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    April 12, 2007 Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved

    Copyright 2006 Ralph Paglia All Rights Reserved 18

    A T T R A C TA T T R A C T C O N V E R TC O N V E R T R E S P O N DR E S P O N D A P P O I N T M E N TA P P O I N T M E N T S E L LS E L L S E R V I C ES E R V I C E R E T A I NR E T A I N

    eBusiness Sales Results

    Increased sales volume from a holistic eIntegrated Marketing Strategy thatgenerated sales from leads using a combination of dedicated Internet SalesSpecialists and BDC based Customer Service Representatives.

    Courtesy Chevrolet eBusiness Sales

    7479

    66

    9081 80

    8680

    110

    224 223

    283

    265

    225

    335

    313

    298 301

    335

    0

    50

    100

    150

    200

    250

    300

    350

    400

    Jan

    uary

    2005

    Total

    Feb

    ruary2

    005To

    tal

    March

    2005To

    tal

    April

    2005

    Total

    May

    2005To

    tal

    June

    2005To

    tal

    July

    2005

    Total

    Augu

    st20

    05Total

    Sep

    tembe

    r2005To

    tal

    O

    ctobe

    r2005To

    tal

    Nove

    mbe

    r2005To

    tal

    Dece

    mbe

    r2005To

    tal

    Jan

    uary

    200

    6To

    tal

    Feb

    ruary2

    006To

    tal

    March

    200

    6To

    tal

    April

    2006

    Total

    May

    200

    6To

    tal

    June

    200

    6To

    tal

    July

    2006

    Total

    Conventional InternetConventional Internet

    Sales StrategySales Strategy

    eIntegratedeIntegrated Holistic

    Holistic

    SalesMarke

    tingStrategy

    SalesMarke

    tingStrategy

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    April 12, 2007 Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved

    Copyright 2006 Ralph Paglia All Rights Reserved 20

    A T T R A C TA T T R A C T C O N V E R TC O N V E R T R E S P O N DR E S P O N D A P P O I N T M E N TA P P O I N T M E N T S E L LS E L L S E R V I C ES E R V I C E R E T A I NR E T A I N

    eBusiness Opportunity Analysis

    Courtesy Chevrolet reviews eBusiness campaigns and opportunities bycategorizing 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%

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    April 12, 2007 Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved Copyright 2006 Ralph Paglia All Rights Reserved 21

    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

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

    33,257,65733,257,657 Car ShopperCar Shopper

    Impressions GeneratedImpressions Generated

    29,52829,528 Car Shopper VisitsCar Shopper Visits

    to Courtesy Chevrolet webto Courtesy Chevrolet web

    sites, landing pages andsites, landing pages andmicro sitesmicro sites

    2,2482,248 Electronic Leads andElectronic Leads and

    Phone Calls GeneratedPhone Calls Generated

    174174 Vehicles SoldVehicles Sold

    $71,801.30$71,801.30 was investedwas invested

    with Googlewith Google AdWordsAdWords &&Google Display Ad NetworkGoogle Display Ad Network

    $2.16$2.16 Cost per ThousandCost per Thousand

    Car Shopper ImpressionsCar Shopper Impressions $2.43$2.43 Cost per Car ShopperCost per Car Shopper

    that clickedthat clicked--through to athrough to a

    Courtesy Chevrolet siteCourtesy Chevrolet site

    $31.94$31.94 Average Cost perAverage Cost perLead GeneratedLead Generated

    $412.65$412.65 Average Cost PerAverage Cost Per

    Vehicle Retailed (PVR)*Vehicle Retailed (PVR)*

    CASE EXAMPLE: Courtesy Chevrolet inCASE EXAMPLE: Courtesy Chevrolet in--house Googlehouse Google AdWordsAdWords

    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,This does not include BZ, AZCentralAZCentral,,

    ClickMotive, BDC or Jumpstart SEM campaignsClickMotive, BDC or Jumpstart SEM campaigns

    *$620.55 = Courtesy Chevrolet Advertising PVR 2005*$620.55 = Courtesy Chevrolet Advertising PVR 2005

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    April 12, 2007 Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved Copyright 2006 Ralph Paglia All Rights Reserved 25

    A T T R A C TA T T R A C T C O N V E R TC O N V E R T R E S P O N DR E S P O N D A P P O I N T M E N TA P P O I N T M E N T S E L LS E L L S E R V I C ES E R V I C E R E T A I NR E T A I N

    Interactive Marketing Strategy Phase 4

    SEM & PromoLanding Pages

    SEM & PromoSEM & Promo

    Landing PagesLanding PagesPrimary Web Sites

    Full-Featured w/Inventory

    Primary Web SitesPrimary Web SitesFullFull--Featured w/InventoryFeatured w/Inventory

    Campaign SpecificMicro Web Sites

    Campaign SpecificCampaign Specific

    Micro Web SitesMicro Web Sites

    Get aYear WorthOf Free Gas

    Get aGet aYear WorthYear Worth

    Of Free GasOf Free Gas

    free GMOil Changes

    For 3 Years

    free GMfree GMOil ChangesOil Changes

    For 3 YearsFor 3 Years

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

    CourtesyOnBell.comCourtesyOnBell.comCourtesyOnBell.com

    PHXChevrolet.comPHXChevrolet.comPHXChevrolet.com

    LatinoChevy.comLatinoChevy.comLatinoChevy.com

    SEM/SEO Key Word URLs Point to Primary Site Deep LinksSEM/SEO Key Word URLSEM/SEO Key Word URLs Point to Primary Site Deep Linkss Point to Primary Site Deep Links

    CourtesyFleet.comCourtesyFleet.comCourtesyFleet.com

    WeBuyChevys.comWeBuyChevys.comWeBuyChevys.com

    GMAC-AZ.comGMACGMAC--AZ.comAZ.com

    2006Silverado.com2006Silverado.com2006Silverado.com

    GetaCamaro.comGetaCamaro.comGetaCamaro.com

    YouGotGas.comYouGotGas.comYouGotGas.com

    ChevyPriceQuoteChevyPriceQuoteChevyPriceQuote

    FreeGMoilChangeFreeGMoilChangeFreeGMoilChange

    ChevyPride.comChevyPride.comChevyPride.com

    PHXfinance.comPHXfinance.comPHXfinance.com

    BK-OK-Car-Loans.comBKBK--OKOK--CarCar--Loans.comLoans.com

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    April 12, 2007 Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved Copyright 2006 Ralph Paglia All Rights Reserved 28

    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

    Grow Your OwnGrow Your OwnLead 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 shoppers visit toeach micro-site, landing page or deep-linked page

    Micro-Sites, Landing Pages and Deep Links aredesigned and selected to convert visitors to leads ata higher rate than would the home pages of

    dealership full-featured all purpose web sites

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    April 12, 2007 Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved Copyright 2006 Ralph Paglia All Rights Reserved 38

    A T T R A C TA T T R A C T C O N V E R TC O N V E R T R E S P O N DR E S P O N D A P P O I N T M E N TA P P O I N T M E N T S E L LS E L L S E R V I C ES E R V I C E R E T A I NR E T A I N

    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 andPlacement and Cost Per ImpressionCost Per Impression advantages inherent withadvantages inherent with

    the use of multiple vendors and multiple dealerthe use of multiple vendors and multiple dealer

    --managed SEM accountsmanaged SEM accounts

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    April 12, 2007 Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved Copyright 2006 Ralph Paglia All Rights Reserved 57

    A T T R A C TA T T R A C T C O N V E R TC O N V E R T R E S P O N DR E S P O N D A P P O I N T M E N TA P P O I N T M E N T S E L LS E L L S E R V I C ES E R V I C E R E T A I NR E T A I N

    Cost Effective Outdoor Media Integration

    Bus Shelter Signage DisplaysFastn Easy Online Credit App URL

    Bus Shelter Signage DisplaysFastn Easy Online Credit App URL

    Bus Shelter Signage Displays Unique800# Routed to eFinance Cell Phone

    Bus Shelter Signage Displays Unique800# Routed to eFinance Cell Phone

    Bus Shelter signage campaignhas averaged 231 incomingphone inquiries per month, alongwith 862 site visitors to uniqueURL, that generated 27 online

    credit apps per month.

    Average monthly cost is $6,500

    resulting in 258 Opportunities ToDo Business, and an averagecost per UNIQUE lead of $25.19

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    April 12, 2007 Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved Copyright 2006 Ralph Paglia All Rights Reserved 58

    A T T R A C TA T T R A C T C O N V E R TC O N V E R T R E S P O N DR E S P O N D A P P O I N T M E N TA P P O I N T M E N T S E L LS E L L S E R V I C ES E R V I C E R E T A I NR E T A I N

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    www.GMinsideNews.comwww.GMinsideNews.com

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    www.GMinsideNews.comwww.GMinsideNews.com

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    www.GMinsideNews.comwww.GMinsideNews.com

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    www.AutoBaron.comwww.AutoBaron.com

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    April 12, 2007 Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved Copyright 2006 Ralph Paglia All Rights Reserved 81

    A T T R A C TA T T R A C T C O N V E R TC O N V E R T R E S P O N DR E S P O N D A P P O I N T M E N TA P P O I N T M E N T S E L LS E L L S E R V I C ES E R V I C E R E T A I NR E T A I N

    Use of Deep-Links in Online Advertising

    www.GM-Finance.comDeep-link into GMPowerShift web site

    online credit application

    www.GMwww.GM--Finance.comFinance.comDeepDeep--link into GMlink into GMPowerShiftPowerShift web siteweb siteonline credit applicationonline credit application

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