guerilla marketing for automotive retailers
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Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph PagliaGuerrilla Marketing and Competitive Conquest Advertising Strategies
Guerrilla Marketing and Competitive Conquest Advertising
See multiple case studies and detailed examples showcasing dealers who use the Internet to take market share away from their competition Paglia - Session #124 - Rm: St. Thomas AB
The online marketing and advertising strategies that attendees will learn in this session are not for the timid or faint of heart. Ralph Paglia will be presenting the current and updated version of his famous 2nd Digital Dealer Conference workshop that identified stealth tactics used by highly aggressive dealers to divert traffic originally intended and bound for the competition to the aggressor's web sites and landing pages. As controversial as several of these techniques are, many of which are banned in over a dozen countries, you will want to learn about them so you can recognize when they are used against your dealership. With today's technologies and the sophisticated messaging and advertising systems available, there are more ways than ever before for aggressive dealers to take their competition's customers away from them. Attendees will be provided with online tools and techniques to see exactly which keywords the competition is bidding on in Google, how much budget they have allocated for their web site's advertising, how to use your dealer advertising association's own web site to take customers from other dealers and how to select the "weakest gazelle" from among the herd of dealers in your market to "take down".
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Guerilla Marketing: What is it?
• Competitive Differentiation• Extraordinary Cost Effectiveness• May Incorporate Stealth Tactics• Non-Traditional Communication Channels• Unconventional Use of Media• Highly Aggressive Conquest Characteristics• May cause competitors to “Cry Foul” with OEM’s,
Dealer Associations or through legal channels… Some tactics might get you fired, while others using the same tactics at different dealerships get a bonus!
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 URL’s pointing to the same site allows use of metrics to track campaigns
“Referring URL or Domain” report in Google Analytics or
whatever site metrics are being used by dealership
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
www.HouseOfCourtesy.com www.CourtesyChev.com www.ChevyAZ.com www.CourtesyAZ.com www.Chevrolet-USA.com www.Chevrolet-New.com www.Chevrolet-Used.com www.PHXChevrolet.com www.AZ-Chevy.com www.ChevyPriceQuotes.com www.ContactChevy.com www.AZ-Cars.com www.2007Tahoe.com www.2006Silverado.com www.AZautoFinance.com www.ChevyPride.com www.AZcarFinance.com www.PHXfinance.com www.2008ChevyCamaro.com www.LatinoChevy.com www.AZcarTruck.com www.GMoilChange.com www.CarOnBell.com www.Phoenix-Chevrolet.com www.Chevy-Deals.com www.CamaroLove.com www.AZcamaro.com www.Corvette-Chevrolet.com www.Chevrolet-Car-Truck.com www.AZcourtesy.com www.Arizona-Chevrolet.com www.YouGotGas.com www.FreeGMoilChange.com www.WeBuyChevys.com www.KBB-Value.com www.SellaChevy.com www.Chevy-Finance.com www.Chevy-Tahoe.com www.Chevy-Trailblazer.com www.Chevy-Equinox.com www.PHXchevy.com www.Phoenix-Chevy.com www.PHXdealer.com www.GMAC-Credit.com
From 2005 to 2007 Courtesy Chevrolet used over 500 URLs directed towards multiple full featured web sites, micro-sites and online landing pages to generate floor traffic, incoming sales calls and electronic leads… Here are just a few:
Multiple URL’s for Promotional Campaign Creative Differentiation
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Use of multiple web sites, mico-sites and landing pages built for specific campaigns allows cost effective segment targeting… When the content meets specific needs of customers, these sites show up as search results.
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
21711861
2097
2697
2268
2735
3346
4178
2874
3338
46624362
5267 5362 5228
57675929
0
1000
2000
3000
4000
5000
6000
7000
eIntegrated Marketing Results
Using an Integrated Marketing Strategy, Courtesy Chevrolet dramaticallyIncreased the volume of leads generated and received over a 19 month period.
Leads Generated
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
eBusiness Sales Results
Increased sales volume from a Competitive Conquest Marketing Strategy that generated sales from leads using a combination of dedicated Internet Sales Specialists and BDC based Customer Service Representatives.
Courtesy Chevrolet eBusiness Sales
74 7966
9081 80 86 80
110
224 223
283265
225
335
313298 301
335
0
50
100
150
200
250
300
350
400
Janu
ary 20
05 Tota
l
Februa
ry 20
05 Tota
l
March 2
005 T
otal
April 2
005 T
otal
May 20
05 Tota
l
June
2005
Total
July
2005
Total
Augus
t 200
5 Tota
l
Septem
ber 2
005 T
otal
Octobe
r 200
5 Tota
l
Novem
ber 2
005 T
otal
Decem
ber 2
005 T
otal
Janu
ary 20
06 Tota
l
Februa
ry 20
06 Tota
l
March 2
006 T
otal
April 2
006 T
otal
May 20
06 Tota
l
June
2006
Total
July
2006
Total
Conventional InternetSales Strategy
Competitive Conquest
Sales Marketing Strategy
Sales Results
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
REPORT: Courtesy Chevrolet's Primary Google Account Campaign ReportACCOUNT: Ralph Paglia
DATE RANGE: October, 2006
CampaignCampaign
Status Impressions Clicks CTRAvgCPC
AvgCPM Cost
AvgPosition
2007 Chevy Tahoe - AZ Active 43,581 99 0.20% $1.15 $2.60 $113.46 3.4AAR GM Co-op Display - PHX Paused 221,450 80 0.00% $7.50 $2.71 $600.05 1Banner & Image Display Ads - PHX Active 832,088 305 0.00% $6.19 $2.27 $1,887.69 1Chevrolet Model Specific - PHX Active 460,396 1,708 0.40% $2.34 $8.66 $3,989.04 2.8Chevy Dealer Conquest - PHX Active 251,292 741 0.30% $2.15 $6.34 $1,592.79 3Chevy Price Quote Display - PHX Active 955,110 1,114 0.10% $1.62 $1.88 $1,800.06 1.1Chevy Price Quotes - All AZ Active 34,720 117 0.30% $1.07 $3.61 $125.50 4.2Original Ad Campaign - PHX+TUC Paused 198,318 439 0.20% $2.64 $5.85 $1,160.52 2.7Display Ads by Site - PHX+TUC Active 1,332,909 1,132 0.10% $3.88 $3.29 $4,387.70 1.1Free Gas & Oil Offers - PHX Paused 1,325 1 0.10% $7.17 $5.41 $7.17 2GM PowerShift URL's - PHX+50 Active 138,924 239 0.20% $1.63 $2.81 $390.17 3.9National Search - Courtesy+Chev Active 36,322 276 0.80% $1.61 $12.26 $445.42 3.9National Search Sponsored Links Active 1,957,426 3,419 0.20% $0.51 $0.90 $1,753.79 3.3New Chevy Pricing - PHX Paused 195,210 455 0.20% $2.49 $5.80 $1,133.18 2.8Secondary Finance - PHX Active 159,827 173 0.10% $3.81 $4.12 $658.55 3.1See What Courtesy Can Do Active 14,959 15 0.10% $1.13 $1.13 $16.94 3.7Site Designated Display Ads - PHX Active 159,207 182 0.10% $2.41 $2.76 $439.09 1Tucson Targeted Key Words Active 12,517 73 0.60% $2.95 $17.21 $215.43 3.7Used Car Ad Groups - PHX+50 Active 401,150 2,471 0.60% $1.83 $11.28 $4,523.42 2.6
Totals & Overall Averages: 7,406,731 13,039 0.20% $1.94 $3.41 $25,239.97 2.1
Driving Targeted Traffic
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
10 Months of Digital Marketing Lead Source and Disposition Analysis
Courtesy Chevrolet reviews eBusiness campaigns and opportunities by categorizing the leads generated, then looking at volume, invalids and sales.
BZ Web Site Subtotal 3,547 82 1,503 1,845 52.02% 160 9.40%
3rd Party Lead Providers 15,336 652 10,791 3,893 25.38% 465 4.06%
Online Credit Applications 6,126 357 3,772 1,919 31.33% 405 9.63%
Search Engine Marketing 7,385 258 4,272 2,759 37.36% 352 7.61%
GM Certified Internet Dealer 2,034 65 1,266 682 33.53% 163 12.06%
Inventory Listing Sites 16,195 979 12,474 2,742 16.93% 1,240 9.22%
Membership & Referrals 1,242 74 1,029 139 11.19% 367 33.27%
Web Generated Phone Ups 10,848 852 8,954 1,042 9.61% 1,043 10.64%
BDC Dormant Lead Follow-Up 6,412 815 5,031 561 8.75% 615 10.51%
Trade-In & Buy-Back Leads 2,069 86 1,119 844 40.79% 129 10.53%
Grand Totals 52,465 3,092 36,516 12,592 24.00% 3,451 8.65%
10 Months of Leads LeadsVolume
StillActive
NotSctive
Duplicates& Invalid
% Sold %
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Google Adwords Advertising Results
• 33,257,657 Car Shopper Impressions Generated
• 29,528 Car Shopper Visits to Courtesy Chevrolet web sites, landing pages and micro sites
• 2,248 Electronic Leads and Phone Calls Generated
• 174 Vehicles Sold
• $71,801.30 was invested with Google AdWords & Google Display Ad Network
• $2.16 Cost per Thousand Car Shopper Impressions
• $2.43 Cost per Car Shopper that clicked-through to a Courtesy Chevrolet site
• $31.94 Average Cost per Lead Generated
• $412.65 Average Cost Per Vehicle Retailed (PVR)*
CAMPAIGN EXAMPLE: In-house Google AdWords Campaign (4 month flight):
Note: This does not include BZ, AZCentral, ClickMotive, BDC or Jumpstart SEM campaigns*$620.55 = Courtesy Chevrolet Advertising PVR
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Site Network Digital Marketing Strategy
SEM & PromoLanding Pages
Primary Web SitesFull-Featured w/Inventory
Campaign Specific Micro Web Sites
Get aYear WorthOf Free Gas
free GMOil ChangesFor 3 Years
HouseOfCourtesy.com 2007Tahoe.com
CourtesyOnBell.com
PHXChevrolet.com
LatinoChevy.com
SEM Key Word URL’s Point to Primary Site Deep Links
CourtesyFleet.com
WeBuyChevys.com
GMAC-AZ.com
2006Silverado.com
GetaCamaro.com
YouGotGas.com
ChevyPriceQuote
FreeGMoilChange
ChevyPride.com
PHXfinance.com
BK-OK-Car-Loans.com
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Google AdWords Account:“Chevy Dealer Conquest”
Ad Group 3 Month Summary
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
223 Customers searching for Bill Heard
Chevrolet diverted to Courtesy Chevrolet
owned sites
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Competitor URL Redirect Tactic known as the
“Drew Ament Technique”
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Competitor URL Redirect Tactic known as the “Drew Ament Technique” – CourtesyChevyAZ.com
Using the LMA Dealer Association Website to Siphon Leads
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Competitor URL Redirect Tactic known as the “Drew Technique” – CourtesyChevyAZ.com
Competitor URL Redirect Tactic known as the “Drew Ament Technique”
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
www.CourtesyChevyAZ.comURL Redirect using the: “Drew Ament Technique”
Scroll Down
This lead form goes to “Midway Chevrolet”!!!
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
www.CourtesyChevyAZ.comURL Redirect using the: “Drew Technique”
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Using the LMA Dealer Association Website to Siphon Leads
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
www.Midway-Chevy.comURL Redirect using the: “Drew Technique”
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
www.Midway-Chevy.comURL Redirect using the: “Drew Technique”
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Google Adwords Competitive Conquest
GM Certified Internet Dealer Site
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
PPC- Competitive ConquestTargeting Same Brand Dealers
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Herb Chambers Honda Boston
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Herb Chambers Honda Boston
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Herb Chambers Honda Seekonk
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Herb Chambers Honda Seekonk
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Klein Honda
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Klein Honda
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Stealth Advertising
Examples of using offline and online advertising media to drive
consumer traffic above and beyond the dealer’s own brand
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Conventional Media to Web Integration
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Conventional Media to Web Integration
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Conventional Media to Web Integration
www.2007Tahoe.com Micro-SiteScroll D
own…
www.2007Tahoe.com Micro-Site
Relevant Text based content is King when it comes to SEO ranking Scroll D
own…
Scroll Dow
n…
Relevant Text based Hyperlinks reduce leakage from your SEM funnel and point search engine spiders in the right direction
Trust generating and validity enhancing icons that are linked to lead generating sites add to a micro-site’s productivity
“Push to Talk” buttons on ALL Micro-Sites and Landing Pages allow the Hottest Prospects to get immediate gratification
Relevant Text based Hyperlinks leverage and extend your SEM investment beyond the specific targeted Micro-Site or Landing Page. These links reduce leakage from our SEM funnel and point search engine spiders to our other sites for ranking
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Bus Shelter Signage DisplaysFast’n Easy Online Credit App URL
Bus Shelter Signage Displays Unique800# Routed to eFinance Cell Phone
Bus Shelter signage campaign has averaged 231 incoming phone inquiries per month, along with 862 site visitors to unique URL, that generated 27 online credit apps per month.
Average monthly cost is $6,500 resulting in 258 Opportunities To Do Business, and an average cost per UNIQUE lead of $25.19
Cost Effective Outdoor Media IntegrationSpecial Financing and Credit Based Offers
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Examples of SEM Results with Google
• Ads placed directly by Courtesy Chevrolet for placement within Google search results pages per key word bids made by Courtesy
• Ads placed with Google by ClickMotive on behalf of Courtesy Chevrolet
• Organic listings (free) that result from pro-active SEO activities by BZ Results
The next few slides will show actual Search Engine listing results from:
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Search Campaign that bids on competing dealership
names as a keyword…
Courtesy Chevrolet’s own in-house SEM campaign managed on a daily basis by CRM dept.… Having multiple and separate SEM campaigns allows Courtesy to dominate the search results, and pay only for the one click that usually results from the search.
Competing Dealership Name Key Word Targeting
SEM Vendor Campaign
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Use of Deep-Links in Online Advertising
www.GM-Finance.com Deep-link into GM Certified Internet Dealer web site online credit application
“Stealth Ads” attract Dealer-Phobes
“Ste
alth
Ad”
Insider Information
Pre-Launch Information
Insider Information Bait
3rd Party Branded “Stealth Site” that capturesLeads from customers getting book value…
#1 CTR of All Time!
Sales Referrals
Who Doesn’t Want Free Gas?
250 to 350 leads/month
Highest CTR Ever Recorded by Google for Dealer Ads!
Keyword Enriched URL’s
Microsite and Forms copied from 3rd Party Lead Providers
SAVE MONEY BUYING A NEW CHEVROLET CAR, TRUCK OR SUV
For Phoenix, Arizona Chevrolet buyers It's fast, easy and FREE. Use Phoenix-Chevrolet-Dealers.com to receive competitive price quote bids from the most price aggressive, highest volume Chevrolet dealers in the Phoenix Valley. Our participating dealers have the largest new Chevrolet inventories and selections in Arizona, and they will offer you the largest discounts and most competitive auto loan and lease rates, along with the best terms in all of Arizona. For maximum discount new Chevrolet prices, including actual dealer invoice costs and Chevrolet factory MSRP, choose the Chevrolet car, SUV or truck that you want from the drop-down menu below. We'll put you in touch with participating Phoenix Chevrolet dealers who will send you their most competitive price quotes, and then offer to arrange a pre-scheduled test drive with a Chevrolet product specialist. The participating Chevrolet dealer you select based on prices quoted, vehicle availability and location will provide an Internet Sales Manager to work with you on getting the best overall deal on your choice of America's #1 Brand and #1 value in a new car, truck or SUV.
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Ad for previous slide’s “Lead Gen Site”
Courtesy’s AZCentral.com Online Advertising Campaigns drive consumers to “Deep Links” into specialized content within Courtesy Chevrolet’s web site that is directly relevant to the GM vehicle promotion… This campaign focused on selling out remaining GMT800 Chevy Silverado pickup trucks in December 2006.
December, 2006 – AZCentral.com & Cars.com
Courtesy’s AZCentral.com Online Ad Campaigns drive consumers to “Landing Pages” that use specialized content that is directly relevant to the special offer or promotion used in the ad itself. This campaign focused on showing consumers with tarnised previous credit that they can drive a new Chevy while restoring their good credit.
AZCentral.com & Cars.com
Top 7 SERP Listings
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Behavioral Targeting
“On-site Behavioral Targeting increases conversion 40-200%”- TouchClarity.com
“Behavioral targeting technologies work by anonymously monitoring and tracking the content read and sites visited by a designated unique user or IP,” …then serving specific advertising content to these prospective customers based on their likelihood of responding to the campaign. - SearchEngineJournal.com
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
www.Edmunds-Chevrolet.com
Highest Sales Satisfaction – A Marketing Opportunity!
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Highest Sales Satisfaction – A Lead Gen Opportunity!
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Autmotive Digital Marketing Professional Community www.ADMPC.com © Copyright 2011 Ralph Paglia
Ralph PagliaCell: 505-301-6369RPaglia@gmail.com www.RalphPaglia.comwww.ADMPC.com
Questions and Answers…
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