Automotive Marketing to Minorities for Car Dealers

ATTRACT INTERACT RESPOND SCHEDULE SELL SERVICE RETAIN During the past two years, Courtesy Chevrolet in Phoenix, AZ has emerged as America’s leading minority marketer of new and certified used Chevrolet vehicles…

Minority Marketing Campaigns
Your Courtesy Chevrolet facilitator:
Ralph Paglia; CRM/eBusiness Director

Courtesy Te Prometo

Te Promesa in English

Super Feo Celebrity

Courtesy Chevrolet eBusiness Organization
Factoid #1:
Courtesy Chevrolet is a single point Chevy dealer with 3 fully staffed BDC’s, an eBusiness Special Finance Team and 4 distinct Internet Sales Teams. These 8 teams of automotive sales professionals operate out of 4 separate buildings:
New Chevrolet Internet Sales
Used Car Internet Sales
Bell Road Internet Sales
Commercial Internet Sales
New Chevrolet BDC
Spanish BDC
Wholesale Parts BDC
Special Finance eTeam

Courtesy Chevrolet CRM/eBusiness Teams Ralph Paglia CRM/eBusiness Director Joel Matteson BDC Manager New Vehicle Sales George Salman Internet Sales Manager New Vehicle Sales Francisco Abalos Spanish BDC Manager Used Vehicle Sales Bryan Long Internet Sales Manager Used Vehicle Sales Kelly Slaughter & Lisa Sarata CRM Administrators Carl Moles 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 ISS 17 ISS 18 ISS 19 CSR 11 CSR 12 CSR 13 CSR 14 CSR 15 CSR 16 Sales Consultants Certified to Handle Internet Leads & Appointments Mike Gordon IT Director Courtney Daly Special eFinance Administrator Ron & Scott Daly Special eFinance Team

Online 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?

Online 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.SuperFeo.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.Chevy-Finance.com www.Chevy-Tahoe.com www.Chevy-Trailblazer.com www.Chevy-Equinox.com www.PHXchevy.com www.Phoenix-Chevy.com www.GMAC-Credit.com www.Latino-Chevy.com Courtesy Chevrolet uses over 250 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:

Online 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

Online Marketing Strategy – Phase 5 Search Engine Marketing (SEM) Search Engine Optimization (SEO) Non-Web Based Integrated Marketing Web Site Placed Display Ads IST Managed Campaign #1 Vendor 1 Managed Campaigns Courtesy Managed Activities Vendor Managed Activities BDC Managed Campaign #2 Vendor 2 Managed Campaigns Multiple Web Site Properties Outdoor Billboards & Bus Stops Radio TV Direct Mail AZCentral.com & Cars.com Expanding Display Ads Edmunds.com “ Back Door” LaVoz.com Spanish Display Google Web Site Network For Display Ads

Web Site Vendors
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…
Mainstream Primary site; BZ Results
GM Certified Internet Dealer site; Cobalt Group
Spanish Language site; Reynolds Web Solutions
Courtesy on Bell Special Credit site; BZ Results
Commercial & Fleet site; BZ Results
Micro-Sites & Landing Pages; Fresh Start Studio

Dealership General Market Site (BZ Results) www.HouseOfCourtesy.com www.Chevrolet-USA.com www.Chevrolet-Phoenix.com www.CourtesyChev.com

GM Certified Internet Dealer Site
www.PHXChevrolet.com
GM Certified Internet Dealer site
Use of Home page text for SEO
Pulls in SEM landing page forms
Built by Cobalt Group

Spanish Language Web Site (Reynolds) www.LatinoChevy.com www.Latino-Chevy.com

Dedicated Toll Free number is ported to our Spanish Language BDC for conversion to appointments w/Spanish-Speaking Internet Sales Specialists…

Courtesy has been able to generate better results by creating a Minority targeted web site that is built from the ground up for that segment and is not our general market site simply translated…

In the case of our Spanish language web site, the majority of leads are generated from the Used Vehicle Inventory…

Use Minority Marketing Alliances Courtesy Chevrolet has established a Marketing Alliance with Phoenix Ranch Markets… Courtesy has a booth in each of the 4 PRM super markets that is used to distribute special offers and promos to Spanish speaking customers. Phoenix Ranch Market is the #1 upscale Hispanic food store in the Phoenix Valley. Joint promotions include 4 vehicle give-away raffles where entries are entered into Courtesy’s CRM database for marketing and promotional use. PRM cash register receipts are accepted as down payment on new and used vehicles at Courtesy Chevrolet up to $1,000.00 and PRM customers are invited to register online for a $500 PRM gift certificate prior to purchasing a new or used vehicle.

Benefits to Phoenix Ranch Market
2 vehicle Lottery Drawings per Year (HHR & Silverado)
Radio Promotions
TV Commercials
Direct Mail Campaigns
Integrated Internet Marketing
Grocery Receipts accepted as down payment
PRM banners across food give-away stands at Courtesy
PRM Toro invited to Courtesy
$65,000 in monthly media buys
PRM/Courtesy Chevrolet Marketing Alliance

Courtesy Chevrolet’s Hispanic Marketing
2006 TV & Radio Media Buys that have been scheduled and contracted as of 2/23/2006:
$42,511 Weekly
$510,132 for the Year
Phoenix Ranch Market Cost = $0.00

This is what Courtesy gets in return
Exclusive Car Dealer for AZ
On-site Monthly Promotion
Courtesy Coupons on back of receipts
Courtesy Logo on PRM shuttle
Courtesy signage on shopping carts (ie: Safeway)
In-Store Booth for Courtesy Chevrolet
Super Feo participation in PRM Promotions (Quarterly)
Courtesy Chevrolet sponsorship in monthly PRM newsletter
PRM/Courtesy Chevrolet Marketing Alliance

Use Minority Marketing Alliances

Super Feo goes Grocery Shopping

Why does Courtesy do so well with the Hispanic community?
We cater to the community
The Right People in place at dealership
The Right Marketing and Promotions
The Right Product – What the Hispanic community wants (Chevy Silverado Trucks)
Community Involvement

Commitment to Spanish Customer Service

Commitment to Customer Service

Courtesy’s Hispanic Marketing Growth

TV & Radio Media Contracts
Radio
KLNZ
KDVA
ESPN Deportes
KHOT
KVIB
TV
Univision TV
Azteca
Telemundo

Connecting with the Phoenix Hispanic Market
X-mas – Toy drive partnership with Clip Magazine
Exclusive Automotive Sponsor for the Chicano Por La Casa Golf Tourney
Toys for Tots
Fiesta Patriatas (15 th of September)
Boys and Girls Club (#1 auto dealer in the valley for $$$ spent)
Community Involvement

How We Go To Market
Super Feo Branding
62% of Phoenix Hispanic Residents recognize the “Super Feo” superhero character from Courtesy Chevrolet
Super Feo TV & Radio Commercials
Super Feo appearances

Super Feo Super Feo TV Commercials

Courtesy Spanish Splash Ad How We Go To Market

Courtesy SuperFeo Birthday Happy Birthday Super Feo!

Courtesy Duelo Desierto Tent Sale Targeted to Hispanic Community

Targeted to Latinos with Big Christmas Credit Card Bills unpaid and accumulating charges in February

Spanish Online Ads

Spanish Online Ads Display ad expands when customer’s cursor is pointed to it or floats over it…

Minority Targeted Online Marketing

Radio Commercial #1: “The Couple” (click to play MP3 file) Review Radio Stations and Frequency for “The Couple” radio commercials…

Radio Commercial #3: “Gasolina Gratis” (click to play MP3 file) Review Radio Stations and Frequency for “Gasolina Gratis” commercials…

Television Commercial #1: “Laughing Gas” Click Got Gas icon to play “Laughing Gas” Movie file (When message appears, click OK to open QuickTime application, then close QuickTime after movie plays to be able to advance to next slide) Review Radio Stations and Frequency for “Laughing Gas” TV commercials…

Television Commercial #2: “TV En Espańol” (When message appears, click OK to open QuickTime application, then close QuickTime after movie plays to be able to advance to next slide) Click Got Gas icon to play “Laughing Gas” Spanish Movie file Review Radio Stations and Frequency for “ TV En Espańol ” commercials…

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Automotive Marketing to Minorities for Car Dealers

by Ralph Paglia on Dec 08, 2009

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