ENG Courtesy Chevrolet San Diego Case Study


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ENG Courtesy Chevrolet San Diego Case Study

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ENG Courtesy Chevrolet San Diego Case Study

  1. 1. Bill, Mark and Scott Gruwell acquire a Small Chevy Store in San Diego
  2. 2. ATTRACT INTERACT CONVERT RESPOND SELL SERVICE RETAIN Courtesy Chevrolet in Phoenix, AZ became the leading Internet retailer of new and certified used Chevrolet vehicles in the USA… Can they do it again?
  3. 3. Chad Hubler accepted the “Mission Impossible” assignment of going to San Diego as the new GM and transforming the store into a winner Chad Hubler Mark Gruwell Bill Gruwell Scott Gruwell Ralph Paglia The San Diego Strategy Team
  4. 4. In 2005, Courtesy Chevrolet PHX ranked 27 th in the Wards eDealer 100. #27 in 2005
  5. 5. In 2006, Courtesy Chevrolet PHX ranked 5 th #5 in 2006
  6. 6. Courtesy PHX ranked #11 overall, and first in total vehicle sales and revenue from amongst all Chevrolet dealerships for 2006… 7,115 New Chevys Sold #11 in 2005
  7. 7. Courtesy PHX ranked #8 overall, and first in total vehicle sales and revenue from amongst all Chevy dealerships for 2006. 7.777 New Chevys Sold #8 in 2006
  8. 8. Post-Acquisition Digital Marketing Strategy <ul><li>During the 24 months prior to the Gruwell’s acquisition of Courtesy Chevrolet in San Diego, the store had lost money every month. Unit sales volume had declined over a 3 year period from over 250 vehicles per month to less than 80 vehicles each month. During the same time period, Courtesy Chevrolet in Phoenix, owned by Bill Gruwell had become the largest dealer of Chevrolet vehicles in America, selling over 7,700 new Chevys in 2006, and over 11,000 vehicles total. The Courtesy San Diego Strategy is to use a similar Digital Marketing program integrated with conventional Media campaigns. </li></ul><ul><ul><ul><ul><li>Dedicated Internet Sales Team </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Google AdWords Online Advertising </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Paid Search Advertising using CPC bidding </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Content Network Advertising using CPC bidding </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Site Targeted Advertising using CPM bidding </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>New Higher Converting Primary Web Site </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Online Inventory Listing Services </li></ul></ul></ul></ul><ul><ul><ul><ul><li>3 rd Party Lead Providers </li></ul></ul></ul></ul><ul><ul><ul><ul><li>GM Certified Internet Dealer PowerShift Site </li></ul></ul></ul></ul>
  9. 9. Internet Department Installed 11 New Work Stations installed in Used Car Department Offices… Adjacent sound proofed area set up for working deals with Internet Sales Team Appointments Six full time dedicated Internet Sales Professionals hired to handle incoming leads from cradle to grave
  10. 10. Document ISS Job Description * July 2006 Interactive Marketing Budget
  11. 11. Document Pay Plans & Bonuses * July 2006 Interactive Marketing Budget
  12. 12. Internet Sales Manager Trained & Coached * July 2006 Interactive Marketing Budget I am going to kill this guy if he doesn’t head back to Phoenix soon! How do I get more specials into our web site, and then get people to see them? Let’s set up some Cobalts and Silverados
  13. 13. Develop Strategy & Budget <ul><li>Courtesy Chevrolet’s Digital Marketing Strategy for San Diego 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 web site 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 Digital Marketing budget of $25,000* per month, including web sites, lead providers, paid search marketing and online display advertising… </li></ul>
  14. 14. “ 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>
  15. 15. Online Advertising Sources <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
  16. 16. 4wdandsportutility.com 4wheeloffroad.com aboutchevrolet.com autoblog.com autobytel.com autodealersfinder.com autoguide.com automart.com automobilemag.com automobiles.com automotive.com autotrader.com autoweb.com autoweek.com car-dealerships-by-city.com car.com caranddriver.com cardealersusa.com carfinderservice.com cars.about.com carsmart.com cartalk.com chevyhhr.com chevyreviews.com chevytrader.com cobaltss.com corvetteforum.com dealsonwheels.com denalitrucks.com edmunds.com espanol.autobytel.com familycar.com fjcruiserforums.com ford-trucks.com fullsizechevy.com gm-trucks.com insidercarsecrets.com intellichoice.com invoicedealers.com itrustmotors.com jeepforum.com motortrend.com mydealerships.com mynewcarpurchase.com new-car-dealerships.com newcartestdrive.com pickuptruck.com safecarguide.com smartcarfinder.com theautochannel.com thecarconnection.com toyotanation.com traderonline.com truck-guide.com trucks.about.com trucks.autoblog.com trucktrend.com truckworld.com tundrasolutions.com usedcarsale.com usedcorvettesforsale.com womanmotorist.com youtube.com::AutoVehicles 300x250,Middle right Targeted Web Site Advertising
  17. 17. 16,266 Online Car Shoppers driven to Courtesy Sites in 4 months. $1.90 Cost per Online Car Shopper that actually clicked through to a Courtesy web site $1.51 Cost per 1,000 Online Car Shoppers that saw a Courtesy advertisement Online Car Shoppers saw Courtesy Ads 20,536,600 times in same 4 months.
  18. 18. Build and Launch Ad Campaigns 59 Online Car Shoppers clicked this ad and visited Courtesy’s inventory for a cost of $48.22 59 Online Car Shoppers clicked this ad and visited Courtesy’s inventory for a cost of $48.22 $.82 per Web Site Visitor… A 6% Conversion Rate, generates a Cost per Lead of less than $14.00
  19. 19. $358.60 for 190 Visitors = $1.89 each $358.60 for 190 Visitors = $1.89 each $32.16 for 12 Visitors = $2.68 each $32.16 for 12 Visitors = $2.68 each Manage Campaigns to Drive Cost per Visitor Down
  20. 20. $358.60 for 190 Visitors = $1.89 each $150.34 for 85 Visitors = $1.77 each $32.16 for 12 Visitors = $2.68 each $48.72 for 42 Visitors = $1.16 each Manage Campaigns to Drive Cost per Visitor Down
  21. 21. $358.60 for 190 Visitors = $1.89 each $105.20 for 39 Visitors = $2.70 each $32.16 for 12 Visitors = $2.68 each $35.62 for 24 Visitors = $1.48 each Manage Campaigns to Drive Cost per Visitor Down
  22. 22. Digital Marketing Sales 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>177 Vehicles Sold </li></ul><ul><li>44 Avg. Sales per Month </li></ul><ul><li>$71,801.30 invested in Digital Marketing Campaigns </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 STUDY: Courtesy Chevrolet San Diego Digital Marketing Campaigns From April through July, 2007 (4 months): *$620.55 = Courtesy Chevrolet Advertising PVR 2007YTD
  23. 23. Digital Marketing Network of Online Properties We created a portfolio of key word enriched URL’s connected to multiple web sites and deep links, generating lower cost, higher yield online advertising.
  24. 24. URL Domain Name Portfolio Examples CourtesySanDiego.com CourtesyChevySanDiego.com SD- Chevy.com SD-Used- Cars.com SD- Chevrolet.com ChevyCorvetteSanDiego.com www.SDCorvetteKing.com SD-Corvette- King.com SD- Corvette.com CorvetteSanDiego.com San-Diego- Corvette.com Chevy- Nation.com SanDiego-Chevy-Trucks.com Chevrolet- Nation.com San-Diego- Chevy.com Chevy- Specials.com New- Chevy.com Used- Chevy.com 199payments.com Chevrolet4x4.com Chevrolet-4x4.com MissionValleyChevrolet.com SDNewChevrolet.com SDNewChevy.com SD-Used- Chevy.com SD-Car- Loans.com Marines- Chevy.com Navy- Chevy.com SD- Chevy.com SD- Chevrolet.com Chevrolet- California.com San-Diego- Chevrolet.com ChevyCA.com ChevyCalifornia.com California- Chevrolet.com Chevrolet- SanDiego.com SanDiego-Chevrolet.com Chevy- California.com Chevy- CA.com SanDiego-Chevy.com BuyChevy-GetCruise.com www.BuyAChevyGetACruise.com KingOfVettes.com King-Of- Corvettes.com CaliforniaCorvetteKing.com Corvette- King.com California- Corvettes.com California- Corvette.com SDChevysale.com SDChevySales.com ChevroletIncentives.com SD-Certified- Used.com MyChevy-MyWay.com SanDiegoChevyTahoe.com AutoTrader- SanDiego.com
  25. 25. Conventional Media Integration Facing Interstate 8, over 100,000 vehicles a day
  26. 26. Courtesy Chevrolet Campaign Specific Display Ads Placed within selected and targeted 3 rd Party Web Sites Using the Google Advertising Network Online Ad Examples
  27. 27. Click to Get Your Quote 750 Camino Del Rio North, San Diego, CA 92108 1-888-778-2877 750 Camino Del Rio North San Diego, California 92108 888-778-2877 Click to Get Your Quote 750 Camino Del Rio North San Diego, California 92108 888-778-2877 Click to Get Your Quote Click to Get Your Quote 750 Camino Del Rio North, San Diego, CA 92108 1-888-778-2877 750 Camino Del Rio North San Diego, California 92108 1-888-778-2877 Click to Get A Price Quote 750 Camino Del Rio North San Diego, California 92108 1-888-778-2877 Click to Get A Price Quote
  28. 29. 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 Used Car Site; AutoTrader.com </li></ul><ul><li>Micro-Sites & Landing Pages; BZ Results </li></ul><ul><li>SEO & SEM Micro-Sites; ADP Dynamic Web </li></ul><ul><li>Special Finance Online Application; DealerCentric </li></ul>“ One Dealership Web Site is NOT Enough for Optimal Results!”
  29. 30. 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 with digital ad generated leads </li></ul><ul><li>Use ad specific deep links, landing pages and micro sites instead of linking ads to your “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 Digital Marketing Programs