Ralph Paglia AutoCon Guerilla Marketing Presentation
Guerrilla Marketing and Competitive Conquest Advertising StrategiesSee multiple case studies and detailed examples showcasing dealerswho use the Internet to take market share away from their competitionRalph Paglia - AutoCon 2012 – Starvine Room 7The 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 2nd Digital Dealer Conference workshop that identifiedstealth tactics used by highly aggressive dealers to divert traffic originally intended andbound for the competition to the aggressors web sites and landing pages. Ascontroversial as several of these techniques are, many of which are banned in over adozen countries, you will want to learn about them so you can recognize when they areused against your dealership. With todays technologies and the sophisticatedmessaging and advertising systems available, there are more ways than ever beforefor aggressive dealers to take their competitions customers away from them.Attendees will be provided with online tools and techniques to see exactly whichkeywords the competition is bidding on in Google, how much budget they haveallocated for their web sites advertising, how to use your dealer advertisingassociations own web site to take customers from other dealers and how to select the"weakest gazelle" from among the herd of dealers in your market to "take down".
Introduction and Background: www.ADMPC.com Ralph Paglia President Automotive Media Partners, LLC• 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 to post vehicle inventory listings on defense contractor BBS’s…
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
Special Financing and CreditEffective Outdoor Media Integration Cost Based OffersBus 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 SEM Results with Google
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 – AZCentral.com & 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.
AZCentral.com & 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%” - TouchClarity.com“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. - SearchEngineJournal.com
Contextual Search TargetingExamples of Search Queries matched toGuerrilla Marketing Microsites, LandingPages and Offer Sites…-