Gould Composite Handout Booklet For Dealers

Volume 6 • Issue 8

SusanGivens

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If your dealership has a Web site, but it is not generating results—not building value and increasing revenue in all the profit centers within your dealership—it’s probably time to look for a professional online marketing firm to customize a digital marketing strategy that’s right for you. If you’re like most dealers who are searching for a marketing partner, the choices can be overwhelming. At the 2008 NADA Convention, held in San Francisco last month, I was astonished at the 700 exhibiting companies showcasing the latest industry products and services. In our ongoing commitment at AutoSuccess to assist dealerships by providing innovative, solution-based resolutions to help them increase sales, profits and customer satisfaction, I have many opportunities to engage with not only hundreds of dealers from across the country, but with many digital marketing vendors as well, all who are striving to successfully leverage the power of the Internet and capitalize on effective digital marketing initiatives to drive results for car dealers. Top-performing dealers have successfully partnered with digital marketing firms, harnessing their knowledge, experience and resources to achieve continued success. Dealers who have implemented advanced digital marketing platforms are generating substantial returns on their investments and are promoting all profit centers—New, Used, F&I, Parts and Service—for less cost than traditional advertising media.

It may not be important to be the best marketer; but it is important to hire one of the best. When selecting a marketing firm, keep in mind that you are establishing what should be a long-term business relationship, and these are always built on trust. When

looking for a partner to aid your dealership in increasing leads, sales, profits and customer loyalty, you probably will look for a firm with advanced technology capabilities in order to use the Internet to grow your business. In the highly competitive online automotive industry, I have discovered that it takes more than just technology to drive business to your dealership—It takes automotive marketing savvy. One such marketing firm that is currently helping dealerships across the United States and Canada find, sell and keep more customers profitably is BZ Results, an ADP Company.

A recent acquisition by ADP has placed BZ Results in a new class with the ability to reach dealers worldwide. I visited with Daymond Decker, product marketing and development manager at BZ Results, to gain some insight into the BZ processes and offerings that top-performing dealers are using to increase traffic and generate more revenue into all departments of their dealership. “The goal of BZ Results Digital Marketing System is three-fold: to aid dealerships by creating more quality traffic while reducing costs; to increase sales by increasing closing percentages, average gross profits and CSI;

and to drive loyalty and frequency to sales and service departments,” Decker said. He shared the following key elements of the BZ strategy.

The Solution at a GlanceBZ Results realizes that buying a vehicle is an emotional experience, and they have designed their digital marketing strategy around this truth. The BZ system WOWs the customer by giving them more than just information and static text. Instead, they engage their customers by giving them a unique purchase experience through high-impact digital marketing tools like animation, 3D, Flash, video, eNewsletter and Live Chat to capture prospects. In short, the BZ solution builds value in the people, the product and the process, driving revenue to all profit centers within the dealership.

I found that one of BZ Results’ core secrets is a comprehensive five-phase process to help dealers achieve their goals and complete their mission: 1. Define, 2. Design, 3. Develop, 4. Deliver, and 5. Measure and Improve.

Comprehensive and Complete SolutionSo what makes BZ Results unique? I have found that BZ offers one of the most comprehensive and complete digital marketing systems available on the market. Capitalizing on the power of the Internet to market dealerships, their staffs and their products, BZ offers the following arsenal of digital marketing solutions:

BZ Custom Web SitesThe BZ Virtual Dealership promotes all of your dealership’s profit centers on the Web 24 hours a day, seven days a week—New, Used, F&I, Service and Parts. BZ’s Virtual

PROMOTING ALL PROFIT CENTERS WITH RESULTS. PERIOD.

Dealership builds value in your dealership, people and products. Skilled programmers can take your site beyond the templates offered with custom designs, splash pages, animation, audio/video extras and more. BZ’s award-winning sites feature high-end graphics, animation and 2D and 3D graphics, and many other interactive features like online credit apps that create an incredibly positive experience for the automotive customer and a positive result for the dealer. Each site comes with a Content Management system which facilitates edits to your Web site with an easy-to-use tool than anyone can use to create and edit specials, dealership information, inventory information and more. A handy BZ Lost Customer Coupon System captures customers’ contact information by offering them a printable discount coupon.

Bonjour! Hola! To accommodate their rapidly growing number of clients spanning North America, BZ Web sites are now offered in English, Spanish and French.

Bobby Tasca III of Tasca Auto Group shares in the excitement of the BZ Web site design. “Our Virtual Dealership is designed around our mission to serve our customers, and in so doing, it generates massive amounts of Internet leads and phone traffic,” said Tasca III, “Our customers rave about our Web site because they can research, build and compare cars, view new or pre-owned vehicles, buy parts, schedule service appointments and more.”

As a result, Tasca currently sells 100 online units per month, and customer surveys conducted by the dealership show that up to 80 percent of their customers say that the Tasca.com Virtual Dealership influenced their buying decision.

BZ Virtual SalespersonDelight your online shoppers with the BZ Virtual Salesperson, a video tour guide that leads your customers through the Web site (available in English, Spanish and French). Many dealers have opted for tour guides presented by celebrity hosts like Ali Landry.

BZ Online InventoryI am sure your dealership takes great care in assuring that the inventory on your lot is the best it can be. Your online inventory is just as important. BZ has an entire suite that includes solutions to help you manage your online inventory efficiently and professionally. The BZ Virtual Inventory module promotes every model available and never tells your customers you do not have a vehicle in stock. This module moves each customer through the steps of the sale including scheduling a test drive, applying for credit, getting a trade evaluation and more. BZ Buzzlot Inventory Manager module enables the posting and display of your actual inventory in your Virtual Dealership. This module automatically extracts inventory data from your DMS and allows customers to submit multiple inquiries for specific vehicles. BZ

Buzzlot module features a VIN decoder, 15,000+ stock image library, and a Web-based management tool to edit information from any location. BZ Automated Specials Updater module automatically updates your specials and aging inventory to be displayed within your Virtual Dealership. The BZ Automated Notification System will notify customers of any new vehicles that are a close match for what they want, and with the BZ Inventory Leak Stopper module, you can capture customer’s e-mails when they leave your pre-owned inventory search without submitting a lead. BZ Credit OnlineToday’s customers are demanding and enjoy conveniences like being able to apply for credit online from the privacy of their own homes. Dealerships can increase their finance lead conversion with Credit Online, a step-based finance application plug-in with dealer-controlled pre-approval rules based on real-time receipt of the Consumer Credit Report. A Virtual Presenter guides customers through the process of completing an online application from the convenience of their home, utilizing a secure environment for sensitive customer data. A customer account saves the finance application for review, edit, or withdrawal. This module allows your prospects to get instant online approvals.

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FScan view the live inventory that matches with the vehicle they built.

BZ Auction ManagereBay is the world’s most popular online auction site, and BZ Auction Manager provides your dealership with all the tools needed to sell your new and used slow-moving inventory on eBay. BZ Auction Manager not only puts your new and pre-owned products up for sale, it does so with advanced technologies that strengthen your presence while simplifying the process.Add sales appeal with audio, video and slide shows. Save time with automated inventory and photo integration with your data provider. Take control by scheduling

or saving auctions for later listing. Keep track of bids and bidder activity. Create and manage a professional Web presence and maximize your auctioning ability with this robust technology.

BZ Virtual Sales ManagerThe BZ Virtual Sales Manager is a module that helps salespeople and managers solve the most common challenges on the showroom floor that hurt sales, profits and customer satisfaction. The BZ Virtual Sales Manager has multimedia presentations that build value in all areas of your dealership. These presentations are made available for your showroom customers via kiosks or plasma screens strategically displayed in your sales, finance, service or parts departments.

BZ Multimedia BuzzMailsand E-mail MarketingBZ offers the most comprehensive collection of media-enriched mini-commercials called BuzzMails. Use these traffic generating promotions campaigns for monthly, seasonal and sales events. A custom suite of animated BuzzMails include “Why Buy,” “Why Service,” “Certified Pre-Owned,” and many more BuzzMails that automatically respond to all lead types. The BuzzMail library has a full suite of promotional BuzzMails for every holiday and virtually any sales event you can imagine, such as an SUV Sales Event or Key for Key Sales Event, etc.

Drive business into your Service Department with animated Sold Follow-up, Service

Marketing and Aftermarket BuzzMails. Paragon Honda in New York has had great success with BuzzMails, and e-mail marketing has been a critical component to their success. Their BDC has had incredible results from targeted bulk e-mail marketing, generating up to 40 extra units sold from a single campaign without spending any extra money on advertising. “We recently sent out an e-mail promotion to 80,000 addresses in our database. It took our Internet Manager 25 minutes to create and the cost was zero dollars,” said Vice President Brian Benstock. “Other dealerships probably spend up to $10,000 to send out 15,000 pieces. We sent out 80,000 BuzzMails and it took no time, no additional money and it generated outstanding results.”

BZ WebCrawler E-mail AppendBZ WebCrawler enables you to seamlessly migrate your valuable offline customers online. By matching an e-mail address to your customer within your DMS or CRM database, you ignite new possibilities for more intimate, more profitable relationships. The solution includes over 70 million e-mail addresses, all of which are 100 percent opt-in. Since BZ WebCrawler only compiles those sources with opt-in permission, you can immediately start an online dialog with your customers. Decker reports that you can expect match rates between 10 to 20 percent on average. BZ WebCrawler has emerged as an industry leader in managing, understanding and setting standards for privacy within the e-mail channel.

BZ Search OptimizationSEO is a fundamental element of every Web site designed by BZ Results with the goal of advancing the Web site by improving the position of its organic search results for a wide variety of relevant keywords. BZ Search Engine Optimization submits your optimized site to a large number of search engines to make your site more attractive

“We sent out 80,000 BuzzMails and it took no time, no additional money and it generated outstanding results.” - Brian Benstock, Paragon Honda

to search engines like Google, Yahoo and MSN. Your search engine listings will increase traffic to your Virtual Dealership, showroom, phone and fixed operations by jumpstarting your campaign with immediate placement for key phrases on top-tier search engines. BZ boasts that your dealership will receive the absolute latest SEO strategy in the automotive industry, extensive reporting and constant improvement in both your Web site performance and search engine ranking. BZ Results’ success comes from using cutting-edge optimization techniques and sophisticated performance monitoring with frequent adjustments for maximum optimization. The results aid your dealership in striving for leadership within your geographic region.

Search Engine CertifiedYou can trust that all BZ Search Engine professionals are Google AdWords certified and highly trained to utilize the most powerful techniques and technologies for driving targeted traffic to a Web site. These experts have passed a demanding exam, as well as proven their proficiency by managing Google AdWords campaigns for clients for a minimum of three months. Qualified Google AdWords professionals can effectively design and manage the most efficient solution for their clients.

BZ Search MarketingBZ pioneered the technology of Search Marketing in the automotive industry, and BZ professionals possess a vast working knowledge of the automotive industry and have a strong level of experience in contending online for competitive automotive search terms within different markets. Their basic knowledge of trends, along with cutting-edge technological advances, drive the most successful online automotive marketing initiatives. Benefits include keyword phrase research — using sophisticated analysis tools — BZ will develop the ideal set of code editing to promote your site, first page placements among the major search engines, optimal keyword selection for your market, and detailed ranking reports displaying your results among engines like Google, Yahoo and MSN.

BZ Digital Advertising CreativeThe BZ Digital Advertising solution is a soup-to-nuts implementation of everything dealers need to perform like a pro on the Internet to attract and engage more leads than ever thought possible. The solution includes: the creation of high-end, media-enriched graphic or video banner ads and micro sites that highlight key “in market” consumer buying behaviors to capture very

targeted consumers; search engine marketing to deliver high-quality leads directly to your Web site; Pay-Per-Click advertising to reach a broader audience searching for vehicles using specific key words, providing the best results at the lowest cost; and your own personal digital advertising consultant — someone who has years of experience in this discipline — who will plan, execute and measure the results on a monthly basis for you.

BZ Online Advertising NetworkThe power behind the BZ Digital Advertising solution is its premier Advertising Network, which includes hundreds of popular Web sites, provides maximum exposure for your dealership, generates high lead conversion rates, and guarantees premium placement on the sites your shoppers visit most frequently. These sites are geographically and demographically targeted to your dealership and include online local newspapers and other popular sites where the customers in your area are visiting like ESPN, Martha Stewart, and Car & Driver.

BZ Micro Sites and Landing PagesBZ design teams capitalize on the selling opportunities the Web affords by developing

vehicle-specific, keyword-rich micro sites and landing pages to successfully drive more targeted traffic through to the main dealer Web site. As a companion to digital marketing initiatives, BZ’s top quality micro sites and landing pages are optimized for search engines and take on a presence beyond your initial marketing campaign. Professionally designed creative builds brand, respect and trust, resulting in higher-quality conversions.

Omniture AnalyticsDealerships are unique and, in many cases, require customized reporting. BZ offers Omniture Site Catalyst—an enterprise-class reporting system that is the most robust Web analytics solution on the market. Standard reports include metrics on unique visitors, leads generated, and conversion rate. BZ can also respond to your dealership’s specific needs with highly customized reports. Omniture Site Catalyst is used to track search marketing stats, impressions, clicks and CTR, leads and conversion rate, ROI, visitor profiles, referring domains, popular pages and click paths, and annual trend reporting.

“With BZ Buy Online, consumers have the option to complete the transaction online, or visit the dealership for closing and delivery.” – Daymond Decker, BZ Results

BuzzTrak CRM and VirtualBDC ManagerBuzzTrak is a complete customer relationship management and prospecting tool that helps dealerships manage and measure all of their Internet, phone and showroom customers. The Virtual Business Development Center Manager creates daily business plans, generates letters, schedules activities, and provides practical reports to help measure your productivity. The Virtual BDC Manager creates more quality traffic and sales by automating your e-mail contacts, follow-up, correspondence and reporting. The best part about BuzzTrak is the automation that does the work of five to 10 full-time employees, thus freeing your staff to make better use of their time interacting with customers and selling more cars.

BZ AdTrackerWith unique nationwide toll-free 800 numbers, BZ AdTracker will track marketing mediums to enable you to monitor which are giving you the greatest results. The system will automatically e-mail you a report that lets you know where your marketing money should be spent to maximize your return. BZ AdTracker will not only track your ads, but it will also track your people and the process they use to handle your valuable customer calls to ensure they are being handled properly. The best part is that you can listen in on any call at any time to make sure your customers receive the experience you want them to. BZ AdTracker maximizes the effectiveness of your marketing spend by capturing more phone opportunities than ever before. If there is a missed call, BZ AdTracker will automatically forward the phone number so you will not miss any opportunities.

BZ Virtual Phone ManagerThe BZ Virtual Phone Manager automates thousands of calls for every aspect of your business, doing the work of 10 to 20 full-time telemarketers without the overhead. These automated phone campaigns are used for sold follow-up, service reminders and

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more. Messages are automatically left on your customers’ voicemails on your behalf, and you can use “ventriloquist” technology to have all of the calls made in your voice.

The ultimate goal of the BZ Virtual Phone Manager is to automatically execute thousands of daily calls to keep in contact with your customers, build relationships, set appointments, create quality appointments and to sell and service more vehicles profitably for less cost.

Virtual Marketing Representative (VMR)How would you like a personal consultant to manage all of your digital marketing initiatives? BZ Results’ VMRs are not only trained marketing professionals; they also know your business. They will work with you to review your customer demographics and buying patterns, identify and evaluate tactics you have executed in the past and pull together a plan that makes sense for your market. From campaign identification all the way through execution and measurement, whether the campaign is sent through direct mail, e-mail, mobile marketing or Internet-focused, the VRM team has the tools, training and marketing savvy to deliver high-quality marketing and advertising solutions that will deliver results back to you. VMR activities include: market segmentation and prospect targeting, differentiation and positioning, marketing plan development and execution, and measurement and metrics reporting.

Outsourced Sales and Marketing SolutionsCapitalize on key sales and marketing opportunities with high-impact direct mail letters, voice and cost-effective e-mail campaigns with CustomerTouch services. BZ’s

new outsourced sales and marketing solutions can plan, execute and report on your customer communications with fully managed and executed customer communications services that generate a steady stream of revenue, delighting your existing customers and creating extraordinary customer value.

CustomerTouch services utilize four powerful communication methods — direct mail, e-mail, voice and mobile marketing to reach your targeted customers. See maximum results from integrated and effective customer communications.

Outsourced Direct Mail MarketingDirect mail is one of many channels BZ has available to deliver revenue-generating campaigns to your target audience. Whether you want to drive business into the sales, service or F&I office, BZ can produce professional campaigns in a multitude of print formats including small and jumbo postcards, bi-fold or tri-fold brochures, or self-mailers. The campaigns are produced, printed and mailed for you, and monthly ROI reports are provided so you know what is working and what’s not.

Outsourced Direct E-mail MarketingIf you prefer to reduce the cost of your marketing campaigns – or just want to reach your target audience directly through e-mail, BZ can do that for you. Again, as with the direct mail campaigns, BZ produces the piece and sends it out for you, and reports back to you with the results at the end of the month.

Outsourced Direct Voicemail MarketingThe CustomerTouch program also has automated and live voice capabilities for service reminders and service/sales surveys.

“We have tons of contacts from our Live Chat button — service, parts and sales leads — probably about 500 to 600 clicks a month.” – Roy Reutter, Sheehy Automotive

BZ will plan and execute the campaigns for you, and report on the results at the end of the month. With the call “loopback” feature, your customers will be directly connected to your dealership if they have any follow-up questions or actions based on an automated call they have received from your dealership.

Outsourced Mobile MarketingIt is projected that by the end of this year, 43 percent of US marketers will be using the mobile channel as a direct line of marketing communication with their target audience. That’s amazing, and it’s no surprise that BZ is announcing the addition of a brand new customer communication channel – Mobile Marketing. This technology:• produces higher response rates than even

e-mail campaigns• encourages the audience to take action• facilitates an immediate granular

response information• reaches customers, anywhere they are• complements other media - TV, radio and

print• provides high speed to market

Outsourced eNewsletterMy personal favorite in the BZ arsenal is the eNewsletter. The BZ eNewsletter solution is a fully managed monthly interactive eNewsletter product that is polished and professional, complete with banner and graphics customized to reflect your brand identity, increasing customer awareness and loyalty by enhancing the brand and image of your dealership. There is absolutely no work on your part. BZ will write the articles,

produce the newsletter and send it to your list of clients and prospects, and even provide you with monthly reports on what articles your customers liked best, open rates, and click-through activity. The information is used to continually improve newsletter effectiveness.

Vice President Bobby Tasca III reports that Tasca Automotive Group, located in Rhode Island, recently launched their first eNewsletter to over 12,000 customers with a remarkable 27.2 percent total opening rate within the first 24 hours. Roy Reutter, with Sheehy Auto Store, reports that their customers receive a digital newsletter that can be measured, tracking every single person who reads it, what they read, and how much time they spend on the articles. “New or used vehicle sales are our main objective, but our biggest benefit has been in the parts and service revenue that is generated as a result,” said Reutter.

Outsourced Live ChatEvery day, you make sure visitors to your dealership have a great customer experience. Why not take the same care with your online visitors? With BZ Live Chat solution, your customers get the same experience as when they visit your dealership. BZ takes time to learn your dealership’s brands, personality, inventory and methods before their trained agents engage your customers. The new Live Chat service is available for any type of dealer Web site to professionally handle inquiries about inventory, vehicle price and service requests, turning them into “ups” and service appointments within minutes of opening a dialog.

Many dealers are starting to warm up to the idea of using chat or instant messaging on their Web sites to communicate with their prospects, gathering vital information without requiring them to submit completed forms. “Chat is a product that gets us extra contact with customers. We look at it as a lead-generation tool — another way to capture leads off our Web site. It’s sort of like an add-on feature — like air conditioning on a car,” Reutter said. “We have tons of contacts from our Live Chat button — service, parts and sales leads — probably about 500 to 600 clicks a month.”

BZ Training and ConsultingThe BZ Digital Marketing Training Workshop includes the BZ Strategy Boot Camp and the BZ Internet Sales Training Workshop. BZ Strategy Boot Camp is a two-day off-site event that will prepare you with a custom business plan and strategic blueprint for implementing a successful digital marketing strategy within your dealership. The BZ Internet Sales Training Workshop gives your people the knowledge and skills needed to get the results you want to receive.

Ongoing evaluation and consultation by experienced automotive professionals is available with a performance-enhancing workshop that begins with a detailed assessment and ends with the creation of an action plan for improvement, including Mystery Shop and Site Analysis.

ConclusionIn addition to the many offerings outlined above, Decker is excited to report that BZ Results continues to develop fresh and exhilarating products to help dealers sell and service customers more profitably. BZ Results’ award-winning and result-oriented products and solutions provide dealers across North America with practical marketing tools and strategies to help them promote all areas of their dealership while achieving measurable results. Period.

5 COMPONENTS TO DIGITIAL MARKETING

There are FIVE key components, FIVE main areas that must be in place for any dealer to succeed in the world of Digital Marketing/E-Business/CRM/Internet Sales and Marketing…. 1- -“You have to get them to find your virtual dealership”…..customers have to be able to find your virtual dealership….just like a physical dealership, location, location, location is important…placement on the search engines, and correct and relevant placement is critical…. 2- “They have to visit, and want to visit your virtual dealership”……you have to be able to get customers to visit your virtual dealership, and to want to want to visit the dealership….all the SEO in the world is worthless, if once they see your dealership on the initial page impressions, they don’t click through and visit the virtual dealership. They have to see relevant ad copy on the search pages, and then they have to visit, and stay on the site for at least 10-15 minutes. Unique visitors is the most important component of the strategy….low unique visitor count, low submission rate, low sales. 3- “You have to get them to submit a lead, or call on the phone”- Once they visit your virtual dealership, they have to be entertained, enthralled, and compelled to leave their lead information, or, to pick up the phone and call….all the SEO in the world is totally worthless, if you can’t get them to visit the site, then stay on a long time, then leave the lead or call the phone. 4- “You have to get the them to make an appointment, and to actually show up”- Once they leave the lead, or call on the phone, you actually need to have the necessary tools, techniques, pieces and process in place, to be able to set the appointment. Once you set the appointment, you need to be able to have all of the marketing tolls and pieces in place to make sure that they show up and work a deal. All the SEO in the world will go to waste if you can’t get them to visit your site, stay on for a meaningful time, leave a lead or call in, then set an appointment, then actually show up. 5- “They have to come to the dealership, to actually buy a vehicle” –They have to come in, and you have to be able to sell them a vehicle. Once they come, having the proper knowledge of how to work these type of customers, having the right process for working them, and in the event they don’t buy, having all the tools, techniques, marketing pieces, and process items in place to follow up, and get them back in, is what make a completely and highly successful strategy. All of the SEO in the world will not matter if you can’t get them on the site, can’t get them to stay on for a while, can’t get them to leave a lead or make the call, can’t make the appointment, if they don’t show up, if they don’t buy, and if you can’t market and follow up to them on a consistent basis. BZ Results is the Number One, the leader, and the most experienced company, in the world of Digital Marketing. No other company has the number of dealers, the years in the business, the experience base, and the staff, that BZ Results has. If the key components, described above are important to you, please don’t forget that WE INCLUDE ALL OF THEM…we provide the ENTIRE DIGITAL MARKETING STRATEGY…not just a piece of it. By the way, we do include a web site! David T. Gould, RSA (609) 964-9198 [email protected] ADP Digital Marketing

Digital Marketing Evaluation

BZ Results VS. the Competition

(Prepared your careful consideration of all aspects involved with partnering up with a True Digital Marketing Solution Provider. Note: Considerations are combined… some

may apply to one competitor and not another…)

BZ Results (ADP) is the Automotive Digital Marketing and Support proven industry leader. We currently service twice as many dealers as our closest competitor(s) in providing:

Automotive Dealer: Web Site creation / support

Automotive Dealer:

CRM / ILM follow up tool

* Auto Dealer Monthly May 2008.

BZ Results (ADP) is the Digital Marketing and Support proven leader in:

Generating Unique Visitor Traffic. Web Visitors To Leads Conversion Rates. Leads To Appointments Conversion Rates.

Resulting in More Sales For Our Digital Marketing Partners Across North America (USA / Canada).



Past Twelve Month Rolling Results

Month Unique Visitors Leads

Conversion (UV/Lead)

% UV from Organic Search

May 2007 1517651 86238 5.7% 29.9% Jun 2007 1453907 82331 5.7% 32.5% Jul 2007 1533546 91884 6.0% 35.0% Aug 2007 1561974 91081 5.8% 36.2% Sep 2007 1473793 85505 5.8% 36.7% Oct 2007 1538978 88029 5.7% 37.1% Nov 2007 1477683 79458 5.4% 35.6% Dec 2007 1449392 74784 5.2% 34.4% Jan 2008 1700677 89202 5.2% 37.9% Feb 2008 1681600 86163 5.1% 36.8% Mar 2008 1822712 93066 5.1% 38.9% Apr 2008 1736380 90374 5.2% 39.9%

Past 12 Months BZ Results Has Generated 18,948,293 Unique Visitors For Our Digital Marketing Partners. (Unique Visitor Is 30 Day From Same URL). Our Automated Unique Visitor to Lead Conversion Rate Averaged 5.49%... Three times the industry standard (not including phone or walk in traffic). Typical BZ Results Partner Automatically Generated 75 Additional Focused Buyers To Their Showroom Floors… Additional Sales From 5- 25 / Month.

(Just from this one part of the BZ Results Total Digital Marketing Solution). We generate more quality showroom traffic while providing tracking and reporting that maximizes our Partner’s Digital Marketing Strategies. BZ Results Empowers Users, By Way Of Our “BuzzTrak” Lead Management Tool, With Total Disclosure Reporting That Allows Monitoring Of All Digital Marketing Efforts (including us).



Head To Head BZ Results Leads The Competition By Providing Total Solutions To All Of Your Digital Marketing Strategy Requirements By Bringing You…

• A Knowledgeable Sales, Technical and Customer Support Staff. Prompt courteous service and answers on your time zone.

• Your Own Dedicated Design Coordinator. From inception to launch. • Focuses On Marketing Your Dealership Brand. • Your Own Boot Camp (2) day Training Session with Blue Print. • Your Own Raving Fan Manager (30) days following “Virtual

Dealership” launch. • Access To In House Training via phone / MS Live Meeting. • Web Site Updates and Assistance. Call direct to us here in US. • Buzz Control Center - 80% Plus Flexibility Of Site… You Quickly and

Easily Can Edit and Up Load Changes Online. • Automated Start / End Dating For Promotions. • BuzzTrak – The #1 automotive customer tracking support tool in

todays automotive market place. • Buzz Lot Pro – A Pre-Owned On-Line Auction Expediting Tool that

saves you time and makes you money. • BZ Ad Tracker – Call Source. Phone integration into your Digital

Marketing Strategy. • Buzz Mails / Virtual Test Drives – Proprietary e-Mail Interactions That

Turn Your “Virtual Dealership” Visitors Into Buyers. • Automated DMS Data Polling That Works Your Existing Customer

Base To Generate More Sales and Higher Satisfaction. • Annual Web Site Over Haul At Your Discretion. • Continual Improvements On All Of The Above…

All with no additional charge(s)… No Surprises… Just Results… Period.



ADP’s Digital Marketing Efforts Now Include: • Radio Marketing – (30 second spots) • Banner Ads • Pay Per Click • VMAR – Professional Ad Designers • Direct Mail Marketing Campaigns • Professional Ad Time Slot Procurement • Website Creation • E-Mail Marketing Campaigns • CRM / ILM Tools To Manage Leads / Traffic • Industry Leading Report Generating Software • Digital Phone Strategies and Systems • DMS Compatibility / Integration • Dealer Service Training and Support • Flexibility and Knowledge With All Of The

Above Only ADP / BZ Results can provide all of your dealer Digital Marketing needs with automotive experienced professionals for a lower cost per unit sold and greater advertising ROI.

DIGITAL MARKETING PROPOSAL

Dealer Partner Terms

Virtual Dealership Platinum Package – (replaces current websites) Virtual custom website platforms w/embedded multimedia presentations

o Hosting & maintenance (new website refresh annually o Buzz Control Center, website editing & reports module o Search Engine Placement / Optimization o Creation of own Regional Buying Service – drastic reduction in 3rd

party leads (Autobytel, Vehix, Dealix, Autotrader) o BZ Merchandising / Advertising Suite (see below) o Virtual Service Dept w/online appointment module (eliminates 3rd party

service marketing (Newgen, RPM, Auto Revenue, On Station) o Parts depts. w/special pricing offers & accessories o F&I Online loan application & payment calculator

• Virtual Test Drive (animated walk-around presentations) 360 degree spins • Virtual Inventory (every vehicle is “available”) “never out of stock” • Buzzlot Inventory Manager -

o auto-inventory updates from DMS, images, VIN decoder, editing o includes BZ Auto Manager - allows remote updates & editing

• BZ Ad Tracker (800 toll free number(s) tracks web traffic & advertising $$$) – (replaces Who’s Calling, Callsource, Call Bright)

• Automated Specials Updater (aged inventory) Automatic updates of used specials on site

• Inventory Leak Stopper captures emails after inventory search (“Didn’t find what you were looking for”)

• E-business advertising & Merchandising suite o Custom Branded Showroom & Exit Brochures o Eliminates outsourcing of Direct Mail Marketing o Includes Billboard Advertising Suite

• Automated Notification System (close match notifications) • Lost Customer Coupons (pop ups capture info via printable coupons) • BZ BuzzTrack Marketing & BDC/CRM Manager (Replaces AVV, Elead CRM etc) • APS Engine Automation (90% automated outgoing email communications) • BuzzMail Marketing Enriched Compressed Multimedia Library – Over 200 custom

multimedia flash embedded marketing email messages for outbound marketing and branding for unsold, sold, F&I, Parts & Service.

BZ Strategy Bootcamp & Continuous In Dealership Internet Sales Training Workshops • Conduct in depth process mapping and flow session with key dealership

managers- obtain buy in on overall process • Provides Custom e-Business , CRM Plan & Strategic Blueprint

• Conduct in dealership training with management and sales staff on tools and best practices.

• Develops Knowledge & Skills to maximize results • Includes UNLIMITED phone/online training on websites, back end controls, web

lyti process and CRM tools. ana cs,

Add tioi nal Products/Services- Optional: • Virt l nd ua Phone Manager (replaces Who’s Calling, Call Comma )

sales, service & parts marketing calls o Create Custom• Virtual Salesperson

al spokesperson o “Mr. Opportunity” type virtu• Bu

ted Access by dealership personnel to Buzztrak • Bu o

ution to other websites & 3rd parties • DM C

ail & phone

ta download, deduping and matching • Sp a

special finance ops e

o Requires paid search campaign

e

ource,

n Station – Buzztrak will market to both sales and service customers.

Your Valued Time and onsideration,

zzTrack Unlimited Trackers – o Unlimizzl t Pro o Allows inventory distribS onsumer Data polling o Allows automated customer polling via emo Initial DMS data download into CRM tool o Nightly DMS daeci l Finance Site oo Included hosting and maintenanc

Custom built Micro site to showcase

The above proposal is designed to assist you with eliminating thfollowing vendor(s)/expenses that you may currently be using: Third Party Lead Providers like Autobytel, Dealix, Vehix, Car buying secrets, invoice dealers etc. Website Development / Maintainance – Replaces current website provider with state of the art Digital Marketing Virtual Dealership. Advertising and phone recording vendors such as: Who’s Calling, Call SCall Bright Outbound Customer Call software such as: Call Command Internet Lead management/ CRM tools such as AVV, iCarMagic, Nitra O

Thank You For C

BZ RESULTS… period. (a division of ADP Digital Marketing)

DEALER DIGITAL MARKETING ANALYSIS

Confidential Document Expense Analysis Review 1 of 3

Completed By: _______________________________ Date: ____________________ Contact Phone: __________________ Contact e-Mail: _________________________ Dealership________________________ DP Name__________________________ Dealership Phone___________________ DP Phone__________________________ Primary Contact_____________________ eMail Address______________________ Monthly Ad Budget (all sources):_______________ % Print________ %Radio _________ %TV_________ % Direct Mail ________ % Digital________ Website Provider:_________________ URL:______________________________ Monthly website expense: $__________ / month. Balance of contract: ________ months. Using Third Party Lead Providers: AutoTrader Autobytel Vehix Dealix $ $ $ $ AutoUSA LeadPilel PriceWheels DrivingLeads $ $ $ $ Autotropolis AutoMart cars.com Kelley Blue Book $ $ $ $ Black Book AutoInternet Blue Sky Other $ $ $ $ Other Other Other Other $ $ $ $ Approximate Monthly Spend on 3rd party leads: $_______________________________

FAX COMPLETED DOCUMENTS TO: (609) 844-9826 or 1-866-505-0084 ATTN: DTG



Internet Lead Management (ILM) tool used: ____________________________________ Cost of ILM tool / mo. $_________ Balance of contract: ________ months BDC Trainer: ________________ Cost of Training / mo.$_________ Unique website visitors: ___________ Conversion to Lead Ratio: __________ Internet leads per month: ___________ Appointments made %: ___________ From website: ____________ Appointments Show %: ___________ Closing Ratio: ____________ Internet sales per month: ___________ Current ILM Process: BDC Internet Specialist Open To Floor Describe internet lead sales process: __________________________________________ ________________________________________________________________________ ________________________________________________________________________ Desired Internet sales per month:______________ Total N/U sales per month:________ Total Internet Parts Sales per month_____________ Monthly Online Service appts;_____ Using: Who’s Calling Call Source AutoRevenue Newgen $ $ $ $ Call Command DirectMail Newsletters Call Bright $ $ $ $ Dealer Specialties ProMax TimeHighway Trademotion $ $ $ $ J&L Marketing ClickMotive Toll Free #’s Live Chat $ $ $ $ Credit Online Buy Online Other Other $ $ $ $




Your Current Website: Does your current website “brand” your dealership and provide all the tools necessary for a consumer to purchase their next vehicle without exiting your site? Do you like the ability to control the look, feel and content of your web site or do you prefer to have your vendor manage that for you? Are you trying to reduce and/or move away from traditional media spending? Do you have a specific internet / e-Commerce / e-business strategy that has been updated recently? Do you have the tools (reports) to verify your Digital Marketing efforts? Are you happy with your current e-Marketing strategy to date? For your franchise(s), what percentage of customers use the internet to shop for a vehicle? In your opinion, is your dealership’s web presence, among the Top 5, out of your closest competitors? ______ Which dealers would you list as your Top 5 competitors?

1. _______________________ 2. _______________________ 3. _______________________ 4. _______________________ 5. _______________________

What role do you see Digital Marketing and the Internet playing in your sales, service, and parts business in the years to come? How do you feel about your Overall Digital Marketing Presence: Likes/Dislikes___________________________________________________________ _______________________________________________________________________ Notes:__________________________________________________________________ _______________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________


Digital Marketing Notes:

1. _____________________________________________________________

2. _____________________________________________________________

3. _____________________________________________________________

4. _____________________________________________________________

5. _____________________________________________________________

6. _____________________________________________________________

7. _____________________________________________________________

8. _____________________________________________________________

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Gould Composite Handout Booklet For Dealers

Automotive

Transcript of Gould Composite Handout Booklet For Dealers