courtesy e integrated marketing v11

April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 1

C o u r t e s y e B u s I n e s s S t r a t e g y : C o u r t e s y e B u s I n e s s S t r a t e g y : A T T R A C T • C O N V E R T • R E S P O N D A T T R A C T • C O N V E R T • R E S P O N D • A P P O I N T M E N T • A P P O I N T M E N T • S E L L • S E R V I C E • R E T A I N• S E L L • S E R V I C E • R E T A I N

ATTRACT

INTERACT

CONVERT

RESPOND

SELL

SERVICE

RETAIN

ATTRACT

INTERACT

CONVERT

RESPOND

SELL

SERVICE

RETAIN

Courtesy Chevrolet in Phoenix, AZ has Courtesy Chevrolet in Phoenix, AZ has become America’s leading Internet retailer become America’s leading Internet retailer of new of new and certified used Chevrolet vehicles…and certified used Chevrolet vehicles…



eIntegrated Dealer Sales & Marketing

Ralph PagliaRalph Paglia

CRM / eBusiness DirectorCRM / eBusiness Director During the past 18 months, Courtesy Chevrolet in Phoenix, AZ has emerged as the leading Internet retailer of new and certified used Chevrolet vehicles in America. Courtesy was recently ranked first in total revenue from amongst all Chevrolet dealerships by Wards Dealer Business, Courtesy uses Interactive Marketing that is integrated with conventional Media campaigns. Using a combination of Business Development Centers (BDC) and dedicated Internet Sales Teams in conjunction with a fully integrated Interactive Marketing Strategy, Courtesy Chevrolet now dominates the online car buying experience targeted at anyone shopping for a new or used Chevy in Phoenix.

George SalmanGeorge Salman

Chevrolet Sales ManagerChevrolet Sales Manager



Courtesy is ranked first in total vehicle sales and revenue from amongst all Chevrolet dealerships in latest research released by Wards Dealer Business.Courtesy is ranked first in total vehicle sales and revenue from amongst all Chevrolet dealerships in latest research released by Wards Dealer Business.


A T T R A C T • C O N V E R T • R E S P O N D A T T R A C T • C O N V E R T • R E S P O N D • A P P O I N T M E N T • A P P O I N T M E N T • S E L L • S E R V I C E • R E T A I N• S E L L • S E R V I C E • R E T A I N

Volume Weighted Customer Satisfaction LeadershipVolume Weighted Customer Satisfaction Leadership



Courtesy Chevrolet eBusiness OrganizationCourtesy Chevrolet eBusiness Organization

Factoid #2:Factoid #2: Courtesy Chevrolet is a single point Chevy dealer with 3 Courtesy Chevrolet is a single point Chevy dealer with 3

fully staffed BDC’s, an eFinance Sales Team and 4 fully staffed BDC’s, an eFinance Sales Team and 4 Internet Sales Teams. These 8 teams of automotive sales Internet Sales Teams. These 8 teams of automotive sales professionals operate out of 4 distinct facilities:professionals operate out of 4 distinct facilities:

5.5. New Chevrolet Internet SalesNew Chevrolet Internet Sales6.6. Used Car Internet SalesUsed Car Internet Sales7.7. Bell Road Internet SalesBell Road Internet Sales8. Commercial Internet Sales

1.1. New Chevrolet BDCNew Chevrolet BDC2.2. Used Car BDCUsed Car BDC3.3. Wholesale Parts BDCWholesale Parts BDC4.4. eFinance Sales TeameFinance Sales Team


A T T R A C T • C O N V E R T • R E S P O N D • A P P O I N T M E N T • S E L L • S E R V I C E • R E T A I N

Courtesy Chevrolet Courtesy Chevrolet CRM/eBusiness TeamsCRM/eBusiness Teams

as of August, 2005as of August, 2005eBusiness DirectoreBusiness DirectoreBusiness DirectoreBusiness Director

BDC ManagerBDC ManagerNew & UsedNew & Used

Vehicle Sales Dept. Vehicle Sales Dept.

BDC ManagerBDC ManagerNew & UsedNew & Used

Vehicle Sales Dept. Vehicle Sales Dept.

Internet Sales ManagerInternet Sales ManagerNew & UsedNew & Used

Vehicle Sales Dept.Vehicle Sales Dept.

Internet Sales ManagerInternet Sales ManagerNew & UsedNew & Used

Vehicle Sales Dept.Vehicle Sales Dept.

CSRCSR11

CSRCSR11

CSRCSR22

CSRCSR22

CSRCSR33

CSRCSR33

CSRCSR44

CSRCSR44

CSRCSR55

CSRCSR55

CSRCSR66

CSRCSR66

CSRCSR77

CSRCSR77

CSRCSR88

CSRCSR88

ISSISS11

ISSISS11

ISSISS22

ISSISS22

ISSISS33

ISSISS33

ISSISS44

ISSISS44

ISSISS55

ISSISS55

ISSISS66

ISSISS66

ISSISS77

ISSISS77

ISSISS88

ISSISS88

ISSISS99

ISSISS99

ISSISS1010

ISSISS1010

Phase 1 Sales Results:Phase 1 Sales Results:Internet sales averaged 88 units per month (new & used)Internet sales averaged 88 units per month (new & used)BDC generated sales averaged 92 units per month (new & BDC generated sales averaged 92 units per month (new & used)used)

Phase 1 Sales Results:Phase 1 Sales Results:Internet sales averaged 88 units per month (new & used)Internet sales averaged 88 units per month (new & used)BDC generated sales averaged 92 units per month (new & BDC generated sales averaged 92 units per month (new & used)used)

Mike GordonIT Director




Ralph PagliaRalph PagliaCRM/eBusinessCRM/eBusiness

DirectorDirector


DirectorDirector

Joel MattesonJoel MattesonBDC ManagerBDC Manager

New Vehicle SalesNew Vehicle Sales



George SalmanGeorge SalmanInternet Sales ManagerInternet Sales Manager




Francisco AbalosFrancisco AbalosBDC ManagerBDC Manager

Used Vehicle SalesUsed Vehicle Sales


Used Vehicle SalesUsed Vehicle Sales Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager


Bryan LongBryan LongInternet Sales ManagerInternet Sales Manager


Kelly Slaughter & Lisa SarataKelly Slaughter & Lisa SarataCRM AdministratorsCRM Administrators

Kelly Slaughter & Lisa SarataKelly Slaughter & Lisa SarataCRM AdministratorsCRM Administrators

CSRCSR11

CSRCSR11

CSRCSR22

CSRCSR22

CSRCSR33

CSRCSR33

CSRCSR44

CSRCSR44

CSRCSR55

CSRCSR55

CSRCSR66

CSRCSR66

CSRCSR77

CSRCSR77

CSRCSR88

CSRCSR88

ISSISS11

ISSISS11

ISSISS22

ISSISS22

ISSISS33

ISSISS33

ISSISS44

ISSISS44

ISSISS55

ISSISS55

ISSISS66

ISSISS66

ISSISS77

ISSISS77

ISSISS88

ISSISS88

ISSISS99

ISSISS99

ISSISS1010

ISSISS1010

ISSISS1111

ISSISS1111

ISSISS1212

ISSISS1212

CSR9

CSR9

CSR10

CSR10

CSR11

CSR11

CSR12

CSR12



Split&

Grow

Split&

Grow

Split&

Grow

Split&

Grow

•Phase 2 Team Expansion:Phase 2 Team Expansion:Internet split into new and used managed teamsInternet split into new and used managed teamsBDC split into new and used managed teamsBDC split into new and used managed teamsCRM administrative position added (showroom)CRM administrative position added (showroom)

•Phase 2 Team Expansion:Phase 2 Team Expansion:Internet split into new and used managed teamsInternet split into new and used managed teamsBDC split into new and used managed teamsBDC split into new and used managed teamsCRM administrative position added (showroom)CRM administrative position added (showroom)

NewNewPositionPosition

NewNewPositionPosition

NewNew

Posi

tion

Posi

tion

NewNew

Posi

tion

Posi

tionNewNew

Posi

tion

Posi

tion

NewNew

Posi

tion

Posi

tion

80 sales 70 sales

40 sales

40 sales

Courtesy Chevrolet Courtesy Chevrolet CRM/eBusiness TeamsCRM/eBusiness Teamsas of December, 2005as of December, 2005




DirectorDirector


DirectorDirector

















Kelly Slaughter & Cecy GirodKelly Slaughter & Cecy GirodCRM AdministratorsCRM Administrators


Patrick MillerPatrick MillerInternet Sales ManagerInternet Sales Manager

Courtesy On BellCourtesy On Bell

Patrick MillerPatrick MillerInternet Sales ManagerInternet Sales Manager


CSRCSR11

CSRCSR11

CSRCSR22

CSRCSR22

CSRCSR33

CSRCSR33

CSRCSR44

CSRCSR44

CSRCSR55

CSRCSR55

CSRCSR66

CSRCSR66

CSRCSR77

CSRCSR77

CSRCSR88

CSRCSR88

CSRCSR99

CSRCSR99

CSRCSR1010

CSRCSR1010

ISSISS11

ISSISS11

ISSISS22

ISSISS22

ISSISS33

ISSISS33

ISSISS44

ISSISS44

ISSISS55

ISSISS55

ISSISS66

ISSISS66

ISSISS77

ISSISS77

ISSISS88

ISSISS88

ISSISS99

ISSISS99

ISSISS1010

ISSISS1010

ISSISS1111

ISSISS1111

ISSISS1212

ISSISS1212

ISSISS1313

ISSISS1313

ISSISS1414

ISSISS1414

ISSISS1515

ISSISS1515

ISSISS1616

ISSISS1616

CSR11

CSR11

CSR12

CSR12

CSR13

CSR13

CSR14

CSR14

CSR15

CSR15

CSR16

CSR16

Designated Sales Consultants Designated Sales Consultants Certified to Handle Certified to Handle

Internet Lead AppointmentsInternet Lead Appointments



Ron Daly & Scott DalyRon Daly & Scott DalySpecial eFinance TeamSpecial eFinance TeamRon Daly & Scott DalyRon Daly & Scott DalySpecial eFinance TeamSpecial eFinance Team

Lisa EsquivezLisa EsquivezeFinance BDCeFinance BDCLisa EsquivezLisa EsquivezeFinance BDCeFinance BDC

Omara SpriggsOmara Spriggsefefinance Salesinance Sales

Omara SpriggsOmara Spriggsefefinance Salesinance Sales

100 sales 90 sales

60 sales 50 sales

25 sales35 salesNewNewTeam

Team

NewNewTeamTeam

NewNewPositionPositionNewNewPositionPosition

•Phase 3 Team Expansion:Phase 3 Team Expansion:Special eFinance teamSpecial eFinance teamCourtesy-on-Bell ISMCourtesy-on-Bell ISM

•Phase 3 Team Expansion:Phase 3 Team Expansion:Special eFinance teamSpecial eFinance teamCourtesy-on-Bell ISMCourtesy-on-Bell ISM

Courtney DalyCourtney DalyeFinance Admin.eFinance Admin.Courtney DalyCourtney DalyeFinance Admin.eFinance Admin.


as of August, 2006as of August, 2006




DirectorDirector


DirectorDirector


New & Used Dept.’sNew & Used Dept.’s




New Vehicle DepartmentNew Vehicle Department



Vernon IntaraVernon IntaraBDC Team Leader BDC Team Leader NEW Vehicle SalesNEW Vehicle Sales








Adrian FajardoAdrian FajardoInternet Sales ManagerInternet Sales Manager




CSRCSR11

CSRCSR11

CSRCSR22

CSRCSR22

CSRCSR33

CSRCSR33

CSRCSR44

CSRCSR44

CSRCSR55

CSRCSR55

CSRCSR66

CSRCSR66

CSRCSR77

CSRCSR77

CSRCSR88

CSRCSR88

CSRCSR9…9…

CSRCSR9…9…

CSRCSR1212

CSRCSR1212

ISSISS11

ISSISS11

ISSISS22

ISSISS22

ISSISS33

ISSISS33

ISSISS44

ISSISS44

ISSISS55

ISSISS55

ISSISS66

ISSISS66

ISSISS77

ISSISS77

ISSISS88

ISSISS88

ISSISS99

ISSISS99

ISSISS1010

ISSISS1010

ISSISS1313

ISSISS1313

ISSISS1414

ISSISS1414

ISSISS1515

ISSISS1515

ISSISS1616

ISSISS1616

ISSISS1717

ISSISS1717

ISSISS1818

ISSISS1818

ISSISS1919

ISSISS1919

ISSISS2020

ISSISS2020

ISSISS2121

ISSISS2121

CSR13

CSR13

CSR14

CSR14

CSR15

CSR15

CSR16

CSR16

CSR17

CSR17

CSR18

CSR18

CertifiedCertifiedSalesSales

Consultants Consultants AssignedAssignedto Handle to Handle

Internet LeadsInternet Leads




ISSISS2222

ISSISS2222

CSRCSR1919

CSRCSR1919

CSRCSR2020

CSRCSR2020

120 sales

125 sales

105 sales

75 sales

55 sales65 sales

Phase 4 Team Expansion:Phase 4 Team Expansion:New 26 Workstation BDC New 26 Workstation BDC New & Used BDC Team LeadersNew & Used BDC Team LeadersConsolidate and Expand BDC Teams Consolidate and Expand BDC Teams

Phase 4 Team Expansion:Phase 4 Team Expansion:New 26 Workstation BDC New 26 Workstation BDC New & Used BDC Team LeadersNew & Used BDC Team LeadersConsolidate and Expand BDC Teams Consolidate and Expand BDC Teams

Barbara MasonBarbara MasoneFinance ManagereFinance ManagerBarbara MasonBarbara MasoneFinance ManagereFinance Manager

Judith RodriguezJudith RodriguezeFinance AdmineFinance Admin


Francisco AbalosFrancisco AbalosBDC Team Leader BDC Team Leader

USED Vehicle SalesUSED Vehicle Sales



CSRCSR21…21…CSRCSR21…21…

CSRCSR2424

CSRCSR2424

ISSISS1212

ISSISS1212

ISSISS1111

ISSISS1111

ISSISS2323

ISSISS2323

ISSISS2424

ISSISS2424


as of October, 2006as of October, 2006




DirectorDirector


DirectorDirector





















CSR1

CSR1

CSR2

CSR2

CSR3

CSR3

CSR4

CSR4

CSR5

CSR5

CSR6

CSR6

CSR7

CSR7

CSR8

CSR8

CSR9…

CSR9…

CSR12

CSR12

ISS1

ISS1

ISS2

ISS2

ISS3

ISS3

ISS4

ISS4

ISS5

ISS5

ISS6

ISS6

ISS7

ISS7

ISS8

ISS8

ISS9

ISS9

ISS10

ISS10

ISS13

ISS13

ISS14

ISS14

ISS15

ISS15

ISS16

ISS16

ISS17

ISS17

ISS18

ISS18

ISS19

ISS19

ISS20

ISS20

ISS21

ISS21

CSR13

CSR13

CSR14

CSR14

CSR15

CSR15

CSR16

CSR16

CSR17

CSR17

CSR18

CSR18

CertifiedCertifiedSalesSales

Consultants Consultants AssignedAssignedto Handle to Handle

Internet LeadsInternet Leads




ISS22

ISS22

CSR19

CSR19

CSR20

CSR20

Barbara MasonBarbara MasoneFinance ManagereFinance ManagerBarbara MasonBarbara MasoneFinance ManagereFinance Manager







CSR21…CSR21…

CSR24

CSR24

ISS12

ISS12

ISS11

ISS11

ISS23

ISS23

ISS24

ISS24

Courtesy Chevrolet Courtesy Chevrolet CRM/eBusiness TeamsCRM/eBusiness Teamsas of November, 2006as of November, 2006



Document Roles & Responsibilities

* July 2006 Interactive Marketing Budget



Document Pay Plans & Bonuses


Base Salary: $1,000.00 per month Commissions are based on the “Total Gross Profit” generated for each vehicle sold, including profit on sale (front end) and profit on Financing and Insurance (back end). The commissions paid to the ISS are based on the following sliding scale, retroactive to the first unit sold:

1 to 8 vehicles sold: 12%9 to 11 vehicles sold: 14% 12 to 14 vehicles sold: 16%15 to 17 vehicles sold: 18%18 & Up vehicles sold: 20%

Monthly Unit Volume Bonuses:• 5 Units Sold/Billed by 15th of month = $250.00 Bonus• 12 Units = $1,000.00 Bonus• Each additional 3 units above 12 = +$250.00

Team Gross Bonus:An additional 5% of the Gross Profits generated by the Sales Team that the ISS is assigned to will be paid out based on individual ISS’s units sold as a contribution to the team’s total unit sales. How It Works: If the ISS sells 10 units and the team sells 100 units, then the ISS receives 10% of the 5% Team Gross Bonus payout. Process Performance Bonuses:

Leads Converted to Dealership Visits: #1 ISS receives a $350 Monthly Bonus #2 ISS receives a $150 Monthly BonusShowroom Visits to Sales Closed: #1 ISS receives a $350 Monthly Bonus

#2 ISS receives a $150 Monthly Bonus



Develop Strategy & Budget - Phase 1Phase 1

Prior to building the organizational Prior to building the organizational structure shown on the previous structure shown on the previous slides, the Courtesy Chevrolet slides, the Courtesy Chevrolet Marketing Committee received Marketing Committee received numerous presentations made by numerous presentations made by the eBusiness Director (Ralph Paglia). After the eBusiness Director (Ralph Paglia). After considerable lobbying and planning, a consensus considerable lobbying and planning, a consensus was reached that a portion of the dealership's was reached that a portion of the dealership's total marketing budget would be re-allocated total marketing budget would be re-allocated towards Interactive Marketing that would be towards Interactive Marketing that would be integrated within total dealership marketing integrated within total dealership marketing strategy and campaigns. The Courtesy Chevrolet strategy and campaigns. The Courtesy Chevrolet Interactive Marketing Strategy (IMS) was then Interactive Marketing Strategy (IMS) was then defined and based on the following goals and defined and based on the following goals and objectives… objectives… (next slide)(next slide)




Develop Strategy & Budget - Phase 1Phase 1

Courtesy Chevrolet’s Interactive Courtesy Chevrolet’s Interactive Marketing Strategy (IMS) is based on Marketing Strategy (IMS) is based on the following goals and objectives:the following goals and objectives:

1.1. Generate showroom traffic, inbound sales calls & electronic leads Generate showroom traffic, inbound sales calls & electronic leads that result in growth of that result in growth of BOTHBOTH total store and eBusiness sales total store and eBusiness sales

2.2. Integrate with (and leverage) general market, GM and minority Integrate with (and leverage) general market, GM and minority targeted campaigns using special landing pages & micro sitestargeted campaigns using special landing pages & micro sites

3.3. Produce cost effective leads that supplement 3Produce cost effective leads that supplement 3 rdrd Party Leads Party Leads4.4. Displace competing dealers from first page search results listings Displace competing dealers from first page search results listings

on the most popular search engines when buyers search for infoon the most popular search engines when buyers search for info5.5. Keep spending within allocated budget of $108,000* per month:Keep spending within allocated budget of $108,000* per month:

1.1. $60,000 per Month for New Chevrolet Internet & Retail$60,000 per Month for New Chevrolet Internet & Retail2.2. $18,000 per Month for Camelback Used Car Internet$18,000 per Month for Camelback Used Car Internet3.3. $16,000 per Month for Special eFinance Team$16,000 per Month for Special eFinance Team4.4. $14,000 per Month for Bell Road Used Car Center$14,000 per Month for Bell Road Used Car Center

* October 2006 Interactive Marketing Budget



Where Do We Invest Our Online Advertising Budget?Where Do We Invest Our Online Advertising Budget?



Courtesy Chevrolet decided to use online Google “Sponsored Link” ads and Google’s network of sites that accept display 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 third party web sites we target…


A T T R A C T • C O N V E R T • R E S P O N D A T T R A C T • C O N V E R T • R E S P O N D • A P P O I N T M E N T• A P P O I N T M E N T • S E L L • S E R V I C E • R E T A I N• S E L L • S E R V I C E • R E T A I N

Courtesy Chevrolet Lead Volume

20801884

21711861

2097

2697

2268

2735

3346

4178

2874

3338

46624362

5267 53625228

57675929

0

1000

2000

3000

4000

5000

6000

7000

eIntegrated Marketing Results

Using an Integrated Marketing Strategy, Courtesy Chevrolet has dramaticallyIncreased the volume of leads generated and received over a 19 month period.



eBusiness Sales Results

Increased sales volume from a holistic eIntegrated 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

283

265

225

335

313298 301

335

0

50

100

150

200

250

300

350

400

Janu

ary 2

005

Total

Febru

ary 2

005

Total

Mar

ch 2

005

Total

April 2

005

Total

May

200

5 Tot

al

June

200

5 Tot

al

July

2005

Tot

al

Augus

t 200

5 Tot

al

Septe

mbe

r 200

5 Tot

al

Octobe

r 200

5 Tot

al

Novem

ber 2

005

Total

Decem

ber 2

005

Total

Janu

ary 2

006

Total

Febru

ary 2

006

Total

Mar

ch 2

006

Total

April 2

006

Total

May

200

6 Tot

al

June

200

6 Tot

al

July

2006

Tot

al

Conventional InternetConventional InternetSales StrategySales Strategy

eIntegrated Holistic

eIntegrated Holistic

Sales Marketing Strategy

Sales Marketing Strategy



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 3.4

AAR GM Co-op Display - PHX Paused 221,450 80 0.00% $7.50 $2.71 $600.05 1

Banner & Image Display Ads - PHX Active 832,088 305 0.00% $6.19 $2.27 $1,887.69 1

Chevrolet Model Specific - PHX Active 460,396 1,708 0.40% $2.34 $8.66 $3,989.04 2.8

Chevy Dealer Conquest - PHX Active 251,292 741 0.30% $2.15 $6.34 $1,592.79 3

Chevy Price Quote Display - PHX Active 955,110 1,114 0.10% $1.62 $1.88 $1,800.06 1.1

Chevy Price Quotes - All AZ Active 34,720 117 0.30% $1.07 $3.61 $125.50 4.2

Original Ad Campaign - PHX+TUC Paused 198,318 439 0.20% $2.64 $5.85 $1,160.52 2.7

Display Ads by Site - PHX+TUC Active 1,332,909 1,132 0.10% $3.88 $3.29 $4,387.70 1.1

Free Gas & Oil Offers - PHX Paused 1,325 1 0.10% $7.17 $5.41 $7.17 2

GM PowerShift URL's - PHX+50 Active 138,924 239 0.20% $1.63 $2.81 $390.17 3.9

National Search - Courtesy+Chev Active 36,322 276 0.80% $1.61 $12.26 $445.42 3.9

National Search Sponsored Links Active 1,957,426 3,419 0.20% $0.51 $0.90 $1,753.79 3.3

New Chevy Pricing - PHX Paused 195,210 455 0.20% $2.49 $5.80 $1,133.18 2.8

Secondary Finance - PHX Active 159,827 173 0.10% $3.81 $4.12 $658.55 3.1

See What Courtesy Can Do Active 14,959 15 0.10% $1.13 $1.13 $16.94 3.7

Site Designated Display Ads - PHX Active 159,207 182 0.10% $2.41 $2.76 $439.09 1

Tucson Targeted Key Words Active 12,517 73 0.60% $2.95 $17.21 $215.43 3.7

Used 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



eBusiness Opportunity 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%



Factoid #3;Factoid #3; Search Engine Marketing Results Search Engine Marketing Results

• 33,257,65733,257,657 Car Shopper Car Shopper Impressions GeneratedImpressions Generated

• 29,52829,528 Car Shopper Visits Car Shopper Visits to Courtesy Chevrolet web to Courtesy Chevrolet web sites, landing pages and sites, landing pages and micro sitesmicro sites

• 2,2482,248 Electronic Leads and Electronic Leads and Phone Calls GeneratedPhone Calls Generated

• 174174 Vehicles Sold Vehicles Sold

• $71,801.30$71,801.30 was invested was invested with Google AdWords & with Google AdWords & Google Display Ad NetworkGoogle Display Ad Network

• $2.16$2.16 Cost per Thousand Cost per Thousand Car Shopper ImpressionsCar Shopper Impressions

• $2.43$2.43 Cost per Car Shopper Cost per Car Shopper that clicked-through to a that clicked-through to a Courtesy Chevrolet siteCourtesy Chevrolet site

• $31.94$31.94 Average Cost per Average Cost per Lead GeneratedLead Generated

• $412.65$412.65 Average Cost Per Average Cost Per Vehicle Retailed (PVR)*Vehicle Retailed (PVR)*

CASE EXAMPLE: Courtesy Chevrolet in-house Google AdWords CASE EXAMPLE: Courtesy Chevrolet in-house Google AdWords Campaigns From 12/1/2005 through 3/31/2006 (4 months):Campaigns From 12/1/2005 through 3/31/2006 (4 months):

Note:Note: This does not include BZ, AZCentral, This does not include BZ, AZCentral, ClickMotive, BDC or Jumpstart SEM campaignsClickMotive, BDC or Jumpstart SEM campaigns*$620.55 = Courtesy Chevrolet Advertising PVR *$620.55 = Courtesy Chevrolet Advertising PVR 20052005



Interactive Marketing Strategy – Phase 2Phase 2

Primary Web SitesPrimary Web SitesFull-Featured w/InventoryFull-Featured w/Inventory

Primary Web SitesPrimary Web SitesFull-Featured w/InventoryFull-Featured w/Inventory

HouseOfCourtesy.comHouseOfCourtesy.comPrimary web sitePrimary web site

HouseOfCourtesy.comHouseOfCourtesy.comPrimary web sitePrimary web site

LatinoChevy.comLatinoChevy.comSpanish web siteSpanish web site

LatinoChevy.comLatinoChevy.comSpanish web siteSpanish web site

SEM/SEO Key Word URL’s Point to Deep LinksSEM/SEO Key Word URL’s Point to Deep LinksSEM/SEO Key Word URL’s Point to Deep LinksSEM/SEO Key Word URL’s Point to Deep Links

CourtesyFleet.comCourtesyFleet.comCommercial & Fleet web siteCommercial & Fleet web site

CourtesyFleet.comCourtesyFleet.comCommercial & Fleet web siteCommercial & Fleet web site

What did we have to work with as far as web properties?

Would these web sites be the best at converting “click-throughs” to leads?



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

Courtesy Chevrolet uses over 350 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:

Interactive Marketing Strategy – Phase 3Phase 3

http://www.houseofcourtesy.com/

http://www.courtesychev.com/

http://www.chevyaz.com/

http://www.courtesyaz.com/

http://www.chevrolet-usa.com/

http://www.chevrolet-new.com/

http://www.chevrolet-used.com/

http://www.phxchevrolet.com/

http://www.az-chevy.com/

http://www.chevypricequotes.com/

http://www.contactchevy.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.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.chevy-deals.com/

http://www.camarolove.com/

http://www.azcamaro.com/

http://www.corvette-chevrolet.com/

http://www.chevrolet-car-truck.com/

http://www.azcourtesy.com/

http://www.arizona-chevrolet.com/

http://www.yougotgas.com/

http://www.freegmoilchange.com/

http://www.webuychevys.com/

http://www.sellachevy.com/

http://www.chevy-finance.com/

http://www.chevy-tahoe.com/

http://www.chevy-trailblazer.com/

http://www.chevy-equinox.com/

http://www.phxchevy.com/

http://www.phoenix-chevy.com/



Interactive Marketing Network

As the multiple web sites, mico-sites and landing pages were being created, and linked to each other the entire implementation began to take on a network appearance and characteristics.



Interactive Marketing Strategy – Phase 4

SEM & PromoSEM & PromoLanding PagesLanding PagesSEM & PromoSEM & Promo

Landing PagesLanding PagesPrimary Web SitesPrimary Web Sites

Full-Featured w/InventoryFull-Featured w/InventoryPrimary Web SitesPrimary Web Sites

Full-Featured w/InventoryFull-Featured w/InventoryCampaign Specific Campaign Specific Micro Web SitesMicro Web Sites

Campaign Specific Campaign Specific Micro Web SitesMicro Web Sites

Get aGet aYear WorthYear WorthOf Free GasOf Free Gas

Get aGet aYear WorthYear WorthOf Free GasOf Free Gas

free GMfree GMOil ChangesOil ChangesFor 3 YearsFor 3 Years

free GMfree GMOil ChangesOil ChangesFor 3 YearsFor 3 Years

HouseOfCourtesy.comHouseOfCourtesy.comHouseOfCourtesy.comHouseOfCourtesy.com 2007Tahoe.com2007Tahoe.com2007Tahoe.com2007Tahoe.com

CourtesyOnBell.comCourtesyOnBell.comCourtesyOnBell.comCourtesyOnBell.com

PHXChevrolet.comPHXChevrolet.comPHXChevrolet.comPHXChevrolet.com

LatinoChevy.comLatinoChevy.comLatinoChevy.comLatinoChevy.com

SEM/SEO Key Word URL’s Point to Primary Site Deep LinksSEM/SEO Key Word URL’s Point to Primary Site Deep LinksSEM/SEO Key Word URL’s Point to Primary Site Deep LinksSEM/SEO Key Word URL’s Point to Primary Site Deep Links

CourtesyFleet.comCourtesyFleet.comCourtesyFleet.comCourtesyFleet.com

WeBuyChevys.comWeBuyChevys.comWeBuyChevys.comWeBuyChevys.com

GMAC-AZ.comGMAC-AZ.comGMAC-AZ.comGMAC-AZ.com

2006Silverado.com2006Silverado.com2006Silverado.com2006Silverado.com

GetaCamaro.comGetaCamaro.comGetaCamaro.comGetaCamaro.com

YouGotGas.comYouGotGas.comYouGotGas.comYouGotGas.com

ChevyPriceQuoteChevyPriceQuoteChevyPriceQuoteChevyPriceQuote

FreeGMoilChangeFreeGMoilChangeFreeGMoilChangeFreeGMoilChange

ChevyPride.comChevyPride.comChevyPride.comChevyPride.com

PHXfinance.comPHXfinance.comPHXfinance.comPHXfinance.com

BK-OK-Car-Loans.comBK-OK-Car-Loans.comBK-OK-Car-Loans.comBK-OK-Car-Loans.com



Online to Offline Integration; Phase 5

Achieving an Interactive Marketing Strategy fully integrated and supported by, as well as supporting conventional marketing campaigns generates increased success for both… Results that are greater than the sum of each as separately conceived and executed strategies.

SynergySynergy



Integrated Marketing Strategy – Phase 5Phase 5

Search Engine Search Engine Marketing (SEM)Marketing (SEM)Search Engine Search Engine

Marketing (SEM)Marketing (SEM)Search Engine Search Engine

Optimization (SEO)Optimization (SEO)Search Engine Search Engine

Optimization (SEO)Optimization (SEO)Non-Web Based Non-Web Based

Integrated MarketingIntegrated MarketingNon-Web Based Non-Web Based

Integrated MarketingIntegrated MarketingWeb Site Placed Web Site Placed

Display AdsDisplay AdsWeb Site Placed Web Site Placed

Display AdsDisplay Ads

eSalesManaged

Account #1

eSalesManaged

Account #1

ClickMotiveClickMotiveManagedManaged

CampaignsCampaigns

ClickMotiveClickMotiveManagedManaged

CampaignsCampaigns

CourtesyCourtesyManagedManaged

URL SubmissionsURL Submissions

CourtesyCourtesyManagedManaged

URL SubmissionsURL Submissions

VendorVendorManagedManagedActivitiesActivities

VendorVendorManagedManagedActivitiesActivities

BDCManaged

Account #2

BDCManaged

Account #2

BZ ResultsBZ ResultsManagedManaged

CampaignsCampaigns

BZ ResultsBZ ResultsManagedManaged

CampaignsCampaigns

MultipleMultipleWeb SiteWeb SitePropertiesProperties

MultipleMultipleWeb SiteWeb SitePropertiesProperties

OutdoorOutdoorBillboardsBillboards

& Bus Stops& Bus Stops

OutdoorOutdoorBillboardsBillboards

& Bus Stops& Bus Stops

RadioRadioRadioRadio

TVTVTVTV

DirectDirectMailMail

DirectDirectMailMail

AZCentral.comAZCentral.com& Cars.com& Cars.com

Expanding Display AdsExpanding Display Ads

AZCentral.comAZCentral.com& Cars.com& Cars.com

Expanding Display AdsExpanding Display Ads

ConsumerGuide.comConsumerGuide.comJumpstart AutomotiveJumpstart Automotive

ConsumerGuide.comConsumerGuide.comJumpstart AutomotiveJumpstart Automotive

LaVoz.comLaVoz.comSpanish Display AdsSpanish Display AdsLaVoz.comLaVoz.com

Spanish Display AdsSpanish Display Ads

GoogleGoogleSite Network For CPM AdsSite Network For CPM Ads

• MotorTrend.comMotorTrend.com• CarAndDriver.comCarAndDriver.com

• AutoWeek.comAutoWeek.com• Automotive.comAutomotive.com

• FullSizeChevyTrucks.comFullSizeChevyTrucks.com• AutomotiveNews.comAutomotiveNews.com

•MotorAlley.comMotorAlley.com• Reply.comReply.com

• InvoiceDealers.comInvoiceDealers.com• InsiderCarsSecrets.comInsiderCarsSecrets.com

GoogleGoogleSite Network For CPM AdsSite Network For CPM Ads

• MotorTrend.comMotorTrend.com• CarAndDriver.comCarAndDriver.com

• AutoWeek.comAutoWeek.com• Automotive.comAutomotive.com

• FullSizeChevyTrucks.comFullSizeChevyTrucks.com• AutomotiveNews.comAutomotiveNews.com

•MotorAlley.comMotorAlley.com• Reply.comReply.com

• InvoiceDealers.comInvoiceDealers.com• InsiderCarsSecrets.comInsiderCarsSecrets.com



““Grow Your Own” Grow Your Own” Lead Generating StrategyLead Generating Strategy

• Self-Generated Leads to supplement 3rd Party lead providers and facilitate total eSales Team growth

• Integrated Marketing Campaigns drive car shoppers and “highly likely to be in market” targeted prospects to campaign-specific landing pages and micro-sites

• Targeted Content is specifically and directly relevant to value proposition that fueled the shopper’s visit to each micro-site, landing page or deep-linked page

• Micro-Sites, Landing Pages and Deep Links are designed and selected to convert visitors to leads at a higher rate than would the home pages of dealership full-featured all purpose web sites



Ad Groups by Ad Groups by Targeted URL’sTargeted URL’sAd Groups by Ad Groups by

Targeted URL’sTargeted URL’s

LeadsLeadsLeadsLeadsLeadsLeadsLeadsLeads





LeadsLeadsLeadsLeads

LeadsLeadsLeadsLeads

LeadsLeadsLeadsLeads LeadsLeadsLeadsLeads

Landing Pages Landing Pages & Micro-Sites& Micro-Sites

Landing Pages Landing Pages & Micro-Sites& Micro-Sites

Key Words or URL Key Words or URL Based Site TargetsBased Site TargetsKey Words or URL Key Words or URL Based Site TargetsBased Site Targets

Bid Amounts & Bid Amounts & Daily LimitsDaily Limits

Bid Amounts & Bid Amounts & Daily LimitsDaily Limits

SEM Campaigns by SEM Campaigns by Targeted SegmentsTargeted SegmentsSEM Campaigns by SEM Campaigns by Targeted SegmentsTargeted Segments

Image Ads & Image Ads & Sponsored LinksSponsored Links

Image Ads & Image Ads & Sponsored LinksSponsored Links

LeadsLeadsLeadsLeads LeadsLeadsLeadsLeads LeadsLeadsLeadsLeads



Google AdWords Campaign Impressions Clicks CTR Avg CPC Avg CPM CostAveragePosition

2007 Chevy Tahoe - AZ 188,160 217 0.10% $1.51 $1.74 $327.95 2.92007 Chevy Tahoe - PHX 145,009 216 0.10% $1.17 $1.75 $253.61 4.1Chevrolet Model Specific - PHX 105,528 283 0.30% $2.26 $6.06 $639.93 2.6Chevy Dealer Conquest - PHX 649,536 1,115 0.20% $1.60 $2.75 $1,784.41 2.9Courtesy Original Ad Campaign - PHX 143,001 117 0.10% $3.46 $2.83 $404.86 2GM PowerShift URL's 69,056 341 0.50% $2.50 $12.35 $852.60 2.8Life Beyond Seminars 384,484 453 0.10% $8.68 $10.23 $3,931.36 1National Search - Courtesy Chevrolet 5,718 88 1.50% $0.87 $13.45 $76.89 3.7National Search Sponsored Links 1,225,734 2,183 0.20% $1.26 $2.25 $2,752.65 4.1See What Courtesy Can Do For You 11,351 14 0.10% $2.65 $3.27 $37.14 4.5Tucson Targeted Key Words 9,669 17 0.20% $2.41 $4.23 $40.93 2.2Totals and Overall Averages: 2,937,246 5,044 0.20% $2.20 $3.78 $11,102.33 3.2

SEM Campaign Reports

Whether self-directed or managed by a 3Whether self-directed or managed by a 3rdrd Party Supplier, Party Supplier, Dealers should insist on reviewing the SEM Campaign Metrics Dealers should insist on reviewing the SEM Campaign Metrics shown below on a monthly basis. eBusiness Directors and shown below on a monthly basis. eBusiness Directors and Managers should be reviewing these metrics daily and making Managers should be reviewing these metrics daily and making bid adjustments.bid adjustments.



SEM Services Courtesy uses multiple SEM services vendors by selecting a vendor for

each type of campaign objective based on its targeted prospects, along with who is most cost effective. This provides the best overall effectiveness while allowing us to compare results and cost per lead that each vendor generates, and how they compare with each other…

SEM Campaigns to support traffic to our mainstream primary web site and CourtesyOnBell.com; BZ ResultsGM Certified Internet Dealer site; Self-DirectedSpanish Language site; Self-Directed Google campaignsMicro-Sites & Landing Pages; BZ Results & Fresh Start Studio supply the sites, Courtesy Self-Directs SEM campaigns that drive traffic to FSS sites, BZ manages SEM campaigns that drive traffic to BZ micro-sitesSEM Campaign Optimization & Customized Landing Pages; ClickMotiveSEM Campaign Management, Behavioral Targeted Marketing and SEM based Lead Generation; JumpStart



Web Site Vendors Courtesy uses multiple web site vendors by selecting the

best vendor for each web site based on its specific purpose and functionality requirements, along with who is most cost effective. This provides the best overall effectiveness while allowing us to compare features and functions that each vendor either excels at, or is deficient in providing…

Mainstream Primary site; BZ ResultsGM Certified Internet Dealer site; Cobalt GroupSpanish Language site; Reynolds Web SolutionsCourtesy on Bell Special Credit site; BZ ResultsCommercial & Fleet site; BZ ResultsMicro-Sites & Landing Pages; Fresh Start StudioSearch Engine Optimized Micro-Sites; ClickMotive

““One Dealership Web Site is One Dealership Web Site is NOTNOT Enough for Optimal Results!” Enough for Optimal Results!”



Dealership General Market Site (BZ Results)

www.HouseOfCourtesy.com www.Chevrolet-USA.com www.HouseOfCourtesy.com www.Chevrolet-USA.com www.Chevrolet-Phoenix.com www.CourtesyChev.com www.Chevrolet-Phoenix.com www.CourtesyChev.com

GM Certified Internet Dealer Site

www.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

www.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

$360 / month$360 / month





Spanish Language Web Site (Reynolds)

www.LatinoChevy.com www.Latino-Chevy.com www.LatinoChevy.com www.Latino-Chevy.com www.LatinoChevy.com www.Latino-Chevy.com www.LatinoChevy.com www.Latino-Chevy.com



CourtesyOnBell.com Web Site (BZ Results)

www.CourtesyOnBell.com www.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



CourtesyFleet.com Web Site (BZ Results)

www.CourtesyFleet.com www.CourtesyFleet.com Focused on Fleet Focused on Fleet and Commercial Retail accounts/clients and Commercial Retail accounts/clients



Online Advertising Sources, Vendors & Charlatans

Types of Online Advertsing:1. Pay for Placement by Time (monthly fee)

2. Pay per Click (PPC or CPC)

3. Pay per Thousand Impressions (CPM)

4. Pay per Conversion (Leads and/or Calls Generated)

How to Get it Done:1. Self Managed – Do It Yourself

2. Interactive Advertising Agencies ($$$)

3. Search Engine Marketing Services Providers (15%+fees)

4. Dealer Advertising Cooperative Associations

Key Factor:Key Factor: Placement and “Cost Per Impression” advantages inherent with Placement and “Cost Per Impression” advantages inherent with the use of multiple vendors and multiple dealer-managed SEM accountsthe use of multiple vendors and multiple dealer-managed SEM accounts



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 x 250 pixels & 338 x 292• Small Squares; 200 pixels x 200 pixels & 250 x 250• Skyscraper; 120 pixels wide x 600 pixels tall• Wide Skyscraper; 160 pixels wide x 600 pixels tall



Conventional Media Integration

www.2007Tahoe.com Micro-SiteS

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www.2007Tahoe.com Micro-Site

Relevant Text based Relevant Text based content is King when it content is King when it comes to SEO rankingcomes to SEO ranking

Relevant Text based Relevant Text based content is King when it content is King when it comes to SEO rankingcomes to SEO ranking S

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Relevant Text based Relevant Text based Hyperlinks reduce Hyperlinks reduce leakage from your SEM leakage from your SEM funnel and point search funnel and point search engine spiders in the engine spiders in the right directionright direction

Relevant Text based Relevant Text based Hyperlinks reduce Hyperlinks reduce leakage from your SEM leakage from your SEM funnel and point search funnel and point search engine spiders in the engine spiders in the right directionright direction

Trust generating and validity Trust generating and validity enhancing icons that are linked to enhancing icons that are linked to lead generating sites add to a lead generating sites add to a micro-site’s productivitymicro-site’s productivity

Trust generating and validity Trust generating and validity enhancing icons that are linked to enhancing icons that are linked to lead generating sites add to a lead generating sites add to a micro-site’s productivitymicro-site’s productivity

““Push to Talk” buttons on ALL Micro-Sites Push to Talk” buttons on ALL Micro-Sites and Landing Pages allow the Hottest and Landing Pages allow the Hottest Prospects to get immediate gratificationProspects to get immediate gratification

““Push to Talk” buttons on ALL Micro-Sites Push to Talk” buttons on ALL Micro-Sites and Landing Pages allow the Hottest and Landing Pages allow the Hottest Prospects to get immediate gratificationProspects to get immediate gratification

Relevant Text based Hyperlinks Relevant Text based Hyperlinks leverage and extend your SEM leverage and extend your SEM investment beyond the specific investment beyond the specific targeted Micro-Site or Landing Page. targeted Micro-Site or Landing Page. These links reduce leakage from our These links reduce leakage from our SEM funnel and point search engine SEM funnel and point search engine spiders to our other sites for rankingspiders to our other sites for ranking

Relevant Text based Hyperlinks Relevant Text based Hyperlinks leverage and extend your SEM leverage and extend your SEM investment beyond the specific investment beyond the specific targeted Micro-Site or Landing Page. targeted Micro-Site or Landing Page. These links reduce leakage from our These links reduce leakage from our SEM funnel and point search engine SEM funnel and point search engine spiders to our other sites for rankingspiders to our other sites for ranking



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!



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 drawing to win $500 in pre-paid gas cards to be given away every win $500 in pre-paid gas cards to be given away every Friday in October. Friday in October. Fill out the form at www.YouGotGas.com, or call 888-9-GOT-Fill out the form at www.YouGotGas.com, or call 888-9-GOT-GAS*GAS*

2. Get a year’s worth of gas… 2. Get a year’s worth of gas… without winning a without winning a contest!contest! When you pre-register for the program by calling 888-9-When you pre-register for the program by calling 888-9-GOT-GAS or online at www.YouGotGas.com, Courtesy GOT-GAS or online at www.YouGotGas.com, Courtesy Chevrolet will provide you with a pre-paid Fuel Card good Chevrolet will provide you with a pre-paid Fuel Card good for a year’s worth of Unleaded Gas that is honored at for a year’s worth of Unleaded Gas that is honored at participating QT retailers in Arizona, when you purchase or participating QT retailers in Arizona, when you purchase or lease a new Chevrolet car or truck from Courtesy Chevrolet lease a new Chevrolet car or truck from Courtesy Chevrolet at 1233 E. Camelback Rd., Phoenix, AZ 85014 before at 1233 E. Camelback Rd., Phoenix, AZ 85014 before October 31, 2005*.October 31, 2005*.

Either way, YOU GOT Either way, YOU GOT GAS!GAS!

YouGotGas.com Gives You Gas 2 YouGotGas.com Gives You Gas 2 Ways…Ways…

*Terms & Conditions Apply, Visit Courtesy Chevrolet for full details



Marketing Plan to Marketing Plan to “Get them in and sell more cars”“Get them in and sell more cars”

1.1. Generate Curiosity and arouse customer interest…Generate Curiosity and arouse customer interest…

2.2. 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 www.YouGotGas.com web pageOnline at www.YouGotGas.com web page• Visit Courtesy Chevrolet in personVisit Courtesy Chevrolet in person

3.3. 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

4.4. 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

5.5. 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



Showroom Signage Showroom Signage shows customers they shows customers they are at the right place… are at the right place… And, gives the sales And, gives the sales team something to point team something to point at as one more reason to at as one more reason to buy at the “Big C”buy at the “Big C”

Showroom Signage used to Support Integrated CampaignShowroom Signage used to Support Integrated Campaign



20 Billboards & 60 Bus Shelters used to Drive Micro-Site Traffic & Phone 20 Billboards & 60 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



On The Web At: On The Web At: HouseOfCourtesy.comHouseOfCourtesy.com

When you click here



www.YouGotGas.com

Get It At

What about Gas?!?!?!

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-Worth of Pre-Paid Gas Cards Paid Gas Cards by Entering by Entering Weekly DrawingWeekly Drawing

1. Win $500 1. Win $500 Worth of Pre-Worth of Pre-Paid Gas Cards Paid Gas Cards by Entering by Entering Weekly DrawingWeekly Drawing

2. Register to 2. Register to get a year’s get a year’s worth of gas worth of gas

When you buy a When you buy a new Chevy from new Chevy from

CourtesyCourtesy

2. Register to 2. Register to get a year’s get a year’s worth of gas worth of gas

When you buy a When you buy a new Chevy from new Chevy from

CourtesyCourtesy

has 2 sections…

Confirms Entry Confirms Entry into $500 Weekly into $500 Weekly

DrawingDrawing

Confirms Entry Confirms Entry into $500 Weekly into $500 Weekly

DrawingDrawing

After entering After entering the drawing to the drawing to

Win $500 Worth Win $500 Worth of of

Pre-Paid Gas Pre-Paid Gas Cards, the Cards, the

customer is 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 I am interested in”in” box is box is checked!checked!

After entering After entering the drawing to the drawing to

Win $500 Worth Win $500 Worth of of

Pre-Paid Gas Pre-Paid Gas Cards, the Cards, the

customer is 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 I am interested in”in” box is box is checked!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



Examples of Courtesy Chevrolet Campaign Specific Display Ads Placed within targeted Web Sites selected according to local visitor traffic and demographics. Linked to relevant content designed to convert visitors into leads…

Deeplinked Online Ads



Display Ads drive traffic to Deep Links



Deep Links go to Inventory Pre-Sorts

Online & Offline Advertising Campaigns drive traffic Online & Offline Advertising Campaigns drive traffic to “Deep Links” into specialized content within full to “Deep Links” into specialized content within full featured web site that is directly relevant to featured web site that is directly relevant to promotion…promotion…

Online & Offline Advertising Campaigns drive traffic Online & Offline Advertising Campaigns drive traffic to “Deep Links” into specialized content within full to “Deep Links” into specialized content within full featured web site that is directly relevant to featured web site that is directly relevant to promotion…promotion…



Lead Types

Last month Graph

Details

Products Lead

1. financing 53 14.1% 2. hn-makeanoffer 45 12.0% 3. tradein 42 11.2% 4. quote 41 10.9% 5. contact 35 9.3% 6. hn-getaprice 31 8.2% 7. freshstart 29 7.7% 8. hn-tradevalue 28 7.4% 9. hn-financing 17 4.5% 10. service 13 3.5% 11. parts 10 2.7% 12. hn-contactus 8 2.1%

Total 376

HouseOfCourtesy.com Types of Leads Generated



Details

Referring Domains Lead

1. Typed/Bookmarked 166 44.1% 2. google.com 54 14.4% 3. yahoo.com 49 13.0% 4. msn.com 18 4.8% 5. chevrolet-used.com 9 2.4% 6. chevrolet-new.com 8 2.1% 7. aol.com 7 1.9% 8. 2007tahoe.com 7 1.9% 9. chevrolet-usa.com 4 1.1% 10. automart.com 4 1.1% 11. autotrader.com 4 1.1% 12. azcarfinance.com 4 1.1% 13. automotive.com 3 0.8% 14. cox.net 3 0.8% 15. cars.com 3 0.8%

Total 376

Leads Generated by Referring Domains (source)



Lead Forms Viewed by Referring Source

1. Typed/Bookmarked 715

2. google.com 483

3. yahoo.com 251

4. msn.com 125

5. googlesyndication.com 45

6. chevrolet-new.com 44

7. aol.com 32

8. 2007tahoe.com 31

9. cox.net 30

10. automart.com 19



Web Site Content Popularity – Excludes other sites, micro-sites & landing pages

Page Page Views

1. Inventory Results Page 60,426 39.0%

2. Inventory Search Page 33,661 21.7%

3. Main (Home Page) 13,897 9.0%

4. Inventory Details Page 13,020 8.4%

5. Search New Inventory 3,926 2.5%

6. Pre-Owned Specials 3,654 2.4%

7. New Specials 3,063 2.0%

8. Pre-Owned Vehicles 2,006 1.3%

9. Specials 1,935 1.2%

10. Search Used Inventory 1,804 1.2%

Total 154,875



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:



Search Engine Success

Google “Organic” Ranking due to SEO by BZ ResultsGoogle “Organic” Ranking due to SEO by BZ Results

““Phoenix Chevrolet Dealers” searchPhoenix Chevrolet Dealers” search““Phoenix Chevrolet Dealers” searchPhoenix Chevrolet Dealers” search



Use SEM to Attract Loyal Chevy CustomersUse SEM to Attract Loyal Chevy Customers

Targeted by State

Targeted by State

Targeted by State

Targeted by State



SEM Vendor SEM Vendor CampaignCampaign


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’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 “Organic” SEO “Organic” SEO

Listing of BZ siteListing of BZ site

Courtesy Chevrolet Courtesy Chevrolet “Organic” SEO “Organic” SEO

Listing of BZ siteListing of BZ site

SEM Vendor SEM Vendor CampaignCampaignSEM Vendor SEM Vendor CampaignCampaign

Courtesy Chevrolet Courtesy Chevrolet “2007Tahoe.com” SEM campaign“2007Tahoe.com” SEM campaign

Courtesy Chevrolet Courtesy Chevrolet “2007Tahoe.com” SEM campaign“2007Tahoe.com” SEM campaign

Courtesy Ad placed Directly with Google




Courtesy SEM Ad placed Courtesy SEM Ad placed Directly with GoogleDirectly with Google

Courtesy SEM Ad placed Courtesy SEM Ad placed Directly with GoogleDirectly with Google

Organic Ranking of

Organic Ranking of

Courtesy Micro-Site (free)


Organic Ranking of

Organic Ranking of





Courtesy Chevrolet’s own in-Courtesy Chevrolet’s own in-house SEM campaign managed house SEM campaign managed on a daily basis by CRM dept.… on a daily basis by CRM dept.… Having multiple and separate Having multiple and separate SEM campaigns allows SEM campaigns allows Courtesy to dominate the Courtesy to dominate the search results, and pay only for search results, and pay only for the one click that usually results the one click that usually results from the search.from the search.

Courtesy Chevrolet’s own in-Courtesy Chevrolet’s own in-house SEM campaign managed house SEM campaign managed on a daily basis by CRM dept.… on a daily basis by CRM dept.… Having multiple and separate Having multiple and separate SEM campaigns allows SEM campaigns allows Courtesy to dominate the Courtesy to dominate the search results, and pay only for search results, and pay only for the one click that usually results the one click that usually results from the search.from the search.

Competing Dealership Name Key Word TargetingCompeting Dealership Name Key Word TargetingCompeting Dealership Name Key Word TargetingCompeting Dealership Name Key Word Targeting



Dealer Managed

Google Campaign Reporting

Total of Targeted Total of Targeted Prospects that Prospects that

Clicked Through Clicked Through to Landing Pageto Landing Page


Clicked Through Clicked Through to Landing Pageto Landing Page


Saw the Online AdSaw the Online Ad


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 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

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 Campaign Specific Display Ads Placed within selected and targeted

3rd Party Web Sites Using the Google Advertising Network

Online Ad Examples

www.GMinsideNews.com www.GMinsideNews.com

www.PhoenixAtaGlance.com www.PhoenixAtaGlance.com

www.AutoBaron.com www.AutoBaron.com



Use of Deep-Links in Online Advertising

www.GM-Finance.com www.GM-Finance.com Deep-link into GM Deep-link into GM PowerShift web site PowerShift web site online credit applicationonline credit application

www.GM-Finance.com www.GM-Finance.com Deep-link into GM Deep-link into GM PowerShift web site PowerShift web site online credit applicationonline credit application

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www.ChevroletHHR.net www.ChevroletHHR.net

www.GMinsidernews.com www.GMinsidernews.com

www.GMtrucks.com www.GMtrucks.com

www.ChevroletForum.com www.ChevroletForum.com



www.AutoIntell.com www.AutoIntell.com

www.PriceQuotes.com www.PriceQuotes.com www.PriceQuotes.com www.PriceQuotes.com

www.ColoradoK5.comwww.ColoradoK5.comwww.ColoradoK5.comwww.ColoradoK5.com

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.

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.



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 Integrated Marketing ProgramsKey Executables with Integrated Marketing Programs

courtesy e integrated marketing v11

Automotive

new chevrolet internet

sales results

total vehicle sales

bell csr

month new used bdc

internet split

used chevrolet vehicles

month new used mike