1. Discovery Meeting
Using Incentives to Drive Dealership Walk-ins
and Generate Incremental Sales

2. HookLogic Introduction
HookLogic strives to understand and
influence shopper decisions

3. What is your biggest challenge….
*Data courtesy of AutoUSA © 2011 HookLogic

4. What is your biggest challenge….
*Data courtesy of AutoUSA © 2011 HookLogic

5. 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 Prospects Who Visit Prospects Who
All of Your Marketing Your Showroom Buy
Before
With
HookLogic
Incentive
© 2011 HookLogic

6. 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
(Freehold Toyota – Web Overlay Unit)
• 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- Printable Coupon)
© 2011 HookLogic

7. 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% Overlay Unit
completed a test drive
• Nearly 50% of incented leads who completed a test drive
purchased a vehicle from The Suburban Collection
“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.” Printable Coupon
-- Daniel Boismier, Internet Director, The Suburban Collection
© 2011 HookLogic

8. 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

9. How to Identify the Highest Intent to Buy
Source: Polk
• “Cherry-picking” leads by source may allow quality leads to slip through
• GOAL: Drive customers with higher leads scores to the showroom

10. 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
10
© 2011 HookLogic

11. Lead Enhancement Option : Real-time targeting
Form passes ADF Lead
to HookLogic and
Dealer
HookLogic drops
Customer Prints Coupon or
incentive offer into
Elects to have Code sent via
Customer Email
SMS to their Mobile Phone
Customer clicks Link in Email to View
Pre-Generated, Printable Coupon
Coupon Data
• Real-time passing of Leads allows for custom Offer targeting
based upon multiple Lead variables (Model, Zip Code, Lead
Score, etc.)
HookLogic generates
targeted Offer based upon • HookLogic generates the proper Offer Coupon and passes
Lead Criteria; passes all Coupon Data to customer.
related Coupon information
to Dealer
• Coupon ‘Views’ can be tracked
• Unique Codes per each Customer protect against Fraud

12. Coupon Redemption and Fulfillment Process
Customer visits Dealership and Sales Manager, ILM, or receptionist Customer Receives Gift Card by Mail in 2
presents Coupon to Sales Manager Redeems Coupon using HookLogic’s 30- weeks
second Redemption Tool
• 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
© 2011 HookLogic

13. Case Study: MileOne FINALIST
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
© 2011 HookLogic

14. 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

15. 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

16. 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
Web based reporting 24/7
• Customized reports available
• Real-time reporting accessible 24/7
© 2011 HookLogic

17. Differentiate and Win
• What goes into the internet lead process today?
• How can you stand out and win more sales?
Hi, thanks Hi, thanks
for for
visiting! visiting!
Hi, thanks
for
visiting!

18. Accolades for HookLogic
Here’s what our clients are saying…
“This has convinced “We have discovered that not only is the HookLogic
the biggest technology an important part of our website strategy, but
skeptics, and proved is also very effective in our Event Marketing
Campaigns, Microsite Campaigns and Permission
that targeted
Based Marketing. We use it to attract clients to our
incentives work.” showrooms and to anchor appointments …
perhaps, one of the best things we have done in a long
– Daniel Boismier, Internet Director,
The Suburban Collection line of eBusiness strategies over the past few years!”
–Shaun Kniffin, Director of Internet Sales and eBusiness Development
Germain Motor Company
Honored as a finalist in: As seen in:
© 2011 HookLogic

19. Appendix A
Case Studies
© 2011 HookLogic

20. 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
Overlay Unit
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
Client has expanded HookLogic programs to over 75% of their
stores within 1st year of launch.
Direct Mail
“We can attribute a significant number of additional sales each month
to leads captured via HookLogic offers.” – David Metter, CMO, MileOne © 2011 HookLogic

21. 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% Overlay Unit
completed a test drive
• Nearly 50% of incented leads who completed a test drive
purchased a vehicle from The Suburban Collection
“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.” Printable Coupon
-- Daniel Boismier, Internet Director, The Suburban Collection
© 2011 HookLogic

22. Case Study: MileOne FINALIST
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
© 2011 HookLogic