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Welcome: We’ll Begin at Noon ET

• To hear the audio portion for today’s webinar:

• Turn up your computer speakers

• Use a pair of headphones• Having audio problems?• Request a toll-free dial-in

number for the WebEx teleconference

Beyond ListingsDrive Sales with a Comprehensive Online Presence

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Welcome

• Have a question? Need our attention?• Enter your question or comment by clicking on

the question mark in the lower right corner of the WebEx browser

• Tweeting today’s call? Use #dalive.• Want a recording of today’s presentation?• Visit http://dealers.cars.com/live on Monday

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Webinar Audio

• To hear the audio portion for today’s webinar:

• Turn up your computer speakers

• Use a pair of headphones• Having audio problems?• Request a toll-free dial-in

number for the WebEx teleconference

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Today’s Moderator

Jack Simmons• Dealer training manager,

Cars.com• 25 years automotive industry

experience• Connect with Jack:

dealers.cars.com/facebook

dealers.cars.com/twitter

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Today’s Panelist

Andrew DiFeo• General manager• Hyundai of St. Augustine• St. Augustine, Fla.

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Today’s Panelist

Shaun Kniffin• Director, Internet sales and

e-business development• Germain Motor Co.• Columbus, Ohio

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Today’s Objectives

In today’s workshop, we’ll discuss how:• Banner advertising raises your dealership’s profile and

the visibility of your Internet listings.• Chat, mobile and video provide deeper engagement

with online shoppers.• Inventory specials open your inventory and increase the

likelihood of a sale.

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Listings Start the Conversation

• Fully merchandise your inventory with

• Multiple photos• Descriptive sell copy• Competitive price

• Connect with online car buyers

• Email• Telephone• Walk-in visits

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Influencing Consideration

Differentiating your store may require new strategies

• More than 2 million listings competing for shoppers attention

• 16,000 dealers• Specific search criteria helps

buyers filter results faster and more effectively than ever

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Beyond Listings: Build Your Brand

Banner advertising:• Allows dealerships to brand the store and

promote specific make/model, inventory options

• Raises top-of-mind brand, store awareness as car buyers scan search results pages

• Drives click-throughs to your listings, store website

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Beyond Listings: Promote Specials

• Specials help minimize aged inventory• Viewed by 68 percent of walk-in visitors using

Cars.com1

• 41 percent of third-party site users viewed videos before visiting a store1

• Open your new-, used-vehicle listings• 72 percent of walk-in visitors using Cars.com view full

inventory1

1 Value of Third-Party Sites to Dealer Walk-In Traffic, Synovate 2008

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What Works: Germain

Inventory specials• Drive listings visibility on

group websites and third-party sites

• Increases awareness on search results pages and boosts vehicle details page views

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What Works: St. Augustine

Inventory specials• New since March 2010• Used since May 2008• Feature specials on own

site and third-party sites• Specials drive 10% to 15%

additional click-throughs• Featured vehicles turn

20% to 30% faster• Boosts listings visibility on

search results pages

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Beyond Listings: Connect with Chat

Chat creates a fifthcontact channel with your third-party listings

• Clicks to your website• Email• Telephone• Walk-in visits• Chat

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Reach New Buyers With Chat

Some shoppers prefer chat• Provides quick access to the

information they want (e.g., availability, condition, price)

• Protects their anonymity• One in four adults sends

more instant messages than email1

• 90 percent of people use IM at home; 20 percent from work2

1 AP/AOL Instant Messaging Survey, 20072 AOL/Opinion Research, 2007

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Win the Sale With Chat

Source: Contact At Once! LLC, February 2007

• Be available, respond in your own words

• Build excitement• Answer shoppers’

questions, get their contact information

• Qualify shoppers to open your inventory

• Take the conversation offline to win the deal

Car buyer chat requests are most common between noon and 4 p.m. during the week, when shoppers are at work and can’t use the company phone or email system.

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What Works: Germain

Launched chat in May 2010 on Germain sites and with Cars.com listings

• Sales and service requests managed through the group’s 14-person BDC

• Initial results:• 70% appointment-kept*• 54% of kept appointments

bought a car*• 3% of Internet business*

* As of June 2, 2010

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What Works: St. Augustine

Launched chat in May 2010 with a services provider

• 90% of chat requests come from new prospects*

• 22.6% closing rate*• Agents obtain the shopper’s

name, email address and phone number and set the appointment

• Dealership salesperson confirms the appointment

* As of June 2, 2010

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Beyond Listings: Mobile

Mobile technology:• Connects you with on-the-go buyers

• 1 in 3 people in the U.S. use the mobile internet1

• 1 in 4 people in the U.S. use the mobile internet regularly1

• Up 92 percent from 2006• The mobile internet user base is

increasing• 400,000 people per month. 1

• Allows car buyers to contact you, locate your store, search your listings

1 Critical Mass: The Worldwide State of the Mobile Web, Nielsen Mobile, July 2008

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Connect with Texting

“Send to Phone” text messaging

• Text options that may be a better match

• Allows you to take the initiative in contacting in-market shoppers

• Consumers will use texting when shopping

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What Works: Germain

Corporate mobile site:• Provides car buyers with 24/7

access to the dealer group’s complete inventory

• Allows shoppers to locate stores with the car they want, obtain contact information

• Connects customers with search tools to quickly identify vehicles that meet their needs

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Beyond Listings: Video

Fully demonstrate your cars, showcase your store

• 63 percent of shoppers who viewed video said it influenced their decision to visit the dealership*• 59 percent of dealers were estimated to be using video in 2009**• 41 percent of car buyers searched

YouTube***

* Value of Third-Party Sites to Dealer Walk-In Traffic, Synovate 2008 **Source: The Kelsey Group, 2008 *** Google, 2008

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Video Sells the Car

• Walk-around videos should demonstrate:

• Condition• Standard equipment• Unique features

• Personalizing the video builds rapport

• Make a call to action, invite the customer to contact you

View this video at http://www.tinyurl.com/plantcity

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Video Sells the Store

• Provide reasons to buy from your dealership:

• Extensive inventory• Convenient location• Financing opportunities• State-of-the-art facilities• Business philosophy• Community reputation

• Ask happy buyers for video testimonials

View this video at http://www.tinyurl.com/marazzi

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What Works: Germain

• Developed videos that showcase

• Inventory• New-model introductions• Sales, service• Specials• Used-car pricing

• Use videos on dealership sites, third-party listings sites, YouTube channel

• Average 20 views/video

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What Works: St. Augustine

• Added video in May 2010

• Demonstrate the vehicle• Brand the dealership• Increase listings visibility

on search results pages and drive more vehicle details page views

• Boost average time on the dealership website

• 50% increase from 1 minute to 1.5 minutes

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Review

• Banner advertising builds your store’s brand and helps you create top-of-mind awareness.

• Inventory specials minimize aged listings and encourage car buyers your other stock.

• Chat connects you with buyers who might not contact you through email, phone or a visit.

• Mobile puts your cars in front of on-the-go shoppers.

• Video lets you fully merchandise your store, listings.

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Save the Date

July DealerADvantage Live• Small Screen, Big Sales• July 9• Noon EDT• Host: Kathy Kimmel,

Cars.com director of training

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Resources for Online Success

DealerADvantage• DealerADvantage blog: Read

and discuss articles, videos and Cars.com news that drive your success dealeradvantage.cars.com

• DealerADvantage Live: Free monthly webinar offers advice on internet sales, marketing dealers.cars.com/live

• Facebook: Share, discuss internet sales, merchandising dealers.cars.com/facebook

• Twitter: Get a daily online sales, merchandising tip dealers.cars.com/twitter

Questions & AnswersThank You & Good Luck