Courtesy Chevrolet Automotive CRM eBusiness Organization

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

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eBusiness and Sales Leadership



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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



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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


George SalmanGeorge SalmanInternet Sales ManagerInternet Sales Manager


George SalmanGeorge SalmanInternet Sales ManagerInternet Sales Manager


Francisco AbalosFrancisco AbalosBDC ManagerBDC Manager

Used Vehicle SalesUsed Vehicle Sales

Francisco AbalosFrancisco AbalosBDC ManagerBDC Manager


Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager


Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager


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



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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.



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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



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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?



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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



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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



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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


CampaignsCampaigns

CourtesyCourtesyManagedManagedActivitiesActivities

CourtesyCourtesyManagedManagedActivitiesActivities

VendorVendorManagedManagedActivitiesActivities

VendorVendorManagedManagedActivitiesActivities

BDCManaged

Campaign #2

BDCManaged

Campaign #2


CampaignsCampaigns


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


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


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