Automotive Marketing to Minorities for Car Dealers
1. 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…
7. 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
8. 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?
9. 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:
10. 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
11. 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
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13. Dealership General Market Site (BZ Results) www.HouseOfCourtesy.com www.Chevrolet-USA.com www.Chevrolet-Phoenix.com www.CourtesyChev.com
16. Dedicated Toll Free number is ported to our Spanish Language BDC for conversion to appointments w/Spanish-Speaking Internet Sales Specialists…
17. 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…
18. In the case of our Spanish language web site, the majority of leads are generated from the Used Vehicle Inventory…
19. 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.
40. Radio Commercial #1: “The Couple” (click to play MP3 file) Review Radio Stations and Frequency for “The Couple” radio commercials…
41. Radio Commercial #3: “Gasolina Gratis” (click to play MP3 file) Review Radio Stations and Frequency for “Gasolina Gratis” commercials…
42. 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…
43. 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…
Editor's Notes
These stations/ channels are consistent every single month. Very high frequency due to the 1 week a month. (Avg frequency of 5.25)
Mark reviews Hispanic community involvement
Mark goes into the setup for Super Feo marketing strategy and introduction of the commercials
Super Feo enters room, music blares, he hands out T-Shirts, shakes hands, signs autographs That is how we go to market with Radio and TV… I’m going to turn it over to our Internet Director to discuss Courtesy’s leadership in Online Web based marketing in Phoenix. Ralph announces “Live, in-person, Phoenix’s ONE AND ONLY…. SUPER FEO!!!!!!