Dealer e integrated marketing v10

© Copyright 2007 Ralph Paglia – All Rights Reserved 2
C o u r t e s y e B u s I n e s s S t r a t e g y :C o u r t e s y e B u s I n e s s S t r a t e g y : A T T R A C T • C O N V E R T • R E S P O N DA T T R A C T • C O N V E R T • R E S P O N D • A P P O I N T M E N T• A P P O I N T M E N T • S E L L • S E R V I C E • R E T A I N• S E L L • S E R V I C E • R E T A I N

ATTRACT
INTERACT
CONVERT
RESPOND
SELL
SERVICE
RETAIN
Courtesy Chevrolet in Phoenix, AZ has becomeCourtesy Chevrolet in Phoenix, AZ has become
America’s leading Internet retailer of newAmerica’s leading Internet retailer of new
and certified used Chevrolet vehicles…and certified used Chevrolet vehicles…

eIntegrated Dealer Sales & Marketing
Ralph Paglia - CRM / eBusiness DirectorRalph Paglia - CRM / eBusiness Director
During the past 18 months, Courtesy
Chevrolet
in Phoenix, AZ has emerged as the leading
Internet retailer of new and certified used
Chevrolet vehicles in America. Courtesy was
recently ranked first in total revenue from
amongst all Chevrolet dealerships by Wards
Dealer Business, Courtesy uses Interactive
Marketing that is integrated with conventional
Media campaigns. Using a combination of
Business Development Centers (BDC) and
dedicated Internet Sales Teams in conjunction
with a fully integrated Interactive Marketing
Strategy, Courtesy Chevrolet now dominates the
online car buying experience targeted at anyone
shopping for a new or used Chevy in Phoenix.

Courtesy is ranked first in total vehicle sales and revenue from amongst all
Chevrolet dealerships in latest research released by Wards Dealer Business.

August 3, 2017 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2007 Ralph Paglia – All Rights Reserved 7
A T T R A C T • C O N V E R T • R E S P O N DA T T R A C T • C O N V E R T • R E S P O N D • A P P O I N T M E N T• A P P O I N T M E N T • S E L L • S E R V I C E • R E T A I N• S E L L • S E R V I C E • R E T A I N
Volume Weighted Customer Satisfaction LeadershipVolume Weighted Customer Satisfaction Leadership

Courtesy Chevrolet eBusiness OrganizationCourtesy Chevrolet eBusiness Organization
Factoid #2:Factoid #2:
Courtesy Chevrolet is a single point Chevy dealer with 3Courtesy Chevrolet is a single point Chevy dealer with 3
fully staffed BDC’s, an eFinance Sales Team and 4fully staffed BDC’s, an eFinance Sales Team and 4
Internet Sales Teams. These 8 teams of automotive salesInternet Sales Teams. These 8 teams of automotive sales
professionals operate out of 4 distinct facilities:professionals operate out of 4 distinct facilities:
5.5. New Chevrolet Internet SalesNew Chevrolet Internet Sales
6.6. Used Car Internet SalesUsed Car Internet Sales
7.7. Bell Road Internet SalesBell Road Internet Sales
8. Commercial Internet Sales
1.1. New Chevrolet BDCNew Chevrolet BDC
2.2. Used Car BDCUsed Car BDC
3.3. Wholesale Parts BDCWholesale Parts BDC
4.4. eFinance Sales TeameFinance Sales Team

A T T R A C T • C O N V E R T • R E S P O N D • A P P O I N T M E N T • S E L L • S E R V I C E • R E T A I N
Courtesy ChevroletCourtesy Chevrolet
CRM/eBusiness TeamsCRM/eBusiness Teams
as of August, 2005as of August, 2005
eBusiness DirectoreBusiness DirectoreBusiness DirectoreBusiness Director
BDC ManagerBDC Manager
New & UsedNew & Used
Vehicle Sales Dept.Vehicle Sales Dept.
Internet Sales ManagerInternet Sales Manager
CSRCSR
11
CSRCSR
11
CSRCSR
22
CSRCSR
22
CSRCSR
33
CSRCSR
33
CSRCSR
44
CSRCSR
44
CSRCSR
55
CSRCSR
55
CSRCSR
66
CSRCSR
66
CSRCSR
77
CSRCSR
77
CSRCSR
88
CSRCSR
88
ISSISS
11
ISSISS
11
ISSISS
22
ISSISS
22
ISSISS
33
ISSISS
33
ISSISS
44
ISSISS
44
ISSISS
55
ISSISS
55
ISSISS
66
ISSISS
66
ISSISS
77
ISSISS
77
ISSISS
88
ISSISS
88
ISSISS
99
ISSISS
99
ISSISS
1010
ISSISS
1010
Phase 1 Sales Results:Phase 1 Sales Results:
Internet sales averaged 88 units per month (new & used)Internet sales averaged 88 units per month (new & used)
BDC generated sales averaged 92 units per month (new &BDC generated sales averaged 92 units per month (new &
used)used)
Phase 1 Sales Results:Phase 1 Sales Results:
Internet sales averaged 88 units per month (new & used)Internet sales averaged 88 units per month (new & used)
BDC generated sales averaged 92 units per month (new &BDC generated sales averaged 92 units per month (new &
used)used)
Mike Gordon
IT Director
Mike Gordon
IT Director

Ralph PagliaRalph Paglia
CRM/eBusinessCRM/eBusiness
DirectorDirector
DirectorDirector
Joel MattesonJoel Matteson
New Vehicle SalesNew Vehicle Sales
George SalmanGeorge Salman
Francisco AbalosFrancisco Abalos
Used Vehicle SalesUsed Vehicle Sales
Bryan LongBryan Long
Kelly Slaughter & Lisa SarataKelly Slaughter & Lisa Sarata
CRM AdministratorsCRM Administrators
Kelly Slaughter & Lisa SarataKelly Slaughter & Lisa Sarata
CSRCSR
11
CSRCSR
11
CSRCSR
22
CSRCSR
22
CSRCSR
33
CSRCSR
33
CSRCSR
44
CSRCSR
44
CSRCSR
55
CSRCSR
55
CSRCSR
66
CSRCSR
66
CSRCSR
77
CSRCSR
77
CSRCSR
88
CSRCSR
88
ISSISS
11
ISSISS
11
ISSISS
22
ISSISS
22
ISSISS
33
ISSISS
33
ISSISS
44
ISSISS
44
ISSISS
55
ISSISS
55
ISSISS
66
ISSISS
66
ISSISS
77
ISSISS
77
ISSISS
88
ISSISS
88
ISSISS
99
ISSISS
99
ISSISS
1010
ISSISS
1010
ISSISS
1111
ISSISS
1111
ISSISS
1212
ISSISS
1212
CSR
9
CSR
9
CSR
10
CSR
10
CSR
11
CSR
11
CSR
12
CSR
12
Mike Gordon
IT Director
Mike Gordon
IT Director
Split
&
Grow
Split
&
Grow
Split
&
Grow
Split
&
Grow
•Phase 2 Team Expansion:Phase 2 Team Expansion:
Internet split into new and used managed teamsInternet split into new and used managed teams
BDC split into new and used managed teamsBDC split into new and used managed teams
CRM administrative position added (showroom)CRM administrative position added (showroom)
Internet split into new and used managed teamsInternet split into new and used managed teams
BDC split into new and used managed teamsBDC split into new and used managed teams
CRM administrative position added (showroom)CRM administrative position added (showroom)
NewNew
PositionPosition
NewNew
PositionPosition
New
NewPosition
Position
New
NewPosition
Position
New
NewPosition
Position
New
NewPosition
Position
80 sales 70 sales
40 sales
40 sales
as of December, 2005as of December, 2005

DirectorDirector
DirectorDirector
Kelly Slaughter & Cecy GirodKelly Slaughter & Cecy Girod
Patrick MillerPatrick Miller
Courtesy On BellCourtesy On Bell
Patrick MillerPatrick Miller
CSRCSR
11
CSRCSR
11
CSRCSR
22
CSRCSR
22
CSRCSR
33
CSRCSR
33
CSRCSR
44
CSRCSR
44
CSRCSR
55
CSRCSR
55
CSRCSR
66
CSRCSR
66
CSRCSR
77
CSRCSR
77
CSRCSR
88
CSRCSR
88
CSRCSR
99
CSRCSR
99
CSRCSR
1010
CSRCSR
1010
ISSISS
11
ISSISS
11
ISSISS
22
ISSISS
22
ISSISS
33
ISSISS
33
ISSISS
44
ISSISS
44
ISSISS
55
ISSISS
55
ISSISS
66
ISSISS
66
ISSISS
77
ISSISS
77
ISSISS
88
ISSISS
88
ISSISS
99
ISSISS
99
ISSISS
1010
ISSISS
1010
ISSISS
1111
ISSISS
1111
ISSISS
1212
ISSISS
1212
ISSISS
1313
ISSISS
1313
ISSISS
1414
ISSISS
1414
ISSISS
1515
ISSISS
1515
ISSISS
1616
ISSISS
1616
CSR
11
CSR
11
CSR
12
CSR
12
CSR
13
CSR
13
CSR
14
CSR
14
CSR
15
CSR
15
CSR
16
CSR
16
Designated Sales ConsultantsDesignated Sales Consultants
Certified to HandleCertified to Handle
Internet Lead AppointmentsInternet Lead Appointments
Mike Gordon
IT Director
Mike Gordon
IT Director
Ron Daly & Scott DalyRon Daly & Scott Daly
Special eFinance TeamSpecial eFinance Team
Lisa EsquivezLisa Esquivez
eFinance BDCeFinance BDC
Lisa EsquivezLisa Esquivez
eFinance BDCeFinance BDC
Omara SpriggsOmara Spriggs
efefinance Salesinance Sales
Omara SpriggsOmara Spriggs
efefinance Salesinance Sales
100 sales 90 sales
60 sales 50 sales
25 sales35 sales
NewNew
TeamTeam
NewNew
TeamTeam
NewNew
PositionPosition
NewNew
PositionPosition
Special eFinance teamSpecial eFinance team
Courtesy-on-Bell ISMCourtesy-on-Bell ISM
Special eFinance teamSpecial eFinance team
Courtesy-on-Bell ISMCourtesy-on-Bell ISM
Courtney DalyCourtney Daly
eFinance Admin.eFinance Admin.
Courtney DalyCourtney Daly
eFinance Admin.eFinance Admin.
as of August, 2006as of August, 2006

DirectorDirector
DirectorDirector
New & Used Dept.’sNew & Used Dept.’s
New & Used Dept.’sNew & Used Dept.’s
New Vehicle DepartmentNew Vehicle Department
New Vehicle DepartmentNew Vehicle Department
Vernon IntaraVernon Intara
BDC Team LeaderBDC Team Leader
NEW Vehicle SalesNEW Vehicle Sales
Vernon IntaraVernon Intara
NEW Vehicle SalesNEW Vehicle Sales
Adrian FajardoAdrian Fajardo
Adrian FajardoAdrian Fajardo
CSRCSR
11
CSRCSR
11
CSRCSR
22
CSRCSR
22
CSRCSR
33
CSRCSR
33
CSRCSR
44
CSRCSR
44
CSRCSR
55
CSRCSR
55
CSRCSR
66
CSRCSR
66
CSRCSR
77
CSRCSR
77
CSRCSR
88
CSRCSR
88
CSRCSR
9…9…
CSRCSR
9…9…
CSRCSR
1212
CSRCSR
1212
ISSISS
11
ISSISS
11
ISSISS
22
ISSISS
22
ISSISS
33
ISSISS
33
ISSISS
44
ISSISS
44
ISSISS
55
ISSISS
55
ISSISS
66
ISSISS
66
ISSISS
77
ISSISS
77
ISSISS
88
ISSISS
88
ISSISS
99
ISSISS
99
ISSISS
1010
ISSISS
1010
ISSISS
1313
ISSISS
1313
ISSISS
1414
ISSISS
1414
ISSISS
1515
ISSISS
1515
ISSISS
1616
ISSISS
1616
ISSISS
1717
ISSISS
1717
ISSISS
1818
ISSISS
1818
ISSISS
1919
ISSISS
1919
ISSISS
2020
ISSISS
2020
ISSISS
2121
ISSISS
2121
CSR
13
CSR
13
CSR
14
CSR
14
CSR
15
CSR
15
CSR
16
CSR
16
CSR
17
CSR
17
CSR
18
CSR
18
CertifiedCertified
SalesSales
ConsultantsConsultants
AssignedAssigned
to Handleto Handle
Internet LeadsInternet Leads
Mike Gordon
IT Director
Mike Gordon
IT Director
ISSISS
2222
ISSISS
2222
CSRCSR
1919
CSRCSR
1919
CSRCSR
2020
CSRCSR
2020
125 sales
125 sales
125 sales
75 sales
50 sales
50 sales
Phase 4 Team Expansion:Phase 4 Team Expansion:
New 26 Workstation BDC w/1 Manager supervising 2 Team Leaders;New 26 Workstation BDC w/1 Manager supervising 2 Team Leaders;
1 New Car BDC Team Leader & 1 Used Car BDC Team Leader -1 New Car BDC Team Leader & 1 Used Car BDC Team Leader -
Consolidate 2 BDC’s into 1 and develop new & used BDC TeamsConsolidate 2 BDC’s into 1 and develop new & used BDC Teams
Phase 4 Team Expansion:Phase 4 Team Expansion:
New 26 Workstation BDC w/1 Manager supervising 2 Team Leaders;New 26 Workstation BDC w/1 Manager supervising 2 Team Leaders;
1 New Car BDC Team Leader & 1 Used Car BDC Team Leader -1 New Car BDC Team Leader & 1 Used Car BDC Team Leader -
Consolidate 2 BDC’s into 1 and develop new & used BDC TeamsConsolidate 2 BDC’s into 1 and develop new & used BDC Teams
Barbara MasonBarbara Mason
eFinance ManagereFinance Manager
Barbara MasonBarbara Mason
eFinance ManagereFinance Manager
Judith RodriguezJudith Rodriguez
eFinance AdmineFinance Admin
Judith RodriguezJudith Rodriguez
eFinance AdmineFinance Admin
Steven ClemensSteven Clemens
USED Vehicle SalesUSED Vehicle Sales
Steven ClemensSteven Clemens
USED Vehicle SalesUSED Vehicle Sales
CSRCSR
21…21…
CSRCSR
21…21…
CSRCSR
2424
CSRCSR
2424
ISSISS
1212
ISSISS
1212
ISSISS
1111
ISSISS
1111
ISSISS
2323
ISSISS
2323
ISSISS
2424
ISSISS
2424
eBusiness TeamseBusiness Teams
as of January, 2007as of January, 2007

Document Roles & Responsibilities
* July 2006 Interactive Marketing Budget

Document Pay Plans & Bonuses
Base Salary: $1,000.00 per month
Commissions are based on the “Total Gross Profit” generated for each vehicle sold, including
profit on sale (front end) and profit on Financing and Insurance (back end). The commissions
paid to the ISS are based on the following sliding scale, retroactive to the first unit sold:
1 to 8 vehicles sold: 12%
18 & Up vehicles sold: 20%
Monthly Unit Volume Bonuses:
• 5 Units Sold/Billed by 15th of month = $250.00 Bonus
• 12 Units = $1,000.00 Bonus
• Each additional 3 units above 12 = +$250.00
Team Gross Bonus:
An additional 5% of the Gross Profits generated by the Sales Team that the ISS is assigned to will
be paid out based on individual ISS’s units sold as a contribution to the team’s total unit sales.
How It Works: If the ISS sells 10 units and the team sells 100 units, then the ISS receives 10% of
the 5% Team Gross Bonus payout.
Process Performance Bonuses:
Leads Converted to Dealership Visits: #1 ISS receives a $350 Monthly Bonus
#2 ISS receives a $150 Monthly Bonus
Showroom Visits to Sales Closed: #1 ISS receives a $350 Monthly Bonus
#2 ISS receives a $150 Monthly Bonus

Develop Strategy & Budget - Phase 1Phase 1
Prior to building the organizationalPrior to building the organizational
structure shown on the previousstructure shown on the previous
slides, the Courtesy Chevroletslides, the Courtesy Chevrolet
Marketing Committee receivedMarketing Committee received
numerous presentations made bynumerous presentations made by
the eBusiness Director (Ralph Paglia). Afterthe eBusiness Director (Ralph Paglia). After
considerable lobbying and planning, a consensusconsiderable lobbying and planning, a consensus
was reached that a portion of the dealership'swas reached that a portion of the dealership's
total marketing budget would be re-allocatedtotal marketing budget would be re-allocated
towards Interactive Marketing that would betowards Interactive Marketing that would be
integrated within total dealership marketingintegrated within total dealership marketing
strategy and campaigns. The Courtesy Chevroletstrategy and campaigns. The Courtesy Chevrolet
Interactive Marketing Strategy (IMS) was thenInteractive Marketing Strategy (IMS) was then
defined and based on the following goals anddefined and based on the following goals and
objectives…objectives… (next slide)(next slide)

Develop Strategy & Budget - Phase 1Phase 1
Courtesy Chevrolet’s InteractiveCourtesy Chevrolet’s Interactive
Marketing Strategy (IMS) is basedMarketing Strategy (IMS) is based
on the following goals andon the following goals and
objectives:objectives:
1.1. Generate showroom traffic, inbound sales calls & electronic leadsGenerate showroom traffic, inbound sales calls & electronic leads
that result in growth ofthat result in growth of BOTHBOTH total store and eBusiness salestotal store and eBusiness sales
2.2. Integrate with (and leverage) general market, GM and minorityIntegrate with (and leverage) general market, GM and minority
targeted campaigns using special landing pages & micro sitestargeted campaigns using special landing pages & micro sites
3.3. Produce cost effective leads that supplement 3Produce cost effective leads that supplement 3rdrd
Party LeadsParty Leads
4.4. Displace competing dealers from first page search results listingsDisplace competing dealers from first page search results listings
on the most popular search engines when buyers search for infoon the most popular search engines when buyers search for info
5.5. Keep spending within allocated budget of $98,000* per month:Keep spending within allocated budget of $98,000* per month:
1.1. $50,000 per Month for New Chevrolet Internet & Retail$50,000 per Month for New Chevrolet Internet & Retail
2.2. $18,000 per Month for Camelback Used Car Internet$18,000 per Month for Camelback Used Car Internet
3.3. $16,000 per Month for Special eFinance Team$16,000 per Month for Special eFinance Team
4.4. $14,000 per Month for Bell Road Used Car Center$14,000 per Month for Bell Road Used Car Center
* October 2006 Interactive Marketing Budget

Where Do We Invest Our Online Advertising Budget?Where Do We Invest Our Online Advertising Budget?

Courtesy Chevrolet decided to use online Google
“Sponsored Link” ads and Google’s network of sites that
accept display ads to drive car buyers to our sites…
Courtesy Chevrolet uses Google’s “AdWords” program to reach online car buyers at
the moment when they're looking for a new or used car. Using both text based
sponsored links and display ads, the Google Network reaches more than 80% of
online car buyers.* We create our ads, then use either key search words or select
web sites to target which people see the ads. For key search words, we pay when
shoppers click through to one of our sites. For display ads we bid what we are willing
to pay per thousand impressions for each of the third party web sites we target…

Courtesy Chevrolet Lead Volume
2080
1884
2171
1861
2097
2697
2268
2735
3346
4178
2874
3338
4662
4362
5267 5362
5228
5767
5929
0
1000
2000
3000
4000
5000
6000
7000
January
2005
Total
February
2005
Total
M
arch
2005
Total
April2005
Total
M
ay
2005
Total
June
2005
Total
July
2005
Total
August2005
Total
Septem
ber2005
Total
O
ctober2005
Total
Novem
ber2005
Total
Decem
ber2005
Total
January
2006
Total
February
2006
Total
M
arch
2006
Total
April2006
Total
M
ay
2006
Total
June
2006
TotalJuly
2006
Total
eIntegrated Marketing Results
Using an Integrated Marketing Strategy, Courtesy Chevrolet has dramatically
Increased the volume of leads generated and received over a 19 month period.

eBusiness Sales Results
Increased sales volume from a holistic eIntegrated Marketing Strategy that
generated sales from leads using a combination of dedicated Internet Sales
Specialists and BDC based Customer Service Representatives.
Courtesy Chevrolet eBusiness Sales
74 79
66
90
81 80 86 80
110
224 223
283
265
225
335
313
298 301
335
0
50
100
150
200
250
300
350
400
January
2005
Total
February
2005
Total
M
arch
2005
Total
April2005
Total
M
ay
2005
Total
June
2005
TotalJuly
2005
Total
August2005
Total
Septem
ber2005
Total
O
ctober2005
Total
N
ovem
ber2005
Total
D
ecem
ber2005
Total
January
2006
Total
February
2006
Total
M
arch
2006
Total
April2006
Total
M
ay
2006
Total
June
2006
TotalJuly
2006
Total
Conventional InternetConventional Internet
Sales StrategySales Strategy
eIntegrated Holistic
eIntegrated Holistic
Sales Marketing Strategy
Sales Marketing Strategy

REPORT: Courtesy Chevrolet's Primary Google Account Campaign Report
ACCOUNT: Ralph Paglia
DATE RANGE: October, 2006
Campaign
Campaign
Status Impressions Clicks CTR
Avg
CPC
Avg
CPM Cost
Avg
Position
2007 Chevy Tahoe - AZ Active 43,581 99 0.20% $1.15 $2.60 $113.46 3.4
AAR GM Co-op Display - PHX Paused 221,450 80 0.00% $7.50 $2.71 $600.05 1
Banner & Image Display Ads - PHX Active 832,088 305 0.00% $6.19 $2.27 $1,887.69 1
Chevrolet Model Specific - PHX Active 460,396 1,708 0.40% $2.34 $8.66 $3,989.04 2.8
Chevy Dealer Conquest - PHX Active 251,292 741 0.30% $2.15 $6.34 $1,592.79 3
Chevy Price Quote Display - PHX Active 955,110 1,114 0.10% $1.62 $1.88 $1,800.06 1.1
Chevy Price Quotes - All AZ Active 34,720 117 0.30% $1.07 $3.61 $125.50 4.2
Original Ad Campaign - PHX+TUC Paused 198,318 439 0.20% $2.64 $5.85 $1,160.52 2.7
Display Ads by Site - PHX+TUC Active 1,332,909 1,132 0.10% $3.88 $3.29 $4,387.70 1.1
Free Gas & Oil Offers - PHX Paused 1,325 1 0.10% $7.17 $5.41 $7.17 2
GM PowerShift URL's - PHX+50 Active 138,924 239 0.20% $1.63 $2.81 $390.17 3.9
National Search - Courtesy+Chev Active 36,322 276 0.80% $1.61 $12.26 $445.42 3.9
National Search Sponsored Links Active 1,957,426 3,419 0.20% $0.51 $0.90 $1,753.79 3.3
New Chevy Pricing - PHX Paused 195,210 455 0.20% $2.49 $5.80 $1,133.18 2.8
Secondary Finance - PHX Active 159,827 173 0.10% $3.81 $4.12 $658.55 3.1
See What Courtesy Can Do Active 14,959 15 0.10% $1.13 $1.13 $16.94 3.7
Site Designated Display Ads - PHX Active 159,207 182 0.10% $2.41 $2.76 $439.09 1
Tucson Targeted Key Words Active 12,517 73 0.60% $2.95 $17.21 $215.43 3.7
Used Car Ad Groups - PHX+50 Active 401,150 2,471 0.60% $1.83 $11.28 $4,523.42 2.6
Totals & Overall Averages: 7,406,731 13,039 0.20% $1.94 $3.41 $25,239.97 2.1
Driving Targeted Traffic

2006: 10 Month Digital Marketing
Lead Source and Disposition Analysis
Courtesy Chevrolet reviews eBusiness campaigns and opportunities by
categorizing the leads generated, then looking at volume, invalids and sales.
BZ Web Site Subtotal 3,547 82 1,503 1,845 52.02% 160 9.40%
3rd Party Lead Providers 15,336 652 10,791 3,893 25.38% 465 4.06%
Online Credit Applications 6,126 357 3,772 1,919 31.33% 405 9.63%
Search Engine Marketing 7,385 258 4,272 2,759 37.36% 352 7.61%
GM Certified Internet Dealer 2,034 65 1,266 682 33.53% 163 12.06%
Inventory Listing Sites 16,195 979 12,474 2,742 16.93% 1,240 9.22%
Membership & Referrals 1,242 74 1,029 139 11.19% 367 33.27%
Web Generated Phone Ups 10,848 852 8,954 1,042 9.61% 1,043 10.64%
BDC Dormant Lead Follow-Up 6,412 815 5,031 561 8.75% 615 10.51%
Trade-In & Buy-Back Leads 2,069 86 1,119 844 40.79% 129 10.53%
Grand Totals 52,465 3,092 36,516 12,592 24.00% 3,451 8.65%
10 Months of Leads
Leads
Volume
Still
Active
Not
Sctive
Duplicates
& Invalid
% Sold %

Factoid #3;Factoid #3; Search Engine Marketing ResultsSearch Engine Marketing Results
• 33,257,65733,257,657 Car ShopperCar Shopper
Impressions GeneratedImpressions Generated
• 29,52829,528 Car Shopper VisitsCar Shopper Visits
to Courtesy Chevrolet webto Courtesy Chevrolet web
sites, landing pages andsites, landing pages and
micro sitesmicro sites
• 2,2482,248 Electronic Leads andElectronic Leads and
Phone Calls GeneratedPhone Calls Generated
• 174174 Vehicles SoldVehicles Sold
• $71,801.30$71,801.30 was investedwas invested
with Google AdWords &with Google AdWords &
Google Display Ad NetworkGoogle Display Ad Network
• $2.16$2.16 Cost per ThousandCost per Thousand
Car Shopper ImpressionsCar Shopper Impressions
• $2.43$2.43 Cost per Car ShopperCost per Car Shopper
that clicked-through to athat clicked-through to a
Courtesy Chevrolet siteCourtesy Chevrolet site
• $31.94$31.94 Average Cost perAverage Cost per
Lead GeneratedLead Generated
• $412.65$412.65 Average Cost PerAverage Cost Per
Vehicle Retailed (PVR)*Vehicle Retailed (PVR)*
CASE EXAMPLE: Courtesy Chevrolet in-house Google AdWordsCASE EXAMPLE: Courtesy Chevrolet in-house Google AdWords
Campaigns From 12/1/2005 through 3/31/2006 (4 months):Campaigns From 12/1/2005 through 3/31/2006 (4 months):
Note:Note: This does not include BZ, AZCentral,This does not include BZ, AZCentral,
ClickMotive, BDC or Jumpstart SEM campaignsClickMotive, BDC or Jumpstart SEM campaigns
*$620.55 = Courtesy Chevrolet Advertising PVR 2005*$620.55 = Courtesy Chevrolet Advertising PVR 2005

Interactive Marketing Strategy – Phase 2Phase 2
Primary Web SitesPrimary Web Sites
Full-Featured w/InventoryFull-Featured w/Inventory
HouseOfCourtesy.comHouseOfCourtesy.com
Primary web sitePrimary web site
HouseOfCourtesy.comHouseOfCourtesy.com
Primary web sitePrimary web site
LatinoChevy.comLatinoChevy.com
Spanish web siteSpanish web site
LatinoChevy.comLatinoChevy.com
Spanish web siteSpanish web site
SEM/SEO Key Word URL’s Point to Deep LinksSEM/SEO Key Word URL’s Point to Deep LinksSEM/SEO Key Word URL’s Point to Deep LinksSEM/SEO Key Word URL’s Point to Deep Links
CourtesyFleet.comCourtesyFleet.com
Commercial & Fleet web siteCommercial & Fleet web site
CourtesyFleet.comCourtesyFleet.com
Commercial & Fleet web siteCommercial & 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?

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
Courtesy Chevrolet uses over 350 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:
Interactive Marketing Strategy – Phase 3Phase 3

Interactive Marketing Network
As the multiple web sites, mico-sites and landing pages were being
created, and linked to each other the entire implementation began to
take on a network appearance and characteristics.

Site Network Digital Marketing Strategy
SEM & PromoSEM & Promo
Landing PagesLanding Pages
SEM & PromoSEM & Promo
Campaign SpecificCampaign Specific
Micro Web SitesMicro Web Sites
Campaign SpecificCampaign Specific
Micro Web SitesMicro Web Sites
Get aGet a
Year WorthYear Worth
Of Free GasOf Free Gas
Get aGet a
Year WorthYear Worth
Of Free GasOf Free Gas
free GMfree GM
Oil ChangesOil Changes
For 3 YearsFor 3 Years
free GMfree GM
Oil ChangesOil Changes
For 3 YearsFor 3 Years
HouseOfCourtesy.comHouseOfCourtesy.comHouseOfCourtesy.comHouseOfCourtesy.com 2007Tahoe.com2007Tahoe.com2007Tahoe.com2007Tahoe.com
CourtesyOnBell.comCourtesyOnBell.comCourtesyOnBell.comCourtesyOnBell.com
PHXChevrolet.comPHXChevrolet.comPHXChevrolet.comPHXChevrolet.com
LatinoChevy.comLatinoChevy.comLatinoChevy.comLatinoChevy.com
SEM/SEO Key Word URL’s Point to Primary Site Deep LinksSEM/SEO Key Word URL’s Point to Primary Site Deep LinksSEM/SEO Key Word URL’s Point to Primary Site Deep LinksSEM/SEO Key Word URL’s Point to Primary Site Deep Links
CourtesyFleet.comCourtesyFleet.comCourtesyFleet.comCourtesyFleet.com
WeBuyChevys.comWeBuyChevys.comWeBuyChevys.comWeBuyChevys.com
GMAC-AZ.comGMAC-AZ.comGMAC-AZ.comGMAC-AZ.com
2006Silverado.com2006Silverado.com2006Silverado.com2006Silverado.com
GetaCamaro.comGetaCamaro.comGetaCamaro.comGetaCamaro.com
YouGotGas.comYouGotGas.comYouGotGas.comYouGotGas.com
ChevyPriceQuoteChevyPriceQuoteChevyPriceQuoteChevyPriceQuote
FreeGMoilChangeFreeGMoilChangeFreeGMoilChangeFreeGMoilChange
ChevyPride.comChevyPride.comChevyPride.comChevyPride.com
PHXfinance.comPHXfinance.comPHXfinance.comPHXfinance.com
BK-OK-Car-Loans.comBK-OK-Car-Loans.comBK-OK-Car-Loans.comBK-OK-Car-Loans.com

Online to Offline Integration; Phase 5
Achieving an Interactive Marketing Strategy fully
integrated and supported by, as well as supporting
conventional marketing campaigns generates
increased success for both… Results that are greater
than the sum of each as separately conceived and
executed strategies.
SynergySynergy

Integrated Marketing Strategy – Phase 5Phase 5
Search EngineSearch Engine
Marketing (SEM)Marketing (SEM)
Marketing (SEM)Marketing (SEM)
Optimization (SEO)Optimization (SEO)
Optimization (SEO)Optimization (SEO)
Non-Web BasedNon-Web Based
Integrated MarketingIntegrated Marketing
Non-Web BasedNon-Web Based
Integrated MarketingIntegrated Marketing
Web Site PlacedWeb Site Placed
Display AdsDisplay Ads
Web Site PlacedWeb Site Placed
Display AdsDisplay Ads
eSales
Managed
Account #1
eSales
Managed
Account #1
JumpstartJumpstart
ManagedManaged
CampaignsCampaigns
JumpstartJumpstart
ManagedManaged
CampaignsCampaigns
CourtesyCourtesy
ManagedManaged
URL SubmissionsURL Submissions
CourtesyCourtesy
ManagedManaged
URL SubmissionsURL Submissions
VendorVendor
ManagedManaged
ActivitiesActivities
VendorVendor
ManagedManaged
ActivitiesActivities
BDC
Managed
Account #2
BDC
Managed
Account #2
BZ ResultsBZ Results
ManagedManaged
CampaignsCampaigns
BZ ResultsBZ Results
ManagedManaged
CampaignsCampaigns
MultipleMultiple
Web SiteWeb Site
PropertiesProperties
MultipleMultiple
Web SiteWeb Site
PropertiesProperties
OutdoorOutdoor
BillboardsBillboards
& Bus Stops& Bus Stops
OutdoorOutdoor
BillboardsBillboards
& Bus Stops& Bus Stops
RadioRadioRadioRadio
TVTVTVTV
DirectDirect
MailMail
DirectDirect
MailMail
AZCentral.comAZCentral.com
& Cars.com& Cars.com
Expanding Display AdsExpanding Display Ads
AZCentral.comAZCentral.com
& Cars.com& Cars.com
Expanding Display AdsExpanding Display Ads
ConsumerGuide.comConsumerGuide.com
Jumpstart AutomotiveJumpstart Automotive
ConsumerGuide.comConsumerGuide.com
Jumpstart AutomotiveJumpstart Automotive
LaVoz.comLaVoz.com
Spanish Display AdsSpanish Display Ads
LaVoz.comLaVoz.com
Spanish Display AdsSpanish Display Ads
GoogleGoogle
Site Network For CPM AdsSite Network For CPM Ads
• MotorTrend.comMotorTrend.com
• CarAndDriver.comCarAndDriver.com
• AutoWeek.comAutoWeek.com
• Automotive.comAutomotive.com
• FullSizeChevyTrucks.comFullSizeChevyTrucks.com
• AutomotiveNews.comAutomotiveNews.com
•MotorAlley.comMotorAlley.com
• Reply.comReply.com
• InvoiceDealers.comInvoiceDealers.com
• InsiderCarsSecrets.comInsiderCarsSecrets.com
GoogleGoogle
Site Network For CPM AdsSite Network For CPM Ads
• MotorTrend.comMotorTrend.com
• CarAndDriver.comCarAndDriver.com
• AutoWeek.comAutoWeek.com
• Automotive.comAutomotive.com
• FullSizeChevyTrucks.comFullSizeChevyTrucks.com
• AutomotiveNews.comAutomotiveNews.com
•MotorAlley.comMotorAlley.com
• Reply.comReply.com
• InvoiceDealers.comInvoiceDealers.com
• InsiderCarsSecrets.comInsiderCarsSecrets.com

““Grow Your Own”Grow Your Own”
Lead Generating StrategyLead Generating Strategy
• Self-Generated Leads to supplement 3rd
Party lead
providers and facilitate total eSales Team growth
• Integrated Marketing Campaigns drive car shoppers
and “highly likely to be in market” targeted prospects
to campaign-specific landing pages and micro-sites
• Targeted Content is specifically and directly relevant
to value proposition that fueled the shopper’s visit to
each micro-site, landing page or deep-linked page
• Micro-Sites, Landing Pages and Deep Links are
designed and selected to convert visitors to leads at
a higher rate than would the home pages of
dealership full-featured all purpose web sites

Ad Groups byAd Groups by
Targeted URL’sTargeted URL’s
Ad Groups byAd Groups by
Targeted URL’sTargeted URL’s
LeadsLeadsLeadsLeads
LeadsLeadsLeadsLeads LeadsLeadsLeadsLeads
& Micro-Sites& Micro-Sites
& Micro-Sites& Micro-Sites
Key Words or URLKey Words or URL
Based Site TargetsBased Site Targets
Key Words or URLKey Words or URL
Based Site TargetsBased Site Targets
Bid Amounts &Bid Amounts &
Daily LimitsDaily Limits
Bid Amounts &Bid Amounts &
Daily LimitsDaily Limits
SEM Campaigns bySEM Campaigns by
Targeted SegmentsTargeted Segments
SEM Campaigns bySEM Campaigns by
Targeted SegmentsTargeted Segments
Image Ads &Image Ads &
Sponsored LinksSponsored Links
Image Ads &Image Ads &
Sponsored LinksSponsored Links
LeadsLeadsLeadsLeads LeadsLeadsLeadsLeads LeadsLeadsLeadsLeads

Google AdWords Campaign Impressions Clicks CTR Avg CPC Avg CPM Cost
Average
Position
2007 Chevy Tahoe - AZ 188,160 217 0.10% $1.51 $1.74 $327.95 2.9
2007 Chevy Tahoe - PHX 145,009 216 0.10% $1.17 $1.75 $253.61 4.1
Chevrolet Model Specific - PHX 105,528 283 0.30% $2.26 $6.06 $639.93 2.6
Chevy Dealer Conquest - PHX 649,536 1,115 0.20% $1.60 $2.75 $1,784.41 2.9
Courtesy Original Ad Campaign - PHX 143,001 117 0.10% $3.46 $2.83 $404.86 2
GM PowerShift URL's 69,056 341 0.50% $2.50 $12.35 $852.60 2.8
Life Beyond Seminars 384,484 453 0.10% $8.68 $10.23 $3,931.36 1
National Search - Courtesy Chevrolet 5,718 88 1.50% $0.87 $13.45 $76.89 3.7
National Search Sponsored Links 1,225,734 2,183 0.20% $1.26 $2.25 $2,752.65 4.1
See What Courtesy Can Do For You 11,351 14 0.10% $2.65 $3.27 $37.14 4.5
Tucson Targeted Key Words 9,669 17 0.20% $2.41 $4.23 $40.93 2.2
Totals and Overall Averages: 2,937,246 5,044 0.20% $2.20 $3.78 $11,102.33 3.2
SEM Campaign Reports
Whether self-directed or managed by a 3Whether self-directed or managed by a 3rdrd
Party Supplier,Party Supplier,
Dealers should insist on reviewing the SEM Campaign MetricsDealers should insist on reviewing the SEM Campaign Metrics
shown below on a monthly basis. eBusiness Directors andshown below on a monthly basis. eBusiness Directors and
Managers should be reviewing these metrics daily and makingManagers should be reviewing these metrics daily and making
bid adjustments.bid adjustments.

SEM Services
Courtesy uses multiple SEM services vendors by selecting a vendor for
each type of campaign objective based on its targeted prospects, along
with who is most cost effective. This provides the best overall
effectiveness while allowing us to compare results and cost per lead that
each vendor generates, and how they compare with each other…
SEM Campaigns to support traffic to our mainstream primary
web site and CourtesyOnBell.com; BZ Results
GM Certified Internet Dealer site; Self-Directed
Spanish Language site; Self-Directed Google campaigns
Micro-Sites & Landing Pages; BZ Results & Fresh Start
Studio supply the sites, Courtesy Self-Directs SEM
campaigns that drive traffic to FSS sites, BZ manages
SEM campaigns that drive traffic to BZ micro-sites
SEM Campaign Optimization & Customized Landing Pages;
ClickMotive
SEM Campaign Management, Behavioral Targeted Marketing
and SEM based Lead Generation; JumpStart

Web Site Vendors
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…
Mainstream Primary site; BZ Results
GM Certified Internet Dealer site; Cobalt Group
Spanish Language site; Reynolds Web Solutions
Courtesy on Bell Special Credit site; BZ Results
Commercial & Fleet site; BZ Results
SEM Optimized Landing Pages; Fresh Start Studio
Search Engine Optimized Micro-Sites; Fresh Start
““One Dealership Web Site isOne Dealership Web Site is NOTNOT Enough for Optimal Results!”Enough for Optimal Results!”

Dealership General Market Site (BZ Results)
www.HouseOfCourtesy.comwww.HouseOfCourtesy.com www.Chevrolet-USA.comwww.Chevrolet-USA.com
www.Chevrolet-Phoenix.com www.CourtesyChev.comwww.Chevrolet-Phoenix.com www.CourtesyChev.com

GM Certified Internet Dealer Site
www.PHXChevrolet.comwww.PHXChevrolet.com
•GM Certified Internet Dealer siteGM Certified Internet Dealer site
•Use of Home page text for SEOUse of Home page text for SEO
•Pulls in SEM landing page formsPulls in SEM landing page forms
•Built by Cobalt GroupBuilt by Cobalt Group
www.PHXChevrolet.comwww.PHXChevrolet.com
•GM Certified Internet Dealer siteGM Certified Internet Dealer site
•Use of Home page text for SEOUse of Home page text for SEO
•Pulls in SEM landing page formsPulls in SEM landing page forms
•Built by Cobalt GroupBuilt by Cobalt Group
$360 / month$360 / month

Spanish Language Web Site (Reynolds)
www.LatinoChevy.comwww.LatinoChevy.com www.Latino-Chevy.comwww.Latino-Chevy.comwww.LatinoChevy.comwww.LatinoChevy.com www.Latino-Chevy.comwww.Latino-Chevy.com

CourtesyOnBell.com Web Site (BZ Results)
www.CourtesyOnBell.comwww.CourtesyOnBell.com Satellite Lot Used Car CenterSatellite Lot Used Car Center
focused on our “Buy Here- Pay Here” special finance operationfocused on our “Buy Here- Pay Here” special finance operation

CourtesyFleet.com Web Site (BZ Results)
www.CourtesyFleet.comwww.CourtesyFleet.com Focused on FleetFocused on Fleet
and Commercial Retail accounts/clientsand Commercial Retail accounts/clients

Online Advertising Sources, Vendors & Charlatans
Types of Online Advertsing:
1. Pay for Placement by Time (monthly fee)
2. Pay per Click (PPC or CPC)
3. Pay per Thousand Impressions (CPM)
4. Pay per Conversion (Leads and/or Calls Generated)
How to Get it Done:
1. Self Managed – Do It Yourself
2. Interactive Advertising Agencies ($$$)
3. Search Engine Marketing Services Providers (15%+fees)
4. Dealer Advertising Cooperative Associations
Key Factor:Key Factor: Placement and “Cost Per Impression” advantages inherent withPlacement and “Cost Per Impression” advantages inherent with
the use of multiple vendors and multiple dealer-managed SEM accountsthe use of multiple vendors and multiple dealer-managed SEM accounts

Micro-Sites & Landing Pages
Courtesy Chevrolet uses a combination of multiple page micro-sites and
specialized landing pages to maximize the conversion of click-throughs
from online search engine sponsored links, brokered display ads and web
site placed Banners, Leaderboards and other image based online ads. The
following is a list of sizes that are industry standards for online display ads
that are linked to the dealer’s URL’s:
NOTE; online ads must be in gif, jpg, png or swf file formats
• Banner Ads; 468 pixels wide x 60 pixels tall
• Leaderboard; 728 pixels wide x 90 pixels tall
• Inline (box ads); 300 pixels x 250 pixels & 338 x 292
• Small Squares; 200 pixels x 200 pixels & 250 x 250
• Skyscraper; 120 pixels wide x 600 pixels tall
• Wide Skyscraper; 160 pixels wide x 600 pixels tall

Conventional Media Integration

www.2007Tahoe.com Micro-Site
ScrollDown…ScrollDown…ScrollDown…ScrollDown…

www.2007Tahoe.com Micro-Site
Relevant Text basedRelevant Text based
content is King when itcontent is King when it
comes to SEO rankingcomes to SEO ranking
content is King when itcontent is King when it
comes to SEO rankingcomes to SEO ranking

Hyperlinks reduceHyperlinks reduce
leakage from your SEMleakage from your SEM
funnel and point searchfunnel and point search
engine spiders in theengine spiders in the
right directionright direction
Hyperlinks reduceHyperlinks reduce
leakage from your SEMleakage from your SEM
funnel and point searchfunnel and point search
engine spiders in theengine spiders in the
right directionright direction
Trust generating and validityTrust generating and validity
enhancing icons that are linked toenhancing icons that are linked to
lead generating sites add to alead generating sites add to a
micro-site’s productivitymicro-site’s productivity
Trust generating and validityTrust generating and validity
enhancing icons that are linked toenhancing icons that are linked to
lead generating sites add to alead generating sites add to a
micro-site’s productivitymicro-site’s productivity

““Push to Talk” buttons on ALL Micro-SitesPush to Talk” buttons on ALL Micro-Sites
and Landing Pages allow the Hottestand Landing Pages allow the Hottest
Prospects to get immediate gratificationProspects to get immediate gratification
““Push to Talk” buttons on ALL Micro-SitesPush to Talk” buttons on ALL Micro-Sites
and Landing Pages allow the Hottestand Landing Pages allow the Hottest
Prospects to get immediate gratificationProspects to get immediate gratification
Relevant Text based HyperlinksRelevant Text based Hyperlinks
leverage and extend your SEMleverage and extend your SEM
investment beyond the specificinvestment beyond the specific
targeted Micro-Site or Landing Page.targeted Micro-Site or Landing Page.
These links reduce leakage from ourThese links reduce leakage from our
SEM funnel and point search engineSEM funnel and point search engine
spiders to our other sites for rankingspiders to our other sites for ranking
Relevant Text based HyperlinksRelevant Text based Hyperlinks
leverage and extend your SEMleverage and extend your SEM
investment beyond the specificinvestment beyond the specific
targeted Micro-Site or Landing Page.targeted Micro-Site or Landing Page.
These links reduce leakage from ourThese links reduce leakage from our
SEM funnel and point search engineSEM funnel and point search engine
spiders to our other sites for rankingspiders to our other sites for ranking

YouGotGas.com Web-Store Promotion
……As we discussed what would work; ELIMINATE GAS PRICE FEAR!As we discussed what would work; ELIMINATE GAS PRICE FEAR!
We would advertise that when you buy a new Chevy from our inventory,We would advertise that when you buy a new Chevy from our inventory,
we would include a prepaid fuel card with a year’s worth of gas…we would include a prepaid fuel card with a year’s worth of gas…
The lower the vehicle’s EPA, the more gas money had to go on the card!The lower the vehicle’s EPA, the more gas money had to go on the card!

1. Win $500 worth of gas for free!1. Win $500 worth of gas for free!
Register for the Courtesy ChevroletRegister for the Courtesy Chevrolet Got Gas*Got Gas* drawing to windrawing to win
$500 in pre-paid gas cards to be given away every Friday in$500 in pre-paid gas cards to be given away every Friday in
October.October.
Fill out the form at www.YouGotGas.com, or call 888-9-GOT-Fill out the form at www.YouGotGas.com, or call 888-9-GOT-
GAS*GAS*
2. Get a year’s worth of gas…2. Get a year’s worth of gas…
without winning awithout winning a
contest!contest!
When you pre-register for the program by calling 888-9-GOT-When you pre-register for the program by calling 888-9-GOT-
GAS or online at www.YouGotGas.com, Courtesy Chevrolet willGAS or online at www.YouGotGas.com, Courtesy Chevrolet will
provide you with a pre-paid Fuel Card good for a year’s worth ofprovide you with a pre-paid Fuel Card good for a year’s worth of
Unleaded Gas that is honored at participating QT retailers inUnleaded Gas that is honored at participating QT retailers in
Arizona, when you purchase or lease a new Chevrolet car orArizona, when you purchase or lease a new Chevrolet car or
truck from Courtesy Chevrolet at 1233 E. Camelback Rd.,truck from Courtesy Chevrolet at 1233 E. Camelback Rd.,
Phoenix, AZ 85014 before October 31, 2005*.Phoenix, AZ 85014 before October 31, 2005*.
YouGotGas.com Gives You Gas 2YouGotGas.com Gives You Gas 2
Ways…Ways…
*Terms & Conditions Apply, Visit Courtesy Chevrolet for full details

Marketing Plan toMarketing Plan to “Get them in and sell more cars”“Get them in and sell more cars”
1.1. Generate Curiosity and arouse customer interest…Generate Curiosity and arouse customer interest…
2.2. Make it easy for customers to sayMake it easy for customers to say “I’m Interested”“I’m Interested” byby
giving them 3 ways to save money on gas:giving them 3 ways to save money on gas:
• CallCall 888-9-Got-Gas888-9-Got-Gas
• Online at www.YouGotGas.com web pageOnline at www.YouGotGas.com web page
• Visit Courtesy Chevrolet in personVisit Courtesy Chevrolet in person
3.3. BDC enters call-in customers into BuzzTrack, thenBDC enters call-in customers into BuzzTrack, then
enrolls the customer for gas promo using the micro-siteenrolls the customer for gas promo using the micro-site
4.4. BDC Compels customers to come in using the onlineBDC Compels customers to come in using the online
fuel calculator and sets appointments in BuzzTrakfuel calculator and sets appointments in BuzzTrak
5.5. Customers who self-enroll online have their leadsCustomers who self-enroll online have their leads
routed to the Internet Sales Team using lead rotationrouted to the Internet Sales Team using lead rotation
Got Gas? …Get it at

Showroom Signage showsShowroom Signage shows
customers they are at thecustomers they are at the
right place… And, gives theright place… And, gives the
sales team something tosales team something to
point at as one morepoint at as one more
reason to buy at the “Bigreason to buy at the “Big
C”C”
Showroom Signage used to Support Integrated CampaignShowroom Signage used to Support Integrated Campaign

20 Billboards & 60 Bus Shelters used to Drive Micro-Site Traffic & Phone20 Billboards & 60 Bus Shelters used to Drive Micro-Site Traffic & Phone
Calls, resulting in over 800 Phone calls within 60 days & 12K+ site visitorsCalls, resulting in over 800 Phone calls within 60 days & 12K+ site visitors

On The Web At:On The Web At: HouseOfCourtesy.comHouseOfCourtesy.com
When you click here

www.YouGotGas.com
Get It At
What about Gas?!?!?!

www.YouGotGas.com
Fuel Expense calculator based on 2 simple
questions shows customers how important
the cost of their gas is to them… Makes ‘em
think!

www.YouGotGas.com
1. Win $5001. Win $500
Worth of Pre-Worth of Pre-
Paid Gas CardsPaid Gas Cards
by Enteringby Entering
Weekly DrawingWeekly Drawing
1. Win $5001. Win $500
Worth of Pre-Worth of Pre-
Paid Gas CardsPaid Gas Cards
by Enteringby Entering
Weekly DrawingWeekly Drawing
2. Register to get2. Register to get
a year’s worth ofa year’s worth of
gas When yougas When you
buy a new Chevybuy a new Chevy
from Courtesyfrom Courtesy
2. Register to get2. Register to get
a year’s worth ofa year’s worth of
gas When yougas When you
buy a new Chevybuy a new Chevy
from Courtesyfrom Courtesy
has 2 sections…

Confirms Entry intoConfirms Entry into
$500 Weekly$500 Weekly
DrawingDrawing
Confirms Entry intoConfirms Entry into
$500 Weekly$500 Weekly
DrawingDrawing
After entering theAfter entering the
drawing to Windrawing to Win
$500 Worth of$500 Worth of
Pre-Paid GasPre-Paid Gas
Cards, theCards, the
customer is offeredcustomer is offered
aa SECONDSECOND
opportunity toopportunity to
register for theregister for the
Year’s worth ofYear’s worth of
Gas… All theirGas… All their
info is pre-filledinfo is pre-filled
and theand the
““I am interested in”I am interested in”
box is checked!box is checked!
After entering theAfter entering the
drawing to Windrawing to Win
$500 Worth of$500 Worth of
Pre-Paid GasPre-Paid Gas
Cards, theCards, the
customer is offeredcustomer is offered
aa SECONDSECOND
opportunity toopportunity to
register for theregister for the
Year’s worth ofYear’s worth of
Gas… All theirGas… All their
info is pre-filledinfo is pre-filled
and theand the
““I am interested in”I am interested in”
box is checked!box is checked!
Can I get a new Corvette for $1,500 down
and under $500 a month?
Can I buy a new Silverado right away,
because the bank just picked up my truck
I want to buy a new Tahoe for the best
price without getting jerked around

Cost Effective Outdoor Media Integration
Bus Shelter Signage Displays
Fast’n Easy Online Credit App URL
Bus Shelter Signage Displays
Fast’n Easy Online Credit App URL
Bus Shelter Signage Displays Unique
800# Routed to eFinance Cell Phone
Bus Shelter Signage Displays Unique
800# Routed to eFinance Cell Phone
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.
Average monthly cost is $6,500
resulting in 258 Opportunities To
Do Business, and an average cost
per UNIQUE lead of $25.19

Behavioral Targeting – Initial Proof of Concept
Campaign Courtesy Chevrolet BT Campaign
Contact Shaun Porcar
Start Date 12/1/2006
End Date 2/28/2006
Report Date 12/22/2006
Total Imps Delivered 33,361
Cost Per Thousand (CPM) $35.00
Campaign cost to Date: $1,167.64
Cost per Web Site Action: $0.48
Activity Name Post-Impression Activities
Maps and Directions 113
Credit Application 1
Finance vs Lease 11
Get a Quote 5
Search New Inventory 876
Search Used Inventory 1450
Total 2,456

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…
Deeplinked Online Ads

Display Ads drive traffic to Deep Links

Deep Links go to Inventory Pre-Sorts
Online & Offline Advertising Campaigns drive traffic toOnline & Offline Advertising Campaigns drive traffic to
“Deep Links” into specialized content within full featured“Deep Links” into specialized content within full featured
web site that is directly relevant to promotion…web site that is directly relevant to promotion…
Online & Offline Advertising Campaigns drive traffic toOnline & Offline Advertising Campaigns drive traffic to
“Deep Links” into specialized content within full featured“Deep Links” into specialized content within full featured
web site that is directly relevant to promotion…web site that is directly relevant to promotion…

Last month
Graph
Details
Products Lead
1. financing 53 14.1%
2. hn-makeanoffer 45 12.0%
3. tradein 42 11.2%
4. quote 41 10.9%
5. contact 35 9.3%
6. hn-getaprice 31 8.2%
7. freshstart 29 7.7%
8. hn-tradevalue 28 7.4%
9. hn-financing 17 4.5%
10. service 13 3.5%
11. parts 10 2.7%
12. hn-contactus 8 2.1%
Total 376
HouseOfCourtesy.com Types of Leads Generated

Details
Referring Domains Lead
1. Typed/Bookmarked 166 44.1%
2. google.com 54 14.4%
3. yahoo.com 49 13.0%
4. msn.com 18 4.8%
5. chevrolet-used.com 9 2.4%
6. chevrolet-new.com 8 2.1%
7. aol.com 7 1.9%
8. 2007tahoe.com 7 1.9%
9. chevrolet-usa.com 4 1.1%
10. automart.com 4 1.1%
11. autotrader.com 4 1.1%
12. azcarfinance.com 4 1.1%
13. automotive.com 3 0.8%
14. cox.net 3 0.8%
15. cars.com 3 0.8%
Total 376
Leads Generated by Referring Domains (source)

Lead Forms Viewed by Referring Source
1. Typed/Bookmarked 715
2. google.com 483
3. yahoo.com 251
4. msn.com 125
5. googlesyndication.com 45
6. chevrolet-new.com 44
7. aol.com 32
8. 2007tahoe.com 31
9. cox.net 30
10. automart.com 19

Web Site Content Popularity – Excludes other sites, micro-sites & landing pages
Page Page Views
1. Inventory Results Page 60,426 39.0%
2. Inventory Search Page 33,661 21.7%
3. Main (Home Page) 13,897 9.0%
4. Inventory Details Page 13,020 8.4%
5. Search New Inventory 3,926 2.5%
6. Pre-Owned Specials 3,654 2.4%
7. New Specials 3,063 2.0%
8. Pre-Owned Vehicles 2,006 1.3%
9. Specials 1,935 1.2%
10. Search Used Inventory 1,804 1.2%
Total 154,875

Examples of SEM Results with Google
• 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
The next few slides will show actual Search Engine listing results from:

Search Engine Success
Google “Organic” Ranking
due to SEO by BZ Results
Google “Organic” Ranking
due to SEO by BZ Results
““Phoenix Chevrolet Dealers” searchPhoenix Chevrolet Dealers” search““Phoenix Chevrolet Dealers” searchPhoenix Chevrolet Dealers” search

Use SEM to Attract Loyal Chevy CustomersUse SEM to Attract Loyal Chevy Customers
Targeted by State
Targeted by State
Targeted by State
Targeted by State

SEM VendorSEM Vendor
CampaignCampaign
CampaignCampaign
Courtesy Chevrolet’s own in-Courtesy Chevrolet’s own in-
house SEM campaignhouse SEM campaign
managed on a daily basis bymanaged on a daily basis by
CRM dept.… Having multipleCRM dept.… Having multiple
and separate SEM campaignsand separate SEM campaigns
allows Courtesy to dominateallows Courtesy to dominate
the search results, and paythe search results, and pay
only for the one click thatonly for the one click that
usually results from theusually results from the
search.search.
house SEM campaignhouse SEM campaign
managed on a daily basis bymanaged on a daily basis by
CRM dept.… Having multipleCRM dept.… Having multiple
and separate SEM campaignsand separate SEM campaigns
allows Courtesy to dominateallows Courtesy to dominate
the search results, and paythe search results, and pay
only for the one click thatonly for the one click that
usually results from theusually results from the
search.search.

“Organic” SEO“Organic” SEO
Listing of BZ siteListing of BZ site
“Organic” SEO“Organic” SEO
Listing of BZ siteListing of BZ site
CampaignCampaign
CampaignCampaign
“2007Tahoe.com” SEM campaign“2007Tahoe.com” SEM campaign
“2007Tahoe.com” SEM campaign“2007Tahoe.com” SEM campaign

Courtesy Ad placed Directly with Google
Courtesy SEM Ad placedCourtesy SEM Ad placed
Directly with GoogleDirectly with Google
Courtesy SEM Ad placedCourtesy SEM Ad placed
Directly with GoogleDirectly with Google
Organic Ranking of
Organic Ranking of
Courtesy Micro-Site (free)
Organic Ranking of
Organic Ranking of

CampaignCampaign
CampaignCampaign
house SEM campaign managedhouse SEM campaign managed
on a daily basis by CRM dept.…on a daily basis by CRM dept.…
Having multiple and separateHaving multiple and separate
SEM campaigns allowsSEM campaigns allows
Courtesy to dominate the searchCourtesy to dominate the search
results, and pay only for the oneresults, and pay only for the one
click that usually results fromclick that usually results from
the search.the search.
house SEM campaign managedhouse SEM campaign managed
on a daily basis by CRM dept.…on a daily basis by CRM dept.…
Having multiple and separateHaving multiple and separate
SEM campaigns allowsSEM campaigns allows
Courtesy to dominate the searchCourtesy to dominate the search
results, and pay only for the oneresults, and pay only for the one
click that usually results fromclick that usually results from
the search.the search.
Competing Dealership Name Key Word TargetingCompeting Dealership Name Key Word TargetingCompeting Dealership Name Key Word TargetingCompeting Dealership Name Key Word Targeting

Dealer Managed
Google Campaign Reporting
Total of TargetedTotal of Targeted
Prospects thatProspects that
Clicked ThroughClicked Through
to Landing Pageto Landing Page
Prospects thatProspects that
Clicked ThroughClicked Through
to Landing Pageto Landing Page
Prospects that SawProspects that Saw
the Online Adthe Online Ad
Prospects that SawProspects that Saw
the Online Adthe Online Ad
Cost per TargetedCost per Targeted
Prospect thatProspect that
Clicked on a KeyClicked on a Key
Word based AdWord based Ad
Cost per TargetedCost per Targeted
Prospect thatProspect that
Clicked on a KeyClicked on a Key
Word based AdWord based Ad
Cost per ProspectCost per Prospect
that Clicked on athat Clicked on a
Banner Ad in theBanner Ad in the
Google NetworkGoogle Network
Cost per ProspectCost per Prospect
that Clicked on athat Clicked on a
Banner Ad in theBanner Ad in the
Google NetworkGoogle Network

Courtesy Chevrolet Campaign
Specific Display Ads Placed
within selected and targeted
3rd
Party Web Sites Using the
Google Advertising Network
Online Ad Examples

www.GMinsideNews.comwww.GMinsideNews.com

www.PhoenixAtaGlance.comwww.PhoenixAtaGlance.com

www.AutoBaron.comwww.AutoBaron.com

Use of Deep-Links in Online Advertising
www.GM-Finance.comwww.GM-Finance.com
Deep-link into GMDeep-link into GM
PowerShift web sitePowerShift web site
online credit applicationonline credit application
www.GM-Finance.comwww.GM-Finance.com
Deep-link into GMDeep-link into GM
PowerShift web sitePowerShift web site
online credit applicationonline credit application

www.ChevyReviews.comwww.ChevyReviews.com

www.ChevroletForum.comwww.ChevroletForum.com

www.ChevroletHHR.netwww.ChevroletHHR.net

www.GMinsidernews.comwww.GMinsidernews.com

www.GMtrucks.comwww.GMtrucks.com

www.AutoIntell.comwww.AutoIntell.com

www.PriceQuotes.comwww.PriceQuotes.comwww.PriceQuotes.comwww.PriceQuotes.com

www.ColoradoK5.comwww.ColoradoK5.comwww.ColoradoK5.comwww.ColoradoK5.com

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.
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.

eFinance Team
DO YOU HAVE BAD CREDIT? Have you been turned down for an
Auto Loan? Looking for a New or Used Car?... We have Great Rates
for people with Bad Credit! Courtesy Chevrolet has developed
specialized services for good people who have had credit damaging
events occur in their lives…
Courtesy is the Phoenix Valley’s only car dealer that has been nationally recognized for
their leadership in the area of credit repair by hiring and maintaining a staff of Certified
Credit Counselors. The Courtesy Chevrolet eFinance Team has been specially trained
and certified in assisting customers to restore their credit ratings and raise their credit
scores using specially developed processes and credit report dispute documentation.
We have found that over 40% of our customers have inaccurate items showing up on
their credit bureau reports. Our Special eFinance Team will open an investigation on
your behalf, then work towards raising your credit score, so that we can earn your
business on a new or used vehicle while lowering your APR interest charges and
improving the available terms offered to you for an auto loan, as well as your home
mortgage opportunities. You owe it to yourself to find out why more people in Arizona
have raised their credit score by doing business with Courtesy Chevrolet than any
other dealer in the state. You can either complete this form, or call 1-800-967-4067 and
speak with one of our Certified Credit Counselors.

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

750 Camino Del Rio North
San Diego, California 92108
1-888-778-2877
Click to GetClick to Get
A Price QuoteA Price Quote
Your QuoteYour Quote
750 Camino Del Rio North, San Diego, CA 92108 1-888-778-2877
888-778-2877
Your QuoteYour Quote

1-888-778-2877
A Price QuoteA Price Quote

888-778-2877
Click to Get
Your Quote
1-888-778-2877
Click to Get
A Price Quote
Click to Get
Your Quote
750 Camino Del Rio North, San Diego, CA 92108
1-888-778-2877

Thank you for attending!
• Strategic cohesiveness with dealership’s general market
advertising and management team “buy-in”
• Clearly defined online advertising budget and a
commitment to sustain the budget for at least 6 months
• Your Lead Management Process (LMP) must be
functional and effective BEFORE you start with online
advertising
• Use landing pages and micro-site instead of driving
traffic to your dealership’s “home page”
• Measure and track all traffic generated, along with phone
calls and eLeads received
• Review results and online marketing metrics at weekly
manager meetings… Keep top of mind awareness with
your management team
Key Executables with Integrated Marketing ProgramsKey Executables with Integrated Marketing Programs

Dealer e integrated marketing v10

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