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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…
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
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
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.
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.
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
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
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 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…
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?
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
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:
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
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 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
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
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
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
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
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
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
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
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 …
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
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
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
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
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 $$$
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!
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
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
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
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
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
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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Radio Commercial #1: Radio Commercial #1: “The Couple”“The Couple”
(click to play MP3 file)
Review Radio Stations and Frequencyfor “The Couple” radio commercials…
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…
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…
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…
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…
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
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
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
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…
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…
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
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
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:
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
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 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
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
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
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
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.
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
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
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.
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
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