Guerilla Marketing for Car Dealers by Ralph Paglia

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Guerilla Marketing for Car Dealers by Ralph Paglia

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  • Courtesy Chevrolet sold over 11,000 new and used vehicles in 2006, of which over 4,000 originated from Internet generated leads (electronic and phone).
  • As you can see here… We have done an excellent job at fulfilling the promises we have made, and the surveys conducted by GM show that our customers agree and are the most satisf9ed in the valley.
  • As you can see here… We have done an excellent job at fulfilling the promises we have made, and the surveys conducted by GM show that our customers agree and are the most satisf9ed in the valley.
  • As you can see here… We have done an excellent job at fulfilling the promises we have made, and the surveys conducted by GM show that our customers agree and are the most satisf9ed in the valley.
  • Guerilla Marketing for Car Dealers by Ralph Paglia

    1. 1. Guerilla Marketing Tactics to Break from the Competition
    2. 2. www.LatinoChevy.com
    3. 3. Guerilla Marketing: What is it? <ul><li>Competitive Differentiation </li></ul><ul><li>Extraordinary Cost Effectiveness </li></ul><ul><li>May Incorporate Stealth Tactics </li></ul><ul><li>Non-Traditional Communication Channels </li></ul><ul><li>Unconventional Use of Media </li></ul><ul><li>Highly Aggressive Conquest Characteristics </li></ul><ul><li>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! </li></ul>
    4. 4. www.ChevyReferrals.com www.ChevyReferral.com www.ChevyBirdDog.com www.ChevyBirdDogs.com www.ChevyBuyers.com www.ChevyBuyersClub.com www.ChevyFriends.com www.ChevyFund.com Multiple URL’s promoted in a variety of campaigns, pointing to same site allows use of web site metrics “ Lead Form Referring URL” report in Omniture Site Catalyst
    5. 5. Use of URL’s for Creative Differentiation 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 500 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:
    6. 6. Where do all those URL’s point to? Use of multiple web sites, mico-sites and landing pages built for specific campaigns allows cost effective segment targeting… When the content meets specific needs of customers, these sites show up as search results.
    7. 7. Extensive URL Asset Library: 1 of 3
    8. 8. Extensive URL Asset Library: 2 of 3
    9. 9. Extensive URL Asset Library: 3 of 3
    10. 10. Google AdWords Account: “ Chevy Dealer Conquest” Ad Group Summary
    11. 11. 223 Customers searching for Bill Heard Chevrolet diverted to Courtesy Chevrolet owned sites
    12. 15. Competitor URL Redirect Tactic known as the “ Drew Technique”
    13. 16. Competitor URL Redirect Tactic known as the “ Drew Technique” – CourtesyChevyAZ.com
    14. 17. Competitor URL Redirect Tactic known as the “ Drew Technique” – CourtesyChevyAZ.com Competitor URL Redirect Tactic known as the “ Drew Technique” – CourtesyChevyAZ.com
    15. 18. www.CourtesyChevyAZ.com URL Redirect using the: “Drew Technique”
    16. 19. www.CourtesyChevyAZ.com URL Redirect using the: “Drew Technique”
    17. 21. www.Midway-Chevy.com URL Redirect using the: “Drew Technique”
    18. 22. www.Midway-Chevy.com URL Redirect using the: “Drew Technique”
    19. 23. Dealership Primary Web Site (BZ Results)
    20. 24. GM Certified Internet Dealer Site <ul><li>www.PHXChevrolet.com </li></ul><ul><li>GM Certified Internet Dealer site </li></ul><ul><li>Use of Home page text for SEO </li></ul><ul><li>Pulls in SEM landing page forms </li></ul><ul><li>Built by Cobalt Group </li></ul>
    21. 25. Spanish Language Web Site www.LatinoChevy.com www.Latino-Chevy.com
    22. 26. CourtesyOnBell.com Web Site (BZ Results)
    23. 27. CourtesyFleet.com Web Site (BZ Results)
    24. 28. Conventional Media to Web Integration
    25. 29. Conventional Media to Web Integration
    26. 30. Conventional Media to Web Integration
    27. 31. www.2007Tahoe.com Micro-Site Scroll Down…
    28. 32. www.2007Tahoe.com Micro-Site Scroll Down… Relevant Text based content is King when it comes to SEO ranking
    29. 33. 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
    30. 34. “ 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
    31. 35. Cost Effective Outdoor Media Integration Bus Shelter Signage Displays Fast’n Easy Online Credit App URL Bus Shelter Signage Displays Unique 800# Routed to eFinance Cell Phone 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. Average monthly cost is $6,500 resulting in 258 Opportunities To Do Business, and an average cost per UNIQUE lead of $25.19
    32. 37. 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
    33. 38. Display Ads drive traffic to Deep Links December, 2006 – AZCentral.com & Cars.com Courtesy’s AZCentral.com Online Advertising Campaigns drive consumers to “Deep Links” into specialized content within Courtesy Chevrolet’s web site that is directly relevant to the GM vehicle promotion… This campaign focused on selling out remaining GMT800 Chevy Silverado pickup trucks in December 2006.
    34. 39. Deep Links go to Inventory Pre-Sorts Courtesy’s AZCentral.com Online Advertising Campaigns drive consumers to “Deep Links” into specialized content within Courtesy Chevrolet’s web site that is directly relevant to the GM vehicle promotion… This campaign focused on selling out remaining GMT800 Chevy Silverado pickup trucks in December 2006.
    35. 40. Examples of SEM Results with Google <ul><li>Ads placed directly by Courtesy Chevrolet for placement within Google search results pages per key word bids made by Courtesy </li></ul><ul><li>Ads placed with Google by ClickMotive on behalf of Courtesy Chevrolet </li></ul><ul><li>Organic listings (free) that result from pro-active SEO activities by BZ Results </li></ul>The next few slides will show actual Search Engine listing results from:
    36. 41. Search Campaign that bids on competing dealership names as a keyword… 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 SEM Vendor Campaign
    37. 42. www.AutoBaron.com
    38. 43. Use of Deep-Links in Online Advertising www.GM-Finance.com Deep-link into GM PowerShift web site online credit application
    39. 44. “ Stealth Ads” attract Dealer-Phobes
    40. 45. “ Stealth Ad”
    41. 46. www.ChevroletHHR.net
    42. 47. Insider Information
    43. 48. Pre-Launch Information
    44. 49. Insider Information Bait
    45. 50. 3 rd Party Branded “Stealth Site” that captures Leads from customers getting book value…
    46. 57. SAVE MONEY BUYING A NEW CHEVROLET CAR, TRUCK OR SUV For Phoenix, Arizona Chevrolet buyers It's fast, easy and FREE. Use Phoenix-Chevrolet-Dealers.com to receive competitive price quote bids from the most price aggressive, highest volume Chevrolet dealers in the Phoenix Valley. Our participating dealers have the largest new Chevrolet inventories and selections in Arizona, and they will offer you the largest discounts and most competitive auto loan and lease rates, along with the best terms in all of Arizona. For maximum discount new Chevrolet prices, including actual dealer invoice costs and Chevrolet factory MSRP, choose the Chevrolet car, SUV or truck that you want from the drop-down menu below. We'll put you in touch with participating Phoenix Chevrolet dealers who will send you their most competitive price quotes, and then offer to arrange a pre-scheduled test drive with a Chevrolet product specialist. The participating Chevrolet dealer you select based on prices quoted, vehicle availability and location will provide an Internet Sales Manager to work with you on getting the best overall deal on your choice of America's #1 Brand and #1 value in a new car, truck or SUV.
    47. 60. December, 2006 – AZCentral.com & Cars.com Courtesy’s AZCentral.com Online Advertising Campaigns drive consumers to “Deep Links” into specialized content within Courtesy Chevrolet’s web site that is directly relevant to the GM vehicle promotion… This campaign focused on selling out remaining GMT800 Chevy Silverado pickup trucks in December 2006.
    48. 61. Courtesy’s AZCentral.com Online Ad Campaigns drive consumers to “Landing Pages” that use specialized content that is directly relevant to the special offer or promotion used in the ad itself. This campaign focused on showing consumers with tarnised previous credit that they can drive a new Chevy while restoring their good credit. December 2006. December, 2006 – AZCentral.com & Cars.com
    49. 64. Behavioral Targeting “ On-site Behavioral Targeting increases conversion 40-200%” - TouchClarity.com “ Behavioral targeting technologies work by anonymously monitoring and tracking the content read and sites visited by a designated unique user or IP,” …then serving specific advertising content to these prospective customers based on their likelihood of responding to the campaign. - SearchEngineJournal.com
    50. 89. Highest Sales Satisfaction – A Microsite Opportunity! www.Edmunds-Chevrolet.com
    51. 90. Highest Sales Satisfaction – A Microsite Opportunity!
    52. 91. Highest Sales Satisfaction – A Microsite Opportunity!
    53. 92. Thank you for attending! <ul><li>Ralph Paglia </li></ul><ul><li>Cell: 505-301-6369 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.RPaglia.com </li></ul>Questions and Answers…
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