MACK

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2010 MACK VOLVO PARTS MARKETING PROGRAM
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2010 PROGRAM OBJECTIVES
Supplier Parts Sales and Marketing
Local Fleet

IRF Customer

Dealer
Extended Service Point
Dealer

Training Marketing
Dealer

MV Preferred Customer
Sales Marketing
Internal Service
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2010 MARKETING PROGRAM TOOLS
Dealer Training Marketing
Dealer to Customer Sales and Marketing
National Advertising Support
MACKTracks PS
Ad Builder / Parts Guide
AfterMarketEdge Program
Midnight Trucking Radio Ads
Commercials On-Hold / Video
Online Calendar Pushes
Quick Reference Catalog
Dealer Line Card
E-Promotions
Trucks Dealer Portal
Training Corporate Classroom, Regional
Events, Webinars
Product Sales Sheets
Flyers PURL Addition
Web site TruckInSite
Shelf Talkers
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PROVENProgram Components
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AFTERMARKET EDGE PROGRAM
Database Cleansing Sales and Customer Service
Training Customized Dealership
Newsletter Outbound Sales Call Training
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DEALER LINE CARD
Brand recognition of Dealer supplier partners
by showcasing logos and parts products to end
customers Quick reference of aftermarket
suppliers available through Dealers
Separate product categories with supplier
logos
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ELECTRONIC AD BUILDER
Easy online tool for Mack, Volvo and Dual
Dealers to create parts service
advertising Dealer ad use Auto fax promotions
to customer lists Electronic distribution to
customer e-mail distribution lists Post to
Dealer Web site Outside parts sales
tool Supplier-specific template allows Dealers
to highlight YOU! Four lines of free text New
features include new templates, new header,
auto-save function and an updated look Parts
database updated on a regular basis
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MIDNIGHT TRUCKING RADIO NETWORK ADVERTISING
Promote Mack and Volvo aftermarket supplier
partners Two minute infomercials on MTRN
Infomercial QA format Reaches 2.5 million
listeners monthly
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QUICK REFERENCE GUIDE CD and Online Versions
Provides a reference of the fastest-moving
aftermarket parts Online searchable parts
database Your parts at Dealers fingertips
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REGIONAL TRAINING EVENTS

• Provide product training to Dealership parts and
  service personnel
• 11 RTEs throughout 2010
• Suppliers invited for training trade fair
  participation
• Average attendance 70 Dealer personnel / RTE

Contact Bobby Knight at bobby.knight_at_volvo.com or
336-393-3564 for more information
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SHELF TALKERS
Merchandising tool for Dealers Professionally
printed, available in both Mack and Volvo
versions Large small sizes Promote targeted
sales on particular products Advertise new
pricing Highlight new products Free text box
allows Dealer customization
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TRUCKS DEALER PORTAL
Current, effective communication information on
aftermarket supplier programs and promotions
All active parts bulletins and
promotions Vendor Web site links Direct Ship
Program information Listing of supplier field
sales contacts
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WEB TRAINING SEMINARS

• Cost-effective Dealer training to increase
  knowledge and understanding of supplier products
• Facilitated by Mack and Volvo Parts marketing
  personnel
• Suppliers receive three sessions two English,
  one French
• Average attendance in 2009 122 call-ins / 395
  people
• Conferences recorded available
• for viewing at a later date

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NEW / ENHANCEDDealer Communications Support
Tools
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MACKTracks PS MAGAZINES Printed and e-magazines

• 95 of Dealers rated PS and MACKTracks as an
  effective communications tool
• Leverage cross-selling of products to increase
  promotional exposure and targeted information
• Increased e-opportunities easy, electronic links
  to product information special pricing
• Easier access to promotions for Dealer personnel

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ONLINE CALENDAR PUSHES
Increase visibility of supplier promotion /
educational offerings through e-mail
pushes Electronic multi-platform increases
access to Dealers (Outlook, Gmail, YAHOO!)
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WEB SITE TruckInSite

• Single-access point creates quantifiable usage
  tracking
• Components include
• Online calendar
• Event information
• Marketing tools
• Featured product promotions
• Training downloads

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NEW / ENHANCEDEnd User / Promotions
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COMMERCIALS ON-HOLD / VIDEO

• Enhanced Commercials on Hold to include video
  providing increased exposure of supplier
  promotions
• Places product information in front of a captive
  audience
• Options include
• 60-second commercials
• 2-minute infomercials
• Key Fact 78 of Dealers use video in the parts
  display area or run video on a laptop

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MACKMART / VOLVO VALUES FLYER PURLs ADDITION
Enhanced the flyer program by creating PURLs
Personalized URLs on each flyer directing
customers to their own unique Web site
address Drives customers to Dealerships Customer
s log on with their e-mail address to receive
exclusive supplier coupons Supplier listings
displayed on the PURL page Builds an electronic
customer database
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POST-FLYER E-PROMOTIONS
Extends the Flyer Promotion Period Inexpensive
electronic method Relationship-building beyond
the flyer Engages existing customer segments,
such as MV Preferred customers Presents
special promotions Takes advantage of
electroniccustomer database
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CUSTOMIZABLE PRODUCT SALES SHEETS

• Highlight specific strategic parts
• Customizable, e-mailable single-page handout
  Dealers can add their logo, address and hours
  of operation to the sheet
• Handout is formatted for e-delivery and
• traditional print / handout applications

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UPTIME 2011
April 2011 Gaylord Opryland Nashville,
Tennessee
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Q A