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    Auto con guerillamarketing-v8 Auto con guerillamarketing-v8 Presentation Transcript

    • Guerrilla Marketing and Competitive Conquest Advertising StrategiesSee multiple case studies and detailed examples showcasing dealerswho use the Internet to take market share away from their competitionRalph Paglia - AutoCon 2012 – Starvine Room 7The online marketing and advertising strategies that attendees will learn in this sessionare not for the timid or faint of heart. Ralph Paglia will be presenting the current andupdated version of his famous 2nd Digital Dealer Conference workshop that identifiedstealth tactics used by highly aggressive dealers to divert traffic originally intended andbound for the competition to the aggressors web sites and landing pages. Ascontroversial as several of these techniques are, many of which are banned in over adozen countries, you will want to learn about them so you can recognize when they areused against your dealership. With todays technologies and the sophisticatedmessaging and advertising systems available, there are more ways than ever beforefor aggressive dealers to take their competitions customers away from them.Attendees will be provided with online tools and techniques to see exactly whichkeywords the competition is bidding on in Google, how much budget they haveallocated for their web sites advertising, how to use your dealer advertisingassociations own web site to take customers from other dealers and how to select the"weakest gazelle" from among the herd of dealers in your market to "take down".
    • Introduction and Background: www.ADMPC.com Ralph Paglia President Automotive Media Partners, LLC• Led build-out and development of Tier10’s Digital Marketing, Advertising and Social Media Strategies, Tactics and client service capabilities• Automotive Digital Marketing Professional Community creator and Editor-in-Chief• Generated 144,000+ leads in 22 months while working for Courtesy Chevrolet…• Managed Courtesy Chevy Internet Sales team that sold 4,000+ Units in 2006…• Worked w/Ford in 2007-2009 to develop first fully integrated Tier 3 Digital Marketing Consulting and Ford Co-Op supported Digital Advertising program for Dealers…• Ran 1st retail automotive Behavioral Targeting Digital Advertising program…• Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM, Honda, Toyota, Mercedes-Benz, Hyundai and 250+ dealers & groups…• Pioneered development of “Internet Leads” in 1988 using CompuServe ISP access to post vehicle inventory listings on defense contractor BBS’s…
    • Guerilla Marketing: What is it?• Competitive Differentiation• Extraordinary Cost Effectiveness• May Incorporate Stealth Tactics• Non-Traditional Channels• Unconventional Use of Media• Aggressive Conquest Characteristics• May cause competitors to “Cry Foul” with OEM’s, Dealer Associations or through legal channels… Some tactics might get you fired, while others using the same tactics at different dealerships get a bonus!Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • Guerilla Marketing: Resources http://www.GMarketing.comAutmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • Guerilla Marketing: PREREQUISITES• Google Adwords Account (w/payment setup)• Microsite creation capabilities• Social Media accounts/profiles• URL Acquisition and Management account (NetSol)• Display Ad creation capabilities• Generate Tracking Phone Numbers• Targeted Email campaign capabilities (bulk email)• Informed GM / Plausible Denial DP• Legal Counsel adept at handling Cease & DesistAutmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • www.LatinoChevy.comAutmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • Multiple URL’s pointing to the same site allows use of metrics to track campaignswww.ChevyReferrals.comwww.ChevyReferral.comwww.ChevyBirdDog.comwww.ChevyBirdDogs.comwww.ChevyBuyers.comwww.ChevyBuyersClub.comwww.ChevyFriends.comwww.ChevyFund.com“Referring URL or Domain”report in Google Analytics or whatever site metrics are being used by dealershipAutmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • Multiple URL’s for Promotional Campaign Creative DifferentiationFrom 2005 to 2007 Courtesy Chevrolet used over 500 URLs directed towards multiplefull featured web sites, micro-sites and online landing pages to generate floor traffic,incoming sales calls and electronic leads… Here are just a few:www.HouseOfCourtesy.com www.CourtesyChev.com www.ChevyAZ.comwww.CourtesyAZ.com www.Chevrolet-USA.com www.Chevrolet-New.comwww.Chevrolet-Used.com www.PHXChevrolet.com www.AZ-Chevy.comwww.ChevyPriceQuotes.com www.ContactChevy.com www.AZ-Cars.comwww.2007Tahoe.com www.2006Silverado.com www.AZautoFinance.comwww.ChevyPride.com www.AZcarFinance.com www.PHXfinance.comwww.2008ChevyCamaro.com www.LatinoChevy.com www.AZcarTruck.comwww.GMoilChange.com www.CarOnBell.com www.Phoenix-Chevrolet.comwww.Chevy-Deals.com www.CamaroLove.com www.AZcamaro.comwww.Corvette-Chevrolet.com www.Chevrolet-Car-Truck.comwww.AZcourtesy.com www.Arizona-Chevrolet.com www.YouGotGas.comwww.FreeGMoilChange.com www.WeBuyChevys.com www.KBB-Value.comwww.SellaChevy.com www.Chevy-Finance.com www.Chevy-Tahoe.comwww.Chevy-Trailblazer.com www.Chevy-Equinox.com www.PHXchevy.comwww.Phoenix-Chevy.com www.PHXdealer.com www.GMAC-Credit.comAutmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • Microsites, Offer Sites, Landing Pages, Social Media Use of multiple web sites, micosites and landing pages built for specific campaigns allows cost effective segment targeting… When content meets specific needs of customers, sites show up as search results.Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • URL Asset Library: 1 of 3Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • URL Asset Library: 2 of 3Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • URL Asset Library: 3 of 3Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • eIntegrated Marketing Results Leads Generated Using an Integrated Guerrilla Marketing Strategy, Courtesy Chevy increased volume of leads generated and received over 150% in 19 months. Courtesy Chevrolet Lead Volume 7000 5929 6000 5767 5267 5362 5228 5000 4662 4362 4178 4000 3346 3338 2874 3000 2697 2735 2171 2268 2080 2097 1884 1861 2000 1000 0 l l l l l al l l l l l l l l l l l l l ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta t To To To To To To To To To To To To To To To To To To To 05 5 5 05 06 05 05 06 05 06 05 05 06 05 06 05 06 05 06 00 00 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 r2 r2 r ne ne st ril ril h ch y r y ay ay ry ry ly ly be be be be ar ar c gu Ap Ap Ju Ju ua ua ar ar M M Ju Ju em nu nu m m o Au M M br br ct ve ceJa Ja pt O Fe Fe No De SeAutmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • Sales Results Results eBusiness Sales 400% Increase in sales volume from Competitive Conquest, Guerrilla and Integrated Marketing Strategy that generated leads handled by a combination of dedicated Internet Sales Specialists and BDC based Customer Service Reps. Courtesy Chevrolet eBusiness Sales 400 350 335 335 313 298 301 300 283 Conventional Internet 265 250 Sales Strategy 224 223 225 200 150 110 100 90 86 79 81 80 80 74 66 50 0 l l l l l l l l l l l l l l l l l l l ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta ta To To To To To To To To To To To To To To To To To To To 5 5 5 05 05 06 05 06 5 06 05 06 05 05 06 05 06 05 06 00 00 00 0 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 r2 r2 r2 ne st ne ril ril ch ch y er y ay ay ry ry ly ly be be be ar ar gu Ap Ap Ju Ju ua ua ob ar ar M M Ju Ju em nu nu em em Au M M br br ctJa Ja pt O ov ec Fe Fe Se N DAutmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • Campaign Management Strategy REPORT: Courtesy Chevrolets Primary Google Account Campaign Report ACCOUNT: Ralph Paglia DATE RANGE: October, 2006 Campaign Avg Avg Avg Campaign Status Impressions Clicks CTR CPC CPM Cost Position 2007 Chevy Tahoe - AZ Active 43,581 99 0.20% $1.15 $2.60 $113.46 3.4 AAR GM Co-op Display - PHX Paused 221,450 80 0.00% $7.50 $2.71 $600.05 1 Banner & Image Display Ads - PHX Active 832,088 305 0.00% $6.19 $2.27 $1,887.69 1 Chevrolet Model Specific - PHX Active 460,396 1,708 0.40% $2.34 $8.66 $3,989.04 2.8 Chevy Dealer Conquest - PHX Active 251,292 741 0.30% $2.15 $6.34 $1,592.79 3 Chevy Price Quote Display - PHX Active 955,110 1,114 0.10% $1.62 $1.88 $1,800.06 1.1 Chevy Price Quotes - All AZ Active 34,720 117 0.30% $1.07 $3.61 $125.50 4.2 Original Ad Campaign - PHX+TUC Paused 198,318 439 0.20% $2.64 $5.85 $1,160.52 2.7 Display Ads by Site - PHX+TUC Active 1,332,909 1,132 0.10% $3.88 $3.29 $4,387.70 1.1 Free Gas & Oil Offers - PHX Paused 1,325 1 0.10% $7.17 $5.41 $7.17 2 GM PowerShift URLs - PHX+50 Active 138,924 239 0.20% $1.63 $2.81 $390.17 3.9 National Search - Courtesy+Chev Active 36,322 276 0.80% $1.61 $12.26 $445.42 3.9 National Search Sponsored Links Active 1,957,426 3,419 0.20% $0.51 $0.90 $1,753.79 3.3 New Chevy Pricing - PHX Paused 195,210 455 0.20% $2.49 $5.80 $1,133.18 2.8 Secondary Finance - PHX Active 159,827 173 0.10% $3.81 $4.12 $658.55 3.1 See What Courtesy Can Do Active 14,959 15 0.10% $1.13 $1.13 $16.94 3.7 Site Designated Display Ads - PHX Active 159,207 182 0.10% $2.41 $2.76 $439.09 1 Tucson Targeted Key Words Active 12,517 73 0.60% $2.95 $17.21 $215.43 3.7 Used Car Ad Groups - PHX+50 Active 401,150 2,471 0.60% $1.83 $11.28 $4,523.42 2.6 Totals & Overall Averages: 7,406,731 13,039 0.20% $1.94 $3.41 $25,239.97 2.1Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • 10 Months of Digital Marketing Lead Source and Disposition Analysis Courtesy Chevrolet reviews eBusiness campaigns and opportunities by categorizing the leads generated, then looking at volume, invalids and sales. Leads Still Not Duplicates 10 Months of Leads Volume Active Sctive & Invalid % Sold % BZ Web Site Subtotal 3,547 82 1,503 1,845 52.02% 160 9.40% 3rd Party Lead Providers 15,336 652 10,791 3,893 25.38% 465 4.06% Online Credit Applications 6,126 357 3,772 1,919 31.33% 405 9.63% Search Engine Marketing 7,385 258 4,272 2,759 37.36% 352 7.61% GM Certified Internet Dealer 2,034 65 1,266 682 33.53% 163 12.06% Inventory Listing Sites 16,195 979 12,474 2,742 16.93% 1,240 9.22% Membership & Referrals 1,242 74 1,029 139 11.19% 367 33.27% Web Generated Phone Ups 10,848 852 8,954 1,042 9.61% 1,043 10.64% BDC Dormant Lead Follow-Up 6,412 815 5,031 561 8.75% 615 10.51% Trade-In & Buy-Back Leads 2,069 86 1,119 844 40.79% 129 10.53% Grand Totals 52,465 3,092 36,516 12,592 24.00% 3,451 8.65%Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • Google Adwords Advertising ResultsCAMPAIGN EXAMPLE: In-house Google AdWords Campaign(4 month flight):• $71,801.30 was invested • 33,257,657 Car Shopper with Google AdWords & Impressions Generated Google Display Ad Network • 29,528 Car Shopper Visits• $2.16 Cost per Thousand to Courtesy Chevrolet web Car Shopper Impressions sites, landing pages and• $2.43 Cost per Car Shopper micro sites that clicked-through to a • 2,248 Electronic Leads and Courtesy Chevrolet site Phone Calls Generated• $31.94 Average Cost per • 174 Vehicles Sold Lead Generated• $412.65 Average Cost Per Note: This does not include BZ, AZCentral, Vehicle Retailed (PVR)* ClickMotive, BDC or Jumpstart SEM campaigns *$620.55 = Courtesy Chevrolet Advertising PVRAutmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • Guerrilla Digital Marketing Site Strategy SEM & Promo Primary Web Sites Campaign Specific Landing Pages Full-Featured w/Inventory Micro Web Sites YouGotGas.com HouseOfCourtesy.com 2007Tahoe.com Get a Year Worth WeBuyChevys.com Of Free Gas PHXChevrolet.com GMAC-AZ.com ChevyPriceQuote LatinoChevy.com GetaCamaro.com FreeGMoilChange CourtesyOnBell.com 2006Silverado.com free GM Oil Changes For 3 Years CourtesyFleet.com PHXfinance.com ChevyPride.com BK-OK-Car-Loans.com SEM Key Word URL’s Point to Primary Site Deep LinksAutmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • Google Adwords• Competitive Conquest Targeting Same Brand Dealers• Courtesy Chevy versus Bill Heard Case Study
    • Google AdWords Account: “Chevy Dealer Conquest” Ad Group 3 Month SummaryAutmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • 223 Customers searching for Bill Heard Chevrolet diverted to Courtesy Chevrolet owned sitesAutmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • Google Adwords Competitive Conquest
    • GM Certified Internet Dealer Site
    • Competitive Conquest Campaigns are Geotargeted to appear within competition’s market area but NOT APPEAR in advertising dealer’s marketAutmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • Google Adwords Competitive ConquestTargeting Same Brand Dealers
    • Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • Herb Chambers Honda Boston
    • Herb Chambers Honda BostonBoch Honda Competitive Conquest
    • Herb Chambers Honda SeekonkColonial Honda Conquest Campaign
    • Herb Chambers Honda SeekonkMetro Honda Competitive Conquest Campaign
    • Klein Honda
    • Klein Honda
    • Competitive Conquest• Drew Ament Technique lead acquisition via competitive name URL combined with dealer association lead generation form pages…
    • Competitor URL Redirect Tactic known as the“Drew Ament Technique”
    • Using the LMA Dealer Association Website to Siphon Leads Competitor URL Redirect Tactic known as the“Drew Ament Technique” – CourtesyChevyAZ.com
    • Competitor URL Redirect Tactic known as the“Drew Technique” – CourtesyChevyAZ.com Competitor URL Redirect Tactic known as the “Drew Ament Technique”
    • www.CourtesyChevyAZ.com URL Redirect using the: “Drew Ament Technique”Sc This lead form goes tor “Midway Chevrolet”!!!ollDown
    • www.CourtesyChevyAZ.com URL Redirect using the: “Drew Technique”
    • Using the LMA Dealer Association Website to Siphon Leads
    • www.Midway-Chevy.comURL Redirect using the: “Drew Technique”
    • www.Midway-Chevy.comURL Redirect using the: “Drew Technique”
    • FacebookSocial Media Traffic Generation
    • Google Analytics: Track Top Referring Sites
    • Facebook: Post Links to Pages and Groups
    • Facebook: Post Links to Pages and Groups
    • Facebook: Post Links to Pages and Groups
    • Facebook: Post Links to Pages and Groups
    • Facebook: Post Links to Pages and Groups
    • LinkedInSocial Media Traffic Generation
    • Find and Join Relevant LinkedIn Groups
    • LinkedIn Groups; Attach a Link to Relevant URL
    • LinkedIn Groups; Pull in Site Title, then “Share”
    • LinkedIn Groups; Share Sites to “What’s Happening”
    • Stealth Sites• Competitive Conquest Targeting Third Party Lead Providers
    • Stealth Site designed to mimic 3rd PartyLead Provider Lead Generation site…
    • Stealth Advertising Examples of using offline and online advertising mediato drive consumer traffic above and beyond the dealer’s own brand
    • Conventional Media to Web Integration
    • Conventional Media to Web Integration
    • Conventional Media to Web Integration
    • www.2007Tahoe.com Micro-Site
    • Relevant Text basedHyperlinks reduceleakage from your SEMfunnel and point searchengine spiders in theright directionTrust generating and validityenhancing icons that are linked tolead generating sites add to amicro-site’s productivity
    • Special Financing and CreditEffective Outdoor Media Integration Cost Based OffersBus Shelter signage campaignhas averaged 231 incomingphone inquiries per month, alongwith 862 site visitors to uniqueURL, that generated 27 onlinecredit apps per month. Bus Shelter Signage Displays Unique 800# Routed to eFinance Cell PhoneAverage monthly cost is $6,500resulting in 258 Opportunities ToDo Business, and an averagecost per UNIQUE lead of $25.19 Bus Shelter Signage Displays Fast’n Easy Online Credit App URL
    • The next few slides will show actual Search Engine listing results from:• Ads placed directly by Courtesy Chevrolet for placement within Google search results pages per key word bids made by Courtesy• Ads placed with Google by ClickMotive on behalf of Courtesy Chevrolet• Organic listings (free) that result from pro-active SEO activities by BZ Results Examples of SEM Results with Google
    • Search Campaign that bids on competing dealership names as a keyword… 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
    • #1 CTR of All Time!3rd Party Branded “Stealth Site” that capturesLeads from customers getting book value…
    • Highest CTREver Recordedby Google forDealer Ads!
    • December, 2006 – AZCentral.com & Cars.comCourtesy’s AZCentral.comOnline Advertising Campaignsdrive consumers to “DeepLinks” into specialized contentwithin Courtesy Chevrolet’sweb site that is directlyrelevant to the GM vehiclepromotion… This campaignfocused on selling outremaining GMT800 ChevySilverado pickup trucks inDecember 2006.
    • AZCentral.com & Cars.comCourtesy’sAZCentral.comOnline AdCampaigns driveconsumers to“Landing Pages”that usespecializedcontent that isdirectly relevantto the specialoffer orpromotion usedin the ad itself.This campaignfocused onshowingconsumers withtarnised previouscredit that theycan drive a newChevy whilerestoring theirgood credit.
    • Behavioral Targeting“On-site Behavioral Targeting increases conversion 40-200%” - TouchClarity.com“Behavioral targeting technologies work by anonymouslymonitoring and tracking the content read and sites visited bya designated unique user or IP,” …then serving specificadvertising content to these prospective customers based ontheir likelihood of responding to the campaign. - SearchEngineJournal.com
    • Contextual Search TargetingExamples of Search Queries matched toGuerrilla Marketing Microsites, LandingPages and Offer Sites…-
    • Highest Sales Satisfaction –A Marketing Opportunity! www.Edmunds-Chevrolet.comAutmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • Highest Sales Satisfaction – A Lead Gen Opportunity!Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • Banned by General Motors!Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
    • Questions and Answers…Ralph PagliaCell: 505-301-6369RPaglia@gmail.comwww.RalphPaglia.comReference Links:http://www.ADMPC.comhttp://slideshare.net/RalphPagliahttp://Adwords.Google.comhttp://Google.com/Analytics