Guerrilla Marketing and Competitive Conquest Advertising Strategies
See multiple case studies and detailed examples showcasing dealers
who use the Internet to take market share away from their competitionPaglia - Session #124 - Rm: St. Thomas AB
The online marketing and advertising strategies that attendees will learn in this session
are not for the timid or faint of heart. Ralph Paglia will be presenting the current and
updated version of his famous 2nd Digital Dealer Conference workshop that identified
stealth tactics used by highly aggressive dealers to divert traffic originally intended and
bound for the competition to the aggressor's web sites and landing pages. As
controversial as several of these techniques are, many of which are banned in over a
dozen countries, you will want to learn about them so you can recognize when they are
used against your dealership. With today's technologies and the sophisticated
messaging and advertising systems available, there are more ways than ever before
for aggressive dealers to take their competition's customers away from them.
Attendees will be provided with online tools and techniques to see exactly which
keywords the competition is bidding on in Google, how much budget they have
allocated for their web site's advertising, how to use your dealer advertising
association's own web site to take customers from other dealers and how to select the
"weakest gazelle" from among the herd of dealers in your market to "take down".
Introduction and Background:
Ralph PagliaVice President Digital
Tier10 Marketing Currently leading build-out and development of
Tier10s Digital Marketing, Advertising and Social
Media Strategies, Tactics and client service capabilities
Automotive Digital Marketing Professional Community creator and Editor-in-Chief
Generated 144,000+ leads in 22 months while working for Courtesy Chevrolet
Managed Courtesy Chevy Internet Sales team that sold 4,000+ Units in 2006
Worked w/Ford in 2007-2009 to develop first fully integrated Tier 3 Digital Marketing
Consulting and Ford Co-Op supported Digital Advertising program for Dealers
Ran 1st retail automotive Behavioral Targeting Digital Advertising program
Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM, Honda, Toyota,
Mercedes-Benz, Hyundai and 250+ dealers & groups
Pioneered development of Internet Leads in 1988 using CompuServe ISP access
to post vehicle inventory listings on defense contractor BBSs
www.ADMPC.com
Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
Guerilla Marketing: What is it?
Competitive Differentiation
Extraordinary Cost Effectiveness
May Incorporate Stealth Tactics
Non-Traditional Channels
Unconventional Use of Media
Aggressive Conquest Characteristics
May cause competitors to Cry Foul
with OEMs, Dealer Associations or through legal
channels Some tactics might get you fired, while
others using the same tactics at different dealerships
get a bonus!
Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
Guerilla Marketing: Resources
http://www.GMarketing.com
Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
Guerilla Marketing: PREREQUISITES
Google Adwords Account (w/payment setup)
Microsite creation capabilities
Social Media accounts/profiles
URL Acquisition and Management account (NetSol)
Display Ad creation capabilities
Generate Tracking Phone Numbers
Targeted Email campaign capabilities (bulk email)
Informed GM / Plausible Denial DP
Legal Counsel adept at handling Cease & Desist
Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
www.LatinoChevy.com
Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
www.ChevyReferrals.com
www.ChevyReferral.com
www.ChevyBirdDog.com
www.ChevyBirdDogs.com
www.ChevyBuyers.com
www.ChevyBuyersClub.com
www.ChevyFriends.com
www.ChevyFund.com
Multiple URLs pointing to the same site allows use of metrics to track campaigns
Referring URL or Domain
report in Google Analytics or
whatever site metrics are
being used by dealership
http://www.chevyreferrals.com/http://www.chevybirddog.com/http://www.chevybirddogs.com/http://www.chevybuyers.com/http://www.chevybuyersclub.com/http://www.chevyfriends.com/http://www.chevyfund.com/Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
www.HouseOfCourtesy.com www.CourtesyChev.com www.ChevyAZ.com
www.CourtesyAZ.com www.Chevrolet-USA.com www.Chevrolet-New.com
www.Chevrolet-Used.com www.PHXChevrolet.com www.AZ-Chevy.com
www.ChevyPriceQuotes.com www.ContactChevy.com www.AZ-Cars.com
www.2007Tahoe.com www.2006Silverado.com www.AZautoFinance.com
www.ChevyPride.com www.AZcarFinance.com www.PHXfinance.com
www.2008ChevyCamaro.com www.LatinoChevy.com www.AZcarTruck.com
www.GMoilChange.com www.CarOnBell.com www.Phoenix-Chevrolet.com
www.Chevy-Deals.com www.CamaroLove.com www.AZcamaro.com
www.Corvette-Chevrolet.com www.Chevrolet-Car-Truck.com
www.AZcourtesy.com www.Arizona-Chevrolet.com www.YouGotGas.com
www.FreeGMoilChange.com www.WeBuyChevys.com www.KBB-Value.com
www.SellaChevy.com www.Chevy-Finance.com www.Chevy-Tahoe.com
www.Chevy-Trailblazer.com www.Chevy-Equinox.com www.PHXchevy.com
www.Phoenix-Chevy.com www.PHXdealer.com www.GMAC-Credit.com
From 2005 to 2007 Courtesy Chevrolet used over 500 URLs directed towards multiple
full featured web sites, micro-sites and online landing pages to generate floor traffic,
incoming sales calls and electronic leads Here are just a few:
Multiple URLs for Promotional Campaign Creative Differentiation
http://www.houseofcourtesy.com/http://www.courtesychev.com/http://www.chevyaz.com/http://www.courtesyaz.com/http://www.chevrolet-usa.com/http://www.chevrolet-usa.com/http://www.chevrolet-usa.com/http://www.chevrolet-new.com/http://www.chevrolet-new.com/http://www.chevrolet-new.com/http://www.chevrolet-used.com/http://www.chevrolet-used.com/http://www.chevrolet-used.com/http://www.phxchevrolet.com/http://www.az-chevy.com/http://www.az-chevy.com/http://www.az-chevy.com/http://www.chevypricequotes.com/http://www.contactchevy.com/http://www.az-cars.com/http://www.az-cars.com/http://www.az-cars.com/http://www.2007tahoe.com/http://www.2006silverado.com/http://www.azautofinance.com/http://www.chevypride.com/http://www.azcarfinance.com/http://www.phxfinance.com/http://www.2008chevycamaro.com/http://www.latinochevy.com/http://www.azcartruck.com/http://www.gmoilchange.com/http://www.caronbell.com/http://www.phoenix-chevrolet.com/http://www.phoenix-chevrolet.com/http://www.phoenix-chevrolet.com/http://www.chevy-deals.com/http://www.chevy-deals.com/http://www.chevy-deals.com/http://www.camarolove.com/http://www.azcamaro.com/http://www.corvette-chevrolet.com/http://www.corvette-chevrolet.com/http://www.corvette-chevrolet.com/http://www.chevrolet-car-truck.com/http://www.chevrolet-car-truck.com/http://www.chevrolet-car-truck.com/http://www.chevrolet-car-truck.com/http://www.chevrolet-car-truck.com/http://www.azcourtesy.com/http://www.arizona-chevrolet.com/http://www.arizona-chevrolet.com/http://www.arizona-chevrolet.com/http://www.yougotgas.com/http://www.freegmoilchange.com/http://www.webuychevys.com/http://www.kbb-value.com/http://www.kbb-value.com/http://www.kbb-value.com/http://www.sellachevy.com/http://www.chevy-finance.com/http://www.chevy-finance.com/http://www.chevy-finance.com/http://www.chevy-tahoe.com/http://www.chevy-tahoe.com/http://www.chevy-tahoe.com/http://www.chevy-trailblazer.com/http://www.chevy-trailblazer.com/http://www.chevy-trailblazer.com/http://www.chevy-equinox.com/http://www.chevy-equinox.com/http://www.chevy-equinox.com/http://www.phxchevy.com/http://www.phoenix-chevy.com/http://www.phoenix-chevy.com/http://www.phoenix-chevy.com/http://www.phxdealer.com/http://www.gmac-credit.com/http://www.gmac-credit.com/http://www.gmac-credit.com/Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
Use of multiple web sites, micosites and landing pages built for specific campaigns
allows cost effective segment targeting When content meets specific needs of
customers, sites show up as search results.
Microsites, Offer Sites, Landing Pages, Social Media
Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
URL Asset Library: 1 of 3
Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
URL Asset Library: 2 of 3
Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
URL Asset Library: 3 of 3
Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia
Courtesy Chevrolet Lead Volume
20801884
2171
18612097
2697
2268
2735
3346
4178
2874
3338
4662
4362
5267 5362 5228
57675929
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ary 20
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otal
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