Courtesy Chevrolet eCRM Dealer Of The Year

1. Courtesy Chevrolet
Excusing the Competition: Selling Additional 384 Units in One Month
In 1955, on the outskirts
of town off of East
Camelback Road,
the dreams of
two individuals
become a reality.
Edward Fitzgerald
together with his
partner, R. Mitchel
McLure, estab-
lished a dealership
that was destined to
become one of the
largest automobile
franchises in the Unit-
ed States. It all began
in an old farm house
which served as the
showroom and office, with a tiny shed out
back that doubled as a makeshift garage and
make-ready area. In spite of such a mod-
est beginning, Courtesy Chevrolet, located
“Our new digital marketing strategy and high-end media-enriched Web site have
in Phoenix, Arizona is now leveraging the
increased our leads by more than 400 percent.”
power of the Internet to dominate the market
- Scott Gruwell
in the Valley of the Sun.
Courtesy Chevrolet Vice President and them before they fall trap to third party lead tant factor in launching a successful BDC,
Dealer Operator William Gruwell has been providers who sell our leads to competitors,” Scott Gruwell tells us, “If you can’t generate
a partner in the business since 1981. Upon Paglia adds. “Our ROI has gone up, our cost traffic, the BDC will be an expensive fail-
the passing of Fitzgerald in 2000, Gruwell per sale has dropped, and our traffic and in- ure.” Courtesy relies on CRM tool buzztrak
became a partner with Mrs. Fitzgerald, and cremental sales have skyrocketed.” In one for e-mail marketing and search engine mar-
today they employ over 400 staff members, month alone, HouseofCourtesy.com gener- keting to generate more traffic. “Our new
all of which have helped to build Courtesy ated an additional 384 units with a cost per digital marketing strategy and high-end me-
Chevrolet into the icon of success that it is sale ranging from only $125 to $200. dia-enriched Web site designed by BZ Re-
today. In recent years, William Gruwell’s sults have increased our leads by more than
sons, Mark and Scott, have worked in sales, When asked to name the single most impor- 400 percent,” adds Gruwell.
and are now used and new car sales manag-
ers, respectively.
THE BOTTOM LINE
The Business Development Center at Cour-
tesy Chevrolet, under the direction of Ralph • Courtesy Chevrolet uses HouseofCourtesy.com to promote all of the
Paglia, sets the pace in the automobile indus- profit centers within the dealership.
try today because of their awesome success
in digital marketing. The foundation of the • Courtesy Chevrolet’s BDC helped sell 384 extra cars and generate $582k
BDC at Courtesy Chevrolet is a success- in one month.
fully implemented Search Engine Marketing
strategy along with a cutting-edge technol- • Courtesy Chevrolet consistently recognized as one of the top Chevy
ogy rich Web site. Together the combina- dealers in the United States.
tion promotes and drives all of their profit
centers within the dealership. Paglia uses • Courtesy Chevrolet was named one of the Top 10 eCRM Dealers of the
targeted banner campaigns as an effective Year 2004, 2005 and 2006.
online marketing medium that allows Cour-
• Courtesy’s Web site and BDC took them from 40 sales to 384 sales after
tesy Chevrolet to market directly to people
a two-year period.
living within the geographic areas around
their dealership. “Our main goal is to be • Courtesy’s cost per sale ranges from $125-$200 since installing their
where our customers are and try to capture new marketing and BDC system.
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