Automotive Marketing to Minorities for Car Dealers


Published on

Automotive Marketing to Minorities for Car Dealers

Published in: Automotive, Business, Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • 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!!!!!!
  • Automotive Marketing to Minorities for Car Dealers

    1. 1. ATTRACT INTERACT RESPOND SCHEDULE SELL SERVICE RETAIN During the past two years, Courtesy Chevrolet in Phoenix, AZ has emerged as America’s leading minority marketer of new and certified used Chevrolet vehicles…
    2. 2. Minority Marketing Campaigns <ul><li>Your Courtesy Chevrolet facilitator: </li></ul><ul><ul><li>Ralph Paglia; CRM/eBusiness Director </li></ul></ul>
    3. 3. Courtesy Te Prometo
    4. 4. Te Promesa in English
    5. 5. Super Feo Celebrity
    6. 6. Courtesy Chevrolet eBusiness Organization <ul><li>Factoid #1: </li></ul><ul><li>Courtesy Chevrolet is a single point Chevy dealer with 3 fully staffed BDC’s, an eBusiness Special Finance Team and 4 distinct Internet Sales Teams. These 8 teams of automotive sales professionals operate out of 4 separate buildings: </li></ul><ul><li>New Chevrolet Internet Sales </li></ul><ul><li>Used Car Internet Sales </li></ul><ul><li>Bell Road Internet Sales </li></ul><ul><li>Commercial Internet Sales </li></ul><ul><li>New Chevrolet BDC </li></ul><ul><li>Spanish BDC </li></ul><ul><li>Wholesale Parts BDC </li></ul><ul><li>Special Finance eTeam </li></ul>
    7. 7. Courtesy Chevrolet CRM/eBusiness Teams Ralph Paglia CRM/eBusiness Director Joel Matteson BDC Manager New Vehicle Sales George Salman Internet Sales Manager New Vehicle Sales Francisco Abalos Spanish BDC Manager Used Vehicle Sales Bryan Long Internet Sales Manager Used Vehicle Sales Kelly Slaughter & Lisa Sarata CRM Administrators Carl Moles Internet Sales Manager Courtesy On Bell CSR 1 CSR 2 CSR 3 CSR 4 CSR 5 CSR 6 CSR 7 CSR 8 CSR 9 CSR 10 ISS 1 ISS 2 ISS 3 ISS 4 ISS 5 ISS 6 ISS 7 ISS 8 ISS 9 ISS 10 ISS 11 ISS 12 ISS 13 ISS 14 ISS 15 ISS 16 ISS 17 ISS 18 ISS 19 CSR 11 CSR 12 CSR 13 CSR 14 CSR 15 CSR 16 Sales Consultants Certified to Handle Internet Leads & Appointments Mike Gordon IT Director Courtney Daly Special eFinance Administrator Ron & Scott Daly Special eFinance Team
    8. 8. Online Marketing Strategy – Phase 2 Primary Web Sites Full-Featured w/Inventory Primary web site Spanish web site SEM/SEO Key Word URL’s Point to Deep Links Commercial & Fleet web site What did we have to work with as far as web properties? Would these web sites be the best at converting click-throughs to leads?
    9. 9. Online Marketing Strategy – Phase 3 Courtesy Chevrolet uses over 250 URL addresses directed towards multiple full featured web sites along with multiple micro-sites and online landing pages to generate floor traffic, incoming sales calls and electronic leads… Here are just a few:
    10. 10. Online Marketing Strategy – Phase 4 SEM & Promo Landing Pages Primary Web Sites Full-Featured w/Inventory Campaign Specific Micro Web Sites Get a Year Worth Of Free Gas free GM Oil Changes For 3 Years SEM/SEO Key Word URL’s Point to Primary Site Deep Links ChevyPriceQuote FreeGMoilChange
    11. 11. Online Marketing Strategy – Phase 5 Search Engine Marketing (SEM) Search Engine Optimization (SEO) Non-Web Based Integrated Marketing Web Site Placed Display Ads IST Managed Campaign #1 Vendor 1 Managed Campaigns Courtesy Managed Activities Vendor Managed Activities BDC Managed Campaign #2 Vendor 2 Managed Campaigns Multiple Web Site Properties Outdoor Billboards & Bus Stops Radio TV Direct Mail & Expanding Display Ads “ Back Door” Spanish Display Google Web Site Network For Display Ads
    12. 12. Web Site Vendors <ul><li>Courtesy uses multiple web site vendors by selecting the best vendor for each web site based on its specific purpose and functionality requirements, along with who is most cost effective. This provides the best overall effectiveness while allowing us to compare features and functions that each vendor either excels at, or is deficient in providing… </li></ul><ul><li>Mainstream Primary site; BZ Results </li></ul><ul><li>GM Certified Internet Dealer site; Cobalt Group </li></ul><ul><li>Spanish Language site; Reynolds Web Solutions </li></ul><ul><li>Courtesy on Bell Special Credit site; BZ Results </li></ul><ul><li>Commercial & Fleet site; BZ Results </li></ul><ul><li>Micro-Sites & Landing Pages; Fresh Start Studio </li></ul>
    13. 13. Dealership General Market Site (BZ Results)
    14. 14. GM Certified Internet Dealer Site <ul><li> </li></ul><ul><li>GM Certified Internet Dealer site </li></ul><ul><li>Use of Home page text for SEO </li></ul><ul><li>Pulls in SEM landing page forms </li></ul><ul><li>Built by Cobalt Group </li></ul>
    15. 15. Spanish Language Web Site (Reynolds)
    16. 16. Dedicated Toll Free number is ported to our Spanish Language BDC for conversion to appointments w/Spanish-Speaking Internet Sales Specialists…
    17. 17. Courtesy has been able to generate better results by creating a Minority targeted web site that is built from the ground up for that segment and is not our general market site simply translated…
    18. 18. In the case of our Spanish language web site, the majority of leads are generated from the Used Vehicle Inventory…
    19. 19. Use Minority Marketing Alliances Courtesy Chevrolet has established a Marketing Alliance with Phoenix Ranch Markets… Courtesy has a booth in each of the 4 PRM super markets that is used to distribute special offers and promos to Spanish speaking customers. Phoenix Ranch Market is the #1 upscale Hispanic food store in the Phoenix Valley. Joint promotions include 4 vehicle give-away raffles where entries are entered into Courtesy’s CRM database for marketing and promotional use. PRM cash register receipts are accepted as down payment on new and used vehicles at Courtesy Chevrolet up to $1,000.00 and PRM customers are invited to register online for a $500 PRM gift certificate prior to purchasing a new or used vehicle.
    20. 20. <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><ul><ul><li>PRM/Courtesy Chevrolet Marketing Alliance </li></ul></ul>
    21. 21. 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>
    22. 22. <ul><li>This is what Courtesy gets 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><ul><ul><li>PRM/Courtesy Chevrolet Marketing Alliance </li></ul></ul>
    23. 23. Use Minority Marketing Alliances
    24. 24. Super Feo goes Grocery Shopping
    25. 25. Why does Courtesy do so well with the Hispanic community? <ul><li>We cater to the community </li></ul><ul><li>The Right People in place at dealership </li></ul><ul><li>The Right Marketing and Promotions </li></ul><ul><li>The Right Product – What the Hispanic community wants (Chevy Silverado Trucks) </li></ul>Community Involvement
    26. 26. Commitment to Spanish Customer Service
    27. 27. Commitment to Customer Service
    28. 28. Courtesy’s Hispanic Marketing Growth
    29. 29. 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>
    30. 30. <ul><li>Connecting with the Phoenix Hispanic Market </li></ul><ul><ul><ul><li>X-mas – Toy drive partnership with Clip Magazine </li></ul></ul></ul><ul><ul><ul><li>Exclusive Automotive Sponsor for the Chicano Por La Casa Golf Tourney </li></ul></ul></ul><ul><ul><ul><li>Toys for Tots </li></ul></ul></ul><ul><ul><ul><li>Fiesta Patriatas (15 th of September) </li></ul></ul></ul><ul><ul><ul><li>Boys and Girls Club (#1 auto dealer in the valley for $$$ spent) </li></ul></ul></ul>Community Involvement
    31. 31. 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><ul><li>Super Feo appearances </li></ul>
    32. 32. Super Feo Super Feo TV Commercials
    33. 33. Courtesy Spanish Splash Ad How We Go To Market
    34. 34. Courtesy SuperFeo Birthday Happy Birthday Super Feo!
    35. 35. Courtesy Duelo Desierto Tent Sale Targeted to Hispanic Community
    36. 36. Targeted to Latinos with Big Christmas Credit Card Bills unpaid and accumulating charges in February
    37. 37. Spanish Online Ads
    38. 38. Spanish Online Ads Display ad expands when customer’s cursor is pointed to it or floats over it…
    39. 39. Minority Targeted Online Marketing
    40. 40. Radio Commercial #1: “The Couple” (click to play MP3 file) Review Radio Stations and Frequency for “The Couple” radio commercials…
    41. 41. Radio Commercial #3: “Gasolina Gratis” (click to play MP3 file) Review Radio Stations and Frequency for “Gasolina Gratis” commercials…
    42. 42. Television Commercial #1: “Laughing Gas” Click Got Gas icon to play “Laughing Gas” Movie file (When message appears, click OK to open QuickTime application, then close QuickTime after movie plays to be able to advance to next slide) Review Radio Stations and Frequency for “Laughing Gas” TV commercials…
    43. 43. Television Commercial #2: “TV En Espańol” (When message appears, click OK to open QuickTime application, then close QuickTime after movie plays to be able to advance to next slide) Click Got Gas icon to play “Laughing Gas” Spanish Movie file Review Radio Stations and Frequency for “ TV En Espańol ” commercials…