The document discusses various guerrilla marketing tactics used by an automotive dealership, including using many targeted domain names and microsites, search engine marketing, behavioral targeting, and redirecting competitors' domain names to their own sites. It provides examples of campaigns driving traffic to specific landing pages for vehicle promotions. The goal is to generate low-cost leads and divert customers from competitors.

1. Guerilla Marketing Tactics to Break from the Competition

2. www.LatinoChevy.com

4. www.ChevyReferrals.com www.ChevyReferral.com www.ChevyBirdDog.com www.ChevyBirdDogs.com www.ChevyBuyers.com www.ChevyBuyersClub.com www.ChevyFriends.com www.ChevyFund.com Multiple URL’s promoted in a variety of campaigns, pointing to same site allows use of web site metrics “ Lead Form Referring URL” report in Omniture Site Catalyst

5. Use of URL’s for Creative Differentiation 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 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:

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.

7. Extensive URL Asset Library: 1 of 3

8. Extensive URL Asset Library: 2 of 3

9. Extensive URL Asset Library: 3 of 3

10. Google AdWords Account: “ Chevy Dealer Conquest” Ad Group Summary

11. 223 Customers searching for Bill Heard Chevrolet diverted to Courtesy Chevrolet owned sites

15. Competitor URL Redirect Tactic known as the “ Drew Technique”

16. Competitor URL Redirect Tactic known as the “ Drew Technique” – CourtesyChevyAZ.com

17. Competitor URL Redirect Tactic known as the “ Drew Technique” – CourtesyChevyAZ.com Competitor URL Redirect Tactic known as the “ Drew Technique” – CourtesyChevyAZ.com

18. www.CourtesyChevyAZ.com URL Redirect using the: “Drew Technique”

19. www.CourtesyChevyAZ.com URL Redirect using the: “Drew Technique”

21. www.Midway-Chevy.com URL Redirect using the: “Drew Technique”

22. www.Midway-Chevy.com URL Redirect using the: “Drew Technique”

23. Dealership Primary Web Site (BZ Results)

25. Spanish Language Web Site www.LatinoChevy.com www.Latino-Chevy.com

26. CourtesyOnBell.com Web Site (BZ Results)

27. CourtesyFleet.com Web Site (BZ Results)

28. Conventional Media to Web Integration

29. Conventional Media to Web Integration

30. Conventional Media to Web Integration

31. www.2007Tahoe.com Micro-Site Scroll Down…

32. www.2007Tahoe.com Micro-Site Scroll Down… Relevant Text based content is King when it comes to SEO ranking

33. Scroll Down… Relevant Text based Hyperlinks reduce 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 Displays Fast’n Easy Online Credit App URL 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

37. 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

38. Display Ads drive traffic to Deep Links 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.

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.

41. Search Campaign that bids on competing dealership names as a keyword… 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 SEM Vendor Campaign

42. www.AutoBaron.com

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

44. “ Stealth Ads” attract Dealer-Phobes

45. “ Stealth Ad”

46. www.ChevroletHHR.net

47. Insider Information

48. Pre-Launch Information

49. Insider Information Bait

50. 3 rd Party Branded “Stealth Site” that captures Leads from customers getting book value…

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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. 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. December, 2006 – AZCentral.com & Cars.com

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

89. Highest Sales Satisfaction – A Microsite Opportunity! www.Edmunds-Chevrolet.com

90. Highest Sales Satisfaction – A Microsite Opportunity!

91. Highest Sales Satisfaction – A Microsite Opportunity!