Courtesy Chevrolet eFinance Department
 

Courtesy Chevrolet eFinance Department

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Courtesy Chevrolet eFinance Department

Courtesy Chevrolet eFinance Department

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Courtesy Chevrolet eFinance Department Courtesy Chevrolet eFinance Department Presentation Transcript

  • A T T R A C T • C O N V E R T • R E S P O N D • A P P O I N T M E N T • S E L L • S E R V I C E • R E T A I N Ralph Paglia Ralph Paglia Courtesy Chevrolet Mike Gordon Mike Gordon IT Director IT Director CRM/eBusiness CRM/eBusiness CRM/eBusiness Teams Director Director as of October, 2006 Joel Matteson Joel Matteson George Salman George Salman C BDC Manager BDC Manager BDiesDCs Internet Sales Manager Internet Sales Manager New & Used Dept.’s d B t ie d New Vehicle Department New & Used Dept.’s iizeaciilliit ze c ll a New Vehicle Department rra F a Vernon Intara Steven Clemens nt ew F en t ew 125 sales Ce N Vernon Intara Steven Clemens BDC Team Leader BDC Team Leader BDC Team Leader BDC Team Leader C N NEW Vehicle Sales NEW Vehicle Sales USED Vehicle Sales USED Vehicle Sales IIn n ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS 125 sales 125 sales 1 1 2 2 3 3 4 4 5 5 6 6 7 7 8 8 9 9 10 10 CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR Bryan Long ISS ISS ISS ISS ISS ISS ISS ISS Bryan Long 1 1 2 2 3 3 4 4 5 5 6 6 7 7 8 8 9… 12 9… 12 Internet Sales Manager 11 11 12 13 12 13 14 14 Internet Sales Manager Used Vehicle Sales Used Vehicle Sales 75 sales CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR 13 13 14 14 15 15 16 16 17 17 18 18 19 19 20 21… 24 20 21… 24 21… ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS 15 15 16 16 17 17 18 18 19 19 20 21 22 23 24 20 21 22 23 24 Barbara Mason Barbara Mason 50 sales eFinance Manager eFinance Manager Ron Daly & Scott Daly Adrian Fajardo Adrian Fajardo 50 sales Ron Daly & Scott Daly Internet Sales Manager Special eFinance Team Internet Sales Manager Judith Rodriguez Special eFinance Team Courtesy On Bell Certified Judith Rodriguez Courtesy On Bell Sales eFinance Admin eFinance Admin Consultants Assigned Phase 4 Team Expansion: Phase 4 Team Expansion: to Handle Kelly Slaughter & Cecy Girod New 26 Workstation BDC w/1 Manager supervising 2 Team Leaders; New 26 Workstation BDC w/1 Manager supervising 2 Team Leaders; Internet Leads Kelly Slaughter & Cecy Girod 1 New Car BDC Team Leader & 1 Used Car BDC Team Leader -- 1 New Car BDC Team Leader & 1 Used Car BDC Team Leader CRM Administrators CRM Administrators Consolidate 2 BDC’s into 1 and develop new & used BDC Teams Consolidate 2 BDC’ into 1 and develop new & used BDC Teams BDC’s © Copyright 2006 Ralph Paglia – All Rights Reserved April 12, 2007 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved 10
  • eBusiness Sales Results A T T R A C T • C O N V E R T • R E S P O N D • A P P O I N T M E N T • S E L L • S E R V I C E • R E T A I N 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. Courtesy Chevrolet eBusiness Sales ic 400 ated Holist gy eIntegr ting Strate rke 350 Sales Ma 335 313 335 298 301 300 283 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 05 05 06 06 05 05 06 05 06 05 06 00 00 00 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 r2 r2 r2 ne ne st ch ril ch ril er y 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 ct Ja Ja pt O ov ec Fe Fe Se N D © Copyright 2006 Ralph Paglia – All Rights Reserved April 12, 2007 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved 18
  • eBusiness Opportunity Analysis A T T R A C T • C O N V E R T • R E S P O N D • A P P O I N T M E N T • S E L L • S E R V I C E • R E T A I N Courtesy Chevrolet reviews eBusiness campaigns and opportunities by categorizing the leads generated, then looking at volume, invalids and sales. 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% © Copyright 2006 Ralph Paglia – All Rights Reserved April 12, 2007 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved 20
  • A T T R A C T • C O N V E R T • R E S P O N D • A P P O I N T M E N T • S E L L • S E R V I C E • R E T A I N Factoid #3; Search Engine Marketing Results CASE EXAMPLE: Courtesy Chevrolet in-house Google AdWords Campaigns From 12/1/2005 through 3/31/2006 (4 months): • 33,257,657 Car Shopper • $71,801.30 was invested Impressions Generated with Google AdWords & • 29,528 Car Shopper Visits Google Display Ad Network to Courtesy Chevrolet web • $2.16 Cost per Thousand sites, landing pages and Car Shopper Impressions micro sites • $2.43 Cost per Car Shopper • 2,248 Electronic Leads and that clicked-through to a Phone Calls Generated Courtesy Chevrolet site • 174 Vehicles Sold • $31.94 Average Cost per Lead Generated Note: This does not include BZ, AZCentral, • $412.65 Average Cost Per ClickMotive, BDC or Jumpstart SEM campaigns *$620.55 = Courtesy Chevrolet Advertising PVR 2005 Vehicle Retailed (PVR)* © Copyright 2006 Ralph Paglia – All Rights Reserved April 12, 2007 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved 21
  • Interactive Marketing Strategy – Phase 4 Courtesy eBusIness Strategy: ATTRACT • CONVERT • RESPOND • APPOINTMENT • SELL • SERVICE • RETAIN SEM & Promo SEM & Promo Primary Web Sites Campaign Specific Campaign Specific Landing Pages Landing Pages Full-Featured w/Inventory Full-Featured w/Inventory Micro Web Sites Micro Web Sites YouGotGas.com HouseOfCourtesy.com 2007Tahoe.com Get a Get a Year Worth Year Worth WeBuyChevys.com WeBuyChevys.com Of Free Gas Of Free Gas PHXChevrolet.com GMAC-AZ.com GMAC-AZ.com ChevyPriceQuote LatinoChevy.com GetaCamaro.com FreeGMoilChange FreeGMoilChange CourtesyOnBell.com 2006Silverado.com 2006Silverado.com free GM free GM Oil Changes Oil Changes For 3 Years For 3 Years CourtesyFleet.com PHXfinance.com PHXfinance.com ChevyPride.com BK-OK-Car-Loans.com BK-OK-Car-Loans.com SEM/SEO Key Word URL’s Point to Primary Site Deep Links SEM/SEO Key Word URL’s Point to Primary Site Deep Links © Copyright 2006 Ralph Paglia – All Rights Reserved April 12, 2007 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved 25
  • A T T R A C T • C O N V E R T • R E S P O N D • A P P O I N T M E N T • S E L L • S E R V I C E • R E T A I N “Grow Your Own” Lead Generating Strategy • Self-Generated Leads to supplement 3rd Party lead providers and facilitate total eSales Team growth • Integrated Marketing Campaigns drive car shoppers and “highly likely to be in market” targeted prospects to campaign-specific landing pages and micro-sites • 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 • 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 © Copyright 2006 Ralph Paglia – All Rights Reserved April 12, 2007 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved 28
  • Online Advertising Sources, Vendors & Charlatans Courtesy eBusIness Strategy: ATTRACT • CONVERT • RESPOND • APPOINTMENT • SELL • SERVICE • RETAIN Types of Online Advertsing: 1. Pay for Placement by Time (monthly fee) 2. Pay per Click (PPC or CPC) 3. Pay per Thousand Impressions (CPM) 4. Pay per Conversion (Leads and/or Calls Generated) How to Get it Done: 1. Self Managed – Do It Yourself 2. Interactive Advertising Agencies ($$$) 3. Search Engine Marketing Services Providers (15%+fees) 4. Dealer Advertising Cooperative Associations Key Factor: Placement and “Cost Per Impression” advantages inherent with the use of multiple vendors and multiple dealer-managed SEM accounts © Copyright 2006 Ralph Paglia – All Rights Reserved April 12, 2007 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved 38
  • Cost Effective Outdoor Media Integration Courtesy eBusIness Strategy: ATTRACT • CONVERT • RESPOND • APPOINTMENT • SELL • SERVICE • RETAIN Bus Shelter signage campaign has averaged 231 incoming phone inquiries per month, along with 862 site visitors to unique URL, that generated 27 online credit apps per month. Bus Shelter Signage Displays Unique Bus Shelter Signage Displays Unique 800# Routed to eFinance Cell Phone 800# Routed to eFinance Cell Phone Average monthly cost is $6,500 resulting in 258 Opportunities To Do Business, and an average cost per UNIQUE lead of $25.19 Bus Shelter Signage Displays Bus Shelter Signage Displays Fast’n Easy Online Credit App URL Fast’n Easy Online Credit App URL © Copyright 2006 Ralph Paglia – All Rights Reserved April 12, 2007 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved 57
  • Courtesy eBusIness Strategy: ATTRACT • CONVERT • RESPOND • APPOINTMENT • SELL • SERVICE • RETAIN © Copyright 2006 Ralph Paglia – All Rights Reserved April 12, 2007 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved 58
  • www.GMinsideNews.com www.GMinsideNews.com
  • www.GMinsideNews.com www.GMinsideNews.com
  • www.GMinsideNews.com www.GMinsideNews.com
  • www.AutoBaron.com www.AutoBaron.com
  • Use of Deep-Links in Online Advertising Courtesy eBusIness Strategy: ATTRACT • CONVERT • RESPOND • APPOINTMENT • SELL • SERVICE • RETAIN www.GM-Finance.com www.GM-Finance.com Deep-link into GM Deep-link into GM PowerShift web site PowerShift web site online credit application online credit application © Copyright 2006 Ralph Paglia – All Rights Reserved April 12, 2007 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved 81