3. Guerilla Marketing: What is it?
• Competitive Differentiation
• Extraordinary Cost Effectiveness
• May Incorporate Stealth Tactics
• Non-Traditional Communication Channels
• Unconventional Use of Media
• Highly 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!
4. Multiple URL’s promoted in a variety of
campaigns, pointing to same site allows use of web
site metrics
www.ChevyReferrals.com
www.ChevyReferral.com
www.ChevyBirdDog.com
www.ChevyBirdDogs.com
www.ChevyBuyers.com
www.ChevyBuyersClub.com
www.ChevyFriends.com
www.ChevyFund.com
“Lead Form Referring URL”
report in
Omniture Site Catalyst
5. Use of URL’s for Creative Differentiation
Courtesy Chevrolet uses over 500 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:
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
6. Where do all those URL’s point to?
Use of multiple web sites, mico-sites and landing pages built for specific campaigns
allows cost effective segment targeting… When the content meets specific needs of
customers, these sites show up as search results.
17. Competitor URL Redirect Tactic known as the
“Drew Technique” – CourtesyChevyAZ.com
Competitor URL Redirect Tactic known as the
“Drew Technique” – CourtesyChevyAZ.com
24. GM Certified Internet Dealer Site
www.PHXChevrolet.com
•GM Certified Internet Dealer site
•Use of Home page text for SEO
•Pulls in SEM landing page forms
•Built by Cobalt Group
33. Relevant Text based
Hyperlinks reduce
Scroll Down…
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
34. “Push to Talk” buttons on ALL Micro-Sites
and Landing Pages allow the Hottest
Prospects to get immediate gratification
Relevant Text based Hyperlinks
leverage and extend your SEM
investment beyond the specific
targeted Micro-Site or Landing Page.
These links reduce leakage from our
SEM funnel and point search engine
spiders to our other sites for ranking
35. Cost Effective Outdoor Media Integration
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
36.
37. Deeplinked Online Ads
Examples of Courtesy Chevrolet
Campaign Specific Display Ads Placed
within targeted Web Sites selected
according to local visitor traffic and
demographics. Linked to relevant content
designed to convert visitors into leads…
38. Display Ads drive traffic to Deep 2006 – AZCentral.com & Cars.com
December, Links
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.
39. Deep Links go to Inventory Pre-Sorts
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.
40. Examples of SEM Results with Google
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
41. 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
50. 3rd Party Branded “Stealth Site” that captures
Leads from customers getting book value…
51.
52.
53.
54.
55.
56.
57. SAVE MONEY BUYING A NEW CHEVROLET CAR, TRUCK OR SUV
For Phoenix, Arizona Chevrolet buyers It's fast, easy and FREE. Use
Phoenix-Chevrolet-Dealers.com to receive competitive price quote bids
from the most price aggressive, highest volume Chevrolet dealers in the
Phoenix Valley. Our participating dealers have the largest new Chevrolet
inventories and selections in Arizona, and they will offer you the largest
discounts and most competitive auto loan and lease rates, along with
the best terms in all of Arizona. For maximum discount new Chevrolet
prices, including actual dealer invoice costs and Chevrolet factory
MSRP, choose the Chevrolet car, SUV or truck that you want from the
drop-down menu below. We'll put you in touch with participating Phoenix
Chevrolet dealers who will send you their most competitive price
quotes, and then offer to arrange a pre-scheduled test drive with a
Chevrolet product specialist. The participating Chevrolet dealer you
select based on prices quoted, vehicle availability and location will
provide an Internet Sales Manager to work with you on getting the best
overall deal on your choice of America's #1 Brand and #1 value in a new
car, truck or SUV.
58.
59.
60. 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.
61. 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.
December 2006.
62.
63.
64. 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
