Because every used car is unique, shoppers want to know what makes the vehicle special before they contact you about an appointment. This webinar examines the sales and merchandising tactics – beyond listings – that create additional branding and exposure for your store and set you apart from competitors. For the full audiovisual presentation, visit dealers.cars.com.

1. 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
1

2. Beyond Listings
Drive Sales with a Comprehensive
Online Presence

3. 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
3

4. 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
4

5. 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
5

6. Today’s Panelist
Andrew DiFeo
• General manager
• Hyundai of St. Augustine
• St. Augustine, Fla.
6

7. Today’s Panelist
Shaun Kniffin
• Director, Internet sales and
e-business development
• Germain Motor Co.
• Columbus, Ohio
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8. 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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9. 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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10. 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
10

11. 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
11

12. 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
12 1 Value of Third-Party Sites to Dealer Walk-In Traffic, Synovate 2008

13. 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
13

14. 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
14

15. Beyond Listings: Connect with Chat
Chat creates a fifth
contact channel with
your third-party listings
• Clicks to your website
• Email
• Telephone
• Walk-in visits
• Chat
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16. 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
16 1 AP/AOL Instant Messaging Survey, 2007
2 AOL/Opinion Research, 2007

17. Win the Sale With Chat
• Be available, respond in
your own words
• Build excitement
• Answer shoppers’
questions, get their Car buyer chat requests are most common between noon and
contact information 4 p.m. during the week, when shoppers are at work and can’t
use the company phone or email system.
• Qualify shoppers to open
your inventory
• Take the conversation
offline to win the deal
Source: Contact At Once! LLC, February 2007
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18. 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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19. 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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20. 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
20 1 Critical Mass: The Worldwide State of the Mobile Web, Nielsen Mobile, July 2008

21. 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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22. 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
22

23. 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***
23 * Value of Third-Party Sites to Dealer Walk-In Traffic, Synovate 2008 **Source: The Kelsey Group, 2008 *** Google, 2008

24. Video Sells the Car
• Walk-around videos
should demonstrate:
• Condition
• Standard equipment
• Unique features
• Personalizing the
video builds rapport View this video at http://www.tinyurl.com/plantcity
• Make a call to action,
invite the customer to
contact you
24

25. Video Sells the Store
• Provide reasons to buy
from your dealership:
• Extensive inventory
• Convenient location
• Financing opportunities
• State-of-the-art facilities View this video at http://www.tinyurl.com/marazzi
• Business philosophy
• Community reputation
• Ask happy buyers for
video testimonials
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26. 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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27. 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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28. 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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29. 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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30. 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
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31. Questions & Answers
Thank You & Good Luck