R. L. Polk & Co. Introduces New Integrated Prospecting Solution

Tool will boost showroom traffic and sales for OEM regional staff, metropolitan dealer groups

SOUTHFIELD, Mich., May 9 -- R. L. Polk & Co. announced today the launch of the Polk Local Integrated Prospecting Solution, designed to support manufacturer efforts to increase retail showroom traffic, vehicle sales and overall market share. The solution enables local marketers, such as metropolitan dealer groups, to take an integrated approach to their marketing efforts and capitalize on predictive characteristics unique to their area.

"We have listened to our customers' feedback in developing this solution and understand the need for improved local targeting based on local buyer behaviors in key markets," said Mary Templeton, senior vice president of Polk's OEM group. "Every market is unique and local targeting is crucial. Polk is answering that need with a product that can analyze, communicate and evaluate valuable consumer data. It's the only integrated prospecting solution of its kind."

Polk's Local Integrated Prospecting Solution begins with Vehicle Segment Performance Reporting -- an exclusive, multi-level analysis of the local market, competition and customers. This analysis quantifies a manufacturer's conquest opportunities by model, based on local market performance. Using the most current data available on buyers of high-opportunity OEM models, statistical modeling leverages key predictive elements in the automotive purchase cycle to select the "best" potential prospects. This predictive analysis enables manufacturer regional staff, retail agencies and metropolitan dealer groups to distribute fewer direct mail pieces with higher effectiveness.

Following the campaign, sales evaluation provides a comprehensive and unbiased assessment of the program so that marketers can fine-tune their strategy for future programs based on the results.

"This innovative solution optimizes marketing budgets and increases the effectiveness of prospecting, by getting the right message to those who are most likely to respond to it," said Mike Osaer, director of product strategy for Polk.

About R. L. Polk & Co.

R. L. Polk & Co. is the premier provider of automotive information and marketing solutions. Polk collects and interprets global data, and provides extensive automotive business expertise to help customers understand their market position, identify trends, build brand loyalty, conquest new business and gain a competitive advantage. Polk helps automotive manufacturers and dealers, automotive aftermarket companies, finance and insurance companies, advertising agencies, media companies, consulting organizations, government agencies and market research firms make good business decisions. A privately held global firm, Polk is based in Southfield, Mich. with operations in Australia, Canada, China, France, Germany, Japan, Spain, the United Kingdom and the United States. For more information, please visit www.polk.com.