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ATTRACT INTERACT CONVERT RESPOND SELL SERVICE RETAIN Courtesy Chevrolet in Phoenix, AZ has become America’s leading Intern...
eIntegrated Dealer Sales & Marketing <ul><li>Ralph Paglia </li></ul><ul><li>CRM / eBusiness Director </li></ul>During the ...
Courtesy is ranked first in total vehicle sales and revenue from amongst all Chevrolet dealerships in latest research rele...
Volume Weighted Customer Satisfaction Leadership
Courtesy Chevrolet eBusiness Organization <ul><li>Factoid #2:   </li></ul><ul><li>Courtesy Chevrolet is a single point Che...
Courtesy Chevrolet  CRM/eBusiness Teams as of August, 2005 eBusiness Director BDC Manager New & Used  Vehicle Sales Dept. ...
Courtesy Chevrolet  CRM/eBusiness Teams as of December, 2005 Ralph Paglia CRM/eBusiness Director Joel Matteson BDC Manager...
Courtesy Chevrolet  CRM/eBusiness Teams as of August, 2006 Ralph Paglia CRM/eBusiness Director Joel Matteson BDC Manager N...
Courtesy Chevrolet  CRM/eBusiness Teams as of October, 2006 Ralph Paglia CRM/eBusiness Director Joel Matteson BDC Manager ...
Courtesy Chevrolet  CRM/eBusiness Teams as of November, 2006 Ralph Paglia CRM/eBusiness Director Joel Matteson BDC Manager...
Document Roles & Responsibilities * July 2006 Interactive Marketing Budget
Document Pay Plans & Bonuses * July 2006 Interactive Marketing Budget <ul><li>Base Salary:  $1,000.00 per month  Commissio...
Develop Strategy & Budget -  Phase 1 <ul><li>Prior to building the organizational    structure shown on the previous    sl...
Develop Strategy & Budget -  Phase 1 <ul><li>Courtesy Chevrolet’s Interactive Marketing Strategy (IMS) is based on the fol...
Where Do We Invest Our Online Advertising Budget?
Courtesy Chevrolet decided to use online Google “Sponsored Link” ads and Google’s network of sites that accept display ads...
eIntegrated Marketing Results Using an Integrated Marketing Strategy, Courtesy Chevrolet has dramatically Increased the vo...
eBusiness Sales Results Increased sales volume from a holistic eIntegrated Marketing Strategy that  generated sales from l...
Driving Targeted Traffic
eBusiness Opportunity Analysis Courtesy Chevrolet reviews eBusiness campaigns and opportunities by  categorizing the leads...
Factoid #3;  Search Engine Marketing Results <ul><li>33,257,657  Car Shopper Impressions Generated </li></ul><ul><li>29,52...
Interactive Marketing Strategy –  Phase 2 Primary Web Sites Full-Featured w/Inventory HouseOfCourtesy.com Primary web site...
Interactive Marketing Strategy –  Phase 3 www.HouseOfCourtesy.com   www.CourtesyChev.com   www.ChevyAZ.com   www.CourtesyA...
Interactive Marketing Network As the multiple web sites, mico-sites and landing pages were being created, and linked to ea...
Interactive Marketing Strategy –  Phase 4 SEM & Promo Landing Pages Primary Web Sites Full-Featured w/Inventory Campaign S...
Online to Offline Integration;  Phase 5 <ul><li>Achieving an Interactive Marketing Strategy fully integrated and supported...
Integrated Marketing Strategy –  Phase 5 Search Engine  Marketing (SEM) Search Engine  Optimization (SEO) Non-Web Based  I...
“ Grow Your Own”  Lead Generating Strategy <ul><li>Self-Generated Leads to supplement 3 rd  Party lead providers and facil...
Ad Groups by Targeted URL’s Leads Leads Leads Leads Leads Leads Leads Leads Leads Leads Leads Leads Leads Leads Landing Pa...
SEM Campaign Reports Whether self-directed or managed by a 3 rd  Party Supplier, Dealers should insist on reviewing the SE...
SEM Services <ul><li>Courtesy uses multiple SEM services vendors by selecting a vendor for each type of campaign objective...
Web Site Vendors <ul><li>Courtesy uses multiple web site vendors by selecting the best vendor for each web site based on i...
Dealership General Market Site (BZ Results) www.HouseOfCourtesy.com   www.Chevrolet-USA.com   www.Chevrolet-Phoenix.com   ...
GM Certified Internet Dealer Site <ul><li>www.PHXChevrolet.com   </li></ul><ul><li>GM Certified Internet Dealer site </li>...
Spanish Language Web Site (Reynolds) www.LatinoChevy.com   www.Latino-Chevy.com
CourtesyOnBell.com Web Site (BZ Results) www.CourtesyOnBell.com   Satellite Lot Used Car Center focused on our “Buy Here- ...
CourtesyFleet.com Web Site (BZ Results) www.CourtesyFleet.com   Focused on Fleet and Commercial Retail accounts/clients
Online Advertising Sources, Vendors & Charlatans <ul><li>Types of Online Advertsing: </li></ul><ul><ul><li>Pay for Placeme...
Micro-Sites & Landing Pages <ul><li>Courtesy Chevrolet uses a combination of multiple page micro-sites and specialized lan...
Conventional Media Integration
Conventional Media Integration
www.2007Tahoe.com Micro-Site Scroll Down…
www.2007Tahoe.com Micro-Site Scroll Down… Relevant Text based content is King when it comes to SEO ranking
Scroll Down… Relevant Text based Hyperlinks reduce leakage from your SEM funnel and point search engine spiders in the rig...
“ Push to Talk” buttons on ALL Micro-Sites and Landing Pages allow the Hottest Prospects to get immediate gratification Re...
YouGotGas.com Web-Store Promotion … As we discussed what would work; ELIMINATE GAS PRICE FEAR! We would advertise that whe...
1. Win $500 worth of gas for free! Register for the Courtesy Chevrolet  Got Gas*  drawing to win $500 in pre-paid gas card...
<ul><li>Marketing Plan to  “Get them in and sell more cars” </li></ul><ul><li>Generate Curiosity and arouse customer inter...
Showroom Signage shows customers they are at the right place… And, gives the sales team something to point at as one more ...
20 Billboards & 60 Bus Shelters used to Drive Micro-Site Traffic & Phone Calls, resulting in over 800 Phone calls within 6...
On The Web At:  HouseOfCourtesy.com When you click here
www. YouGotGas .com  What about Gas?!?!?!  Get It At
www. YouGotGas .com   Fuel Expense calculator based on 2 simple questions shows customers how important the cost of their ...
www. YouGotGas .com  1. Win $500 Worth of Pre-Paid Gas Cards by Entering Weekly Drawing 2. Register to get a year’s worth ...
Confirms Entry into $500 Weekly Drawing After entering the drawing to Win $500 Worth of  Pre-Paid Gas Cards, the customer ...
Examples of Courtesy Chevrolet Campaign Specific Display Ads Placed within targeted Web Sites selected according to local ...
Display Ads drive traffic to  Deep Links
Deep Links go to Inventory Pre-Sorts Online & Offline Advertising Campaigns drive traffic to “Deep Links” into specialized...
HouseOfCourtesy.com Types of Leads Generated
Leads Generated by Referring Domains (source)
Lead Forms Viewed by Referring Source <ul><ul><ul><ul><ul><li>1. Typed/Bookmarked   715   </li></ul></ul></ul></ul></ul><u...
Web Site Content Popularity   –  Excludes other sites, micro-sites & landing pages   Page   Page Views 1. Inventory Result...
Examples of SEM Results with Google <ul><li>Ads placed directly by Courtesy Chevrolet for placement within Google search r...
Search Engine Success Google “Organic” Ranking due to SEO by BZ Results “ Phoenix Chevrolet Dealers” search
Use SEM to Attract Loyal Chevy Customers Targeted by State
SEM Vendor Campaign Courtesy Chevrolet’s own  in-house SEM campaign managed on a daily basis by CRM dept.… Having multiple...
Courtesy Chevrolet “Organic” SEO Listing of BZ site SEM Vendor Campaign Courtesy Chevrolet “2007Tahoe.com” SEM campaign
Courtesy Ad placed Directly with Google Courtesy SEM Ad placed  Directly with Google Organic Ranking of  Courtesy Micro-Si...
SEM Vendor Campaign Courtesy Chevrolet’s own  in-house SEM campaign managed on a daily basis by CRM dept.… Having multiple...
Dealer Managed  Google Campaign Reporting Total of Targeted Prospects that Clicked Through to Landing Page Total of Target...
Courtesy Chevrolet Campaign Specific Display Ads Placed  within selected and targeted  3 rd  Party Web Sites Using the  Go...
www.GMinsideNews.com
www.GMinsideNews.com
www.GMinsideNews.com
www.PhoenixAtaGlance.com
www.AutoBaron.com
Use of Deep-Links in Online Advertising www.GM-Finance.com   Deep-link into GM PowerShift web site online credit applicati...
www.ChevyReviews.com
www.ChevroletForum.com
www.ChevroletHHR.net
www.GMinsidernews.com
www.GMtrucks.com
www.ChevroletForum.com
www.AutoIntell.com
www.PriceQuotes.com
 
 
 
 
 
www.ColoradoK5.com
 
 
 
SAVE MONEY BUYING A NEW CHEVROLET CAR, TRUCK OR SUV   For Phoenix, Arizona Chevrolet buyers It's fast, easy and FREE. Use ...
 
 
 
 
 
 
 
 
 
Thank you for attending! <ul><li>Strategic cohesiveness with dealership’s general market advertising and management team “...
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Courtesy e integrated marketing v11

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  • Average monthly sales total for the combined Internet Sales and BDC teams was 180 vehicles per month…
  • Split both the BDC and Internet Sales Teams from 2 to 4 managed profit centers, and increased BDC rep’s from 8 to 12, increased ISS’s from 8 to 12… Average monthly sales total for the combined Internet Sales and BDC teams rose to 220 vehicles per month… Added CRM Administration Staff of 2, and moved telephone switchboard receptionists to 2 nd floor and off of the showroom floor. CRM admin staff funded with money previously used for outside vendor’s unsold showroom follow-up USPS direct mail program and newly structured Lead Quality Program that tracks invalid leads and credits for those invalid leads from 3 rd Party Lead Providers.
  • Added Special eFinance Team to handle online credit applications (720 received in July 2006 with 44 sales generated at $116,000 in gross profits), Added a Courtesy on Bell Road satellite store Internet Sales Manager to handle eLeads and set up appointments for sales staff… The Courtesy Chevrolet CRM/eBusiness Teams combined sales objectives &amp; monthly capacity rose to 360+ CRM/eBusiness Facilitated Vehicle Sales per Month…
  • Moved both the new vehicle and used vehicle BDC’s into newly constructed hi-tech call center after 6 months of contruction and development, Added a full-time F&amp;I Manager to the eFinance Sales Team, installed 2 additional office cube’s for eFinance so they can contract deals in the eBusiness area of facility… The Courtesy Chevrolet CRM/eBusiness Teams combined sales generation capacity goes to over 445 CRM/eBusiness Facilitated Vehicle Sales per Month…
  • Moved both the new vehicle and used vehicle BDC’s into newly constructed hi-tech call center after 6 months of contruction and development, Added a full-time F&amp;I Manager to the eFinance Sales Team, installed 2 additional office cube’s for eFinance so they can contract deals in the eBusiness area of facility… The Courtesy Chevrolet CRM/eBusiness Teams combined sales generation capacity goes to over 445 CRM/eBusiness Facilitated Vehicle Sales per Month…
  • SEM-to-Leads Strategy Funnel
  • Transcript of "Courtesy e integrated marketing v11"

    1. 1. ATTRACT INTERACT CONVERT RESPOND SELL SERVICE RETAIN Courtesy Chevrolet in Phoenix, AZ has become America’s leading Internet retailer of new and certified used Chevrolet vehicles…
    2. 2. eIntegrated Dealer Sales & Marketing <ul><li>Ralph Paglia </li></ul><ul><li>CRM / eBusiness Director </li></ul>During the past 18 months, Courtesy Chevrolet in Phoenix, AZ has emerged as the leading Internet retailer of new and certified used Chevrolet vehicles in America. Courtesy was recently ranked first in total revenue from amongst all Chevrolet dealerships by Wards Dealer Business, Courtesy uses Interactive Marketing that is integrated with conventional Media campaigns. Using a combination of Business Development Centers (BDC) and dedicated Internet Sales Teams in conjunction with a fully integrated Interactive Marketing Strategy, Courtesy Chevrolet now dominates the online car buying experience targeted at anyone shopping for a new or used Chevy in Phoenix. George Salman Chevrolet Sales Manager
    3. 3. Courtesy is ranked first in total vehicle sales and revenue from amongst all Chevrolet dealerships in latest research released by Wards Dealer Business.
    4. 4. Volume Weighted Customer Satisfaction Leadership
    5. 5. Courtesy Chevrolet eBusiness Organization <ul><li>Factoid #2: </li></ul><ul><li>Courtesy Chevrolet is a single point Chevy dealer with 3 fully staffed BDC’s, an eFinance Sales Team and 4 Internet Sales Teams. These 8 teams of automotive sales professionals operate out of 4 distinct facilities: </li></ul><ul><li>New Chevrolet Internet Sales </li></ul><ul><li>Used Car Internet Sales </li></ul><ul><li>Bell Road Internet Sales </li></ul><ul><li>Commercial Internet Sales </li></ul><ul><li>New Chevrolet BDC </li></ul><ul><li>Used Car BDC </li></ul><ul><li>Wholesale Parts BDC </li></ul><ul><li>eFinance Sales Team </li></ul>
    6. 6. Courtesy Chevrolet CRM/eBusiness Teams as of August, 2005 eBusiness Director BDC Manager New & Used Vehicle Sales Dept. Internet Sales Manager New & Used Vehicle Sales Dept. CSR 1 CSR 2 CSR 3 CSR 4 CSR 5 CSR 6 CSR 7 CSR 8 ISS 1 ISS 2 ISS 3 ISS 4 ISS 5 ISS 6 ISS 7 ISS 8 ISS 9 ISS 10 Phase 1 Sales Results: Internet sales averaged 88 units per month (new & used) BDC generated sales averaged 92 units per month (new & used) Mike Gordon IT Director
    7. 7. Courtesy Chevrolet CRM/eBusiness Teams as of December, 2005 Ralph Paglia CRM/eBusiness Director Joel Matteson BDC Manager New Vehicle Sales George Salman Internet Sales Manager New Vehicle Sales Francisco Abalos BDC Manager Used Vehicle Sales Bryan Long Internet Sales Manager Used Vehicle Sales Kelly Slaughter & Lisa Sarata CRM Administrators CSR 1 CSR 2 CSR 3 CSR 4 CSR 5 CSR 6 CSR 7 CSR 8 ISS 1 ISS 2 ISS 3 ISS 4 ISS 5 ISS 6 ISS 7 ISS 8 ISS 9 ISS 10 ISS 11 ISS 12 CSR 9 CSR 10 CSR 11 CSR 12 Mike Gordon IT Director Split & Grow Split & Grow <ul><li>Phase 2 Team Expansion: Internet split into new and used managed teams BDC split into new and used managed teams CRM administrative position added (showroom) </li></ul>New Position New Position New Position 80 sales 70 sales 40 sales 40 sales
    8. 8. Courtesy Chevrolet CRM/eBusiness Teams as of August, 2006 Ralph Paglia CRM/eBusiness Director Joel Matteson BDC Manager New Vehicle Sales George Salman Internet Sales Manager New Vehicle Sales Francisco Abalos BDC Manager Used Vehicle Sales Bryan Long Internet Sales Manager Used Vehicle Sales Kelly Slaughter & Cecy Girod CRM Administrators Patrick Miller Internet Sales Manager Courtesy On Bell CSR 1 CSR 2 CSR 3 CSR 4 CSR 5 CSR 6 CSR 7 CSR 8 CSR 9 CSR 10 ISS 1 ISS 2 ISS 3 ISS 4 ISS 5 ISS 6 ISS 7 ISS 8 ISS 9 ISS 10 ISS 11 ISS 12 ISS 13 ISS 14 ISS 15 ISS 16 CSR 11 CSR 12 CSR 13 CSR 14 CSR 15 CSR 16 Designated Sales Consultants Certified to Handle Internet Lead Appointments Mike Gordon IT Director Ron Daly & Scott Daly Special eFinance Team Lisa Esquivez eFinance BDC Omara Spriggs ef inance Sales 100 sales 90 sales 60 sales 50 sales 25 sales 35 sales New Team New Position <ul><li>Phase 3 Team Expansion: Special eFinance team Courtesy-on-Bell ISM </li></ul>Courtney Daly eFinance Admin.
    9. 9. Courtesy Chevrolet CRM/eBusiness Teams as of October, 2006 Ralph Paglia CRM/eBusiness Director Joel Matteson BDC Manager New & Used Dept.’s George Salman Internet Sales Manager New Vehicle Department Vernon Intara BDC Team Leader NEW Vehicle Sales Bryan Long Internet Sales Manager Used Vehicle Sales Kelly Slaughter & Cecy Girod CRM Administrators Adrian Fajardo Internet Sales Manager Courtesy On Bell CSR 1 CSR 2 CSR 3 CSR 4 CSR 5 CSR 6 CSR 7 CSR 8 CSR 9… CSR 12 ISS 1 ISS 2 ISS 3 ISS 4 ISS 5 ISS 6 ISS 7 ISS 8 ISS 9 ISS 10 ISS 13 ISS 14 ISS 15 ISS 16 ISS 17 ISS 18 ISS 19 ISS 20 ISS 21 CSR 13 CSR 14 CSR 15 CSR 16 CSR 17 CSR 18 Certified Sales Consultants Assigned to Handle Internet Leads Mike Gordon IT Director Ron Daly & Scott Daly Special eFinance Team ISS 22 CSR 19 CSR 20 120 sales 125 sales 105 sales 75 sales 55 sales 65 sales Phase 4 Team Expansion: New 26 Workstation BDC New & Used BDC Team Leaders Consolidate and Expand BDC Teams Barbara Mason eFinance Manager Judith Rodriguez eFinance Admin Francisco Abalos BDC Team Leader USED Vehicle Sales CSR 21… CSR 24 ISS 12 ISS 11 ISS 23 ISS 24
    10. 10. Courtesy Chevrolet CRM/eBusiness Teams as of November, 2006 Ralph Paglia CRM/eBusiness Director Joel Matteson BDC Manager New & Used Dept.’s George Salman Internet Sales Manager New Vehicle Department Vernon Intara BDC Team Leader NEW Vehicle Sales Bryan Long Internet Sales Manager Used Vehicle Sales Kelly Slaughter & Cecy Girod CRM Administrators Adrian Fajardo Internet Sales Manager Courtesy On Bell CSR 1 CSR 2 CSR 3 CSR 4 CSR 5 CSR 6 CSR 7 CSR 8 CSR 9… CSR 12 ISS 1 ISS 2 ISS 3 ISS 4 ISS 5 ISS 6 ISS 7 ISS 8 ISS 9 ISS 10 ISS 13 ISS 14 ISS 15 ISS 16 ISS 17 ISS 18 ISS 19 ISS 20 ISS 21 CSR 13 CSR 14 CSR 15 CSR 16 CSR 17 CSR 18 Certified Sales Consultants Assigned to Handle Internet Leads Mike Gordon IT Director Ron Daly & Scott Daly Special eFinance Team ISS 22 CSR 19 CSR 20 Barbara Mason eFinance Manager Judith Rodriguez eFinance Admin Francisco Abalos BDC Team Leader USED Vehicle Sales CSR 21… CSR 24 ISS 12 ISS 11 ISS 23 ISS 24
    11. 11. Document Roles & Responsibilities * July 2006 Interactive Marketing Budget
    12. 12. Document Pay Plans & Bonuses * July 2006 Interactive Marketing Budget <ul><li>Base Salary: $1,000.00 per month Commissions are based on the “Total Gross Profit” generated for each vehicle sold, including profit on sale (front end) and profit on Financing and Insurance (back end). The commissions paid to the ISS are based on the following sliding scale, retroactive to the first unit sold : </li></ul><ul><li>1 to 8 vehicles sold: 12% </li></ul><ul><li>9 to 11 vehicles sold: 14% </li></ul><ul><li>12 to 14 vehicles sold: 16% </li></ul><ul><li>15 to 17 vehicles sold: 18% </li></ul><ul><li>18 & Up vehicles sold: 20% </li></ul><ul><li>Monthly Unit Volume Bonuses: </li></ul><ul><ul><ul><ul><ul><li>5 Units Sold/Billed by 15th of month = $250.00 Bonus </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>12 Units = $1,000.00 Bonus </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Each additional 3 units above 12 = +$250.00 </li></ul></ul></ul></ul></ul><ul><li>Team Gross Bonus: </li></ul><ul><li>An additional 5% of the Gross Profits generated by the Sales Team that the ISS is assigned to will be paid out based on individual ISS’s units sold as a contribution to the team’s total unit sales. How It Works: If the ISS sells 10 units and the team sells 100 units, then the ISS receives 10% of the 5% Team Gross Bonus payout. </li></ul><ul><li>Process Performance Bonuses: </li></ul><ul><li>Leads Converted to Dealership Visits: #1 ISS receives a $350 Monthly Bonus </li></ul><ul><li>#2 ISS receives a $150 Monthly Bonus </li></ul><ul><li>Showroom Visits to Sales Closed : #1 ISS receives a $350 Monthly Bonus </li></ul><ul><li>#2 ISS receives a $150 Monthly Bonus </li></ul>
    13. 13. Develop Strategy & Budget - Phase 1 <ul><li>Prior to building the organizational structure shown on the previous slides, the Courtesy Chevrolet Marketing Committee received numerous presentations made by the eBusiness Director (Ralph Paglia). After considerable lobbying and planning, a consensus was reached that a portion of the dealership's total marketing budget would be re-allocated towards Interactive Marketing that would be integrated within total dealership marketing strategy and campaigns. The Courtesy Chevrolet Interactive Marketing Strategy (IMS) was then defined and based on the following goals and objectives… (next slide) </li></ul>* July 2006 Interactive Marketing Budget
    14. 14. Develop Strategy & Budget - Phase 1 <ul><li>Courtesy Chevrolet’s Interactive Marketing Strategy (IMS) is based on the following goals and objectives: </li></ul><ul><li>Generate showroom traffic, inbound sales calls & electronic leads that result in growth of BOTH total store and eBusiness sales </li></ul><ul><li>Integrate with (and leverage) general market, GM and minority targeted campaigns using special landing pages & micro sites </li></ul><ul><li>Produce cost effective leads that supplement 3 rd Party Leads </li></ul><ul><li>Displace competing dealers from first page search results listings on the most popular search engines when buyers search for info </li></ul><ul><li>Keep spending within allocated budget of $108,000* per month: </li></ul><ul><ul><ul><ul><li>$60,000 per Month for New Chevrolet Internet & Retail </li></ul></ul></ul></ul><ul><ul><ul><ul><li>$18,000 per Month for Camelback Used Car Internet </li></ul></ul></ul></ul><ul><ul><ul><ul><li>$16,000 per Month for Special eFinance Team </li></ul></ul></ul></ul><ul><ul><ul><ul><li>$14,000 per Month for Bell Road Used Car Center </li></ul></ul></ul></ul>* October 2006 Interactive Marketing Budget
    15. 15. Where Do We Invest Our Online Advertising Budget?
    16. 16. Courtesy Chevrolet decided to use online Google “Sponsored Link” ads and Google’s network of sites that accept display ads to drive car buyers to our sites… Courtesy Chevrolet uses Google’s “AdWords” program to reach online car buyers at the moment when they're looking for a new or used car. Using both text based sponsored links and display ads, the Google Network reaches more than 80% of online car buyers.* We create our ads, then use either key search words or select web sites to target which people see the ads. For key search words, we pay when shoppers click through to one of our sites. For display ads we bid what we are willing to pay per thousand impressions for each of the third party web sites we target…
    17. 17. eIntegrated Marketing Results Using an Integrated Marketing Strategy, Courtesy Chevrolet has dramatically Increased the volume of leads generated and received over a 19 month period.
    18. 18. eBusiness Sales Results Increased sales volume from a holistic eIntegrated Marketing Strategy that generated sales from leads using a combination of dedicated Internet Sales Specialists and BDC based Customer Service Representatives. Conventional Internet Sales Strategy eIntegrated Holistic Sales Marketing Strategy
    19. 19. Driving Targeted Traffic
    20. 20. eBusiness Opportunity Analysis Courtesy Chevrolet reviews eBusiness campaigns and opportunities by categorizing the leads generated, then looking at volume, invalids and sales.
    21. 21. Factoid #3; Search Engine Marketing Results <ul><li>33,257,657 Car Shopper Impressions Generated </li></ul><ul><li>29,528 Car Shopper Visits to Courtesy Chevrolet web sites, landing pages and micro sites </li></ul><ul><li>2,248 Electronic Leads and Phone Calls Generated </li></ul><ul><li>174 Vehicles Sold </li></ul><ul><li>$71,801.30 was invested with Google AdWords & Google Display Ad Network </li></ul><ul><li>$2.16 Cost per Thousand Car Shopper Impressions </li></ul><ul><li>$2.43 Cost per Car Shopper that clicked-through to a Courtesy Chevrolet site </li></ul><ul><li>$31.94 Average Cost per Lead Generated </li></ul><ul><li>$412.65 Average Cost Per Vehicle Retailed (PVR)* </li></ul>CASE EXAMPLE: Courtesy Chevrolet in-house Google AdWords Campaigns From 12/1/2005 through 3/31/2006 (4 months): Note: This does not include BZ, AZCentral, ClickMotive, BDC or Jumpstart SEM campaigns *$620.55 = Courtesy Chevrolet Advertising PVR 2005
    22. 22. Interactive Marketing Strategy – Phase 2 Primary Web Sites Full-Featured w/Inventory HouseOfCourtesy.com Primary web site LatinoChevy.com Spanish web site SEM/SEO Key Word URL’s Point to Deep Links CourtesyFleet.com Commercial & Fleet web site What did we have to work with as far as web properties? Would these web sites be the best at converting “click-throughs” to leads?
    23. 23. Interactive Marketing Strategy – Phase 3 www.HouseOfCourtesy.com www.CourtesyChev.com www.ChevyAZ.com www.CourtesyAZ.com www.Chevrolet-USA.com www.Chevrolet-New.com www.Chevrolet-Used.com www.PHXChevrolet.com www.AZ-Chevy.com www.ChevyPriceQuotes.com www.ContactChevy.com www.AZ-Cars.com www.2007Tahoe.com www.2006Silverado.com www.AZautoFinance.com www.ChevyPride.com www.AZcarFinance.com www.PHXfinance.com www.2008ChevyCamaro.com www.LatinoChevy.com www.AZcarTruck.com www.GMoilChange.com www.CarOnBell.com www.Phoenix-Chevrolet.com www.Chevy-Deals.com www.CamaroLove.com www.AZcamaro.com www.Corvette-Chevrolet.com www.Chevrolet-Car-Truck.com www.AZcourtesy.com www.Arizona-Chevrolet.com www.YouGotGas.com www.FreeGMoilChange.com www.WeBuyChevys.com www.KBB-Value.com www.SellaChevy.com www.Chevy-Finance.com www.Chevy-Tahoe.com www.Chevy-Trailblazer.com www.Chevy-Equinox.com www.PHXchevy.com www.Phoenix-Chevy.com www.PHXdealer.com www.GMAC-Credit.com Courtesy Chevrolet uses over 350 URL addresses directed towards multiple full featured web sites along with multiple micro-sites and online landing pages to generate floor traffic, incoming sales calls and electronic leads… Here are just a few:
    24. 24. Interactive Marketing Network As the multiple web sites, mico-sites and landing pages were being created, and linked to each other the entire implementation began to take on a network appearance and characteristics.
    25. 25. Interactive Marketing Strategy – Phase 4 SEM & Promo Landing Pages Primary Web Sites Full-Featured w/Inventory Campaign Specific Micro Web Sites Get a Year Worth Of Free Gas free GM Oil Changes For 3 Years HouseOfCourtesy.com 2007Tahoe.com CourtesyOnBell.com PHXChevrolet.com LatinoChevy.com SEM/SEO Key Word URL’s Point to Primary Site Deep Links CourtesyFleet.com WeBuyChevys.com GMAC-AZ.com 2006Silverado.com GetaCamaro.com YouGotGas.com ChevyPriceQuote FreeGMoilChange ChevyPride.com PHXfinance.com BK-OK-Car-Loans.com
    26. 26. Online to Offline Integration; Phase 5 <ul><li>Achieving an Interactive Marketing Strategy fully integrated and supported by, as well as supporting conventional marketing campaigns generates increased success for both… Results that are greater than the sum of each as separately conceived and executed strategies. </li></ul>Synergy
    27. 27. Integrated Marketing Strategy – Phase 5 Search Engine Marketing (SEM) Search Engine Optimization (SEO) Non-Web Based Integrated Marketing Web Site Placed Display Ads eSales Managed Account #1 ClickMotive Managed Campaigns Courtesy Managed URL Submissions Vendor Managed Activities BDC Managed Account #2 BZ Results Managed Campaigns Multiple Web Site Properties Outdoor Billboards & Bus Stops Radio TV Direct Mail AZCentral.com & Cars.com Expanding Display Ads ConsumerGuide.com Jumpstart Automotive LaVoz.com Spanish Display Ads <ul><li>Google </li></ul><ul><li>Site Network For CPM Ads </li></ul><ul><li>MotorTrend.com </li></ul><ul><li>CarAndDriver.com </li></ul><ul><li>AutoWeek.com </li></ul><ul><li>Automotive.com </li></ul><ul><li>FullSizeChevyTrucks.com </li></ul><ul><li>AutomotiveNews.com </li></ul><ul><li>MotorAlley.com </li></ul><ul><li>Reply.com </li></ul><ul><li>InvoiceDealers.com </li></ul><ul><li>InsiderCarsSecrets.com </li></ul>
    28. 28. “ Grow Your Own” Lead Generating Strategy <ul><li>Self-Generated Leads to supplement 3 rd Party lead providers and facilitate total eSales Team growth </li></ul><ul><li>Integrated Marketing Campaigns drive car shoppers and “highly likely to be in market” targeted prospects to campaign-specific landing pages and micro-sites </li></ul><ul><li>Targeted Content is specifically and directly relevant to value proposition that fueled the shopper’s visit to each micro-site, landing page or deep-linked page </li></ul><ul><li>Micro-Sites, Landing Pages and Deep Links are designed and selected to convert visitors to leads at a higher rate than would the home pages of dealership full-featured all purpose web sites </li></ul>
    29. 29. Ad Groups by Targeted URL’s Leads Leads Leads Leads Leads Leads Leads Leads Leads Leads Leads Leads Leads Leads Landing Pages & Micro-Sites Key Words or URL Based Site Targets Bid Amounts & Daily Limits SEM Campaigns by Targeted Segments Image Ads & Sponsored Links Leads Leads Leads
    30. 30. SEM Campaign Reports Whether self-directed or managed by a 3 rd Party Supplier, Dealers should insist on reviewing the SEM Campaign Metrics shown below on a monthly basis. eBusiness Directors and Managers should be reviewing these metrics daily and making bid adjustments.
    31. 31. SEM Services <ul><li>Courtesy uses multiple SEM services vendors by selecting a vendor for each type of campaign objective based on its targeted prospects, along with who is most cost effective. This provides the best overall effectiveness while allowing us to compare results and cost per lead that each vendor generates, and how they compare with each other… </li></ul><ul><li>SEM Campaigns to support traffic to our mainstream primary web site and CourtesyOnBell.com; BZ Results </li></ul><ul><li>GM Certified Internet Dealer site; Self-Directed </li></ul><ul><li>Spanish Language site; Self-Directed Google campaigns </li></ul><ul><li>Micro-Sites & Landing Pages; BZ Results & Fresh Start Studio supply the sites, Courtesy Self-Directs SEM campaigns that drive traffic to FSS sites, BZ manages SEM campaigns that drive traffic to BZ micro-sites </li></ul><ul><li>SEM Campaign Optimization & Customized Landing Pages; ClickMotive </li></ul><ul><li>SEM Campaign Management, Behavioral Targeted Marketing and SEM based Lead Generation; JumpStart </li></ul>
    32. 32. Web Site Vendors <ul><li>Courtesy uses multiple web site vendors by selecting the best vendor for each web site based on its specific purpose and functionality requirements, along with who is most cost effective. This provides the best overall effectiveness while allowing us to compare features and functions that each vendor either excels at, or is deficient in providing… </li></ul><ul><li>Mainstream Primary site; BZ Results </li></ul><ul><li>GM Certified Internet Dealer site; Cobalt Group </li></ul><ul><li>Spanish Language site; Reynolds Web Solutions </li></ul><ul><li>Courtesy on Bell Special Credit site; BZ Results </li></ul><ul><li>Commercial & Fleet site; BZ Results </li></ul><ul><li>Micro-Sites & Landing Pages; Fresh Start Studio </li></ul><ul><li>Search Engine Optimized Micro-Sites; ClickMotive </li></ul>“ One Dealership Web Site is NOT Enough for Optimal Results!”
    33. 33. Dealership General Market Site (BZ Results) www.HouseOfCourtesy.com www.Chevrolet-USA.com www.Chevrolet-Phoenix.com www.CourtesyChev.com
    34. 34. GM Certified Internet Dealer Site <ul><li>www.PHXChevrolet.com </li></ul><ul><li>GM Certified Internet Dealer site </li></ul><ul><li>Use of Home page text for SEO </li></ul><ul><li>Pulls in SEM landing page forms </li></ul><ul><li>Built by Cobalt Group </li></ul>$360 / month
    35. 35. Spanish Language Web Site (Reynolds) www.LatinoChevy.com www.Latino-Chevy.com
    36. 36. CourtesyOnBell.com Web Site (BZ Results) www.CourtesyOnBell.com Satellite Lot Used Car Center focused on our “Buy Here- Pay Here” special finance operation
    37. 37. CourtesyFleet.com Web Site (BZ Results) www.CourtesyFleet.com Focused on Fleet and Commercial Retail accounts/clients
    38. 38. Online Advertising Sources, Vendors & Charlatans <ul><li>Types of Online Advertsing: </li></ul><ul><ul><li>Pay for Placement by Time (monthly fee) </li></ul></ul><ul><ul><li>Pay per Click (PPC or CPC) </li></ul></ul><ul><ul><li>Pay per Thousand Impressions (CPM) </li></ul></ul><ul><ul><li>Pay per Conversion (Leads and/or Calls Generated) </li></ul></ul><ul><li>How to Get it Done: </li></ul><ul><li>Self Managed – Do It Yourself </li></ul><ul><li>Interactive Advertising Agencies ($$$) </li></ul><ul><li>Search Engine Marketing Services Providers (15%+fees) </li></ul><ul><li>Dealer Advertising Cooperative Associations </li></ul>Key Factor: Placement and “Cost Per Impression” advantages inherent with the use of multiple vendors and multiple dealer-managed SEM accounts
    39. 39. Micro-Sites & Landing Pages <ul><li>Courtesy Chevrolet uses a combination of multiple page micro-sites and specialized landing pages to maximize the conversion of click-throughs from online search engine sponsored links, brokered display ads and web site placed Banners, Leaderboards and other image based online ads. The following is a list of sizes that are industry standards for online display ads that are linked to the dealer’s URL’s: </li></ul><ul><li>NOTE ; online ads must be in gif, jpg, png or swf file formats </li></ul><ul><li>Banner Ads; 468 pixels wide x 60 pixels tall </li></ul><ul><li>Leaderboard ; 728 pixels wide x 90 pixels tall </li></ul><ul><li>Inline (box ads); 300 pixels x 250 pixels & 338 x 292 </li></ul><ul><li>Small Squares; 200 pixels x 200 pixels & 250 x 250 </li></ul><ul><li>Skyscraper ; 120 pixels wide x 600 pixels tall </li></ul><ul><li>Wide Skyscraper ; 160 pixels wide x 600 pixels tall </li></ul>
    40. 40. Conventional Media Integration
    41. 41. Conventional Media Integration
    42. 42. www.2007Tahoe.com Micro-Site Scroll Down…
    43. 43. www.2007Tahoe.com Micro-Site Scroll Down… Relevant Text based content is King when it comes to SEO ranking
    44. 44. Scroll Down… Relevant Text based Hyperlinks reduce leakage from your SEM funnel and point search engine spiders in the right direction Trust generating and validity enhancing icons that are linked to lead generating sites add to a micro-site’s productivity
    45. 45. “ Push to Talk” buttons on ALL Micro-Sites and Landing Pages allow the Hottest Prospects to get immediate gratification Relevant Text based Hyperlinks leverage and extend your SEM investment beyond the specific targeted Micro-Site or Landing Page. These links reduce leakage from our SEM funnel and point search engine spiders to our other sites for ranking
    46. 46. YouGotGas.com Web-Store Promotion … As we discussed what would work; ELIMINATE GAS PRICE FEAR! We would advertise that when you buy a new Chevy from our inventory, we would include a prepaid fuel card with a year’s worth of gas… The lower the vehicle’s EPA, the more gas money had to go on the card!
    47. 47. 1. Win $500 worth of gas for free! Register for the Courtesy Chevrolet Got Gas* drawing to win $500 in pre-paid gas cards to be given away every Friday in October. Fill out the form at www.YouGotGas.com , or call 888-9-GOT-GAS* 2. Get a year’s worth of gas… without winning a contest! When you pre-register for the program by calling 888-9-GOT-GAS or online at www.YouGotGas.com , Courtesy Chevrolet will provide you with a pre-paid Fuel Card good for a year’s worth of Unleaded Gas that is honored at participating QT retailers in Arizona, when you purchase or lease a new Chevrolet car or truck from Courtesy Chevrolet at 1233 E. Camelback Rd., Phoenix, AZ 85014 before October 31, 2005*. Either way, YOU GOT GAS! YouGotGas.com Gives You Gas 2 Ways… *Terms & Conditions Apply, Visit Courtesy Chevrolet for full details
    48. 48. <ul><li>Marketing Plan to “Get them in and sell more cars” </li></ul><ul><li>Generate Curiosity and arouse customer interest… </li></ul><ul><li>Make it easy for customers to say “I’m Interested” by giving them 3 ways to save money on gas: </li></ul><ul><ul><li>Call 888-9-Got-Gas </li></ul></ul><ul><ul><li>Online at www.YouGotGas.com web page </li></ul></ul><ul><ul><li>Visit Courtesy Chevrolet in person </li></ul></ul><ul><li>BDC enters call-in customers into BuzzTrack, then enrolls the customer for gas promo using the micro-site </li></ul><ul><li>BDC Compels customers to come in using the online fuel calculator and sets appointments in BuzzTrak </li></ul><ul><li>Customers who self-enroll online have their leads routed to the Internet Sales Team using lead rotation </li></ul>Got Gas? …Get it at
    49. 49. Showroom Signage shows customers they are at the right place… And, gives the sales team something to point at as one more reason to buy at the “Big C” Showroom Signage used to Support Integrated Campaign
    50. 50. 20 Billboards & 60 Bus Shelters used to Drive Micro-Site Traffic & Phone Calls, resulting in over 800 Phone calls within 60 days & 12K+ site visitors
    51. 51. On The Web At: HouseOfCourtesy.com When you click here
    52. 52. www. YouGotGas .com What about Gas?!?!?! Get It At
    53. 53. www. YouGotGas .com Fuel Expense calculator based on 2 simple questions shows customers how important the cost of their gas is to them… Makes ‘em think! (Used by BDC reps on calls to 888-9-Got-Gas)
    54. 54. www. YouGotGas .com 1. Win $500 Worth of Pre-Paid Gas Cards by Entering Weekly Drawing 2. Register to get a year’s worth of gas When you buy a new Chevy from Courtesy has 2 sections…
    55. 55. Confirms Entry into $500 Weekly Drawing After entering the drawing to Win $500 Worth of Pre-Paid Gas Cards, the customer is offered a SECOND opportunity to register for the Year’s worth of Gas… All their info is pre-filled and the “ I am interested in” box is checked! Can I get a new Corvette for $1,500 down and under $500 a month? Can I buy a new Silverado right away, because the bank just picked up my truck I want to buy a new Tahoe for the best price without getting jerked around
    56. 56. Examples of Courtesy Chevrolet Campaign Specific Display Ads Placed within targeted Web Sites selected according to local visitor traffic and demographics. Linked to relevant content designed to convert visitors into leads… Deeplinked Online Ads
    57. 57. Display Ads drive traffic to Deep Links
    58. 58. Deep Links go to Inventory Pre-Sorts Online & Offline Advertising Campaigns drive traffic to “Deep Links” into specialized content within full featured web site that is directly relevant to promotion…
    59. 59. HouseOfCourtesy.com Types of Leads Generated
    60. 60. Leads Generated by Referring Domains (source)
    61. 61. Lead Forms Viewed by Referring Source <ul><ul><ul><ul><ul><li>1. Typed/Bookmarked 715 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>2. google.com 483 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>3. yahoo.com 251 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>4. msn.com 125 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>5. googlesyndication.com 45 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>6. chevrolet-new.com 44 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>7. aol.com 32 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>8. 2007tahoe.com 31 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>9. cox.net 30 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>10. automart.com 19 </li></ul></ul></ul></ul></ul>
    62. 62. Web Site Content Popularity – Excludes other sites, micro-sites & landing pages Page Page Views 1. Inventory Results Page 60,426 39.0% 2. Inventory Search Page 33,661 21.7% 3. Main (Home Page) 13,897 9.0% 4. Inventory Details Page 13,020 8.4% 5. Search New Inventory 3,926 2.5% 6. Pre-Owned Specials 3,654 2.4% 7. New Specials 3,063 2.0% 8. Pre-Owned Vehicles 2,006 1.3% 9. Specials 1,935 1.2% 10. Search Used Inventory 1,804 1.2% Total 154,875
    63. 63. Examples of SEM Results with Google <ul><li>Ads placed directly by Courtesy Chevrolet for placement within Google search results pages per key word bids made by Courtesy </li></ul><ul><li>Ads placed with Google by ClickMotive on behalf of Courtesy Chevrolet </li></ul><ul><li>Organic listings (free) that result from pro-active SEO activities by BZ Results </li></ul>The next few slides will show actual Search Engine listing results from:
    64. 64. Search Engine Success Google “Organic” Ranking due to SEO by BZ Results “ Phoenix Chevrolet Dealers” search
    65. 65. Use SEM to Attract Loyal Chevy Customers Targeted by State
    66. 66. SEM Vendor Campaign Courtesy Chevrolet’s own in-house SEM campaign managed on a daily basis by CRM dept.… Having multiple and separate SEM campaigns allows Courtesy to dominate the search results, and pay only for the one click that usually results from the search.
    67. 67. Courtesy Chevrolet “Organic” SEO Listing of BZ site SEM Vendor Campaign Courtesy Chevrolet “2007Tahoe.com” SEM campaign
    68. 68. Courtesy Ad placed Directly with Google Courtesy SEM Ad placed Directly with Google Organic Ranking of Courtesy Micro-Site (free)
    69. 69. SEM Vendor Campaign Courtesy Chevrolet’s own in-house SEM campaign managed on a daily basis by CRM dept.… Having multiple and separate SEM campaigns allows Courtesy to dominate the search results, and pay only for the one click that usually results from the search. Competing Dealership Name Key Word Targeting
    70. 70. Dealer Managed Google Campaign Reporting Total of Targeted Prospects that Clicked Through to Landing Page Total of Targeted Prospects that Saw the Online Ad Cost per Targeted Prospect that Clicked on a Key Word based Ad Cost per Prospect that Clicked on a Banner Ad in the Google Network
    71. 71. Courtesy Chevrolet Campaign Specific Display Ads Placed within selected and targeted 3 rd Party Web Sites Using the Google Advertising Network Online Ad Examples
    72. 72. www.GMinsideNews.com
    73. 73. www.GMinsideNews.com
    74. 74. www.GMinsideNews.com
    75. 75. www.PhoenixAtaGlance.com
    76. 76. www.AutoBaron.com
    77. 77. Use of Deep-Links in Online Advertising www.GM-Finance.com Deep-link into GM PowerShift web site online credit application
    78. 78. www.ChevyReviews.com
    79. 79. www.ChevroletForum.com
    80. 80. www.ChevroletHHR.net
    81. 81. www.GMinsidernews.com
    82. 82. www.GMtrucks.com
    83. 83. www.ChevroletForum.com
    84. 84. www.AutoIntell.com
    85. 85. www.PriceQuotes.com
    86. 91. www.ColoradoK5.com
    87. 95. SAVE MONEY BUYING A NEW CHEVROLET CAR, TRUCK OR SUV For Phoenix, Arizona Chevrolet buyers It's fast, easy and FREE. Use Phoenix-Chevrolet-Dealers.com to receive competitive price quote bids from the most price aggressive, highest volume Chevrolet dealers in the Phoenix Valley. Our participating dealers have the largest new Chevrolet inventories and selections in Arizona, and they will offer you the largest discounts and most competitive auto loan and lease rates, along with the best terms in all of Arizona. For maximum discount new Chevrolet prices, including actual dealer invoice costs and Chevrolet factory MSRP, choose the Chevrolet car, SUV or truck that you want from the drop-down menu below. We'll put you in touch with participating Phoenix Chevrolet dealers who will send you their most competitive price quotes, and then offer to arrange a pre-scheduled test drive with a Chevrolet product specialist. The participating Chevrolet dealer you select based on prices quoted, vehicle availability and location will provide an Internet Sales Manager to work with you on getting the best overall deal on your choice of America's #1 Brand and #1 value in a new car, truck or SUV.
    88. 105. Thank you for attending! <ul><li>Strategic cohesiveness with dealership’s general market advertising and management team “buy-in” </li></ul><ul><li>Clearly defined online advertising budget and a commitment to sustain the budget for at least 6 months </li></ul><ul><li>Your Lead Management Process (LMP) must be functional and effective BEFORE you start with online advertising </li></ul><ul><li>Use landing pages and micro-site instead of driving traffic to your dealership’s “home page” </li></ul><ul><li>Measure and track all traffic generated, along with phone calls and eLeads received </li></ul><ul><li>Review results and online marketing metrics at weekly manager meetings… Keep top of mind awareness with your management team </li></ul>Key Executables with Integrated Marketing Programs
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