BASF Automotive Refinish’s web offerings now include a microsite with content confined solely to information on the company’s eBusiness Toolbox line of web-based products and services. At the microsite, located at www.basftoolbox.com, users can obtain overviews, animated demonstrations, and in-depth product information on the BASF Web-enabled SmartTrak2, VisionPLUS OnLine, and Mall Site (bodyshopmall.com, ColorSourceMall.com, and PBEMall.com) business tools. "BASF has been leveraging Internet technology for a variety of specific and diverse collision repair industry applications," explained Bob Roewer, manager of eBusiness development for BASF’s Automotive Refinish Regional Business Unit. "With basftoolbox.com, we are using the power of the Web to provide our customers with additional information on a specific product line, in this case our eBusiness Toolbox products." "The microsite concept allows us to supplement our trade print advertising by guiding the reader directly to additional information," says Guy Bargnes, director of marketing for BASF’s Automotive Refinish Regional Business Unit. "The basftoolbox.com is designed to provide interested readers with the next level of detail on the products they’ve read about in our eBusiness Toolbox print ads. In the past, that next step might have involved mailing a brochure to a shop based on a response card, for example. With basftoolbox.com, the shop owner can explore these advertised products at his or her convenience, immediately upon reading the ad. "It’s just one more way that we’re using the Internet to bring collision repair facilities together with the BASF products and services that will help them to succeed," Bargnes concluded.