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Courtesy Chevrolet eIntegrated Marketing

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Courtesy Chevrolet eIntegrated Marketing

Courtesy Chevrolet eIntegrated Marketing

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  • Average monthly sales total for the combined Internet Sales and BDC teams was 180 vehicles per month…
  • Split both the BDC and Internet Sales Teams from 2 to 4 managed profit centers, and increased BDC rep’s from 8 to 12, increased ISS’s from 8 to 12… Average monthly sales total for the combined Internet Sales and BDC teams rose to 220 vehicles per month… Added CRM Administration Staff of 2, and moved telephone switchboard receptionists to 2 nd floor and off of the showroom floor. CRM admin staff funded with money previously used for outside vendor’s unsold showroom follow-up USPS direct mail program and newly structured Lead Quality Program that tracks invalid leads and credits for those invalid leads from 3 rd Party Lead Providers.
  • Added Special eFinance Team to handle online credit applications (720 received in July 2006 with 44 sales generated at $116,000 in gross profits), Added a Courtesy on Bell Road satellite store Internet Sales Manager to handle eLeads and set up appointments for sales staff… The Courtesy Chevrolet CRM/eBusiness Teams combined sales objectives & monthly capacity rose to 360+ CRM/eBusiness Facilitated Vehicle Sales per Month…
  • Moved both the new vehicle and used vehicle BDC’s into newly constructed hi-tech call center after 6 months of contruction and development, Added a full-time F&I Manager to the eFinance Sales Team, installed 2 additional office cube’s for eFinance so they can contract deals in the eBusiness area of facility… The Courtesy Chevrolet CRM/eBusiness Teams combined sales generation capacity goes to over 445 CRM/eBusiness Facilitated Vehicle Sales per Month…
  • SEM-to-Leads Strategy Funnel

Transcript

  • 1. ATTRACT INTERACT CONVERT RESPOND SELL SERVICE RETAIN Courtesy Chevrolet in Phoenix, AZ has become America’s leading Internet retailer of new and certified used Chevrolet vehicles…
  • 2. eIntegrated Dealer Sales & Marketing
    • Ralph Paglia
    • CRM/eBusiness Director
    During the past 18 months, Courtesy Chevrolet in Phoenix, AZ has emerged as the leading Internet retailer of new and certified used Chevrolet vehicles in America. Courtesy was recently ranked first in total revenue from amongst all Chevrolet dealerships by Wards Dealer Business, Courtesy uses Interactive Marketing that is integrated with conventional Media campaigns. Using a combination of Business Development Centers (BDC) and dedicated Internet Sales Teams in conjunction with a fully integrated Interactive Marketing Strategy, Courtesy Chevrolet now dominates the online car buying experience targeted at anyone shopping for a new or used Chevy in Phoenix.
  • 3. Courtesy is ranked first in total vehicle sales and revenue from amongst all Chevrolet dealerships in latest research released by Wards Dealer Business.
  • 4.
    • Factoid #1:
    • Courtesy Chevrolet sold
    • more new Chevrolet cars,
    • trucks and SUV’s than any
    • Other dealer in the USA in CY 2005 and YTD 2006… And, while selling more Chevys than any other dealer, Courtesy maintained the highest CSI “Positive Impact” ranking from amongst all Dealers of GM brands in the Western Region for CY 2005.
    Sales Volume & CSI Compatibility?
  • 5. Volume Weighted Customer Satisfaction Leadership
  • 6. Courtesy Chevrolet eBusiness Organization
    • Factoid #2:
    • Courtesy Chevrolet is a single point Chevy dealer with 3 fully staffed BDC’s, an eFinance Sales Team and 4 Internet Sales Teams. These 8 teams of automotive sales professionals operate out of 4 distinct facilities:
    • New Chevrolet Internet Sales
    • Used Car Internet Sales
    • Bell Road Internet Sales
    • Commercial Internet Sales
    • New Chevrolet BDC
    • Used Car BDC
    • Wholesale Parts BDC
    • Special eFinance Team
  • 7. Courtesy Chevrolet CRM/eBusiness Teams as of August, 2005 eBusiness Director BDC Manager New & Used Vehicle Sales Dept. Internet Sales Manager New & Used Vehicle Sales Dept. CSR 1 CSR 2 CSR 3 CSR 4 CSR 5 CSR 6 CSR 7 CSR 8 ISS 1 ISS 2 ISS 3 ISS 4 ISS 5 ISS 6 ISS 7 ISS 8 ISS 9 ISS 10
    • Sales Results: Internet sales averaged 88 units per month (new & used) BDC generated sales everage 92 units per month (new & used)
    Mike Gordon IT Director
  • 8. Courtesy Chevrolet CRM/eBusiness Teams as of December, 2005 Ralph Paglia CRM/eBusiness Director Joel Matteson BDC Manager New Vehicle Sales George Salman Internet Sales Manager New Vehicle Sales Francisco Abalos BDC Manager Used Vehicle Sales Bryan Long Internet Sales Manager Used Vehicle Sales Kelly Slaughter & Lisa Sarata CRM Administrators CSR 1 CSR 2 CSR 3 CSR 4 CSR 5 CSR 6 CSR 7 CSR 8 ISS 1 ISS 2 ISS 3 ISS 4 ISS 5 ISS 6 ISS 7 ISS 8 ISS 9 ISS 10 ISS 11 ISS 12 CSR 9 CSR 10 CSR 11 CSR 12 Mike Gordon IT Director Split & Grow Split & Grow
    • Phase 1 Team Expansion: Internet split into new and used managed teams BDC split into new and used managed teams CRM administrative position added (showroom)
    New Position New Position New Position 80 sales 70 sales 40 sales 40 sales
  • 9. Courtesy Chevrolet CRM/eBusiness Teams as of August, 2006 Ralph Paglia CRM/eBusiness Director Joel Matteson BDC Manager New Vehicle Sales George Salman Internet Sales Manager New Vehicle Sales Francisco Abalos BDC Manager Used Vehicle Sales Bryan Long Internet Sales Manager Used Vehicle Sales Kelly Slaughter & Cecy Girod CRM Administrators Patrick Miller 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 CSR 11 CSR 12 CSR 13 CSR 14 CSR 15 CSR 16 Designated Sales Consultants Certified to Handle Internet Lead Appointments Mike Gordon IT Director Ron Daly & Scott Daly Special eFinance Team Lisa Esquivez eFinance BDC Omara Spriggs ef inance Sales 100 sales 90 sales 60 sales 50 sales 25 sales 35 sales New Team New Position
    • Phase 3 Team Expansion: Special eFinance team Courtesy-on-Bell ISM
    Courtney Daly eFinance Admin.
  • 10. Courtesy Chevrolet CRM/eBusiness Teams as of October, 2006 Ralph Paglia CRM/eBusiness Director Joel Matteson BDC Manager New & Used Dept.’s George Salman Internet Sales Manager New Vehicle Department Vernon Intara BDC Team Leader NEW Vehicle Sales Bryan Long Internet Sales Manager Used Vehicle Sales Kelly Slaughter & Cecy Girod CRM Administrators Adrian Fajardo 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 12 ISS 1 ISS 2 ISS 3 ISS 4 ISS 5 ISS 6 ISS 7 ISS 8 ISS 9 ISS 10 ISS 13 ISS 14 ISS 15 ISS 16 ISS 17 ISS 18 ISS 19 ISS 20 ISS 21 CSR 13 CSR 14 CSR 15 CSR 16 CSR 17 CSR 18 Certified Sales Consultants Assigned to Handle Internet Leads Mike Gordon IT Director Ron Daly & Scott Daly Special eFinance Team ISS 22 CSR 19 CSR 20 120 sales 125 sales 105 sales 75 sales 55 sales 65 sales
    • Phase 4 Team Expansion: New 26 Workstation BDC New & Used BDC Team Leaders Consolidate/Expand BDC Teams
    Barbara Mason eFinance Manager Judith Rodriguez eFinance Admin Francisco Abalos BDC Team Leader USED Vehicle Sales CSR 21… CSR 24 ISS 12 ISS 11 ISS 23 ISS 24
  • 11. Develop Strategy & Budget - Phase 1
    • Prior to building the organizational structure shown on the previous slides, the Courtesy Chevrolet Marketing Committee received numerous presentations made by the eBusiness Director (Ralph Paglia). After considerable lobbying and planning, a consensus was reached that a portion of the dealership's total marketing budget would be re-allocated towards Interactive Marketing that would be integrated within total dealership marketing strategy and campaigns. The Courtesy Chevrolet Interactive Marketing Strategy (IMS) was then defined and based on the following goals and objectives… (next slide)
    * July 2006 Interactive Marketing Budget
  • 12. Develop Strategy & Budget - Phase 1
    • Courtesy Chevrolet’s Interactive Marketing Strategy (IMS) is based on the following goals and objectives:
    • Generate showroom traffic, inbound sales calls & electronic leads that result in growth of BOTH total store and eBusiness sales
    • Integrate with (and leverage) general market, GM and minority targeted campaigns using special landing pages & micro sites
    • Produce cost effective leads that supplement 3 rd Party Leads
    • Displace competing dealers from first page search results listings on the most popular search engines when buyers search for info
    • Keep spending within allocated budget of $108,000* per month:
          • $60,000 per Month for New Chevrolet Internet Retail
          • $18,000 per Month for Camelback Used Car Internet
          • $16,000 per Month for Special eFinance Team
          • $14,000 per Month for Bell Road Used Car Center
    * October 2006 Interactive Marketing Budget
  • 13. Where Do We Invest Our Online Advertising Budget?
  • 14. Courtesy Chevrolet decided to use online Google “Sponsored Link” ads and Google’s network of sites that accept display ads to drive car buyers to our sites… Courtesy Chevrolet uses Google’s “AdWords” program to reach online car buyers at the moment when they're looking for a new or used car. Using both text based sponsored links and display ads, the Google Network reaches more than 80% of online car buyers.* We create our ads, then use either key search words or select web sites to target which people see the ads. For key search words, we pay when shoppers click through to one of our sites. For display ads we bid what we are willing to pay per thousand impressions for each of the third party web sites we target…
  • 15. eIntegrated Marketing Results Using an Integrated Marketing Strategy, Courtesy Chevrolet has dramatically Increased the volume of leads generated and received over a 19 month period.
  • 16. eBusiness Sales Results 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. Conventional Internet Sales Strategy eIntegrated Holistic Sales Marketing Strategy
  • 17. Factoid #3; Search Engine Marketing Results
    • 33,257,657 Car Shopper Impressions Generated
    • 29,528 Car Shopper Visits to Courtesy Chevrolet web sites, landing pages and micro sites
    • 2,248 Electronic Leads and Phone Calls Generated
    • 174 Vehicles Sold
    • $71,801.30 was invested with Google AdWords & Google Display Ad Network
    • $2.16 Cost per Thousand Car Shopper Impressions
    • $2.43 Cost per Car Shopper that clicked-through to a Courtesy Chevrolet site
    • $31.94 Average Cost per Lead Generated
    • $412.65 Average Cost Per Vehicle Retailed (PVR)*
    CASE EXAMPLE: Courtesy Chevrolet in-house Google AdWords Campaigns From 12/1/2005 through 3/31/2006 (4 months): Note: This does not include BZ, AZCentral, ClickMotive, BDC or Jumpstart SEM campaigns *$620.55 = Courtesy Chevrolet Advertising PVR 2005
  • 18. Interactive 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?
  • 19. Interactive 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.PHXfinance.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.KBB-Value.com www.SellaChevy.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.PHXdealer.com www.GMAC-Credit.com Courtesy Chevrolet uses over 350 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:
  • 20. Interactive Marketing Network As the multiple web sites, mico-sites and landing pages were being created, and linked to each other the entire implementation began to take on a network appearance and characteristics.
  • 21. Interactive 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 PHXfinance.com BK-OK-Car-Loans.com
  • 22. Online to Offline Integration; Phase 5
    • Achieving an Interactive Marketing Strategy fully integrated and supported by, as well as supporting conventional marketing campaigns generates increased success for both… Results that are greater than the sum of each as separately conceived and executed strategies.
    Synergy
  • 23. Integrated Marketing Strategy – Phase 5 Search Engine Marketing (SEM) Search Engine Optimization (SEO) Non-Web Based Integrated Marketing Web Site Placed Display Ads eSales Managed Account #1 ClickMotive Managed Campaigns Courtesy Managed URL Submissions Vendor Managed Activities BDC Managed Account #2 BZ Results Managed Campaigns Multiple Web Site Properties Outdoor Billboards & Bus Stops Radio TV Direct Mail AZCentral.com & Cars.com Expanding Display Ads ConsumerGuide.com Jumpstart Automotive LaVoz.com Spanish Display Ads
    • Google
    • Site Network For CPM Ads
    • MotorTrend.com
    • CarAndDriver.com
    • AutoWeek.com
    • Automotive.com
    • FullSizeChevyTrucks.com
    • AutomotiveNews.com
    • MotorAlley.com
    • Reply.com
    • InvoiceDealers.com
    • InsiderCarsSecrets.com
  • 24. “ Grow Your Own” Lead Generating Strategy
    • Self-Generated Leads to supplement 3 rd 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
  • 25. Ad Groups by Targeted URL’s Leads Leads Leads Leads Leads Leads Leads Leads Leads Leads Leads Leads Leads Leads Landing Pages & Micro-Sites Key Words or URL Based Site Targets Bid Amounts & Daily Limits SEM Campaigns by Targeted Segments Image Ads & Sponsored Links Leads Leads Leads
  • 26. SEM Campaign Reports Whether self-directed or managed by a 3 rd Party Supplier, Dealers should insist on reviewing the SEM Campaign Metrics shown below on a monthly basis. eBusiness Directors and Managers should be reviewing these metrics daily and making bid adjustments.
  • 27. SEM Services
    • Courtesy uses multiple SEM services vendors by selecting a vendor for each type of campaign objective based on its targeted prospects, along with who is most cost effective. This provides the best overall effectiveness while allowing us to compare results and cost per lead that each vendor generates, and how they compare with each other…
    • SEM Campaigns to support traffic to our mainstream primary web site and CourtesyOnBell.com; BZ Results
    • GM Certified Internet Dealer site; Self-Directed
    • Spanish Language site; Steve Crim (ScreenCrafters) plus Self-Directed Google campaigns
    • Micro-Sites & Landing Pages; Fresh Start Studio supplies the sites, Courtesy Self-Directs SEM campaigns that drive traffic to each site
    • SEM Campaign Optimization & Customized Landing Pages; ClickMotive
    • SEM Campaign Management, Behavioral Targeted Marketing and SEM based Lead Generation; JumpStart
  • 28. 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
    • Search Engine Optimized Micro-Sites; ClickMotive
    “ One Dealership Web Site is NOT Enough for Optimal Results!”
  • 29. Dealership General Market Site (BZ Results) www.HouseOfCourtesy.com www.Chevrolet-USA.com www.Chevrolet-Phoenix.com www.CourtesyChev.com
  • 30. 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
  • 31. Spanish Language Web Site (Reynolds) www.LatinoChevy.com www.Latino-Chevy.com
  • 32. CourtesyOnBell.com Web Site (BZ Results) www.CourtesyOnBell.com Satellite Lot Used Car Center focused on our “Buy Here- Pay Here” special finance operation
  • 33. CourtesyFleet.com Web Site (BZ Results) www.CourtesyFleet.com Focused on Fleet and Commercial Retail accounts/clients
  • 34. Online Advertising Sources, Vendors & Charlatans
    • Types of Online Advertsing:
      • Pay for Placement by Time (monthly fee)
      • Pay per Click (PPC or CPC)
      • Pay per Thousand Impressions (CPM)
      • Pay per Conversion (Leads and/or Calls Generated)
    • How to Get it Done:
    • Self Managed – Do It Yourself
    • Interactive Advertising Agencies ($$$)
    • Search Engine Marketing Services Providers (15%+fees)
    • 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
  • 35. Micro-Sites & Landing Pages
    • Courtesy Chevrolet uses a combination of multiple page micro-sites and specialized landing pages to maximize the conversion of click-throughs from online search engine sponsored links, brokered display ads and web site placed Banners, Leaderboards and other image based online ads. The following is a list of sizes that are industry standards for online display ads that are linked to the dealer’s URL’s:
    • NOTE ; online ads must be in gif, jpg, png or swf file formats
    • Banner Ads; 468 pixels wide x 60 pixels tall
    • Leaderboard ; 728 pixels wide x 90 pixels tall
    • Inline (box ads); 300 pixels x 250 pixels & 338 x 292
    • Small Squares; 200 pixels x 200 pixels & 250 x 250
    • Skyscraper ; 120 pixels wide x 600 pixels tall
    • Wide Skyscraper ; 160 pixels wide x 600 pixels tall
  • 36. Online Display Ad Examples Non-Standard 89 x 60 pixel size animated gif file used by www.AZCentral.com on sides of topic pages… Non-Standard 120 x 90 pixel size animated gif file used by www.AZCentral.com on sides of Cars.com interior pages… Standard Leaderboard 728 x 90 pixel size gif file used by www.AZCentral.com at top of Cars.com portal pages… Standard Inline Rectangle 300 x 250 pixel gif file used by www.AZCentral.com on local news story pages …
  • 37. Online Display Ad Examples Standard Inline Rectangle 300 x 250 pixel size jpg file used by Courtesy Chevrolet in Google Display Ad Network bid-by-site placements… Standard Wide Skyscraper 160 x 600 pixel size jpg file used by Courtesy Chevrolet in Google Display Ad Network bid-by-site placements Standard Leaderboard 468 x 60 pixel size jpg file used by Courtesy Chevrolet in AZCentral.com & Cars.com Display Ads
  • 38. Online Display Ad Examples Standard Banner 468 x 60 pixel size jpg file used by Courtesy Chevrolet in Google Display Ad Network bid-by-site placements
  • 39. Conventional Media Integration
  • 40. Conventional Media Integration
  • 41. www.2007Tahoe.com Micro-Site Scroll Down…
  • 42. www.2007Tahoe.com Micro-Site Scroll Down… Relevant Text based content is King when it comes to SEO ranking
  • 43. Scroll Down… Relevant Text based Hyperlinks reduce leakage from your SEM funnel and point search engine spiders in the right direction Trust generating and validity enhancing icons that are linked to lead generating sites add to a micro-site’s productivity
  • 44. “ Push to Talk” buttons on ALL Micro-Sites and Landing Pages allow the Hottest Prospects to get immediate gratification Relevant Text based Hyperlinks leverage and extend your SEM investment beyond the specific targeted Micro-Site or Landing Page. These links reduce leakage from our SEM funnel and point search engine spiders to our other sites for ranking
  • 45. YouGotGas.com - Birth of Integrated Marketing at Courtesy Chevrolet … It all started with a Marketing Team Meeting in September, 2005 … Hurricane Katrina had driven Gas OVER $3.25 a gallon, and all we had in stock were trucks and SUV’s that stopped selling due to gas $$$
  • 46. YouGotGas.com Web-Store Promotion … As we discussed what would work; ELIMINATE GAS PRICE FEAR! We would advertise that when you buy a new Chevy from our inventory, we would include a prepaid fuel card with a year’s worth of gas… The lower the vehicle’s EPA, the more gas money had to go on the card!
  • 47. 1. Win $500 worth of gas for free! Register for the Courtesy Chevrolet Got Gas* drawing to win $500 in pre-paid gas cards to be given away every Friday in October. Fill out the form at www.YouGotGas.com , or call 888-9-GOT-GAS* 2. Get a year’s worth of gas… without winning a contest! When you pre-register for the program by calling 888-9-GOT-GAS or online at www.YouGotGas.com , Courtesy Chevrolet will provide you with a pre-paid Fuel Card good for a year’s worth of Unleaded Gas that is honored at participating QT retailers in Arizona, when you purchase or lease a new Chevrolet car or truck from Courtesy Chevrolet at 1233 E. Camelback Rd., Phoenix, AZ 85014 before October 31, 2005*. Either way, YOU GOT GAS! YouGotGas.com Gives You Gas 2 Ways… *Terms & Conditions Apply, Visit Courtesy Chevrolet for full details
  • 48.
    • Marketing Plan to “Get them in and sell more cars”
    • Generate Curiosity and arouse customer interest…
    • Make it easy for customers to say “I’m Interested” by giving them 3 ways to save money on gas:
      • Call 888-9-Got-Gas
      • Online at www.YouGotGas.com web page
      • Visit Courtesy Chevrolet in person
    • BDC enters call-in customers into BuzzTrack, then enrolls the customer for gas promo using the micro-site
    • BDC Compels customers to come in using the online fuel calculator and sets appointments in BuzzTrak
    • Customers who self-enroll online have their leads routed to the Internet Sales Team using lead rotation
    Got Gas? …Get it at
  • 49. Plan to Drive Showroom Traffic:
    • BDC answers calls coming in on 888-9-GOT-GAS, by asking same 2 questions that appear at top of www.YouGotGas.com , enters them in drawing, then sets appointment to come in
    • Online $500 weekly contest entries go to BDC which validates the customer’s entry by calling and confirming contact info… then sets appointment for customer to come in.
    • BDC follows-up by telephone on Internet leads from online entries that spec a car and sets appointment with customer.
    • All prizes awarded must be picked up in person at 1233 E. Camelback Rd. during showroom business hours…
    • More Showroom Traffic coming in!
  • 50. Showroom Signage shows customers they are at the right place… And, gives the sales team something to point at as one more reason to buy at the “Big C” Showroom Signage used to Support Integrated Campaign
  • 51. Outdoor Advertising is designed to generate curiosity and arouse customer interest on a subject that everybody driving a car or truck is thinking about… Gas. (And, those who ate lunch at Taco Bell!) Two ways to satisfy that curiosity, either call or check it out on the web. Outdoor Advertising used to Drive Micro-Site Traffic & Phone Calls
  • 52. 20 Billboards & 60 Bus Shelters used to Drive Micro-Site Traffic & Phone Calls, resulting in over 800 Phone calls within 60 days & 12K+ site visitors
  • 53. On The Web At: HouseOfCourtesy.com When you click here
  • 54. www. YouGotGas .com What about Gas?!?!?! Get It At
  • 55. www. YouGotGas .com Fuel Expense calculator based on 2 simple questions shows customers how important the cost of their gas is to them… Makes ‘em think! (Used by BDC reps on calls to 888-9-Got-Gas)
  • 56. www. YouGotGas .com 1. Win $500 Worth of Pre-Paid Gas Cards by Entering Weekly Drawing 2. Register to get a year’s worth of gas When you buy a new Chevy from Courtesy has 2 sections…
  • 57. Confirms Entry into $500 Weekly Drawing After entering the drawing to Win $500 Worth of Pre-Paid Gas Cards, the customer is offered a SECOND opportunity to register for the Year’s worth of Gas… All their info is pre-filled and the “ I am interested in” box is checked! Can I get a new Corvette for $1,500 down and under $500 a month? Can I buy a new Silverado right away, because the bank just picked up my truck I want to buy a new Tahoe for the best price without getting jerked around
  • 58. Once they get to the confirmation page… Again, they are reminded that Courtesy Chevrolet’s BDC will be calling them…
  • 59. Examples of Courtesy Chevrolet Campaign Specific Display Ads Placed within targeted Web Sites selected according to local visitor traffic and demographics. Linked to relevant content designed to convert visitors into leads… Deeplinked Online Ads
  • 60. Display Ads drive traffic to Deep Links
  • 61. Deep Links go to Inventory Pre-Sorts Online & Offline Advertising Campaigns drive traffic to “Deep Links” into specialized content within full featured web site that is directly relevant to promotion…
  • 62. HouseOfCourtesy.com Types of Leads Generated
  • 63. Leads Generated by Referring Domains (source)
  • 64. Lead Forms Viewed by Referring Source
            • 1. Typed/Bookmarked 715
            • 2. google.com 483
            • 3. yahoo.com 251
            • 4. msn.com 125
            • 5. googlesyndication.com 45
            • 6. chevrolet-new.com 44
            • 7. aol.com 32
            • 8. 2007tahoe.com 31
            • 9. cox.net 30
            • 10. automart.com 19
  • 65. Traffic to Primary Web Site – Excludes other sites, micro-sites & landing pages
    • Monthly Unique Visitors to the HouseOfCourtesy.com site
    • First Six Months of 2006:
          • 1. Jan 2006 8,625
          • 2. Feb 2006 7,162
          • 3. Mar 2006 8,599
          • 4. Apr 2006 9,002
          • 5. May 2006 9,540
          • Jun 2006 10,811
      • Total Unique Visitors: 53,739
  • 66. Web Site Content Popularity – Excludes other sites, micro-sites & landing pages Page Page Views 1. Inventory Results Page 60,426 39.0% 2. Inventory Search Page 33,661 21.7% 3. Main (Home Page) 13,897 9.0% 4. Inventory Details Page 13,020 8.4% 5. Search New Inventory 3,926 2.5% 6. Pre-Owned Specials 3,654 2.4% 7. New Specials 3,063 2.0% 8. Pre-Owned Vehicles 2,006 1.3% 9. Specials 1,935 1.2% 10. Search Used Inventory 1,804 1.2% Total 154,875
  • 67. Examples of SEM Results with Google
    • 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
    The next few slides will show actual Search Engine listing results from:
  • 68.  
  • 69. Search Engine Success Google “Organic” Ranking due to URL name with hyphens “ Phoenix Chevrolet Dealers” search
  • 70. Use SEM to Attract Loyal Chevy Customers Targeted by State
  • 71. ClickMotive Search Engine Marketing 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.
  • 72. Courtesy Chevrolet “Organic” SEO Listing of BZ site ClickMotive Search Engine Marketing Campaign Courtesy Chevrolet “2007Tahoe.com” SEM campaign
  • 73. Courtesy Ad placed Directly with Google Courtesy Ad placed Directly with Google Organic Ranking of Courtesy Micro-Site (free)
  • 74. ClickMotive Search Engine Marketing 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
  • 75. Courtesy Chevrolet “Organic” SEO Listing of BZ site ClickMotive Search Engine Marketing Campaign Courtesy Chevrolet “Phoenix-Chevrolet” SEM campaignGEE
  • 76. Dealer Managed Google Campaign Reporting Total of Targeted Prospects that Clicked Through to Landing Page Total of Targeted Prospects that Saw the Online Ad Cost per Targeted Prospect that Clicked on a Key Word based Ad Cost per Prospect that Clicked on a Banner Ad in the Google Network
  • 77. Courtesy Chevrolet Campaign Specific Display Ads Placed within selected and targeted 3 rd Party Web Sites Using the Google Advertising Network Online Ad Examples
  • 78. www.GMinsideNews.com
  • 79. www.GMinsideNews.com
  • 80. www.GMinsideNews.com
  • 81. www.PhoenixAtaGlance.com
  • 82. www.AutoBaron.com
  • 83. Use of Deep-Links in Online Advertising www.GM-Finance.com Deep-link into GM PowerShift web site online credit application
  • 84. www.CamaroZ28.com
  • 85. www.ChevyReviews.com
  • 86. www.ChevroletForum.com
  • 87. www.ChevroletHHR.net
  • 88. www.GMinsidernews.com
  • 89. www.GMtrucks.com
  • 90. www.ChevroletForum.com
  • 91.  
  • 92. www.AZspaGirls.com
  • 93. www.AutoIntell.com
  • 94. www.PriceQuotes.com
  • 95.  
  • 96.  
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  • 147. Thank you for attending!
    • Strategic cohesiveness with dealership’s general market advertising and management team “buy-in”
    • Clearly defined online advertising budget and a commitment to sustain the budget for at least 6 months
    • Your Lead Management Process (LMP) must be functional and effective BEFORE you start with online advertising
    • Use landing pages and micro-site instead of driving traffic to your dealership’s “home page”
    • Measure and track all traffic generated, along with phone calls and eLeads received
    • Review results and online marketing metrics at weekly manager meetings… Keep top of mind awareness with your management team
    Key Executables with Integrated Marketing Programs