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December 8, 2009 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 N A I N
ATTRACT
INTERACT
RESPOND
SCHEDULE
SELL
SERVICE
RETAIN During the past two years, Courtesy Chevrolet in During the past two years, Courtesy Chevrolet in Phoenix, AZ has emerged as America’s leading Phoenix, AZ has emerged as America’s leading Internet retailer of new and certif ied used Internet retailer of new and certif ied used Chevrolet vehicles…Chevrolet vehicles…
December 8, 2009 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 N A I N
Online Dealer Marketing Campaigns
Your Courtesy Chevrolet facilitators:Your Courtesy Chevrolet facilitators: Ralph Paglia; CRM/eBusiness Director Ralph Paglia; CRM/eBusiness Director
Joel Matteson; BDC Operations ManagerJoel Matteson; BDC Operations Manager
George Salman; Internet Sales ManagerGeorge Salman; Internet Sales Manager
December 8, 2009 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 N A 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:
• New Chevrolet Internet SalesNew Chevrolet Internet Sales• Used Car Internet SalesUsed Car Internet Sales• Bell Road Internet SalesBell Road Internet Sales• Commercial Internet Sales
• New Chevrolet BDCNew Chevrolet BDC• Used Car Center BDCUsed Car Center BDC• Wholesale Parts BDCWholesale Parts BDC• Special Finance eTeamSpecial Finance eTeam
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 4
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 N A I N
Courtesy Chevrolet CRM/eBusiness Teams
• 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)
• 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
• 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
• Commercial Internet Sales; 1 Internet Sales Specialist
• New Chevrolet BDC;New Chevrolet BDC; BDC Manager supervising 10 BDC Manager supervising 10 Customer Service Representatives (CSR)Customer Service Representatives (CSR)
• Used Car Center BDC;Used Car Center BDC; BDC Manager supervising 6 CSR’s BDC Manager supervising 6 CSR’s• Wholesale Parts BDC;Wholesale Parts BDC; Whole Parts Sales Manager and 5 Whole Parts Sales Manager and 5
Wholesale Parts Account ExecutivesWholesale Parts Account Executives• 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
Joel MattesonJoel MattesonBDC ManagerBDC 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
Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager
Used Vehicle SalesUsed Vehicle Sales
Kelly SlaughterKelly Slaughter& Lisa Sarata& Lisa Sarata
CRM AdministratorsCRM Administrators
Carl MolesCarl MolesInternet Sales ManagerInternet Sales Manager
Courtesy On BellCourtesy On Bell
CSR1
CSR2
CSR3
CSR4
CSR5
CSR6
CSR7
CSR8
CSR9
CSR10
ISSISS11
ISSISS22
ISSISS33
ISSISS44
ISSISS55
ISSISS66
ISSISS77
ISSISS88
ISSISS99
ISSISS1010
ISSISS1111
ISSISS1212
ISSISS1313
ISSISS1414
ISSISS1515
ISSISS1616
ISSISS1717
ISSISS1818
ISSISS1919
CSR11
CSR12
CSR13
CSR14
CSR15
CSR16
Sales Consultants Sales Consultants Certified to Handle Certified to Handle
Internet Leads & AppointmentsInternet Leads & Appointments
Mike GordonIT Director
Courtney DalyCourtney DalySpecial eFinanceSpecial eFinance
AdministratorAdministrator
Ron & Scott DalyRon & Scott DalySpecial eFinance TeamSpecial eFinance Team
December 8, 2009 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 N A 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.
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 7
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
Factoid #3; Recent Online Marketing Results
• 33,257,657 Car Shopper 33,257,657 Car Shopper Impressions GeneratedImpressions Generated
• 29,528 Car Shopper Visits 29,528 Car Shopper Visits to Courtesy Chevrolet web to Courtesy Chevrolet web sites, landing pages and sites, landing pages and micro sitesmicro sites
• 2,248 Electronic Leads and 2,248 Electronic Leads and Phone Calls GeneratedPhone Calls Generated
• 174 Vehicles Sold174 Vehicles Sold
• $71,801.30 was invested $71,801.30 was invested with Google AdWords & with Google AdWords & Google Display Ad NetworkGoogle Display Ad Network
• $2.16 Cost per Thousand $2.16 Cost per Thousand Car Shopper ImpressionsCar Shopper Impressions
• $2.43 Cost per Car Shopper $2.43 Cost per Car Shopper that clicked-through to a that clicked-through to a Courtesy Chevrolet siteCourtesy Chevrolet site
• $31.94 Average Cost per $31.94 Average Cost per Lead GeneratedLead Generated
• $412.65 Average Cost Per $412.65 Average Cost Per Vehicle Retailed (PVR)Vehicle Retailed (PVR)
EXAMPLE: Courtesy Chevrolet in-house Google EXAMPLE: Courtesy Chevrolet in-house Google Advertising From 12/1/2005 through 3/31/2006 (4 months):Advertising From 12/1/2005 through 3/31/2006 (4 months):
Note: This does not include BZ, Note: This does not include BZ, AZCentral, ClickMotive, BDC or AZCentral, ClickMotive, BDC or Jumpstart SEM campaignsJumpstart SEM campaigns
December 8, 2009 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 N A I N
Develop Strategy & Budget - Phase 1Phase 1
Courtesy Chevrolet’s online Courtesy Chevrolet’s online marketing strategy is based on the marketing strategy is based on the following goals and objectives:following goals and objectives:
• 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
• 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
• Produce cost effective leads that supplement 3Produce cost effective leads that supplement 3rdrd Party Leads Party Leads• 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 info• Keep spending within allocated budget of $67,000 per month:Keep spending within allocated budget of $67,000 per month:
● $40,000 per Month for New Chevrolet$40,000 per Month for New Chevrolet● $18,000 per Month for Camelback Used Car Center$18,000 per Month for Camelback Used Car Center● $ 9,000 per Month for Bell Road Used Car Center$ 9,000 per Month for Bell Road Used Car Center
December 8, 2009 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 N A I N
Where do Car Shoppers go online?
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 10
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
Courtesy Chevrolet decided to use online Google “Sponsored Link” ads to drive car buyers to our sites…
Courtesy Chevrolet uses Google’s “AdWords” program to reach online car buyers at the moment when they're looking for a new or used car. Using both text based sponsored links and display ads, the Google Network reaches more than 80% of online car buyers.* We create our ads, then use either key search words or select web sites to target which people see the ads. For key search words, we pay when shoppers click through to one of our sites. For display ads we bid what we are willing to pay per thousand impressions for each of the automotive web sites we target…
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 11
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 N A I N
Online Marketing Strategy – Phase 2Phase 2
Primary Web SitesPrimary Web SitesFull-Featured w/InventoryFull-Featured w/Inventory
HouseOfCourtesy.comHouseOfCourtesy.comPrimary web sitePrimary 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 Links
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?
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 12
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 N A 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:
Online Marketing Strategy – Phase 3Phase 3
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 13
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 N A I N
Online Marketing Strategy – Phase 4
SEM & PromoSEM & PromoLanding PagesLanding Pages
Primary Web SitesPrimary Web SitesFull-Featured w/InventoryFull-Featured w/Inventory
Campaign Specific Campaign Specific Micro Web SitesMicro Web Sites
Get aGet aYear WorthYear WorthOf Free GasOf Free Gas
free GMfree GMOil ChangesOil ChangesFor 3 YearsFor 3 Years
HouseOfCourtesy.comHouseOfCourtesy.com 2007Tahoe.com2007Tahoe.com
CourtesyOnBell.comCourtesyOnBell.com
PHXChevrolet.comPHXChevrolet.com
LatinoChevy.comLatinoChevy.com
SEM/SEO Key Word URL’s Point to Primary Site Deep LinksSEM/SEO Key Word URL’s Point to Primary Site Deep Links
CourtesyFleet.comCourtesyFleet.com
WeBuyChevys.comWeBuyChevys.com
GMAC-AZ.comGMAC-AZ.com
2006Silverado.com2006Silverado.com
GetaCamaro.comGetaCamaro.com
YouGotGas.comYouGotGas.com
ChevyPriceQuoteChevyPriceQuote
FreeGMoilChangeFreeGMoilChange
ChevyPride.comChevyPride.com
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 14
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 N A I N
Online Marketing Strategy – Phase 5Phase 5
Search Engine Search Engine Marketing (SEM)Marketing (SEM)
Search Engine Search Engine Optimization (SEO)Optimization (SEO)
Non-Web Based Non-Web Based Integrated MarketingIntegrated Marketing
Web Site Placed Web Site Placed Display AdsDisplay Ads
ISTManaged
Campaign #1
Vendor 1Vendor 1ManagedManaged
CampaignsCampaigns
CourtesyCourtesyManagedManagedActivitiesActivities
VendorVendorManagedManagedActivitiesActivities
BDCManaged
Campaign #2
Vendor 2Vendor 2ManagedManaged
CampaignsCampaigns
MultipleMultipleWeb SiteWeb SitePropertiesProperties
OutdoorOutdoorBillboardsBillboards
& Bus Stops& Bus Stops
RadioRadio
TVTV
DirectDirectMailMail
AZCentral.comAZCentral.com& Cars.com& Cars.com
Expanding Display AdsExpanding Display Ads
Edmunds.comEdmunds.com““Back Door”Back Door”
LaVoz.comLaVoz.comSpanish DisplaySpanish Display
GoogleGoogleWeb Site NetworkWeb Site NetworkFor Display AdsFor Display Ads
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 15
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 Results• GM Certified Internet Dealer site; Cobalt Group• Spanish Language site; Reynolds Web Solutions• Courtesy on Bell Special Credit site; BZ Results• Commercial & Fleet site; BZ Results• Micro-Sites & Landing Pages; Fresh Start Studio
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 16
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 N A I N
Dealership General Market Site (BZ Results)
www.HouseOfCourtesy.comwww.HouseOfCourtesy.com www.Chevrolet-USA.comwww.Chevrolet-USA.com www.Chevrolet-Phoenix.comwww.Chevrolet-Phoenix.com www.CourtesyChev.comwww.CourtesyChev.com
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 17
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 N A I N
GM Certified Internet Dealer Site
www.PHXChevrolet.comwww.PHXChevrolet.com •GM Certified Internet Dealer siteGM Certified Internet Dealer site•Use of Home page text for SEOUse of Home page text for SEO•Pulls in SEM landing page formsPulls in SEM landing page forms•Built by Cobalt GroupBuilt by Cobalt Group
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 18
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 N A I N
Spanish Language Web Site (Reynolds)
www.LatinoChevy.comwww.LatinoChevy.com www.Latino-Chevy.comwww.Latino-Chevy.com
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 19
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 N A I N
CourtesyOnBell.com Web Site (BZ Results)
www.CourtesyOnBell.comwww.CourtesyOnBell.com Satellite Lot Used Car Center Satellite Lot Used Car Center focused on our “Buy Here- Pay Here” special finance operationfocused on our “Buy Here- Pay Here” special finance operation
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 20
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 N A I N
CourtesyFleet.com Web Site (BZ Results)
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 21
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 N A I N
Online Advertising Sources, Vendors & Charlatans
Types of Online Advertsing:1. Pay for Placement by Time (monthly)2. Pay per Click (CPC)3. Pay per Thousand Impressions (CPM)4. Pay per Conversion (Leads Generated)
How to Get it Done:● Self Managed – Do It Yourself● Interactive Advertising Agencies ($$$)● Search Engine Marketing Services Providers (15%+)● Dealer Advertising Cooperative Associations
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 22
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
Micro-Sites & Landing Pages
Courtesy Chevrolet uses a combination of multiple page micro-sites and specialized landing pages to maximize the conversion of click-throughs from online search engine sponsored links, brokered display ads and web site placed Banners, Leaderboards and other image based online ads. The following is a list of sizes that are industry standards for online display ads that are linked to the dealer’s URL’s:
NOTE; online ads must be in gif, jpg, png or swf file formats
• Banner Ads; 468 pixels wide x 60 pixels tall• Leaderboard; 728 pixels wide x 90 pixels tall• Inline (box ads); 300 pixels wide x 250 pixels tall• Skyscraper; 120 pixels wide x 600 pixels tall• Wide Skyscraper; 160 pixels wide x 600 pixels tall
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 23
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
Online Display Ad Examples
Non-Standard 89 x 60 pixel size animated gif file used by www.AZCentral.com on sides of topic pages…
Non-Standard 120 x 90 pixel size animated gif file used by www.AZCentral.com on sides of Cars.com interior pages…
Standard Leaderboard 728 x 90 pixel size gif file used by www.AZCentral.com at top of Cars.com portal pages…
Standard Inline Rectangle 300 x 250 pixel gif file used by www.AZCentral.com on local news story pages …
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 24
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
Online Display Ad Examples
Standard Inline Rectangle 300 x 250 pixel size jpg file used by Courtesy Chevrolet in Google Display Ad Network bid-by-site placements…
Standard Wide
Skyscraper160 x 600
pixel size jpg file used by
Courtesy Chevrolet in
Google Display Ad
Network bid-by-site
placementsStandard Leaderboard468 x 60 pixel size jpg file used by Courtesy Chevrolet in AZCentral.com & Cars.com Display Ads
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 25
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
Online Display Ad Examples
Standard Banner 468 x 60 pixel size jpg file used by Courtesy Chevrolet in Google Display Ad Network bid-by-site placements
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 26
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 N A I N
www.2007Tahoe.com Micro-SiteS
croll D
ow
n…
Scro
ll Do
wn
…
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 27
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 N A I N
www.2007Tahoe.com Micro-Site
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 28
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 N A I N
YouGotGas.com - Birth of Integrated Marketing at Courtesy Chevrolet
……It all started with a Marketing Team Meeting in September, 2005It all started with a Marketing Team Meeting in September, 2005
……Hurricane Katrina had driven Gas Hurricane Katrina had driven Gas OVEROVER $3.25 a gallon, and all we $3.25 a gallon, and all we had in stock were trucks and SUV’s that stopped selling due to gas $$$had in stock were trucks and SUV’s that stopped selling due to gas $$$
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 29
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 N A I N
YouGotGas.com Web-Store Promotion
……As we discussed what would work; ELIMINATE GAS PRICE FEAR!As we discussed what would work; ELIMINATE GAS PRICE FEAR!
We would advertise that when you buy a new Chevy from our inventory, We would advertise that when you buy a new Chevy from our inventory, we would include a prepaid fuel card with a year’s worth of gas…we would include a prepaid fuel card with a year’s worth of gas…The lower the vehicle’s EPA, the more gas money had to go on the card!The lower the vehicle’s EPA, the more gas money had to go on the card!
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 30
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 N A I N
1. Win $500 worth of gas for free!1. Win $500 worth of gas for free!Register for the Courtesy Chevrolet Register for the Courtesy Chevrolet Got Gas*Got Gas* drawing to win $500 drawing to win $500 in pre-paid gas cards to be given away every Friday in October. in pre-paid gas cards to be given away every Friday in October. Fill out the form at Fill out the form at www.YouGotGas.comwww.YouGotGas.com, or call 888-9-GOT-GAS*, or call 888-9-GOT-GAS*
2. Get a year’s worth of gas… 2. Get a year’s worth of gas… without winning a contest! without winning a contest! When you pre-register for the program by calling 888-9-GOT-GAS When you pre-register for the program by calling 888-9-GOT-GAS or online at or online at www.YouGotGas.comwww.YouGotGas.com, Courtesy Chevrolet will provide , Courtesy Chevrolet will provide you with a pre-paid Fuel Card good for a year’s worth of Unleaded you with a pre-paid Fuel Card good for a year’s worth of Unleaded Gas that is honored at participating QT retailers in Arizona, when Gas that is honored at participating QT retailers in Arizona, when you purchase or lease a new Chevrolet car or truck from Courtesy you purchase or lease a new Chevrolet car or truck from Courtesy Chevrolet at 1233 E. Camelback Rd., Phoenix, AZ 85014 before Chevrolet at 1233 E. Camelback Rd., Phoenix, AZ 85014 before October 31, 2005*.October 31, 2005*.
Either way, YOU GOT GAS!Either way, YOU GOT GAS!
YouGotGas.com Gives You Gas 2 Ways…YouGotGas.com Gives You Gas 2 Ways…
*Terms & Conditions Apply, Visit Courtesy Chevrolet for full details
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 31
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 N A I N
Marketing Plan to Marketing Plan to “Get them in and sell more cars”“Get them in and sell more cars”• Generate Curiosity and arouse customer interest…Generate Curiosity and arouse customer interest…• Make it easy for customers to say Make it easy for customers to say “I’m Interested”“I’m Interested” by by
giving them 3 ways to save money on gas: giving them 3 ways to save money on gas: ● Call Call 888-9-Got-Gas888-9-Got-Gas● Online at Online at www.YouGotGas.comwww.YouGotGas.com web page web page● Visit Courtesy Chevrolet in personVisit Courtesy Chevrolet in person
• BDC enters call-in customers into BuzzTrack, then BDC enters call-in customers into BuzzTrack, then enrolls the customer for gas promo using the micro-siteenrolls the customer for gas promo using the micro-site
• BDC Compels customers to come in using the online BDC Compels customers to come in using the online fuel calculator and sets appointments in BuzzTrakfuel calculator and sets appointments in BuzzTrak
• Customers who self-enroll online have their leads Customers who self-enroll online have their leads routed to the Internet Sales Team using lead rotationrouted to the Internet Sales Team using lead rotation
Got Gas? …Get it at
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 32
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 N A I N
Showroom Signage shows Showroom Signage shows customers they are at the customers they are at the right place… And, gives the right place… And, gives the sales team something to sales team something to point at as one more reason point at as one more reason to buy at the “Big C”to buy at the “Big C”
Showroom Signage used to Support Integrated CampaignShowroom Signage used to Support Integrated Campaign
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 33
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 N A I N
Outdoor Advertising is designed to generate curiosity and Outdoor Advertising is designed to generate curiosity and arouse customer interest on a subject that everybody arouse customer interest on a subject that everybody driving a car or truck is thinking about… Gas. driving a car or truck is thinking about… Gas. (And, those (And, those who ate lunch at Taco Bell!)who ate lunch at Taco Bell!) Two ways to satisfy that Two ways to satisfy that curiosity, either call or check it out on the web.curiosity, either call or check it out on the web.
Outdoor Advertising used to Drive Micro-Site Traffic & Phone CallsOutdoor Advertising used to Drive Micro-Site Traffic & Phone Calls
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 34
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 N A I N
20 Billboards & 20 Bus Shelters used to Drive Micro-Site Traffic & Phone 20 Billboards & 20 Bus Shelters used to Drive Micro-Site Traffic & Phone Calls, resulting in over 800 Phone calls within 60 days & 12K+ site visitorsCalls, resulting in over 800 Phone calls within 60 days & 12K+ site visitors
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 35
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 N A I N
Radio Commercial #1: Radio Commercial #1: “The Couple”“The Couple”
(click to play MP3 file)
Review Radio Stations and Frequencyfor “The Couple” radio commercials…
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 36
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 N A I N
Radio Commercial #2Radio Commercial #2: : “News Interview”“News Interview”
(click to play MP3 file)
Review Radio Stations and Frequencyfor “News Interview” commercials…
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 37
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 N A I N
Radio Commercial #3: Radio Commercial #3: “Gasolina Gratis”“Gasolina Gratis”
(click to play MP3 file)
Review Radio Stations and Frequencyfor “Gasolina Gratis” commercials…
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 38
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 N A I N
Television Commercial #1: Television Commercial #1: “Laughing Gas”“Laughing Gas”
Click Got Gas icon to play Click Got Gas icon to play “Laughing Gas” Movie file“Laughing Gas” Movie file
(When message appears, click OK to open QuickTime application, then close (When message appears, click OK to open QuickTime application, then close QuickTime after movie plays to be able to advance to next slide)QuickTime after movie plays to be able to advance to next slide)
Review Radio Stations and Frequencyfor “Laughing Gas” TV commercials…
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 39
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 N A I N
Television Commercial #2: Television Commercial #2: “TV En Espańol”“TV En Espańol”
(When message appears, click OK to open QuickTime application, then close (When message appears, click OK to open QuickTime application, then close QuickTime after movie plays to be able to advance to next slide)QuickTime after movie plays to be able to advance to next slide)
Click Got Gas icon to playClick Got Gas icon to play “Laughing Gas” Spanish Movie file “Laughing Gas” Spanish Movie file
Review Radio Stations and Frequencyfor “TV En EspańolEn Espańol” commercials…
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 40
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 N A I N
On The Web At: On The Web At: HouseOfCourtesy.comHouseOfCourtesy.com
When you click here
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 41
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 N A I N
On The Web At: On The Web At: HouseOfCourtesy.comHouseOfCourtesy.com
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 42
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 N A I N
www.YouGotGas.com
Get It At
www.YouGotGas.com
Fuel Expense calculator based on 2 simple questions shows customers how important the cost of their gas is to them… Makes ‘em think!
(Used by BDC reps on calls to 888-9-Got-Gas)
www.YouGotGas.com
1. Win $500 1. Win $500 Worth of Pre-Paid Worth of Pre-Paid Gas Cards by Gas Cards by Entering Weekly Entering Weekly DrawingDrawing
2. Register to get 2. Register to get a year’s worth of a year’s worth of
gas When you gas When you buy a new Chevy buy a new Chevy
from Courtesyfrom Courtesy
has 2 sections…
To Get Gas…To Get Gas… Customer Must Enter Full Info!Customer Must Enter Full Info!Nobody gets gas without our BDC Nobody gets gas without our BDC having a means to contact them having a means to contact them
www.YouGotGas.com Below
this section, on same page
Enters Drawing… Goes to BDC
Enters Drawing… Goes to BDC
Customers can Customers can register for the “ register for the “Gas for aGas for ayear with a new Chevyyear with a new Chevy”,”,program right from $500program right from $500gas card drawing page, gas card drawing page, below contest below contest
entry form… entry form…
Confirms Entry into Confirms Entry into $500 Weekly $500 Weekly
DrawingDrawing
After entering the After entering the drawing to Win drawing to Win $500 Worth of $500 Worth of
Pre-Paid Gas Cards, Pre-Paid Gas Cards, the customer is the customer is
offered a offered a SECONDSECOND opportunity to opportunity to register for the register for the Year’s worth of Year’s worth of Gas… All their Gas… All their
info is pre-filled info is pre-filled and the and the
““I am interested in”I am interested in” box is checked!box is checked!
Can I get a new Corvette for $1,500 down and under $500 a month?
Can I buy a new Silverado right away, because the bank just picked up my truckI want to buy a new Tahoe for the best price without getting jerked around
Once they get to the confirmation page… Again, they are reminded that Courtesy Chevrolet’s BDC will be calling them…
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 50
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 N A I N
Plan to Drive Showroom Traffic:
1. BDC answers calls coming in on 888-9-GOT-GAS, by asking same 2 questions that appear at top of www.YouGotGas.com, enters them in drawing, then sets appointment to come in
2. Online $500 weekly contest entries go to BDC which validates the customer’s entry by calling and confirming contact info… then sets appointment for customer to come in.
3. BDC follows-up by telephone on Internet leads from online entries that spec a vehicle and sets appointment with customer.
4. All prizes awarded must be picked up inperson at 1233 E. Camelback Rd. duringshowroom business hours…
5. More Showroom Traffic coming in!
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 51
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 N A I N
Display Ads drive traffic to Deep Links
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 52
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 N A I N
Deep Links go to Inventory Pre-Sorts
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 53
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 N A I N
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:
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 54
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 N A I N
SEM Ads; Phone Calls & Specialized URL’sSEM Ads; Phone Calls & Specialized URL’s
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 55
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 N A I N
Google Ads; ChevyPriceQuote.com
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 56
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
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 57
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 N A I N
Search Engine Success
Google “Organic” Ranking due to URL name with hyphens
““Phoenix Chevrolet Dealers” searchPhoenix Chevrolet Dealers” search
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 58
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 N A I N
Use SEM to Attract Loyal Chevy CustomersUse SEM to Attract Loyal Chevy Customers
Targeted by State
Targeted by State
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 59
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 N A I N
ClickMotive Search Engine ClickMotive Search Engine Marketing CampaignMarketing Campaign
Courtesy Chevrolet’s own in-Courtesy Chevrolet’s own in-house SEM campaign house SEM campaign managed on a daily basis by managed on a daily basis by CRM dept.… Having multiple CRM dept.… Having multiple and separate SEM campaigns and separate SEM campaigns allows Courtesy to dominate allows Courtesy to dominate the search results, and pay the search results, and pay only for the one click that only for the one click that usually results from the usually results from the search.search.
Courtesy Chevrolet Courtesy Chevrolet “Buy Back” marketing “Buy Back” marketing
campaigncampaign
ClickMotive Search Engine ClickMotive Search Engine Marketing CampaignMarketing Campaign
Courtesy Chevrolet Courtesy Chevrolet “ChevyPriceQuote” “ChevyPriceQuote” marketing campaignmarketing campaign
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 61
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 N A I N
Courtesy Chevrolet Courtesy Chevrolet “Organic” SEO “Organic” SEO
Listing of BZ siteListing of BZ site
ClickMotive Search Engine ClickMotive Search Engine Marketing CampaignMarketing Campaign
Courtesy Chevrolet Courtesy Chevrolet “2007Tahoe.com” SEM campaign“2007Tahoe.com” SEM campaign
Courtesy Chevrolet Courtesy Chevrolet “Organic” SEO “Organic” SEO
Listing of BZ siteListing of BZ site
ClickMotive Search Engine ClickMotive Search Engine Marketing CampaignMarketing Campaign
Courtesy Chevrolet “Phoenix-Courtesy Chevrolet “Phoenix-Chevrolet” SEM campaignChevrolet” SEM campaign
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 63
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
Dealer Managed
Google Campaign Reporting
Total of Targeted Total of Targeted Prospects that Prospects that
Clicked Through Clicked Through to Landing Pageto Landing Page
Total of Targeted Total of Targeted Prospects that Prospects that
Saw the Online AdSaw the Online Ad
Cost per Targeted Cost per Targeted Prospect that Prospect that
Clicked on a Key Clicked on a Key Word based AdWord based Ad
Cost per Prospect Cost per Prospect that Clicked on a that Clicked on a Banner Ad in the Banner Ad in the Google NetworkGoogle Network
ClickMotive Search Engine ClickMotive Search Engine Marketing Campaign - UsedMarketing Campaign - Used
Courtesy Ad placed Directly with Google
Courtesy Ad placed Directly with Google
Courtesy Ad placed on Google by ClickMotive
Courtesy Ad placed on Google by ClickMotive
#1 Organic Ranking (free)#1 Organic Ranking (free)of Courtesy’s BZ Web Siteof Courtesy’s BZ Web Site
Courtesy Ad placed Directly with Google
Courtesy Ad placed Directly with Google
Courtesy Ad placed Courtesy Ad placed Directly with GoogleDirectly with Google
Organic Ranking of
Organic Ranking of
Courtesy Micro-Site (free)
Courtesy Micro-Site (free)
Courtesy local listing at Courtesy local listing at top due to review volumetop due to review volume
Courte
sy A
d pl
aced
Dire
ctly
with
Goo
gle
Courte
sy A
d pl
aced
Dire
ctly
with
Goo
gle
Org
anic
#1
Ran
king
of
Org
anic
#1
Ran
king
of
Cou
rtes
y’s
BZ
Web
Site
Cou
rtes
y’s
BZ
Web
Site
Courtesy Ad placed Directly with GoogleCourtesy Ad placed Directly with Google
#1 SEM Ranking of #1 SEM Ranking of Courtesy’s ClickMotive SiteCourtesy’s ClickMotive Site
Courtesy Ad placed Directly with GoogleCourtesy Ad placed Directly with Google
Courtesy’s SEM ClickMotive SiteCourtesy’s SEM ClickMotive Site
Courtesy Ad placed Directly with GoogleCourtesy Ad placed Directly with Google
Courtesy Ad placed Directly with GoogleCourtesy Ad placed Directly with Google
Courtesy ad placed directly with Courtesy ad placed directly with Google at top due to review volumeGoogle at top due to review volume
Courtesy SEM campaign by ClickMotive
Courtesy SEM campaign by ClickMotive
at Google top due to review volume
at Google top due to review volume
Courtesy Ad placed Directly with GoogleCourtesy Ad placed Directly with Google
ClickMotive Search Engine ClickMotive Search Engine Marketing CampaignMarketing Campaign
Courtesy Chevrolet’s own in-Courtesy Chevrolet’s own in-house SEM campaign house SEM campaign managed on a daily basis by managed on a daily basis by CRM dept.… Having multiple CRM dept.… Having multiple and separate SEM campaigns and separate SEM campaigns allows Courtesy to dominate allows Courtesy to dominate the search results, and pay the search results, and pay only for the one click that only for the one click that usually results from the usually results from the search.search.
Competitor targeted Competitor targeted marketing campaignmarketing campaign
ClickMotive Search Engine ClickMotive Search Engine Marketing CampaignMarketing Campaign
Competitor targeted Competitor targeted marketing campaignmarketing campaign
Courtesy Chevrolet Courtesy Chevrolet “Buy Back” marketing “Buy Back” marketing
campaigncampaign
ClickMotive Search Engine ClickMotive Search Engine Marketing CampaignMarketing Campaign
Courtesy Chevrolet Courtesy Chevrolet “ChevyPriceQuote” “ChevyPriceQuote” marketing campaignmarketing campaign
Courtesy Chevrolet Courtesy Chevrolet “Organic” SEO “Organic” SEO
Listing of BZ siteListing of BZ site
ClickMotive Search Engine ClickMotive Search Engine Marketing CampaignMarketing Campaign
Courtesy Chevrolet Courtesy Chevrolet “Phoenix-Chevrolet” SEM “Phoenix-Chevrolet” SEM
campaignGEEcampaignGEE
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 85
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 N A I N
Examples of Display Ads Placed Using the Google Network
Scro
ll Do
wn
…S
croll D
ow
n…
Courtesy Ad via G
oogle…
Courtesy Ad via G
oogle…
Courtesy Ad via Google…
Courtesy Ad via Google…
December 8, 2009 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 105
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
