Presentation for Martin Auto Group

1. LOGO
Jake Dhillon
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Can you Grow During a
Recession?
How CanWe Capture
Market Share?
What are our Strengths?
How CanWe Better Utilize
Given Resources?
RESTRUCTURE

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Marketing Providers Monthly Costs Yearly Costs
AutoUSA 2500 30,000
Autotrader.com 5908 70896
Cars.com 4500 54,000
Costco 2500 30,000
AAA 2200 26,400
RedBook 300 3,600
Cobalt 660 7,920
OnStation 2,000 24,000
SEO Consultation (Secret Weapon) 4500 54,000
Imagination - 20 Websites 65 3,280
Idearc (Verizon, Superpages) 9.95 120
Yahoo Local 9.99 120
CitySearch 9.95 120
Google ADwords 1500 18,000
Deborah Finn Agency 4,000 48,000
Jobings.com 300 3,600
LA Times 10,000 120,000
Actual Internet Dept Marketing 3160 37,920
Used Cars 10408 124,896
Fleet 5000 60,000
New Expenses 6,595 81,640
Eliminated Expenditures 8,800 105,600
Savings Rerouted to Google Adwords 2205 26460
Total Advertising Expense 40962.89 494,056
Average Advertising Expense 2409.581765 59,360
Initial Cost for SEO Consultant Setup 6500 (ADD 2000 Onsite)
Initial Setup for OnStation - 1st Month 2998 (ADD 1000 Setup)
Intial Cost for Imagniation Websites 2899 (Build Out For Sites)
Total Cost for Initial One Time Setup 12397

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2500
5908
4500
2500
2200
300
660
2,000
4500
65 9.95 9.99 9.95
1500
4,000
300
0
1000
2000
3000
4000
5000
6000
7000
CostBasis
Marketing Providers
Martin Budget (Monthly)
Series1 Series2 Series3 Series4

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Contents
Web Marketing History1
Current Trends2
Current Marketing Strategy3
Proposed Marketing Outline4
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9. How Do We Get There?
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Internet
ISPs
Search
Engines
Content
Portals
Mobile
Networks

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12. Search Engine Optimization
Question: The internet is the world’s biggest
library.TheWeb has billions of pages of information.With
this much data, how do you find the page that contains
the information you are looking for?
Answer:You use a search engine or a directory
which will point you in the right direction.
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Background Questions
What is the Average Buyer’s Motivations?
 Trust, Equitable deal, Value
Why did online marketing never deliver?
Why did the Internet Never Full fill its Promise?
I am going to tell you what worked in the past and
what is working TODAY! And I am going to tell you
what I think will CONTINUE to work for
TOMMOROW!
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14. Failure of Early Web 1.0 Marketing
Your
Website
Yahoo
Google
MSN
AOL
Customers would
previously pay for
multiple online
relationships, no
competitive
advantage
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15. Dot.bomb Casualties
# 1 Webvan.com (1999-2001)
# 2 Pets.com (2000)
# 3 Kozmo.com (1998-2001)
# 4 Flooz.com (1998-2001)
# 5 eToys.com (1997-2001)
# 6 Boo.com (1998-2000)
# 7 MVP.com (1999-2000)
# 8 Go.com (1998-2001)
# 9 Kibu.com (1999-2000)
# 10 GovWorks.com (1999-2000)
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16. WEB MARKETING EVOLUTION
What do we do now?
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17. Web 1.0: Search Confusion Simplicity = Success!!!
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Evolution of Search Marketing

18. Search Marketing 2000 Search Marketing 2008
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Google’s Rise to Power
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19. Google Grinds its way to the TOP!
Google
Yahoo
Others
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20. Marketplace Example
Yahoo.com was in serious trouble in 2001 and 2002
because it ignored the
Economic Environment
 they charged too much and lost ad revenue
Competitive Environment
 they misjudged the impact of the entrance of Google into
the market
Technological Environment
 some say they were not using the most advanced
algorithm as upstart Google
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21. Google’s Web Dominance
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22. Taming the 800lb Gorilla
Google will control
over 90%of all
Internet Search
Marketing within the
next Calendar Year!!!
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$$$ $$$

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•Be extremely subtle,
even to the point of
formlessness. Be
extremely mysterious,
even to the point of
soundlessness.
Thereby you can be the
director of the
opponent's fate.

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27. Marketing Trends in Advertising
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Consolidation
Online
Advertising
Doubles
Expansion into
Traditional
Media
Unified
Marketing
Provider

28. Marketing Trends
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29. Cost of Traditional vs. Online Marketing
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30. The Fate of Traditional Advertising Agencies
Print
Radio
T.V.
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31. How Can We Draw Our Customers
Question: Better
yet, how do you ensure
customers find your
website OR how do you
stand out from the crowd
and get InternetVisibility?
Answer:
Search Engine
Optimization
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Local
Marketing
82% of Car
Buyers Purchase
within a 12 mile
Radius of the
Dealership
70% of Car
Buyers do their
research online
before entering
a dealership
85% of all search
traffic is
facilitated
through Google

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Progress Diagram
Local County Regional
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34. What makes us different?
Online
There is no
distinction between
a Multibillion Dollar
company and ours,
other then design,
implementation,
and creativity.
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Online
Directories
Social Reviews
Blogging
Video Linking
Sites
Local Portal
Sites
Local
Organizations

40. AutoUSA Lead Locations – Feb 2008
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1. Los Angeles - Average Distance 6.26 (30.22% - 42 requests)
2. Beverly Hills - Average Distance 4.40 (6.47% - 9 requests)
3. North Hollywood - Average Distance 11.41 (4.32% - 6 requests)
4. Sherman Oaks - Average Distance 8.29 (3.6% - 5 requests)
5. Van Nuys - Average Distance 11.07 (3.6% - 5 requests)
6. Woodland Hills - Average Distance 12.43 (2.88% - 4 requests)
7. Carson- Average Distance 16.10 (2.88% - 4 requests)
8. Marina del Rey - Average Distance 3.44 (2.88% - 4 requests)
9. Inglewood - Average Distance 7.72 (2.16% - 3 requests)
10. Malibu - Average Distance 16.23 (2.16% - 3 requests)
11. Calabasas - Average Distance 13.35 (2.16% - 3 requests)
12. North Hollywood - Average Distance 10.52 (1.44% - 2 requests)
13. Culver City - Average Distance 3.64 (1.44% - 2 requests)
14. Santa Monica - Average Distance 2.32 (1.44% - 2 requests)
15. West Hollywood - Average Distance 5.59 (1.44% - 2 requests)
16. Camarillo - Average Distance 34.39 (1.44% - 2 requests)
17. Chatsworth - Average Distance 16.97 (1.44% - 2 requests)
18. Panorama City - Average Distance 13.37 (1.44% - 2 requests)
19. North Hills - Average Distance 14.07 (1.44% - 2 requests)
20. Oxnard - Average Distance 40.30 (1.44% - 2 requests)

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44. There are 2 types of Traffic
• SEO
• Directory Listing
• Social Linking
FREE
• Banner
• Pay Per Click (PPC)
• Sponsored Links
PAID
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47. Geo-Targeting Potential Markets
This option is
perfect for:
• Reaching a service area
(plumbers, restaurants)
• Local Business (onsite
computer repair)
• Offers to a specific audience
(downtown Chicago)
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48. FOCUS OF BROAD BASED
REGIONAL DOMINANCE
How do we make ourselves known to our Neighbors
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49. SEO Lifecycle
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54. SEO / SEM Consultant
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As we increase our
Advertising online,
and capture more of
the market, the
corrollary effect is
that our competition
will see less and less
ROI and pull out
alltogether..

60. Marketing Break-Even
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61. SEO / SEM Secondary Purpose
There are only 3
Tasks.
Create Money
Sites
Create
SupportingSites
– Sites that
support your
money site
– Sites that
support your
supporting sitesGet Links to ALL
of them!
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62. Links pointing to your site have certain attributes:
Followability:Whether the link
will be followed by search
engine spiders. Static vs.
dynamic; ‘no follow’
Reputation:What the link tells
the search engineAnchor text in
the link and text surrounding
the link set reputation.
Perceived Quality:
•One way links (good) vs. multidimensional (not so good)
•Links from whitelisted sites (great) vs. low PR (poor) or
link
•farms (worst)
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63. Web 2.0 Marketing
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Martin
Newspaper
Local
Myspace
Google

64. SUCCESS ELEMENTS FOR BUILDING A
POWERFUL ON-LINE (and OFF-LINE) BUSINESS
•Lead Generation
•SEM (Search Engine Optimization and PPC)
•Web Analytics – Track, analyze, test…
•Powerful Stories
•Client Retention (using online follow-up
sequences)
•Stickiness (Community)
•Collaboration
•Affiliate Marketing
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72. Customer Demographics
20-30
30-40
40-50
50-just damn old!
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74. Social Networking 2008
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80.74%
10.32%
1.18%
0.88%
0.87%
0.73%
0.72%
0.72%
0.69%
0.67%
0.49%
0.48%
0.34%
0.26%
0.18%
0.18%
0.18%
0.14%
0.11%
0.11%
Market Share of US InternetVisits toTop 20 Social Networking
Sites February 2007* Market Share
1 MySpace www.myspace.com
2 Facebook www.facebook.com
3 Bebo www.bebo.com
4 BlackPlanet.com www.blackplanet.com
5 Xanga www.xanga.com
6 iMeem www.imeem.com
7 Yahoo! 360 360.yahoo.com
8 Classmates www.classmates.com
9 hi5 www.hi5.com
10 Tagged www.tagged.com
11 LiveJournal www.livejournal.com
12 Gaiaonline.com www.gaiaonline.com
13 Friendster www.friendster.com
14 Orkut www.orkut.com
15 Live Spaces spaces.live.com
16 HoverSpot www.hoverspot.com
17 Buzznet www.buzznet.com
18 Sconex www.sconex.com
19 MiGente.com www.migente.com

75. Social Networking 2.0
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Social Bookmarking
• Interlinking
• Create
Networks
Add to
All Our
Sites
• Create Profiles
• Make Social
Groups
Build
your own
Content

78. Static pages seemed to go
out of style as the Blog was
introduced. WOW!
All we had to do then was put
up a Free blog at blogger.com
and ….
 Blog and Ping!
 Add RSS feeds
 Blog and Ping!
 Add Anything
 Blog and Ping!
 Blog and Ping! ......
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79. Blogging creates
its own social
network, that is
reinforced by
multiple links
across multiple
sub-sites
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80. Video Content is now KING
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Our Business
GM/Cobalt
AutoUSA
InfoUSA.com
Google.com • Search Engines is a Design Digital Content & Contents
mall developed by Guild Design Inc.
• Directory Services is a Design Digital Content & Contents
mall developed by Guild Design Inc.
• Lead Providers is a Design Digital Content & Contents mall
developed by Guild Design Inc.
• Cobalt is a Design Digital Content & Contents mall
developed by Guild Design Inc.
• Martin Auto Group is a Design Digital Content & Contents
mall developed by Guild Design Inc.
Hierarchy of Online Marketing
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84. The Buying Cycle
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85. GLOBAL INDUSTRY STATS
If you are a company selling a product or a service to the
public, 30% of prospects will buy from you, 15% will never
buy from you no matter what you do and the other 55%
need to be touched on a daily/weekly/quarterly or some
other recurring basis to convert them to a customer.
You typically lose about 10% of your customer list, for
every month that you do not contact them.
80% of individuals that request information on a product
or service that you sell will end up buying from your
competitors.
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86. Dealership Cycle
New
Car
Sales
•Walk-In
•Internet
Service
•Walk-In
•Internet
Used
Car
Sales
•Walk-in
•Internet
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89. Email Marketing - OnStation
Purchase
Follow-up
Service
Marketing
Specials
Lease
Ends
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90. CURRENT INTERNET STRUCTURE
What can we do differently, and lower our costs?
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92. Capturing our Customers
www.martinautogroup.com
Search
Engine
Marketing
Lead
Providers
Traditional
Advertising
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93. Customer Capture and Retention
Step 1
• PhoneCalls
• Email Inquiries
• Walk-Ins
Step 2
• Rapid Email Response
• Smart Phones
• WebsiteAutomation
Step 3
• Set up Instant Close
• Get Customers into
the DEALERSHIP!!!
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94. Management through Empowerment
 “The conventional definition of management is getting
work done through people, but real management is
developing people through work.”
 “Management is efficiency in climbing the ladder of
success; leadership determines whether the ladder is
leaning against the right wall.”
 “Good management is the art of making problems so
interesting and their solutions so constructive that everyone
wants to get to work and deal with them.”
 “Organization doesn't really accomplish anything. Plans
don't accomplish anything, either. Theories of management
don't much matter. Endeavors succeed or fail because of
the people involved. Only by attracting the best people will
you accomplish great deeds.”
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Sales and
Service
Back Office
Managers
GM

96. Customer Focus
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99. Sales Process
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100. CONTENT MEDIA CREATION
How do we get more prospects in the door
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Use Information CaptureTechnologies to increase Customer Retention and Overall
Closing Ratios
Enable Portals to Directly Interface with Customers
Service Sales
Increase ourWeb Presence through Diversification
Services
Treat all aspects of our business functions separately online
Products Services

102. Specific Brand Isolation
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 We need to treat each brand
as a separate business entity,
for online there is no
distinction to the customer.
We need to treat all our
internal business functions as
separate programs unto
themselves, for the same
reason. Also, it creates a
much large web presence. All
our secondary Sites will link
to our Primary Cobalt site, or
our Primary Non-Cobalt
sponsored Flash Site.

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Hybrid Re-Evolution
Opening Flash pages has the Yukon bust into leaves
 Yukon Denali
 Green Renewables Focus
 Links to other Green Businesses locally
 Average Mileage Chart
 Rundown Timer of Gas Saved each day,
compared to normal Yukon
 The only large Hybrid SUV on the market
emphasis
 List technological features (OnStar, GPS,
Etc…)
 Future Escalade
 When it is going to be released
 Spy Photos and speculation links to blogs.

105. Saab of Santa Monica is Now Saab of Beverly Hills
How do we introduce ourselves as the
premier SAAB dealership in LA?
 Emphasize that we are now
transitioning the same great
service and sales to a new location
just down the street
 Make a blow up of our new car out
this September
 Have the screen show the
Convertible, and Station Wagon
 Play on the heritage of Saab and
it’s the soul of its market base
 Big Letters - address and map
 Provide a clear map and write directions
from every major highway
 Create a Google maps link on webpage
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106. SAAB Variants
Saab 93
Saab 93 Convertible
Saab 9-7x – Aero (2009)
Saab 95 Blackbird (2009)
9-1 Uber
Crossover(2009)
9-4x (concept SUV)
Aero X (Technology
Concept)
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107.  Cadillac CTS
 Motortrend ‘Car of the Year”
 Dynamic new styling and
appointments
 List technological features
(Onstar, GPS, Etc…)
 Cadillac V-sport
 Ultra - High-Performance
 The New Soul and Passion of
Cadillac
 Cadillac STS
 Cadillac XLR
 Cadillac DTS
 A true full size luxury sedan
 Cadillac Escalade
 ESV
 EXT
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108.  Pontiac G5
 Pontiac G6
 Coupe
 Convertible
 Pontiac G8
 The New Performance Image of
Pontiac
 Pontiac Solstice
 Fun in the Sun in Santa Monica
 Emphasize the LA lifestyle
 Pontiac Vibe
 Completely Redesigned
 Amazing Gas Mileage
 Functionality and Fun
 Pontiac Hybrid?
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109. GMC – Cars and Trucks
 GMC Acadia
 Link all outside Reviews
 GMC Sierra Truck Line
 All reiterations of the Sierra Line
 1500
 2500
 3500
 Denali
 History of the Sierra Line
 GMC Savanna
 Light and Heavy Industrial
Equipment
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110. Fleet / Broker Department
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111.  First Page – Featured Car
 Rotating pictures of our cars –
Similar to Records on iTunes
 Click on a car, get all the
information, sub pictures, history,
and carfax
 Show Roger how to tweak this site
and Autotrader to maximize
exposure
 Call to action must be immediate –
Activity on the site or click on a
carfax link sends an immediate
activation of IM, or Video Chat
widget (Create Avatar)
 Direct link to Roger’s Email,
Phone, and Instant Messenger
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112. Internet Fleet Department
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113. Martin GM Goodwrench Service
 First Page
 Header – Show all GM Brand Logos
that we service in bold and large
flash
 Featured Seasonal Service Special
on right
 Second side, current customer log in,
with automated appointments
 This will help capture customer
information for our CRM and
Marketing
 Second Page
 Photo Avatars linked to each Service
Personnel, with direct links to their
terminals and phones
 Virtual Book of appointments and
current status of their vehicle service
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Auto Body and Parts

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Cadillac Pontiac
GMC Saab

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120. LOGO
Jake Dhillon
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