Intelligent Integrated Marketing for Car Dealers

4. Television Cost Per Thousand (CPM) Climb Even While TV Advertisement Recall Declines From Left Brain Marketing Planning, May 2005

5. Television Cost Per Thousand (CPM) Climb Even While TV Advertisement Recall Declines From Left Brain Marketing Planning, May 2005

11. Left Brain Marketing Planning Differs From Today’s Marketing Planning Practices From Left Brain Marketing Planning, May 2005

12. Left Brain Marketing Planning Differs From Today’s Marketing Planning Practices From Left Brain Marketing Planning, May 2005

15. Figure 3: Decision Model - Forrester's Marketing Allocation Tool Skechers Input

20. Data Management System Suppliers and Specialty Agencies Help Build Left Brain Marketing From Left Brain Marketing Planning, May 2005

21. Data Management System Suppliers and Specialty Agencies Help Build Left Brain Marketing From Left Brain Marketing Planning, May 2005

22. Data Management System Suppliers and Specialty Agencies Help Build Left Brain Marketing From Left Brain Marketing Planning, May 2005

26. Auto-Response Outdoor Personalized Response Inventory Postcard Phone OEM Marketing Strategy TV Newspaper Dealer Web Site www.OEM.com Email Letter OEM Direct Mail Telephone OEM Marketing, Promotional and Owner Loyalty Campaigns Print Advertising Email Customer Follow-Up Automotive OEM Spending on Marketing at over $56,000,000,000 Annually Radio

27. Incentives Subvented Leases OEM to Dealer $$$ Subvented % Rates Auto-Response Outdoor Personalized Response Inventory Postcard Phone OEM Marketing Strategy TV Newspaper Dealer Web Site OEM.com Email Letter OEM Direct Mail Telephone OEM Marketing & Promotional Campaigns Print Advertising Email Customer Follow-Up Loyalty $$$ $$$ Rebates Reduction of Incentive Costs via Targeted “Smart Incentives” powered by Data Driven Integrated Marketing Optimization Radio

28. OEM Marketing, Promotional and Owner Loyalty Campaigns INCOMING RETAIL BUSINESS OPPORTUNIES Dealer’s Customer Contact Response, Sales Process, and Ownership Experience Owner Loyalty to OEM + Dealer Influencers OEM & Dealers Locked Into Symbiotic Relationship Auto-Response Outdoor Personalized Response Inventory Postcard Phone OEM Marketing Strategy TV Radio Newspaper Dealer Web Site www.OEM.com Email Letter OEM Direct Mail Telephone Print Advertising Email Customer Follow-Up

30. OEM Driven Prospects Brand Loyalty OEM Driven Prospects OEM Driven Prospects Vehicle Selection Process Customer Enters Vehicle Replacement Ownership Cycle Dealer Response to Customer Contacts Buying Decision Purchase Experience Ownership Experience Customer Perception of (OEM + Dealer) Value Proposition OEM’s Drive prospects… Dealers Control Yield/Retention

31. T H E 8 P O I N T S O F C U S T O M E R M A N A G E M E N T R E L A T I O N A L D A T A H A R V E S T O P P O R T U N I T Y CRM Application OEM Customer Knowledge System (Relational Database) Showroom Phone Internet Service Unsold Follow-up Sold Follow-up Prospecting Service Defined Strategy, Process & Technology for 100% of Dealer CM Opportunities INBOUND Opportunities OUTBOUND Opportunities SHOP OWN BUY Customer Response to OEM Marketing and Dealer Transaction Data Exchanged Bi-directionally CAPTURE CONTROL CONVERT New OEM Value-Based Relationships: OEM/Dealer Integrated CRM Solution Dealer Management System (DMS) Showroom Phone Internet (Inbound) Service (Outbound) Unsold Follow-up Sold Follow-up Prospecting I N B O U N D O U T B O U N D

32. OEM Marketing Strategy OEM Customer Data Collection Systems Defined Strategy, Process & Technology for 100% of OEM to Dealer Marketing Results OEM Customer Information Data Augmentation Customer and Transaction Data Exchanged Bi-directionally CRM Application w/Push-Pull XML Customer Data Feeds Dealer Management System (DMS) Showroom Phone Internet Service Unsold Follow-up Sold Follow-up Prospecting Service OEM-Dealer Integrated Marketing Optimization Customer Knowledge Management System (OEM Database)

35. Customer Knowledge Systems (APEX) Dealer Web Services OEM Web Services Toll-Free Number Caller Data Extraction Dealer Management System (DMS) Dealer Phone Dealer Internet Unsold Follow-up Sold Follow-up Reynolds IMO Solution: Detailed View Eliminate OEM Blind Spot on Phone & Internet Response OEM Marketing Media Strategy: Customer Data Never Captured Dealer Stand-Alone CRM Application 15% 100% 20% Sold Customers TV Radio Print Direct Mail Outdoor 85% Internet Lead Routing Server Enhanced Toll-Free Caller Customer Data Historical Customer Information OEM Lead Data Augmentation Enhance Web Services Customer Data 3 rd Party Web Services Targeted Email Web Brand Management Sold RDR Process 85%

36. IMO Value Proposition for OEM’s Leveraging enhanced Customer information into Strategic Competitive Advantage 1. Using dedicated toll-free numbers for each dealership within all OEM sponsored and co-op supported marketing campaigns (including Web) provides data collection from all incoming calls that is used to populate both the dealer’s CRM application and the OEM Relational Database 2. Data Augmentation that layers customer information from the OEM’s Database on top of incoming caller lead details and Internet leads provides the OEM’s dealer network with an information advantage that increases sales closing rates, conquest sales, repeat business and market share 3. Centralized lead routing into an OEM supplied server that receives incoming leads from the OEM sites, the dealer’s site and 3 rd party lead providers allows the OEM to enhance the leads with data infusion from CKS. This enhanced and increased volume of leads provides increased ROI to dealer CRM initiatives 4. Centralized lead collection from Showroom, Phone and Internet into dealer’s CRM applications that feed OEM database server provides immediate, real-time data on marketing campaign effectiveness and hand-raiser characteristics. This allows combination of Left Brain Marketing and Smart Incentives that reduce need for broad based national programs… Smart Incentives offered ONLY where they have greatest sales impact.