KPA AutoCon Guerilla Marketing and Competitive Conquest

KPA AutoCon Guerilla Marketing and Competitive Conquest



KPA AutoCon Guerilla Marketing and Competitive Conquest presentation by Ralph Paglia during KPA Webinar on 6-27-2012. The New "Best Choice" on the Fall Dealer Conference circuit is the ...

KPA AutoCon Guerilla Marketing and Competitive Conquest presentation by Ralph Paglia during KPA Webinar on 6-27-2012. The New "Best Choice" on the Fall Dealer Conference circuit is the AutoConnections Conference and Exposition (AutoCon 2012) at the Aria Resort and Casino in Las Vegas from September 5th to the 8th. Learn more about this all new dynamic, innovative and exciting car dealer conference designed to equip dealers with significant competitive advantages in their local marketplace. Visit and register online today!



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  • Well that’s all folks. Now time for some Q & A. Eliana, do we have any questions I can answer?

KPA AutoCon Guerilla Marketing and Competitive Conquest KPA AutoCon Guerilla Marketing and Competitive Conquest Presentation Transcript

  • Guerrilla Marketing and Competitive Advertising Strategies Ralph Paglia President Automotive Media Partners
  • ModeratorBecky RossMarketing ManagerOffice: (303)
  • Presenter Ralph Paglia President Automotive Media Partners (505) 301-6369 View slide
  • Questions• If you have questionsduring the presentation,please submit them usingthe “Questions” feature• Questions will beanswered at the end of thewebinar View slide
  • Guerilla Marketing and Competitive Advertising StrategiesSee multiple case studies and detailed examples showcasing dealerswho use the Internet to take market share away from their competitionThe online marketing and advertising strategies that attendees will learn in this sessionare not for the timid or faint of heart. Ralph Paglia will be presenting the current andupdated version of his famous “Competitive Conquest” workshop that identified stealthtactics used by highly aggressive dealers to divert traffic originally intended and boundfor the competition to the aggressors web sites and landing pages. As controversial asseveral of these techniques are, many of which are banned in over a dozencountries, you will want to learn about them so you can recognize when they are usedagainst your dealership. With todays technologies and the sophisticated messagingand advertising systems available, there are more ways than ever before foraggressive dealers to take their competitions customers away from them. Attendeeswill be provided with online tools and techniques to see exactly which keywords thecompetition is bidding on in Google, how much budget they have allocated for theirweb sites advertising, how to use your dealer advertising associations own web site totake customers from other dealers and how to select the "weakest gazelle" fromamong the herd of dealers in your market to "take down".
  • Introduction and Background: Ralph Paglia President Automotive Digital Marketing• Led build-out and development of Tier10’s Digital Marketing, Advertising and Social Media Strategies, Tactics and client service capabilities• Automotive Digital Marketing Professional Community creator and Editor-in-Chief• Generated 144,000+ leads in 22 months while working for Courtesy Chevrolet…• Managed Courtesy Chevy Internet Sales team that sold 4,000+ Units in 2006…• Worked w/Ford in 2007-2009 to develop first fully integrated Tier 3 Digital Marketing Consulting and Ford Co-Op supported Digital Advertising program for Dealers…• Ran 1st retail automotive Behavioral Targeting Digital Advertising program…• Internet Sales & Marketing Consultant to Ford, Mercedes- Benz, GM, Honda, Toyota, Mercedes-Benz, Hyundai and 250+ dealers & groups…• Pioneered development of “Internet Leads” in 1988 using CompuServe ISP access
  • Guerilla Marketing: What is it?• Competitive Differentiation• Extraordinary Cost Effectiveness• May Incorporate Stealth Tactics• Non-Traditional Channels• Unconventional Use of Media• Aggressive Conquest Characteristics• May cause competitors to “Cry Foul” with OEM’s, Dealer Associations or through legal channels… Some tactics might get you fired, while others use same tactics at different dealerships to get a bonus!
  • Guerilla Marketing: Resources
  • Guerilla Marketing: PREREQUISITES• Google Adwords Account (w/payment setup)• Microsite creation capabilities• Social Media accounts/profiles• URL Acquisition and Management account (NetSol)• Display Ad creation capabilities• Generate Tracking Phone Numbers• Targeted Email campaign capabilities (bulk email)• Informed GM / Plausible Denial DP• Legal Counsel adept at handling Cease & Desist
  • Multiple URL’s pointing to the same site allows use of metrics to track“Referring URL or Domain”report in Google Analytics or whatever site metrics are being used by dealership
  • Multiple URL’s for Promotional Campaign Creative
  • Microsites, Offer Sites, Landing Pages, Social MediaUse of multiple web sites, micosites and landing pages built for specific campaignsallows cost effective segment targeting… When content meets specific needs ofcustomers, sites show up as search results.
  • URL Asset Library: 1 of 3
  • URL Asset Library: 2 of 3
  • URL Asset Library: 3 of 3
  • Guerilla Marketing Results Using an Integrated Guerrilla Marketing Strategy, Courtesy Chevy increased volume of leads generated and received over 150% in 19 months. Courtesy Chevrolet Lead Volume 7000 5929 6000 5767 5267 5362 5228 5000 4662 4362 4178 4000 3346 3338 2874 3000 2697 2735 2171 2268 2080 2097 1884 1861 2000 1000 0 l l l l l al 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 t To To To To To To To To To To To To To To To To To To To 05 5 5 05 06 05 05 06 05 06 05 05 06 05 06 05 06 05 06 00 00 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 r2 r2 r ne ne st ril ril h ch y r y ay ay ry ry ly ly be be be be ar ar c gu Ap Ap Ju Ju ua ua ar ar M M Ju Ju em nu nu m m o Au M M br br ct ve ceJa Ja pt O Fe Fe No De Se
  • Guerilla Marketing Sales Results 400% Increase in sales volume from Competitive Conquest, Guerrilla and Integrated Marketing Strategy that generated leads handled by a combination of dedicated Internet Sales Specialists and BDC based Customer Service Reps. Courtesy Chevrolet eBusiness Sales 400 350 335 335 313 298 301 300 283 265 250 Conventional Internet 224 223 225 Sales Strategy 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 5 06 05 06 05 05 06 05 06 05 06 00 00 00 0 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 20 r2 r2 r2 ne st ne ril ril ch ch y er 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 ctJa Ja pt O ov ec Fe Fe Se N D
  • Management Strategy REPORT: Courtesy Chevrolets Primary Google Account Campaign Report ACCOUNT: Ralph Paglia DATE RANGE: October, 2006 Campaign Avg Avg AvgCampaign Status Impressions Clicks CTR CPC CPM Cost Position2007 Chevy Tahoe - AZ Active 43,581 99 0.20% $1.15 $2.60 $113.46 3.4AAR GM Co-op Display - PHX Paused 221,450 80 0.00% $7.50 $2.71 $600.05 1Banner & Image Display Ads - PHX Active 832,088 305 0.00% $6.19 $2.27 $1,887.69 1Chevrolet Model Specific - PHX Active 460,396 1,708 0.40% $2.34 $8.66 $3,989.04 2.8Chevy Dealer Conquest - PHX Active 251,292 741 0.30% $2.15 $6.34 $1,592.79 3Chevy Price Quote Display - PHX Active 955,110 1,114 0.10% $1.62 $1.88 $1,800.06 1.1Chevy Price Quotes - All AZ Active 34,720 117 0.30% $1.07 $3.61 $125.50 4.2Original Ad Campaign - PHX+TUC Paused 198,318 439 0.20% $2.64 $5.85 $1,160.52 2.7Display Ads by Site - PHX+TUC Active 1,332,909 1,132 0.10% $3.88 $3.29 $4,387.70 1.1Free Gas & Oil Offers - PHX Paused 1,325 1 0.10% $7.17 $5.41 $7.17 2GM PowerShift URLs - PHX+50 Active 138,924 239 0.20% $1.63 $2.81 $390.17 3.9National Search - Courtesy+Chev Active 36,322 276 0.80% $1.61 $12.26 $445.42 3.9National Search Sponsored Links Active 1,957,426 3,419 0.20% $0.51 $0.90 $1,753.79 3.3New Chevy Pricing - PHX Paused 195,210 455 0.20% $2.49 $5.80 $1,133.18 2.8Secondary Finance - PHX Active 159,827 173 0.10% $3.81 $4.12 $658.55 3.1See What Courtesy Can Do Active 14,959 15 0.10% $1.13 $1.13 $16.94 3.7Site Designated Display Ads - PHX Active 159,207 182 0.10% $2.41 $2.76 $439.09 1Tucson Targeted Key Words Active 12,517 73 0.60% $2.95 $17.21 $215.43 3.7Used Car Ad Groups - PHX+50 Active 401,150 2,471 0.60% $1.83 $11.28 $4,523.42 2.6Totals & Overall Averages: 7,406,731 13,039 0.20% $1.94 $3.41 $25,239.97 2.1
  • 10 Months of Digital Marketing Lead Source and Disposition AnalysisCourtesy Chevrolet reviews eBusiness campaigns and opportunities bycategorizing the leads generated, then looking at volume, invalids and sales. Leads Still Not Duplicates10 Months of Leads Volume Active Sctive & Invalid % Sold % 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%
  • Google Adwords Campaign AnalysisEXAMPLE: In-house Google AdWords Campaign (4 months):• $71,801.30 was invested with • 33,257,657 Car Shopper Google AdWords & Google Impressions Generated Display Ad Network • 29,528 Car Shopper Visits to• $2.16 Cost per Thousand Car Courtesy Chevrolet web sites, Shopper Impressions landing pages and 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• $412.65 Average Cost Per Note: This does not include Vehicle Retailed (PVR)* BZ, AZCentral, ClickMotive, BDC or Jumpstart SEM campaigns *$620.55 = Courtesy Chevrolet Advertising PVR
  • Guerrilla Marketing Website Strategy SEM & Promo Primary Web Sites Campaign Specific Landing Pages Full-Featured w/Inventory Micro Web Get a Year Worth Of Free Gas GMAC-AZ.comChevyPriceQuote GetaCamaro.comFreeGMoilChange free GM Oil Changes For 3 Years SEM Key Word URL’s Point to Primary Site Deep Links
  • Google Adwords• Competitive Conquest Targeting Same Brand Dealers• Courtesy Chevy versus Bill Heard Case Study• 2011 Campaign Data Examples
  • Google AdWords Account: “Chevy Dealer Conquest”Ad Group 3 Month Summary
  • 223 Customerssearching for Bill Heard Chevrolet diverted to Courtesy Chevrolet owned sites
  • Google Adwords Competitive Conquest
  • GM Certified Internet Dealer Site
  • Competitive ConquestCampaigns are Geotargetedto appear within competition’smarket area but NOT APPEARin advertising dealer’s market
  • Google Adwords Competitive ConquestTargeting Same Brand Dealers
  • Klein Honda
  • Klein Honda
  • Google Adwords Extensions and OfferSites• Create Site Links within Google Adwords that point to relevant offers and promotions• Microsites are Ideally suited for Google Site Link Extensions
  • Site Link Extensions appear below your Google Adwords sponsored links
  • Site Link Extensions appear below your Google Adwords sponsored links
  • Site Link Extensions appear below your Google Adwords sponsored links
  • Competitive Conquest Tactics• “Drew Ament Technique” lead acquisition via competitive name keyword enriched URL combined with coded dealer association lead generation form pages• LESSON LEARNED: Beware of what the competition is up to!…
  • Competitor URL Redirect Tactic known as the“Drew Ament Technique”
  • Using the LMG Dealer Association Website to Siphon Leads Competitor URL Redirect Tactic known as the“Drew Ament Technique” –
  • Competitor URL Redirect Tactic known as the“Drew Technique” – Competitor URL Redirect Tactic known as the “Drew Ament Technique”
  • URL Redirect using the: “Drew Ament Technique”Sc This lead form goes tor “Midway Chevrolet”!!!ollDown
  • URL Redirect using the: “Drew Technique”
  • Using the LMA Dealer Association Website to Siphon Leads
  • www.Midway-Chevy.comURL Redirect using the: “Drew Technique”
  • www.Midway-Chevy.comURL Redirect using the: “Drew Technique”
  • FacebookSocial Media Traffic Generation
  • Google Analytics: Track Top Referring Sites
  • Facebook: Post Links to Pages and Groups
  • Facebook: Post Links to Pages and Groups
  • Facebook: Post Links to Pages and Groups
  • Facebook: Post Links to Pages and Groups
  • Facebook: Post Links to Pages and Groups
  • LinkedInSocial Media Traffic Generation
  • Find and Join Relevant LinkedIn Groups
  • LinkedIn Groups; Attach a Link to Relevant URL
  • LinkedIn Groups; Pull in Site Title, then “Share”
  • LinkedIn Groups; Share Sites to “What’s Happening”
  • Stealth Sites• Competitive Conquest Targeting Third Party Lead Providers
  • Stealth Site designed to mimic 3rd PartyLead Provider Lead Generation site…
  • Stealth AdvertisingExamples of using offline and online advertising media to drive consumer traffic above and beyond the dealer’s own brand
  • Conventional Media to Web Integration
  • Conventional Media to Web Integration
  • Conventional Media to Web Integration
  • Micro-Site
  • Relevant Text basedHyperlinks reduceleakage from your SEMfunnel and point searchengine spiders in theright directionTrust generating and validityenhancing icons that are linked tolead generating sites add to amicro-site’s productivity
  • Cost Effective Outdoor Media IntegrationBus Shelter signage campaignhas averaged 231 incomingphone inquiries per month, alongwith 862 site visitors to uniqueURL, that generated 27 onlinecredit apps per month. Bus Shelter Signage Displays Unique 800# Routed to eFinance Cell PhoneAverage monthly cost is $6,500resulting in 258 Opportunities ToDo Business, and an averagecost per UNIQUE lead of $25.19 Bus Shelter Signage Displays Fast’n Easy Online Credit App URL
  • The next few slides will show actual Search Engine listing results from:• 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 Examples of Results with Google Adwords
  • Search Campaign that bids on competing dealership names as a keyword… SEM Vendor 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
  • #1 CTR of All Time!3rd Party Branded “Stealth Site” that capturesLeads from customers getting book value…
  • Highest CTREver Recordedby Google forDealer Ads!
  • December, 2006 – & Cars.comCourtesy’s AZCentral.comOnline Advertising Campaignsdrive consumers to “DeepLinks” into specialized contentwithin Courtesy Chevrolet’sweb site that is directlyrelevant to the GM vehiclepromotion… This campaignfocused on selling outremaining GMT800 ChevySilverado pickup trucks inDecember 2006.
  • & Cars.comCourtesy’sAZCentral.comOnline AdCampaigns driveconsumers to“Landing Pages”that usespecializedcontent that isdirectly relevantto the specialoffer orpromotion usedin the ad itself.This campaignfocused onshowingconsumers withtarnised previouscredit that theycan drive a newChevy whilerestoring theirgood credit.
  • Behavioral Targeting“On-site Behavioral Targeting increases conversion 40-200%” -“Behavioral targeting technologies work by anonymouslymonitoring and tracking the content read and sites visited bya designated unique user or IP,” …then serving specificadvertising content to these prospective customers based ontheir likelihood of responding to the campaign. -
  • Contextual Search TargetingExamples of Search Queries matched toGuerrilla Marketing Microsites, LandingPages and Offer Sites…-
  • Highest Sales Satisfaction –A Marketing Opportunity!
  • Highest SalesSatisfaction –A Lead GenOpportunity!
  • Banned by General Motors!
  • Questions and Answers…Ralph PagliaCell: Reference Links:
  • Got a Question? Ask our Expert!
  • Contact Information Becky 866-356-1735