Why courtesy chev_v3


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  • Scott thanks PRM for giving Courtesy the opportunity to discuss a marketing partnership that has the potential to provide substantial ROI for both Courtesy Chevrolet and PRM… I’d like to introduce myself, my brother, our Marketing Director and our Internet Director… I’d also like to comment on the striking similarities between the Provenzano family’s business success and the Fitzgerald/Gruwell families’ business success…
  • Mark covers family background/history in the Valley… Mark says; Our family has been promising the best service to Phoenix Valley families for over 50 years… And, in fact, our advertising says that very same message directly to the Hispanic community…
  • Mark covers family background/history in the Valley… Mark says; Our family has been promising the best service to Phoenix Valley families for over 50 years… And, in fact, our advertising says that very same message directly to the Hispanic community…
  • 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.
  • This survey shows our customers STILL love us after they have bought the car and bring it in to our service facilities… Before, During and Ater… This is a virtually unprecedented accomplishment… Sales and Service Satisfaction Leadership by a HIGH VOLUME car dealer
  • These stations/ channels are consistent every single month. Very high frequency due to the 1 week a month. (Avg frequency of 5.25)
  • Mark reviews Hispanic community involvement
  • Mark goes into the setup for Super Feo marketing strategy and introduction of the commercials
  • Super Feo enters room, music blares, he hands out T-Shirts, shakes hands, signs autographs That is how we go to market with Radio and TV… I’m going to turn it over to our Internet Director to discuss Courtesy’s leadership in Online Web based marketing in Phoenix. Ralph announces “Live, in-person, Phoenix’s ONE AND ONLY…. SUPER FEO!!!!!!
  • Scott discusses the promotion from past December and how, despite less than perfect execution on both sides, there was enough interest from the customers to show that a great potential exists for both PRM and Courtesy Chevrolet to join marketing forces and have both company’s benefit.
  • Scott closes with a statement regarding Courtesy Chevrolet’s reputation for promises kept… Ralph hands out Letter of Intent and comments on how being in the car business, we like to always be prepared to make a deal on the spot.
  • Why courtesy chev_v3

    1. 1. ATTRACT INTERACT RESPOND SELL SERVICE RETAIN During the past several years, Courtesy Chevrolet in Phoenix, AZ has emerged as the highest positive impact dealership for the Chevrolet brand in America…
    2. 2. Edward J. Fitzgerald arrived in Phoenix in 1955, from Los Angeles, where he had worked with R. Mitchel McClure. Together they began Courtesy Chevrolet in an old farmhouse at 1521 East Camelback Road, which had a tin shed out in the back used as a makeshift garage and make ready area. At this time, Courtesy Chevrolet was located on the outskirts of town, and in those days, the Phoenix city limits were located at the Grand Canal, which passes a half-mile south of the dealership. While the business was getting under way, properties were being purchased a few blocks to the west, architects plans were drawn, and eventually building was begun. In 1957, Courtesy Chevrolet moved down the street to the present facility at 1233 East Camelback Road, and since that time, has prospered and grown. In February of 1969, Mr. Fitzgerald purchased Mr. McClure's share of this fine business, and in March of 1981, Mr. Fitzgerald included Mr. William R. Gruwell as a partner in Courtesy Chevrolet, where Mr. Gruwell today is the Vice President and Dealer Operator. Upon the passing of Mr. Fitzgerald in 2000, Mr. Gruwell became a partner with Mrs. Fitzgerald. In recent years, both sons of William R. Gruwell, Mark and Scott, have assumed leadership roles and are now Used and New Car Sales Directors, respectively. Presently almost four hundred people derive their incomes from this dealership. All of our employees have helped us to build and maintain a fine reputation in the Valley of the Sun, and the State of Arizona. It is the intention of the Fitzgerald and Gruwell families to maintain these fine relationships within the community and to continue operation here in Phoenix for many years to come. Courtesy Chevrolet History
    3. 3. Proven Local Dealer w/Track Record <ul><li>50+ Years of successful service and sales operations by 3 generations of the Fitzgerald & Gruwell Families </li></ul><ul><li>Courtesy Chevrolet sold more new Chevy vehicles than any other single-point dealership in America in 2004, 2005 and 2006 </li></ul><ul><li>Highest Consumer “Positive Impact” sales and satisfaction dealer in USA from among all Chevrolet dealers </li></ul>Why Courtesy Chevrolet?
    4. 4. Courtesy Te Prometo
    5. 5. Highest Sales Satisfaction Q14: Based on your overall purchase/lease and delivery experience, how satisfied are you with [YOUR DEALER]? Phoenix, AZ - Ranked by “Completely Satisfied” on Q14 PDS 3-Month PDS December 2005 report data for sales/service events 3.44 3.15 70.6% 60.5% POWER CHEVROLET 2 13 3.61 3.44 79.9% 73.6% GATEWAY CHEVROLET 12 3.75 3.59 84.5% 78.3% POWER CHEVROLET 1 11 3.32 3.52 71.5% 78.5% MIDWAY CHEVROLET 10 3.70 3.69 81.3% 79.2% THOROBRED CHEVROLET 9 3.54 3.53 80.2% 79.4% VAN CHEVROLET 8 3.68 3.66 80.6% 80.0% WESTERN REGION GM DEALERS Avg 3.72 3.70 82.0% 81.1% TOTAL US – ALL GM DEALERS Avg 3.54 3.54 81.4% 82.0% BILL HEARD CHEVROLET 7 3.64 3.66 81.8% 82.0% DESERT ZONE DEALERS Avg 3.68 3.69 82.9% 82.9% CHAPMAN CHEVROLET 6 3.64 3.66 82.3% 83.1% PHOENIX AZ DEALERS Avg 3.71 3.65 85.8% 83.1% FREEWAY CHEVROLET 5 3.62 3.68 80.3% 84.7% BROWN & BROWN CHEVROLET 4 3.77 3.86 85.8% 89.6% POWER CHEVROLET 3 3.67 3.81 86.2% 90.5% SANDS MOTOR COMPANY 2 3.82 3.82 90.4% 92.1% COURTESY CHEVROLET 1                                                                                          
    6. 6. Highest Service Satisfaction in Region
    7. 7. Market Growth Market Decline Courtesy’s relentless commitment to customer satisfaction during the past 50 years in Phoenix has resulted in steady sales and customer base growth 63.2% 68 43 Phoenix, AZ Power Chevrolet 66.0% 235 155 Mesa, AZ Brown & Brown Chevrolet 67.7% 192 130 Scottsdale, AZ Bill Heard Chevrolet 77.9% 145 113 Chandler, AZ Thorobred Chevrolet 86.1% 20479 17636 Western Region 88.3% 112512 99308 National Average 92.3% 221 204 Scottsdale, AZ Van Chevrolet 92.7% 2137 1982 Average Valley Chevy Dealer 93.3% 312 291 Phoenix, AZ Midway Chevrolet 93.3% 179 167 Tempe, AZ Chapman Chevrolet 102.6% 77 79 Chandler, AZ Freeway Chevrolet 103.6% 224 232 Glendale, AZ Sands Chevrolet 107.1% 113 121 Peoria, AZ Power Chevrolet 111.4% 70 78 Avondale, AZ Gateway Chevrolet 116.3% 202 235 Phoenix, AZ Courtesy Chevrolet 162.9% 70 114 Mesa, AZ Power Chevrolet % Change Jan 2005 Jan 2006 City/State Dealership 2/21/2006 Data Through:
    8. 8. 3162 COURTESY CHEVROLET 3893 COURTESY CHEVROLET 7055 COURTESY CHEVROLET 762 SANDS CHEVROLET 3102 SANDS CHEVROLET 3864 SANDS CHEVROLET 828 VAN CHEVROLET 3257 VAN CHEVROLET 4085 VAN CHEVROLET 1244 BROWN & BROWN CHEVROLET 3474 BROWN & BROWN CHEVROLET 4718 BROWN & BROWN CHEVROLET 1846 MIDWAY CHEVROLET 4235 MIDWAY CHEVROLET 6081 MIDWAY CHEVROLET Units Dealership Units Dealership Units Dealership Commercial Vehicle Sales Retail Vehicle Sales TOTAL CHEVROLET SALES Phoenix Valley Chevy Sales (January 4, 2005 through January 3, 2006)
    9. 9. Courtesy Chevrolet’s Hispanic Marketing Growth
    10. 10. TV & Radio Media Contracts <ul><li> Radio </li></ul><ul><li>KLNZ </li></ul><ul><li>KDVA </li></ul><ul><li>ESPN Deportes </li></ul><ul><li>KHOT </li></ul><ul><li>KVIB </li></ul><ul><li> TV </li></ul><ul><li>Univision TV </li></ul><ul><li>Azteca </li></ul><ul><li>Telemundo </li></ul>
    11. 11. Why does Courtesy do so well with the Hispanic community? <ul><li>We cater to the community </li></ul><ul><li>People in place </li></ul><ul><li>Proper promotions </li></ul><ul><li>Best product – what the Hispanic community wants (Chevy Silverado Trucks) </li></ul>Community Involvement
    12. 12. <ul><li>Connecting with Phoenix through Community involvement and charitable activities… </li></ul><ul><ul><ul><li>Boys and Girls Club Funding (#1 auto dealer in the valley for $ spent) </li></ul></ul></ul><ul><ul><ul><li>Toys for Tots – w/US Marine Corp </li></ul></ul></ul><ul><ul><ul><li>Clip Magazine Premier Sponsorship </li></ul></ul></ul><ul><ul><ul><li>Fiesta Patriatas Sponsorship (Sept) </li></ul></ul></ul><ul><ul><ul><li>Christmas Toy Drive partnership with Clip Magazine </li></ul></ul></ul><ul><ul><ul><li>Sponsor Chicano Por La Casa Golf Tourney </li></ul></ul></ul><ul><ul><ul><li>United Way – top level contributor </li></ul></ul></ul>Corporate Citizenship
    13. 13. How We Go To Market <ul><li>Super Feo Branding </li></ul><ul><li>62% of Phoenix Hispanic Residents recognize the “Super Feo” superhero character from Courtesy Chevrolet </li></ul><ul><li>Super Feo TV & Radio Commercials </li></ul>
    14. 14. Courtesy Spanish Splash Ad
    15. 15. Courtesy SuperFeo Birthday
    16. 16. Courtesy Duelo Desierto
    17. 17. Superfeo Introduction
    18. 18. www.LatinoChevy.com
    19. 19. www.Chevrolet-USA.com www.HouseOfCourtesy.com www.Phoenix-Chevrolet.com January 2006 = 19,084 Visits September 2005 = 6,918 Visits 6918 3827 total visits total unique 19084 11079 total visits total unique
    20. 20. www.Chevrolet-USA.com
    21. 21. The Partnership <ul><li>Execution </li></ul><ul><li>Communication </li></ul><ul><li>Powerful promotions </li></ul>
    22. 22. Courtesy Phoenix Ranch Market $500 Certificate
    23. 23. <ul><ul><li>Partnership with Courtesy Chevrolet </li></ul></ul><ul><li>Benefits to Phoenix Ranch Market </li></ul><ul><ul><li>2 vehicle Lottery Drawings per Year (HHR & Silverado) </li></ul></ul><ul><ul><li>Radio Promotions </li></ul></ul><ul><ul><li>TV Commercials </li></ul></ul><ul><ul><li>Direct Mail Campaigns </li></ul></ul><ul><ul><li>Integrated Internet Marketing </li></ul></ul><ul><ul><li>Grocery Receipts accepted as down payment </li></ul></ul><ul><ul><li>PRM banners across food give-away stands at Courtesy </li></ul></ul><ul><ul><li>PRM Toro invited to Courtesy </li></ul></ul><ul><ul><li>$65,000 in monthly media buys </li></ul></ul>
    24. 24. Courtesy Chevrolet’s Hispanic Marketing <ul><li>2006 TV & Radio Media Buys that have been scheduled and contracted as of 2/23/2006: </li></ul><ul><li>$42,511 Weekly </li></ul><ul><li>$510,132 for the Year </li></ul><ul><li>Phoenix Ranch Market Cost = $0.00 </li></ul>
    25. 25. <ul><ul><li>Partnership with Courtesy Chevrolet </li></ul></ul><ul><li>This is what Courtesy would like in return </li></ul><ul><ul><li>Exclusive Car Dealer for AZ </li></ul></ul><ul><ul><li>On-site Monthly Promotion </li></ul></ul><ul><ul><li>Courtesy Coupons on back of receipts </li></ul></ul><ul><ul><li>Courtesy Logo on PRM shuttle </li></ul></ul><ul><ul><li>Courtesy signage on shopping carts (ie: Safeway) </li></ul></ul><ul><ul><li>In-Store Booth for Courtesy Chevrolet </li></ul></ul><ul><ul><li>Super Feo participation in PRM Promotions (Quarterly) </li></ul></ul><ul><ul><li>Courtesy Chevrolet sponsorship in monthly PRM newsletter </li></ul></ul>
    26. 26. I promise in English