Ralph Paglia AutoCon Guerilla Marketing Presentation

Guerrilla Marketing and Competitive Conquest Advertising Strategies
See multiple case studies and detailed examples showcasing dealers
who use the Internet to take market share away from their competition
Ralph Paglia - AutoCon 2012 – Starvine Room 7

The online marketing and advertising strategies that attendees will learn in this session
are not for the timid or faint of heart. Ralph Paglia will be presenting the current and
updated version of his famous 2nd Digital Dealer Conference workshop that identified
stealth tactics used by highly aggressive dealers to divert traffic originally intended and
bound for the competition to the aggressor's web sites and landing pages. As
controversial as several of these techniques are, many of which are banned in over a
dozen countries, you will want to learn about them so you can recognize when they are
used against your dealership. With today's technologies and the sophisticated
messaging and advertising systems available, there are more ways than ever before
for aggressive dealers to take their competition's customers away from them.
Attendees will be provided with online tools and techniques to see exactly which
keywords the competition is bidding on in Google, how much budget they have
allocated for their web site's advertising, how to use your dealer advertising
association's 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…

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 using the same tactics at different dealerships
get a bonus!
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia

Guerilla Marketing: Resources

http://www.GMarketing.com


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


www.LatinoChevy.com


Multiple URL’s pointing to the same site allows use
of metrics to track campaigns

www.ChevyReferrals.com

www.ChevyReferral.com

www.ChevyBirdDog.com

www.ChevyBirdDogs.com

www.ChevyBuyers.com

www.ChevyBuyersClub.com

www.ChevyFriends.com

www.ChevyFund.com

“Referring URL or Domain”
report in Google Analytics or
whatever site metrics are
being used by dealership


Multiple URL’s for Promotional Campaign
Creative Differentiation
From 2005 to 2007 Courtesy Chevrolet used over 500 URLs directed towards multiple
full featured web sites, micro-sites and online landing pages to generate floor
traffic, incoming sales calls and electronic leads… Here are just a few:
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


Microsites, Offer Sites, Landing Pages, Social Media

Use of multiple web sites, micosites and landing pages built for specific campaigns
allows cost effective segment targeting… When content meets specific needs of
customers, sites show up as search results.


URL Asset Library: 1 of 3


eIntegrated Marketing Results
Leads Generated
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
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Sales Results Results
eBusiness Sales
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

Conventional Internet 265

250
Sales Strategy 224 223 225

200

150

110
100 90 86
79 81 80 80
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Campaign Management Strategy
REPORT: Courtesy Chevrolet's Primary Google Account Campaign Report
ACCOUNT: Ralph Paglia
DATE RANGE: October, 2006
Campaign Avg Avg Avg
Campaign Status Impressions Clicks CTR CPC CPM Cost Position
2007 Chevy Tahoe - AZ Active 43,581 99 0.20% $1.15 $2.60 $113.46 3.4
AAR GM Co-op Display - PHX Paused 221,450 80 0.00% $7.50 $2.71 $600.05 1
Banner & Image Display Ads - PHX Active 832,088 305 0.00% $6.19 $2.27 $1,887.69 1
Chevrolet Model Specific - PHX Active 460,396 1,708 0.40% $2.34 $8.66 $3,989.04 2.8
Chevy Dealer Conquest - PHX Active 251,292 741 0.30% $2.15 $6.34 $1,592.79 3
Chevy Price Quote Display - PHX Active 955,110 1,114 0.10% $1.62 $1.88 $1,800.06 1.1
Chevy Price Quotes - All AZ Active 34,720 117 0.30% $1.07 $3.61 $125.50 4.2
Original Ad Campaign - PHX+TUC Paused 198,318 439 0.20% $2.64 $5.85 $1,160.52 2.7
Display Ads by Site - PHX+TUC Active 1,332,909 1,132 0.10% $3.88 $3.29 $4,387.70 1.1
Free Gas & Oil Offers - PHX Paused 1,325 1 0.10% $7.17 $5.41 $7.17 2
GM PowerShift URL's - PHX+50 Active 138,924 239 0.20% $1.63 $2.81 $390.17 3.9
National Search - Courtesy+Chev Active 36,322 276 0.80% $1.61 $12.26 $445.42 3.9
National Search Sponsored Links Active 1,957,426 3,419 0.20% $0.51 $0.90 $1,753.79 3.3
New Chevy Pricing - PHX Paused 195,210 455 0.20% $2.49 $5.80 $1,133.18 2.8
Secondary Finance - PHX Active 159,827 173 0.10% $3.81 $4.12 $658.55 3.1
See What Courtesy Can Do Active 14,959 15 0.10% $1.13 $1.13 $16.94 3.7
Site Designated Display Ads - PHX Active 159,207 182 0.10% $2.41 $2.76 $439.09 1
Tucson Targeted Key Words Active 12,517 73 0.60% $2.95 $17.21 $215.43 3.7
Used Car Ad Groups - PHX+50 Active 401,150 2,471 0.60% $1.83 $11.28 $4,523.42 2.6
Totals & 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 Analysis

Courtesy Chevrolet reviews eBusiness campaigns and opportunities by
categorizing the leads generated, then looking at volume, invalids and sales.
Leads Still Not Duplicates
10 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 Advertising Results
CAMPAIGN EXAMPLE: In-house Google AdWords Campaign
(4 month flight):
• $71,801.30 was invested • 33,257,657 Car Shopper
with Google AdWords & Impressions Generated
Google Display Ad Network • 29,528 Car Shopper Visits
• $2.16 Cost per Thousand to Courtesy Chevrolet web
Car Shopper Impressions sites, landing pages and
• $2.43 Cost per Car Shopper micro sites
that clicked-through to a • 2,248 Electronic Leads and
Courtesy Chevrolet site Phone Calls Generated
• $31.94 Average Cost per • 174 Vehicles Sold
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 Digital Marketing Site Strategy
SEM & Promo Primary Web Sites Campaign Specific
Landing Pages Full-Featured w/Inventory Micro Web Sites

YouGotGas.com HouseOfCourtesy.com 2007Tahoe.com
Get a
Year Worth WeBuyChevys.com
Of Free Gas PHXChevrolet.com
GMAC-AZ.com
ChevyPriceQuote LatinoChevy.com
GetaCamaro.com
FreeGMoilChange
CourtesyOnBell.com
2006Silverado.com
free GM
Oil Changes
For 3 Years CourtesyFleet.com PHXfinance.com

ChevyPride.com BK-OK-Car-Loans.com

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

Google AdWords Account:
“Chevy Dealer Conquest”
Ad Group 3 Month Summary


223 Customers
searching for Bill Heard
Chevrolet diverted to
Courtesy Chevrolet
owned sites


Google Adwords Competitive Conquest

GM Certified Internet Dealer Site

Competitive Conquest
Campaigns are Geotargeted
to appear within competition’s
market area but NOT APPEAR
in advertising dealer’s market


Google Adwords
Targeting Same Brand Dealers

Herb Chambers Honda Boston
Boch Honda Competitive Conquest

Herb Chambers Honda Seekonk
Colonial Honda Conquest Campaign

Herb Chambers Honda Seekonk
Metro Honda Competitive Conquest Campaign


• Drew Ament Technique lead acquisition via competitive
name URL combined with dealer association lead
generation form pages…

Competitor URL Redirect
Tactic known as the
“Drew Ament Technique”

Using the LMA Dealer Association Website to Siphon Leads

Competitor URL Redirect Tactic known as the
“Drew Ament Technique” – CourtesyChevyAZ.com

“Drew Technique” – CourtesyChevyAZ.com

“Drew Ament Technique”

www.CourtesyChevyAZ.com
URL Redirect using the: “Drew Ament Technique”

S
c
This lead form goes to
r “Midway Chevrolet”!!!
o
ll
D
o
w
n

www.CourtesyChevyAZ.com
URL Redirect using the: “Drew Technique”

Using the LMA Dealer Association Website to Siphon Leads

www.Midway-Chevy.com
URL Redirect using the: “Drew Technique”

Facebook

Social Media Traffic Generation

Google Analytics: Track Top Referring Sites

Facebook: Post Links to Pages and Groups

LinkedIn

Social 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 Party
Lead Provider Lead Generation site…

Stealth Advertising

Examples of using offline and online advertising media
to drive consumer traffic above and beyond the dealer’s
own brand

Conventional Media to Web Integration

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

Special Financing and CreditEffective Outdoor Media Integration
Cost Based Offers

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
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
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 captures
Leads from customers getting book value…

Highest CTR
Ever Recorded
by Google for
Dealer Ads!

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.

AZCentral.com & Cars.com

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.

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

Contextual Search Targeting

Examples of Search Queries matched to
Guerrilla Marketing Microsites, Landing
Pages and Offer Sites…
-

Highest Sales Satisfaction –
A Marketing Opportunity!
www.Edmunds-Chevrolet.com


Highest Sales
Satisfaction –
A Lead Gen
Opportunity!


Banned by
General
Motors!


Questions and Answers…

Ralph Paglia
Cell: 505-301-6369
RPaglia@gmail.com
www.RalphPaglia.com

Reference Links:
http://www.ADMPC.com
http://slideshare.net/RalphPaglia
http://Adwords.Google.com
http://Google.com/Analytics

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