deal

Easily Share Data From Lead to Sales Desk;
Store All Quotes; Deal Presentation

Credit and Contracting

Securely Capture Credit Application; Print
Deal Worksheets; Appraisal Forms

Data Integration
Single Data Entry; Consumer Self-Paced Entry;
Online Showroom Desk / F&I Lender

BENEFITS
Streamlined sales process
Enhanced customer service
Improved profitability
[ SOLUTIONS ]

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w.e.b.CRM
Convert More Leads to Sales

SELECT ADVANTAGES

BDC
Unlimited Contact Programs; Automated Tasks;
Phone, eMail, Direct Mail

Service
Service Follow-up; Service Reminders;
Extended Service Contracts

Owner Contact
Renewals; Surveys; Marketing Campaigns;
Coupons; Lost Sales

Daily Workplan
Daily Generated Plans; Online Management;
Goals Tracking; Training

BENEFITS
Incremental Sales Business
Incremental Service Business
Increase Employee Performance
Increase Manager Effectiveness

[ SOLUTIONS ]

[ HOME ]

w.e.b.CRM

SELECT ADVANTAGES

Generate More Opportunities and ROI

Target Marketing
Campaign Management Tools; Target Owner
Base Opportunities; Design On Demand

Premier Consultants
Dedicated CRM / Marketing Consultant; Analyze
Data; Identify Trends and Opportunities; Execute

Measure Results
Automatically and Directly Measure Results;
Identify Profitable Campaigns;

BD College
Extensive Curriculum for BDC Management,
Sales Process, eBusiness, CRM Effectiveness

BENEFITS
Generate More Opportunities
Incremental Sales
Incremental Service Business
Increase Employee Performance
Increase Profitability

[ SOLUTIONS ]

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w.e.b.CRM

SELECT ADVANTAGES

Customer Care
ADP CRM Installation
Installation Team focused on Data Quality,
User Training, CRM Results

ADP CRM Training

Pre-Install Consultation; Process Champion;
Onsite User Training; Online COACH Traning

ADP CRM Support

Dedicated CRM Support Staff; Online CRM
Support Channel;

w.e.b.CRM User Community

Online Community of ADP CRM Users; Daily
Publications; Reference Library

BENEFITS
Generate results quickly
Sustain results over time
Single-source provider
Customer Satisfaction
[ SOLUTIONS ]

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MANAGED LOYALTY SOLUTIONS

COMMUNICATE THROUGHOUT THE CUSTOMER LIFECYCLE

PROSPECT

POST-SALE

NEXT SALE

SERVICE
[ SOLUTIONS ]

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CustomerTouchsm will help you.

Increase Sales and Service Revenue

Decrease NO SHOW business
Improve customer satisfaction scores
Reduce parts obsolescence and returns
Amplify employee productivity
Build customer loyalty
[ SOLUTIONS ]

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Why ADP CustomerTouch?

CustomerTouch is the ONLY truly integrated,
real time customer communication solution
available for your ADP DMS!
Fixed monthly pricing
Secure - No data extraction from DMS
Real Time ROI Reporting
Real Time Service Reminders- sent out daily
Integrates with DMS and CRM
US Based Call Center- Live Voice Solutions
[ SOLUTIONS ]

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PROSPECT

POST-SALE

SERVICE

Welcome to Service Letter

[ SOLUTIONS ]

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Service Reminder Postcard Front

[ SOLUTIONS ]

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Service Reminder Postcard Back

[ SOLUTIONS ]

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Service Reminder eMail

[ SOLUTIONS ]

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CSI/SSI Live Voice Survey

[ SOLUTIONS ]

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MANAGED CAMPAIGNS
FT Summer 07

RENEWALS
PROMOTIONS
SEASONAL
SERVICE SPECIALS
AT RISK CUSTOMERS

NEXT

Ralph Paglia
Director - Digital Marketing
OEM & National Accounts
Cell: (505) 301-6369
Ralph_Paglia@ADP.com

Digital Marketing Campaign Management

GM Co-Op Compliant Landing Page Designs