guerilla marketing for automotive retailers

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Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia Guerrilla Marketing and Competitive Conquest Advertising Strategies Guerrilla Marketing and Competitive Conquest Advertising 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

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Page 1: Guerilla Marketing for Automotive Retailers

Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph PagliaGuerrilla Marketing and Competitive Conquest Advertising Strategies

Guerrilla Marketing and Competitive Conquest Advertising

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".

Page 2: Guerilla Marketing for Automotive Retailers

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 Communication Channels• Unconventional Use of Media• Highly Aggressive Conquest Characteristics• May cause competitors to “Cry Foul” with OEM’s,

Dealer Associations or through legal channels… Some tactics might get you fired, while others using the same tactics at different dealerships get a bonus!

Page 3: Guerilla Marketing for Automotive Retailers

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

Page 4: Guerilla Marketing for Automotive Retailers

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

www.LatinoChevy.com

Page 5: Guerilla Marketing for Automotive Retailers

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 URL’s 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

Page 6: Guerilla Marketing for Automotive Retailers

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 URL’s for Promotional Campaign Creative Differentiation

Page 7: Guerilla Marketing for Automotive Retailers

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

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.

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

URL Asset Library: 1 of 3

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

URL Asset Library: 2 of 3

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

URL Asset Library: 3 of 3

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

Courtesy Chevrolet Lead Volume

20801884

21711861

2097

2697

2268

2735

3346

4178

2874

3338

46624362

5267 5362 5228

57675929

0

1000

2000

3000

4000

5000

6000

7000

eIntegrated Marketing Results

Using an Integrated Marketing Strategy, Courtesy Chevrolet dramaticallyIncreased the volume of leads generated and received over a 19 month period.

Leads Generated

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

eBusiness Sales Results

Increased sales volume from a Competitive Conquest 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 7966

9081 80 86 80

110

224 223

283265

225

335

313298 301

335

0

50

100

150

200

250

300

350

400

Janu

ary 20

05 Tota

l

Februa

ry 20

05 Tota

l

March 2

005 T

otal

April 2

005 T

otal

May 20

05 Tota

l

June

2005

Total

July

2005

Total

Augus

t 200

5 Tota

l

Septem

ber 2

005 T

otal

Octobe

r 200

5 Tota

l

Novem

ber 2

005 T

otal

Decem

ber 2

005 T

otal

Janu

ary 20

06 Tota

l

Februa

ry 20

06 Tota

l

March 2

006 T

otal

April 2

006 T

otal

May 20

06 Tota

l

June

2006

Total

July

2006

Total

Conventional InternetSales Strategy

Competitive Conquest

Sales Marketing Strategy

Sales Results

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

REPORT: Courtesy Chevrolet's Primary Google Account Campaign ReportACCOUNT: Ralph Paglia

DATE RANGE: October, 2006

CampaignCampaign

Status Impressions Clicks CTRAvgCPC

AvgCPM Cost

AvgPosition

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

Page 14: Guerilla Marketing for Automotive Retailers

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 Leads LeadsVolume

StillActive

NotSctive

Duplicates& Invalid

% Sold %

Page 15: Guerilla Marketing for Automotive Retailers

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

Page 16: Guerilla Marketing for Automotive Retailers

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

Site Network Digital Marketing Strategy

SEM & PromoLanding Pages

Primary Web SitesFull-Featured w/Inventory

Campaign Specific Micro Web Sites

Get aYear WorthOf Free Gas

free GMOil ChangesFor 3 Years

HouseOfCourtesy.com 2007Tahoe.com

CourtesyOnBell.com

PHXChevrolet.com

LatinoChevy.com

SEM Key Word URL’s 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

Page 17: Guerilla Marketing for Automotive Retailers

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

Google AdWords Account:“Chevy Dealer Conquest”

Ad Group 3 Month Summary

Page 18: Guerilla Marketing for Automotive Retailers

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

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

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

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

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

Competitor URL Redirect Tactic known as the

“Drew Ament Technique”

Page 23: Guerilla Marketing for Automotive Retailers

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

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

Using the LMA Dealer Association Website to Siphon Leads

Page 24: Guerilla Marketing for Automotive Retailers

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

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

Competitor URL Redirect Tactic known as the “Drew Ament Technique”

Page 25: Guerilla Marketing for Automotive Retailers

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

www.CourtesyChevyAZ.comURL Redirect using the: “Drew Ament Technique”

Scroll Down

This lead form goes to “Midway Chevrolet”!!!

Page 26: Guerilla Marketing for Automotive Retailers

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

www.CourtesyChevyAZ.comURL Redirect using the: “Drew Technique”

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

Using the LMA Dealer Association Website to Siphon Leads

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

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

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

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

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

Google Adwords Competitive Conquest

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GM Certified Internet Dealer Site

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

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

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

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

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

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

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

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

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

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

PPC- Competitive ConquestTargeting Same Brand Dealers

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

Herb Chambers Honda Boston

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

Herb Chambers Honda Boston

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

Herb Chambers Honda Seekonk

Page 45: Guerilla Marketing for Automotive Retailers

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

Herb Chambers Honda Seekonk

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

Klein Honda

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

Klein Honda

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

Stealth Advertising

Examples of using offline and online advertising media to drive

consumer traffic above and beyond the dealer’s own brand

Page 49: Guerilla Marketing for Automotive Retailers

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

Conventional Media to Web Integration

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

Conventional Media to Web Integration

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

Conventional Media to Web Integration

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www.2007Tahoe.com Micro-SiteScroll D

own…

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www.2007Tahoe.com Micro-Site

Relevant Text based content is King when it comes to SEO ranking Scroll D

own…

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Scroll Dow

n…

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

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“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

Page 56: Guerilla Marketing for Automotive Retailers

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

Bus Shelter Signage DisplaysFast’n 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

Page 57: Guerilla Marketing for Automotive Retailers

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

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:

Page 58: Guerilla Marketing for Automotive Retailers

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

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

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www.AutoBaron.com

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

Use of Deep-Links in Online Advertising

www.GM-Finance.com Deep-link into GM Certified Internet Dealer web site online credit application

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“Stealth Ads” attract Dealer-Phobes

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“Ste

alth

Ad”

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www.ChevroletHHR.net

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Insider Information

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Pre-Launch Information

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Insider Information Bait

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3rd Party Branded “Stealth Site” that capturesLeads from customers getting book value…

#1 CTR of All Time!

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Sales Referrals

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Who Doesn’t Want Free Gas?

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250 to 350 leads/month

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Highest CTR Ever Recorded by Google for Dealer Ads!

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Keyword Enriched URL’s

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Microsite and Forms copied from 3rd Party Lead Providers

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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.

Page 75: Guerilla Marketing for Automotive Retailers

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

Ad for previous slide’s “Lead Gen Site”

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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.

December, 2006 – AZCentral.com & Cars.com

Page 78: Guerilla Marketing for Automotive Retailers

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.

AZCentral.com & Cars.com

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Top 7 SERP Listings

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

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

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

www.Edmunds-Chevrolet.com

Highest Sales Satisfaction – A Marketing Opportunity!

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

Highest Sales Satisfaction – A Lead Gen Opportunity!

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

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

Ralph PagliaCell: [email protected] www.RalphPaglia.comwww.ADMPC.com

Questions and Answers…