Dd11 guerilla marketing v7

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Guerrilla Marketing and Competitive Conquest Advertising Strategies See multiple case studies and detailed examples showcasing dealers who use the Internet to take market share away from their competition Paglia - Session #124 - Rm: St. Thomas AB The online marketing and advertising strategies that attendees will learn in this session are not for the timid or faint of heart. Ralph Paglia will be presenting the current and updated version of his famous 2nd Digital Dealer Conference workshop that identified stealth tactics used by highly aggressive dealers to divert traffic originally intended and bound for the competition to the aggressor's web sites and landing pages. As controversial as several of these techniques are, many of which are banned in over a dozen countries, you will want to learn about them so you can recognize when they are used against your dealership. With today's technologies and the sophisticated messaging and advertising systems available, there are more ways than ever before for aggressive dealers to take their competition's customers away from them. Attendees will be provided with online tools and techniques to see exactly which keywords the competition is bidding on in Google, how much budget they have allocated for their web site's advertising, how to use your dealer advertising association's own web site to take customers from other dealers and how to select the "weakest gazelle" from among the herd of dealers in your market to "take down".
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Transcript of Dd11 guerilla marketing v7

  • Guerrilla Marketing and Competitive Conquest Advertising Strategies

    See multiple case studies and detailed examples showcasing dealers

    who use the Internet to take market share away from their competitionPaglia - Session #124 - Rm: St. Thomas AB

    The online marketing and advertising strategies that attendees will learn in this session

    are not for the timid or faint of heart. Ralph Paglia will be presenting the current and

    updated version of his famous 2nd Digital Dealer Conference workshop that identified

    stealth tactics used by highly aggressive dealers to divert traffic originally intended and

    bound for the competition to the aggressor's web sites and landing pages. As

    controversial as several of these techniques are, many of which are banned in over a

    dozen countries, you will want to learn about them so you can recognize when they are

    used against your dealership. With today's technologies and the sophisticated

    messaging and advertising systems available, there are more ways than ever before

    for aggressive dealers to take their competition's customers away from them.

    Attendees will be provided with online tools and techniques to see exactly which

    keywords the competition is bidding on in Google, how much budget they have

    allocated for their web site's advertising, how to use your dealer advertising

    association's own web site to take customers from other dealers and how to select the

    "weakest gazelle" from among the herd of dealers in your market to "take down".

  • Introduction and Background:

    Ralph PagliaVice President Digital

    Tier10 Marketing Currently leading build-out and development of

    Tier10s Digital Marketing, Advertising and Social

    Media Strategies, Tactics and client service capabilities

    Automotive Digital Marketing Professional Community creator and Editor-in-Chief

    Generated 144,000+ leads in 22 months while working for Courtesy Chevrolet

    Managed Courtesy Chevy Internet Sales team that sold 4,000+ Units in 2006

    Worked w/Ford in 2007-2009 to develop first fully integrated Tier 3 Digital Marketing

    Consulting and Ford Co-Op supported Digital Advertising program for Dealers

    Ran 1st retail automotive Behavioral Targeting Digital Advertising program

    Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM, Honda, Toyota,

    Mercedes-Benz, Hyundai and 250+ dealers & groups

    Pioneered development of Internet Leads in 1988 using CompuServe ISP access

    to post vehicle inventory listings on defense contractor BBSs

    www.ADMPC.com

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    Guerilla Marketing: What is it?

    Competitive Differentiation

    Extraordinary Cost Effectiveness

    May Incorporate Stealth Tactics

    Non-Traditional Channels

    Unconventional Use of Media

    Aggressive Conquest Characteristics

    May cause competitors to Cry Foul

    with OEMs, Dealer Associations or through legal

    channels Some tactics might get you fired, while

    others using the same tactics at different dealerships

    get a bonus!

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    Guerilla Marketing: Resources

    http://www.GMarketing.com

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    Guerilla Marketing: PREREQUISITES

    Google Adwords Account (w/payment setup)

    Microsite creation capabilities

    Social Media accounts/profiles

    URL Acquisition and Management account (NetSol)

    Display Ad creation capabilities

    Generate Tracking Phone Numbers

    Targeted Email campaign capabilities (bulk email)

    Informed GM / Plausible Denial DP

    Legal Counsel adept at handling Cease & Desist

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    www.LatinoChevy.com

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    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 URLs pointing to the same site allows use of metrics to track campaigns

    Referring URL or Domain

    report in Google Analytics or

    whatever site metrics are

    being used by dealership

    http://www.chevyreferrals.com/http://www.chevybirddog.com/http://www.chevybirddogs.com/http://www.chevybuyers.com/http://www.chevybuyersclub.com/http://www.chevyfriends.com/http://www.chevyfund.com/
  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    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

    From 2005 to 2007 Courtesy Chevrolet used over 500 URLs directed towards multiple

    full featured web sites, micro-sites and online landing pages to generate floor traffic,

    incoming sales calls and electronic leads Here are just a few:

    Multiple URLs for Promotional Campaign Creative Differentiation

    http://www.houseofcourtesy.com/http://www.courtesychev.com/http://www.chevyaz.com/http://www.courtesyaz.com/http://www.chevrolet-usa.com/http://www.chevrolet-usa.com/http://www.chevrolet-usa.com/http://www.chevrolet-new.com/http://www.chevrolet-new.com/http://www.chevrolet-new.com/http://www.chevrolet-used.com/http://www.chevrolet-used.com/http://www.chevrolet-used.com/http://www.phxchevrolet.com/http://www.az-chevy.com/http://www.az-chevy.com/http://www.az-chevy.com/http://www.chevypricequotes.com/http://www.contactchevy.com/http://www.az-cars.com/http://www.az-cars.com/http://www.az-cars.com/http://www.2007tahoe.com/http://www.2006silverado.com/http://www.azautofinance.com/http://www.chevypride.com/http://www.azcarfinance.com/http://www.phxfinance.com/http://www.2008chevycamaro.com/http://www.latinochevy.com/http://www.azcartruck.com/http://www.gmoilchange.com/http://www.caronbell.com/http://www.phoenix-chevrolet.com/http://www.phoenix-chevrolet.com/http://www.phoenix-chevrolet.com/http://www.chevy-deals.com/http://www.chevy-deals.com/http://www.chevy-deals.com/http://www.camarolove.com/http://www.azcamaro.com/http://www.corvette-chevrolet.com/http://www.corvette-chevrolet.com/http://www.corvette-chevrolet.com/http://www.chevrolet-car-truck.com/http://www.chevrolet-car-truck.com/http://www.chevrolet-car-truck.com/http://www.chevrolet-car-truck.com/http://www.chevrolet-car-truck.com/http://www.azcourtesy.com/http://www.arizona-chevrolet.com/http://www.arizona-chevrolet.com/http://www.arizona-chevrolet.com/http://www.yougotgas.com/http://www.freegmoilchange.com/http://www.webuychevys.com/http://www.kbb-value.com/http://www.kbb-value.com/http://www.kbb-value.com/http://www.sellachevy.com/http://www.chevy-finance.com/http://www.chevy-finance.com/http://www.chevy-finance.com/http://www.chevy-tahoe.com/http://www.chevy-tahoe.com/http://www.chevy-tahoe.com/http://www.chevy-trailblazer.com/http://www.chevy-trailblazer.com/http://www.chevy-trailblazer.com/http://www.chevy-equinox.com/http://www.chevy-equinox.com/http://www.chevy-equinox.com/http://www.phxchevy.com/http://www.phoenix-chevy.com/http://www.phoenix-chevy.com/http://www.phoenix-chevy.com/http://www.phxdealer.com/http://www.gmac-credit.com/http://www.gmac-credit.com/http://www.gmac-credit.com/
  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    Use of multiple web sites, micosites and landing pages built for specific campaigns

    allows cost effective segment targeting When content meets specific needs of

    customers, sites show up as search results.

    Microsites, Offer Sites, Landing Pages, Social Media

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    URL Asset Library: 1 of 3

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    URL Asset Library: 2 of 3

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    URL Asset Library: 3 of 3

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    Courtesy Chevrolet Lead Volume

    20801884

    2171

    18612097

    2697

    2268

    2735

    3346

    4178

    2874

    3338

    4662

    4362

    5267 5362 5228

    57675929

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    eIntegrated Marketing Results

    Using an Integrated Guerrilla Marketing Strategy, Courtesy Chevy

    increased volume of leads generated and received over 150% in 19 months.

    Leads Generated

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    eBusiness Sales Results

    400% Increase in sales volume from Competitive Conquest, Guerrilla and

    Integrated Marketing Strategy that generated leads handled by a combination

    of dedicated Internet Sales Specialists and BDC based Customer Service Reps.

    Courtesy Chevrolet eBusiness Sales

    74 7966

    9081 80

    8680

    110

    224 223

    283

    265

    225

    335

    313

    298 301

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    Conventional Internet

    Sales Strategy

    Sales Results

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    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

    Campaign Management Strategy

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    10 Months of 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 LeadsLeads

    Volume

    Still

    Active

    Not

    Sctive

    Duplicates

    & Invalid% Sold %

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    Google Adwords Advertising Results

    33,257,657 Car Shopper

    Impressions Generated

    29,528 Car Shopper Visits

    to Courtesy Chevrolet web

    sites, landing pages and

    micro sites

    2,248 Electronic Leads and

    Phone Calls Generated

    174 Vehicles Sold

    $71,801.30 was invested

    with Google AdWords &

    Google Display Ad Network

    $2.16 Cost per Thousand

    Car Shopper Impressions

    $2.43 Cost per Car Shopper

    that clicked-through to a

    Courtesy Chevrolet site

    $31.94 Average Cost per

    Lead Generated

    $412.65 Average Cost Per

    Vehicle Retailed (PVR)*

    CAMPAIGN EXAMPLE: In-house Google AdWords Campaign

    (4 month flight):

    Note: This does not include BZ, AZCentral,

    ClickMotive, BDC or Jumpstart SEM campaigns

    *$620.55 = Courtesy Chevrolet Advertising PVR

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    Guerrilla Digital Marketing Site Strategy

    SEM & Promo

    Landing PagesPrimary 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

    HouseOfCourtesy.com 2007Tahoe.com

    CourtesyOnBell.com

    PHXChevrolet.com

    LatinoChevy.com

    SEM Key Word URLs Point to Primary Site Deep Links

    CourtesyFleet.com

    WeBuyChevys.com

    GMAC-AZ.com

    2006Silverado.com

    GetaCamaro.com

    YouGotGas.com

    ChevyPriceQuote

    FreeGMoilChange

    ChevyPride.com

    PHXfinance.com

    BK-OK-Car-Loans.com

  • Google Adwords

    Competitive Conquest Targeting Same Brand Dealers

    Courtesy Chevy versus Bill Heard Case Study

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    Google AdWords Account:

    Chevy Dealer Conquest

    Ad Group 3 Month Summary

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    223 Customers

    searching for Bill Heard

    Chevrolet diverted to

    Courtesy Chevrolet

    owned sites

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

  • Google Adwords Competitive Conquest

  • GM Certified Internet Dealer Site

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    Competitive Conquest

    Campaigns are Geotargeted

    to appear within competitions

    market area but NOT APPEAR

    in advertising dealers market

  • Google Adwords

    Competitive Conquest

    Targeting Same Brand Dealers

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

  • Herb Chambers Honda Boston

  • Herb Chambers Honda BostonBoch Honda Competitive Conquest

  • Herb Chambers Honda Seekonk

    Colonial Honda Conquest Campaign

  • Herb Chambers Honda Seekonk

    Metro Honda Competitive Conquest Campaign

  • Klein Honda

  • Klein Honda

  • Competitive Conquest

    Drew Ament Technique lead acquisition via competitive

    name URL combined with dealer association lead

    generation form pages

  • Competitor URL Redirect

    Tactic known as the

    Drew Ament Technique

  • Competitor URL Redirect Tactic known as the

    Drew Ament Technique CourtesyChevyAZ.com

    Using the LMA Dealer Association Website to Siphon Leads

  • Competitor URL Redirect Tactic known as the

    Drew Technique CourtesyChevyAZ.com

    Competitor URL Redirect Tactic known as the

    Drew Ament Technique

  • www.CourtesyChevyAZ.comURL Redirect using the: Drew Ament Technique

    S

    c

    r

    o

    ll

    D

    o

    w

    n

    This lead form goes to

    Midway Chevrolet!!!

    http://www.courtesychevyaz.com/
  • www.CourtesyChevyAZ.comURL Redirect using the: Drew Technique

    http://www.courtesychevyaz.com/
  • Using the LMA Dealer Association Website to Siphon Leads

  • www.Midway-Chevy.comURL Redirect using the: Drew Technique

    http://www.midway-chevy.com/http://www.midway-chevy.com/http://www.midway-chevy.com/
  • www.Midway-Chevy.comURL Redirect using the: Drew Technique

    http://www.midway-chevy.com/http://www.midway-chevy.com/http://www.midway-chevy.com/
  • Facebook

    Social Media Traffic Generation

  • Google Analytics: Track Top Referring Sites

  • Facebook: Post Links to Pages and Groups

  • Facebook: Post Links to Pages and Groups

  • Facebook: Post Links to Pages and Groups

  • Facebook: Post Links to Pages and Groups

  • Facebook: Post Links to Pages and Groups

  • LinkedIn

    Social Media Traffic Generation

  • Find and Join Relevant LinkedIn Groups

  • LinkedIn Groups; Attach a Link to Relevant URL

  • LinkedIn Groups; Pull in Site Title, then Share

  • LinkedIn Groups; Share Sites to Whats

    Happening

  • Stealth Sites

    Competitive Conquest Targeting Third Party Lead

    Providers

  • Stealth Site designed to mimic 3rd Party

    Lead Provider Lead Generation site

  • Stealth Advertising

    Examples of using offline and online advertising media

    to drive consumer traffic above and beyond the dealers

    own brand

  • Conventional Media to Web Integration

  • Conventional Media to Web Integration

  • Conventional Media to Web Integration

  • www.2007Tahoe.com Micro-Site

  • 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-sites productivity

  • Bus Shelter Signage DisplaysFastn Easy Online Credit App URL

    Bus Shelter Signage Displays Unique800# 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

    Cost Effective Outdoor Media IntegrationSpecial Financing and Credit Based Offers

  • 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 Campaign that bids

    on competing dealership

    names as a keyword

    Courtesy Chevrolets 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

  • 3rd Party Branded Stealth Site that captures

    Leads from customers getting book value

    #1 CTR of

    All Time!

  • Highest CTR

    Ever Recorded

    by Google for

    Dealer Ads!

  • Courtesys AZCentral.com Online Advertising Campaigns drive consumers to Deep Links into specialized content within Courtesy Chevrolets 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.

    December, 2006 AZCentral.com & Cars.com

  • Courtesys 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.

    AZCentral.com & Cars.com

  • 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

  • Contextual Search Targeting

    Examples of Search Queries matched to

    Guerrilla Marketing Microsites, Landing

    Pages and Offer Sites

    -

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    www.Edmunds-Chevrolet.com

    Highest Sales Satisfaction A Marketing Opportunity!

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    Highest Sales Satisfaction A Lead Gen Opportunity!

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    Banned by

    General

    Motors!

  • Questions and Answers

    Ralph Paglia

    Cell: 505-301-6369

    [email protected]

    www.RalphPaglia.com

    Reference Links:http://www.ADMPC.com

    http://slideshare.net/RalphPaglia

    http://Adwords.Google.com

    http://Google.com/Analytics