courtesy chevrolet automotive crm ebusiness organization
TRANSCRIPT
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 1
C o u r t e s y C h e v r o l e t C R M / e B u s I n e s s M I s s I o n : A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T C o u r t e s y C h e v r o l e t C R M / e B u s I n e s s M I s s I o n : A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T
A I NA I N
eBusiness and Sales Leadership
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 2
C o u r t e s y C h e v r o l e t C R M / e B u s I n e s s M I s s I o n : A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T C o u r t e s y C h e v r o l e t C R M / e B u s I n e s s M I s s I o n : A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T
A I NA I N
Courtesy Chevrolet eBusiness OrganizationCourtesy Chevrolet eBusiness Organization
Factoid #1:Factoid #1: Courtesy Chevrolet is a single point Chevy dealer Courtesy Chevrolet is a single point Chevy dealer
with 3 fully staffed BDC’s, an eBusiness Special with 3 fully staffed BDC’s, an eBusiness Special Finance Team and 4 distinct Internet Sales Finance Team and 4 distinct Internet Sales Teams. These 8 teams of automotive sales Teams. These 8 teams of automotive sales professionals operate out of 4 separate buildings:professionals operate out of 4 separate buildings:
5.5. New Chevrolet Internet SalesNew Chevrolet Internet Sales6.6. Used Car Internet SalesUsed Car Internet Sales7.7. Bell Road Internet SalesBell Road Internet Sales8. Commercial Internet Sales
1.1. New Chevrolet BDCNew Chevrolet BDC2.2. Used Car Center BDCUsed Car Center BDC3.3. Wholesale Parts BDCWholesale Parts BDC4.4. Special Finance eTeamSpecial Finance eTeam
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 3
C o u r t e s y C h e v r o l e t C R M / e B u s I n e s s M I s s I o n : A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T C o u r t e s y C h e v r o l e t C R M / e B u s I n e s s M I s s I o n : A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T
A I NA I N
Courtesy Chevrolet CRM/eBusiness Teams
5.5. New Chevrolet Internet Sales;New Chevrolet Internet Sales; Internet Sales Manager Internet Sales Manager supervising 10 - 14 Internet Sales Specialists (ISR)supervising 10 - 14 Internet Sales Specialists (ISR)
6.6. Used Car Internet Sales;Used Car Internet Sales; Internet Sales Manager with 5 to Internet Sales Manager with 5 to 7 Internet Sales Specialists at Camelback Used Car Center7 Internet Sales Specialists at Camelback Used Car Center
7.7. Bell Road Internet Sales;Bell Road Internet Sales; Internet Sales Manager Internet Sales Manager supervising Lead Generation and Management with 3 ISR’ssupervising Lead Generation and Management with 3 ISR’s
8. Commercial Internet Sales; 4 Internet Sales Specialist
1.1. New Chevrolet BDC;New Chevrolet BDC; BDC Manager supervising 10 BDC Manager supervising 10 Customer Service Representatives (CSR)Customer Service Representatives (CSR)
2.2. Used Car Center BDC;Used Car Center BDC; BDC Manager supervising 6 CSR’s BDC Manager supervising 6 CSR’s3.3. Wholesale Parts BDC;Wholesale Parts BDC; Whole Parts Sales Manager and 5 Whole Parts Sales Manager and 5
Wholesale Parts Account ExecutivesWholesale Parts Account Executives4.4. Special Finance eTeam;Special Finance eTeam; 2 Certified Credit Counselors and 2 Certified Credit Counselors and
an administrative assistant that tracks leads, sends emails an administrative assistant that tracks leads, sends emails and schedules appointments.and schedules appointments.
Courtesy Chevrolet CRM/eBusiness Teams
Ralph PagliaRalph PagliaCRM/eBusinessCRM/eBusiness
DirectorDirector
Ralph PagliaRalph PagliaCRM/eBusinessCRM/eBusiness
DirectorDirector
Joel MattesonJoel MattesonBDC ManagerBDC Manager
New Vehicle SalesNew Vehicle Sales
Joel MattesonJoel MattesonBDC ManagerBDC Manager
New Vehicle SalesNew Vehicle Sales
George SalmanGeorge SalmanInternet Sales ManagerInternet Sales Manager
New Vehicle SalesNew Vehicle Sales
George SalmanGeorge SalmanInternet Sales ManagerInternet Sales Manager
New Vehicle SalesNew Vehicle Sales
Francisco AbalosFrancisco AbalosBDC ManagerBDC Manager
Used Vehicle SalesUsed Vehicle Sales
Francisco AbalosFrancisco AbalosBDC ManagerBDC Manager
Used Vehicle SalesUsed Vehicle Sales
Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager
Used Vehicle SalesUsed Vehicle Sales
Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager
Used Vehicle SalesUsed Vehicle Sales
Kelly Slaughter & Lisa SarataKelly Slaughter & Lisa SarataCRM AdministratorsCRM Administrators
Kelly Slaughter & Lisa SarataKelly Slaughter & Lisa SarataCRM AdministratorsCRM Administrators
Dan DelozierDan DelozierInternet Sales ManagerInternet Sales Manager
Courtesy On BellCourtesy On Bell
Dan DelozierDan DelozierInternet Sales ManagerInternet Sales Manager
Courtesy On BellCourtesy On Bell
CSRCSR11
CSRCSR11
CSRCSR22
CSRCSR22
CSRCSR33
CSRCSR33
CSRCSR44
CSRCSR44
CSRCSR55
CSRCSR55
CSRCSR66
CSRCSR66
CSRCSR77
CSRCSR77
CSRCSR88
CSRCSR88
CSRCSR99
CSRCSR99
CSRCSR1010
CSRCSR1010
ISSISS11
ISSISS11
ISSISS22
ISSISS22
ISSISS33
ISSISS33
ISSISS44
ISSISS44
ISSISS55
ISSISS55
ISSISS66
ISSISS66
ISSISS77
ISSISS77
ISSISS88
ISSISS88
ISSISS99
ISSISS99
ISSISS1010
ISSISS1010
ISSISS1111
ISSISS1111
ISSISS1212
ISSISS1212
ISSISS1313
ISSISS1313
ISSISS1414
ISSISS1414
ISSISS1515
ISSISS1515
ISSISS1616
ISSISS1616
ISSISS1717
ISSISS1717
ISSISS1818
ISSISS1818
ISSISS1919
ISSISS1919
CSR11
CSR11
CSR12
CSR12
CSR13
CSR13
CSR14
CSR14
CSR15
CSR15
CSR16
CSR16
Sales Consultants Sales Consultants Certified to Handle Certified to Handle
Internet Leads & AppointmentsInternet Leads & Appointments
Mike GordonIT Director
Mike GordonIT Director
Courtney DalyCourtney DalySpecial eFinanceSpecial eFinance
AdministratorAdministrator
Courtney DalyCourtney DalySpecial eFinanceSpecial eFinance
AdministratorAdministrator
Ron Daly & Scott DalyRon Daly & Scott DalySpecial eFinance TeamSpecial eFinance TeamRon Daly & Scott DalyRon Daly & Scott DalySpecial eFinance TeamSpecial eFinance Team
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 5
C o u r t e s y C h e v r o l e t C R M / e B u s I n e s s M I s s I o n : A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T C o u r t e s y C h e v r o l e t C R M / e B u s I n e s s M I s s I o n : A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T
A I NA I N
Sales Volume & CSI Compatibility?
Factoid #2:Factoid #2: Courtesy Chevrolet sold Courtesy Chevrolet sold more new Chevrolet cars, more new Chevrolet cars,
trucks and SUV’s than any trucks and SUV’s than any Other dealer in the USA in 2005…Other dealer in the USA in 2005…
And, while selling more Chevys than any And, while selling more Chevys than any other dealer, Courtesy maintained the highest other dealer, Courtesy maintained the highest
CSI CSI “Positive Impact”“Positive Impact” ranking from amongst all ranking from amongst all Dealers of GM brands in the Western Region in 2005.Dealers of GM brands in the Western Region in 2005.
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 6
C o u r t e s y C h e v r o l e t C R M / e B u s I n e s s M I s s I o n : A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T C o u r t e s y C h e v r o l e t C R M / e B u s I n e s s M I s s I o n : A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T
A I NA I N
Develop Strategy & Budget - Phase 1Phase 1
Courtesy Chevrolet’s Integrated Courtesy Chevrolet’s Integrated Marketing Strategy (IMS) is based on Marketing Strategy (IMS) is based on the following goals and objectives:the following goals and objectives:
1.1. Generate showroom traffic, inbound sales calls & electronic leads Generate showroom traffic, inbound sales calls & electronic leads that result in growth of that result in growth of BOTHBOTH total store and eBusiness sales total store and eBusiness sales
2.2. Integrate with (and leverage) general market, GM and minority Integrate 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 3 rdrd Party Leads Party Leads4.4. Displace competing dealers from first page search results listings Displace 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 info5.5. Keep spending within allocated budget of $77,000 per month:Keep spending within allocated budget of $77,000 per month:
1.1. $50,000 per Month for New Chevrolet Retail$50,000 per Month for New Chevrolet Retail2.2. $18,000 per Month for Camelback Used Car Center$18,000 per Month for Camelback Used Car Center3.3. $ 9,000 per Month for Bell Road Used Car Center$ 9,000 per Month for Bell Road Used Car Center
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 7
C o u r t e s y C h e v r o l e t C R M / e B u s I n e s s M I s s I o n : A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T C o u r t e s y C h e v r o l e t C R M / e B u s I n e s s M I s s I o n : A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T
A I NA I N
Integrated Marketing Strategy – Phase 2Phase 2
Primary Web SitesPrimary Web SitesFull-Featured w/InventoryFull-Featured w/Inventory
Primary Web SitesPrimary Web SitesFull-Featured w/InventoryFull-Featured w/Inventory
HouseOfCourtesy.comHouseOfCourtesy.comPrimary web sitePrimary web site
HouseOfCourtesy.comHouseOfCourtesy.comPrimary web sitePrimary web site
LatinoChevy.comLatinoChevy.comSpanish web siteSpanish web site
LatinoChevy.comLatinoChevy.comSpanish 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.comCommercial & Fleet web siteCommercial & Fleet web site
CourtesyFleet.comCourtesyFleet.comCommercial & 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?
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 8
C o u r t e s y C h e v r o l e t C R M / e B u s I n e s s M I s s I o n : A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T C o u r t e s y C h e v r o l e t C R M / e B u s I n e s s M I s s I o n : A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T
A I NA I N
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.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.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 250 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:
Integrated Marketing Strategy – Phase 3Phase 3
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 9
C o u r t e s y C h e v r o l e t C R M / e B u s I n e s s M I s s I o n : A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T C o u r t e s y C h e v r o l e t C R M / e B u s I n e s s M I s s I o n : A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T
A I NA I N
Integrated Marketing Strategy – Phase 4
SEM & PromoSEM & PromoLanding PagesLanding PagesSEM & PromoSEM & Promo
Landing PagesLanding PagesPrimary Web SitesPrimary Web Sites
Full-Featured w/InventoryFull-Featured w/InventoryPrimary Web SitesPrimary Web Sites
Full-Featured w/InventoryFull-Featured w/InventoryCampaign Specific Campaign Specific Micro Web SitesMicro Web Sites
Campaign Specific Campaign Specific Micro Web SitesMicro Web Sites
Get aGet aYear WorthYear WorthOf Free GasOf Free Gas
Get aGet aYear WorthYear WorthOf Free GasOf Free Gas
free GMfree GMOil ChangesOil ChangesFor 3 YearsFor 3 Years
free GMfree GMOil ChangesOil ChangesFor 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
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 10
C o u r t e s y C h e v r o l e t C R M / e B u s I n e s s M I s s I o n : A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T C o u r t e s y C h e v r o l e t C R M / e B u s I n e s s M I s s I o n : A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T
A I NA I N
Online Marketing Strategy – Phase 5Phase 5
Search Engine Search Engine Marketing (SEM)Marketing (SEM)Search Engine Search Engine
Marketing (SEM)Marketing (SEM)Search Engine Search Engine
Optimization (SEO)Optimization (SEO)Search Engine Search Engine
Optimization (SEO)Optimization (SEO)Non-Web Based Non-Web Based
Integrated MarketingIntegrated MarketingNon-Web Based Non-Web Based
Integrated MarketingIntegrated MarketingWeb Site Placed Web Site Placed
Display AdsDisplay AdsWeb Site Placed Web Site Placed
Display AdsDisplay Ads
ISTManaged
Campaign #1
ISTManaged
Campaign #1
Vendor 1Vendor 1ManagedManaged
CampaignsCampaigns
Vendor 1Vendor 1ManagedManaged
CampaignsCampaigns
CourtesyCourtesyManagedManagedActivitiesActivities
CourtesyCourtesyManagedManagedActivitiesActivities
VendorVendorManagedManagedActivitiesActivities
VendorVendorManagedManagedActivitiesActivities
BDCManaged
Campaign #2
BDCManaged
Campaign #2
Vendor 2Vendor 2ManagedManaged
CampaignsCampaigns
Vendor 2Vendor 2ManagedManaged
CampaignsCampaigns
MultipleMultipleWeb SiteWeb SitePropertiesProperties
MultipleMultipleWeb SiteWeb SitePropertiesProperties
OutdoorOutdoorBillboardsBillboards
& Bus Stops& Bus Stops
OutdoorOutdoorBillboardsBillboards
& Bus Stops& Bus Stops
RadioRadioRadioRadio
TVTVTVTV
DirectDirectMailMail
DirectDirectMailMail
AZCentral.comAZCentral.com& Cars.com& Cars.com
Expanding Display AdsExpanding Display Ads
AZCentral.comAZCentral.com& Cars.com& Cars.com
Expanding Display AdsExpanding Display Ads
Edmunds.comEdmunds.com““Back Door”Back Door”
Edmunds.comEdmunds.com““Back Door”Back Door”
LaVoz.comLaVoz.comSpanish DisplaySpanish DisplayLaVoz.comLaVoz.comSpanish DisplaySpanish Display
GoogleGoogleWeb Site NetworkWeb Site NetworkFor Display AdsFor Display Ads
GoogleGoogleWeb Site NetworkWeb Site NetworkFor Display AdsFor Display Ads
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 11
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I NA T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N
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 ResultsGM Certified Internet Dealer site; Cobalt GroupSpanish Language site; Reynolds Web SolutionsCourtesy on Bell Special Credit site; BZ ResultsCommercial & Fleet site; BZ ResultsMicro-Sites & Landing Pages; Fresh Start Studio
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 12
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I NA T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N
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 Online Marketing Program