Discovery Meeting

Using Incentives to Drive Dealership Walk-ins and Generate Incremental Sales

HookLogic Introduction

HookLogic strives to understand and influence shopper decisions

© 2011 HookLogic

What is your biggest challenge….

*Data courtesy of AutoUSA

© 2011 HookLogic

What is your biggest challenge….

*Data courtesy of AutoUSA

What does HookLogic do?

HookLogic’s platform is designed to generate additional walk-in traffic that results in incremental sales, at an exceptional ROI.

Prospects Touched by All of Your Marketing

Prospects Who Buy

HookLogic Incentive

Prospects Who Visit Your Showroom

Bef

ore

With

© 2011 HookLogic

© 2011 HookLogic

What you may know about HookLogic….

• Generate incremental leads for targeted follow up and understand which walk-ins are coming from your website.

• Web to Show 1.0:• Offer “walk-in” incentive to website visitors

demonstrating in-market shopping behavior• Prospects submit form to receive printable

coupon

• Historic Performance Results:• 2-4% of users who see offer fill out form• 25-38% of coupon holders visit with a sales

person (Lead to Show rate)• 55-85% of dealership visitors purchased a

vehicle (Show to Close rate)• Cost per Sale: $115-$135

(Freehold Toyota – Web Overlay Unit)

(Freehold Toyota- Printable Coupon)

© 2011 HookLogic

Case Study: The Suburban Collection

Program Goal:• Drive qualified leads to dealerships for test drives

Implementation Strategy:• Target offers to dealer website visitors demonstrating

in-market shopping behavior• Implement an overlay offering an incentive on key pages,

like dealer inventory pages• Capture key customer data on overlay form; deliver

incentive (gift card) after a test drive

Performance Results:• Of all leads generated and offered incentive, nearly 37%

completed a test drive• Nearly 50% of incented leads who completed a test drive

purchased a vehicle from The Suburban Collection

Printable Coupon

“This has convinced the biggest skeptics, and proved that targeted incentives work. Originally, we were concerned that these might just be leads we would have already gotten. However, after reviewing site traffic, it was clear that the sales driven by HookLogic were incremental.” -- Daniel Boismier, Internet Director, The Suburban Collection

Overlay Unit

How to Identify Quality Leads

• Internet Lead Management between dealerships is hyper-competitive

• Quality over quantity is critical

• How do you identify quality leads?

• Sales teams want to deal with people who are ready to buy

How to Identify the Highest Intent to Buy

• “Cherry-picking” leads by source may allow quality leads to slip through• GOAL: Drive customers with higher leads scores to the showroom

Source: Polk

10© 2011 HookLogic

Our Lead to Show 2.0 Product Offering

Motivate action while lead is still hot – and stand out from the competition!

Implementation Strategy:

• Automatically deliver incentives to inbound leads• Offer walk-in incentives to desirable segments• Target on lead score, lead source, geography, etc.• HookLogic handles delivery of optimized offer via

email

Historic Performance Results:

• 15-20% of email recipients click to print coupon• 10-15% increase in overall close rate• Cost per Incremental Sale: $150-$200

Lead Enhancement Option : Real-time targeting

• Real-time passing of Leads allows for custom Offer targeting based upon multiple Lead variables (Model, Zip Code, Lead Score, etc.)

• HookLogic generates the proper Offer Coupon and passes Coupon Data to customer.

• Coupon ‘Views’ can be tracked

• Unique Codes per each Customer protect against Fraud

Form passes ADF Lead to HookLogic and

Dealer

HookLogic generates targeted Offer based upon

Lead Criteria; passes all related Coupon information

to Dealer

HookLogic drops incentive offer into

Customer Email

Customer clicks Link in Email to View Pre-Generated, Printable Coupon

Customer Prints Coupon or Elects to have Code sent via SMS to their Mobile Phone

Coupon Data

Coupon Redemption and Fulfillment Process

© 2011 HookLogic

Customer visits Dealership and presents Coupon to Sales Manager

Sales Manager, ILM, or receptionist Redeems Coupon using HookLogic’s 30-

second Redemption Tool

Customer Receives Gift Card by Mail in 2 weeks

• HookLogic’s web-based tool allows for easy Coupon Redemption in 30-seconds

• HookLogic manages the entire Gift Fulfillment and Shipping process

• Dealer only pays for Customers who actually visit Dealerships

• No pre-purchasing of Gift Inventory is required

Case Study: MileOne

Program Goal:• Drive “most likely to purchase” leads into dealership

Implementation Strategy:• Ran AB test to see impact of targeted offers on vehicle sales• 50% of inbound leads with a Polk Lead score of 8-10 received

$25 Gift Card offer via email• Compared results of both groups to see impact on sales• Pilot group of 12 dealerships over a two-month time period

Performance Results:• 23% open and click rate (twice as high Mile One’s typical email

open rate)• 29% of those who clicked through via email redeemed the

incentive at the dealership• 20% lift in close rate• Incremental cost of less than $200 per vehicle• Generated $60,000 more in gross revenue than dealerships

that were not included in the trail

Sample email

“Through working with Polk, we already had a scientific process to identify the online leads with the highest purchase intent. Adding HookLogic to the mix gave us a way to get these prospects into the dealership and turn them into buyers.” –MileOne

FINALIST

© 2011 HookLogic

HookLogic increases conversion of 3rd party leads

Historic Results:

• 15-20% of email recipients click to print coupon

• 10-25% increase in overall close rate• Cost Per Incremental Sale: $125-$175

HookLogic incentives network & fulfillment

Eliminate issues with gift cards at dealerships• No gift cards onsite - HookLogic delivers incentives

when codes are validated• Eliminate logistical nightmares, waste and

shrinkage

Choose incentives that meet your needs• 100’s of gift card brands in multiple increments• Match incentives to customer targets

Incentive fulfillment made easy• You select the offers and HookLogic handles the rest• Focus on marketing ideas, not the fulfillment process

© 2011 HookLogic

Analytics that prove positive ROI

Measure Key Metrics• Number of walk-ins by offer, dealership or marketing

channel• Percentage of prospects with a code that visit the

dealership and take an action• Lead to show• Show to close• Integrate with sales data to analyze cost per sale

Optimize Incentive Campaigns• Test multiple offers across a variety of channels• Optimize campaign and offers to maximize ROI• Easily change offers on the fly / as needed

Enterprise Reporting Included• Automated reporting• Customized reports available• Real-time reporting accessible 24/7

Web based reporting 24/7

© 2011 HookLogic

Differentiate and Win

• What goes into the internet lead process today?• How can you stand out and win more sales?

Hi, thanks for

visiting!

Hi, thanks for

visiting!

Hi, thanks for

visiting!

Accolades for HookLogic

Here’s what our clients are saying…

“This has convinced the biggest skeptics, and proved that targeted incentives work.”

– Daniel Boismier, Internet Director, The Suburban Collection

“We have discovered that not only is the HookLogic technology an important part of our website strategy, but is also very effective in our Event Marketing Campaigns, Microsite Campaigns and Permission Based Marketing.  We use it to attract clients to our showrooms and to anchor appointments … perhaps, one of the best things we have done in a long line of eBusiness strategies over the past few years!”

–Shaun Kniffin, Director of Internet Sales and eBusiness DevelopmentGermain Motor Company

Honored as a finalist in: As seen in:

© 2011 HookLogic

Case StudiesAppendix A

© 2011 HookLogic

Case Study: Hall Automotive ( A MileOne Company)

Program Goal:• Drive qualified walk-ins to dealerships

Implementation Strategy:• Target offers to dealer website visitors demonstrating

in-market shopping behavior• Use incentives in outbound call center seeking to set

appointments with prospects• Target offers via email and direct mail campaigns

Performance Results:• Over 20% of coupon holders visited with a sales manager• Over 30% of dealership visitors purchased a vehicle• “Choose Your Offer” technology resulted in a 43%

increase in coupon take rate and a 19% increase in redemption rate

• 2% of direct mail recipients came in to dealership

Direct Mail

Client has expanded HookLogic programs to over 75% of their stores within 1st year of launch.

“We can attribute a significant number of additional sales each month to leads captured via HookLogic offers.” – David Metter, CMO, MileOne

Overlay Unit

© 2011 HookLogic

© 2011 HookLogic

Case Study: The Suburban Collection

Program Goal:• Drive qualified leads to dealerships for test drives

Implementation Strategy:• Target offers to dealer website visitors demonstrating

in-market shopping behavior• Implement an overlay offering an incentive on key pages,

like dealer inventory pages• Capture key customer data on overlay form; deliver

incentive (gift card) after a test drive

Performance Results:• Of all leads generated and offered incentive, nearly 37%

completed a test drive• Nearly 50% of incented leads who completed a test drive

purchased a vehicle from The Suburban Collection

Printable Coupon

“This has convinced the biggest skeptics, and proved that targeted incentives work. Originally, we were concerned that these might just be leads we would have already gotten. However, after reviewing site traffic, it was clear that the sales driven by HookLogic were incremental.” -- Daniel Boismier, Internet Director, The Suburban Collection

Overlay Unit

Case Study: MileOne

Program Goal:• Drive “most likely to purchase” leads into dealership

Implementation Strategy:• Ran AB test to see impact of targeted offers on vehicle sales• 50% of inbound leads with a Polk Lead score of 8-10 received

$25 Gift Card offer via email• Compared results of both groups to see impact on sales• Pilot group of 12 dealerships over a two-month time period

Performance Results:• 23% open and click rate (twice as high Mile One’s typical email

open rate)• 29% of those who clicked through via email redeemed the

incentive at the dealership• 20% lift in close rate• Incremental cost of less than $200 per vehicle• Generated $60,000 more in gross revenue than dealerships

that were not included in the trail

Sample email

“Through working with Polk, we already had a scientific process to identify the online leads with the highest purchase intent. Adding HookLogic to the mix gave us a way to get these prospects into the dealership and turn them into buyers.” – David Metter, CMO, MileOne

FINALIST

© 2011 HookLogic