kpa autocon guerilla marketing and competitive conquest

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Guerrilla Marketing and Competitive Advertising Strategies Ralph Paglia President Automotive Media Partners

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KPA AutoCon Guerilla Marketing and Competitive Conquest presentation by Ralph Paglia during KPA Webinar on 6-27-2012. The New "Best Choice" on the Fall Dealer Conference circuit is the AutoConnections Conference and Exposition (AutoCon 2012) at the Aria Resort and Casino in Las Vegas from September 5th to the 8th. Learn more about this all new dynamic, innovative and exciting car dealer conference designed to equip dealers with significant competitive advantages in their local marketplace. Visit http://AutoCon2012.com and register online today!

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Page 1: KPA AutoCon Guerilla Marketing and Competitive Conquest

Guerrilla Marketing and Competitive Advertising Strategies

Ralph Paglia

President

Automotive Media Partners

Page 2: KPA AutoCon Guerilla Marketing and Competitive Conquest

Moderator

Becky RossMarketing Manager

Office: (303) 228-8753

[email protected]

Page 3: KPA AutoCon Guerilla Marketing and Competitive Conquest

Presenter

Ralph PagliaPresident Automotive Media Partners(505) [email protected]

Page 4: KPA AutoCon Guerilla Marketing and Competitive Conquest

Questions• If you have questions during the presentation, please submit them using the “Questions” feature

• Questions will be answered at the end of the webinar

Page 5: KPA AutoCon Guerilla Marketing and Competitive Conquest

Guerilla Marketing and Competitive Advertising Strategies

See multiple case studies and detailed examples showcasing dealers

who use the Internet to take market share away from their competition

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 “Competitive Conquest” 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".

Page 6: KPA AutoCon Guerilla Marketing and Competitive Conquest

Introduction and Background:

Ralph PagliaPresident

Automotive Digital Marketing• Led build-out and development of Tier10’s Digital

Marketing, Advertising and Social Media Strategies,

Tactics and client service capabilities

• Automotive Digital Marketing Professional Community creator and Editor-in-Chief

• Generated 144,000+ leads in 22 months while working for Courtesy Chevrolet…

• Managed Courtesy Chevy Internet Sales team that sold 4,000+ Units in 2006…

• Worked w/Ford in 2007-2009 to develop first fully integrated Tier 3 Digital Marketing

Consulting and Ford Co-Op supported Digital Advertising program for Dealers…

• Ran 1st retail automotive Behavioral Targeting Digital Advertising program…

• Internet Sales & Marketing Consultant to Ford, Mercedes-

Benz, GM, Honda, Toyota, Mercedes-Benz, Hyundai and 250+ dealers & groups…

• Pioneered development of “Internet Leads” in 1988 using CompuServe ISP access

www.ADMPC.com

Page 7: KPA AutoCon Guerilla Marketing and Competitive Conquest

Guerilla Marketing: What is it?

• Competitive Differentiation

• Extraordinary Cost Effectiveness

• May Incorporate Stealth Tactics

• Non-Traditional Channels

• Unconventional Use of Media

• Aggressive Conquest Characteristics

• May cause competitors to “Cry Foul” with OEM’s, Dealer Associations or through legal channels… Some tactics might get you fired, while others use same tactics at different dealerships to get a bonus!

Page 8: KPA AutoCon Guerilla Marketing and Competitive Conquest

Guerilla Marketing: Resources

http://www.GMarketing.com

Page 9: KPA AutoCon Guerilla Marketing and Competitive Conquest

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

Page 10: KPA AutoCon Guerilla Marketing and Competitive Conquest

www.LatinoChevy.com

Page 11: KPA AutoCon Guerilla Marketing and Competitive Conquest

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

Page 12: KPA AutoCon Guerilla Marketing and Competitive Conquest

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

Multiple URL’s for Promotional Campaign Creative Differentiation

Page 13: KPA AutoCon Guerilla Marketing and Competitive Conquest

Use of multiple web sites, micosites and landing pages built for specific campaigns

allows cost effective segment targeting… When content meets specific needs of

customers, sites show up as search results.

Microsites, Offer Sites, Landing Pages,

Social Media

Page 14: KPA AutoCon Guerilla Marketing and Competitive Conquest

URL Asset Library: 1 of 3

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URL Asset Library: 2 of 3

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URL Asset Library: 3 of 3

Page 17: KPA AutoCon Guerilla Marketing and Competitive Conquest

Courtesy Chevrolet Lead Volume

20801884

2171

18612097

2697

2268

2735

3346

4178

2874

3338

4662

4362

5267 53625228

57675929

0

1000

2000

3000

4000

5000

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7000

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otal

Febru

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Apr

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Guerilla Marketing Results

Using an Integrated Guerrilla Marketing Strategy, Courtesy Chevy

increased volume of leads generated and received over 150% in 19 months.

Page 18: KPA AutoCon Guerilla Marketing and Competitive Conquest

Guerilla Marketing Sales Results

400% Increase in sales volume from Competitive Conquest, Guerrilla and

Integrated Marketing Strategy that generated leads handled by a combination

of dedicated Internet Sales Specialists and BDC based Customer Service Reps.Courtesy Chevrolet eBusiness Sales

74 7966

9081 80

8680

110

224 223

283

265

225

335

313

298 301

335

0

50

100

150

200

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Conventional Internet

Sales Strategy

Page 19: KPA AutoCon Guerilla Marketing and Competitive Conquest

REPORT: Courtesy Chevrolet's Primary Google Account Campaign Report

ACCOUNT: Ralph Paglia

DATE RANGE: October, 2006

Campaign

Campaign

Status Impressions Clicks CTR

Avg

CPC

Avg

CPM Cost

Avg

Position

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

Management Strategy

Page 20: KPA AutoCon Guerilla Marketing and Competitive Conquest

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 LeadsLeads

Volume

Still

Active

Not

Sctive

Duplicates

& Invalid% Sold %

Page 21: KPA AutoCon Guerilla Marketing and Competitive Conquest

Google Adwords Campaign Analysis

• 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)*

EXAMPLE: In-house Google AdWords Campaign (4 months):

Note: This does not include

BZ, AZCentral, ClickMotive, BDC or Jumpstart SEM

campaigns

*$620.55 = Courtesy Chevrolet Advertising PVR

Page 22: KPA AutoCon Guerilla Marketing and Competitive Conquest

Guerrilla Marketing Website Strategy

SEM & Promo

Landing PagesPrimary Web Sites

Full-Featured w/Inventory

Campaign Specific

Micro Web Sites

Get a

Year Worth

Of Free Gas

free GM

Oil Changes

For 3 Years

CourtesyChev.com 2012Tahoe.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

2012Silverado.com

GetaCamaro.com

YouGotGas.com

ChevyPriceQuote

FreeGMoilChange

ChevyPride.com

PHXfinance.com

BK-OK-Car-Loans.com

Page 23: KPA AutoCon Guerilla Marketing and Competitive Conquest

Google Adwords

• Competitive Conquest Targeting Same Brand Dealers

• Courtesy Chevy versus Bill Heard Case Study

• 2011 Campaign Data Examples

Page 24: KPA AutoCon Guerilla Marketing and Competitive Conquest

Google AdWords Account:

“Chevy Dealer Conquest”

Ad Group 3 Month Summary

Page 25: KPA AutoCon Guerilla Marketing and Competitive Conquest

223 Customers

searching for Bill Heard

Chevrolet diverted to

Courtesy Chevrolet

owned sites

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Google Adwords Competitive Conquest

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GM Certified Internet Dealer Site

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Competitive Conquest

Campaigns are Geotargeted

to appear within competition’s

market area but NOT APPEAR

in advertising dealer’s market

Page 31: KPA AutoCon Guerilla Marketing and Competitive Conquest

Google AdwordsCompetitive Conquest

Targeting Same Brand Dealers

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Klein Honda

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Klein Honda

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Google Adwords Extensions and OfferSites

• Create Site Links within Google Adwords that point to relevant offers and promotions

• Microsites are Ideally suited for Google Site Link Extensions

Page 47: KPA AutoCon Guerilla Marketing and Competitive Conquest

Site Link Extensions appear below your Google Adwords sponsored

links

Page 48: KPA AutoCon Guerilla Marketing and Competitive Conquest

Site Link Extensions appear below your Google Adwords sponsored links

Page 49: KPA AutoCon Guerilla Marketing and Competitive Conquest
Page 50: KPA AutoCon Guerilla Marketing and Competitive Conquest

Site Link Extensions appear below your Google Adwords sponsored links

Page 51: KPA AutoCon Guerilla Marketing and Competitive Conquest
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Competitive Conquest Tactics

• “Drew Ament Technique” lead acquisition via competitive name keyword enriched URL combined with coded dealer association lead generation form pages

• LESSON LEARNED: Beware of what the competition is up to!…

Page 53: KPA AutoCon Guerilla Marketing and Competitive Conquest

Competitor URL Redirect

Tactic known as the

“Drew Ament Technique”

Page 54: KPA AutoCon Guerilla Marketing and Competitive Conquest

Competitor URL Redirect Tactic known as the

“Drew Ament Technique” – CourtesyChevyAZ.com

Using the LMG Dealer Association Website to

Siphon Leads

Page 55: KPA AutoCon Guerilla Marketing and Competitive Conquest

Competitor URL Redirect Tactic known as the

“Drew Technique” – CourtesyChevyAZ.com

Competitor URL Redirect Tactic known as the

“Drew Ament Technique”

Page 56: KPA AutoCon Guerilla Marketing and Competitive Conquest

www.CourtesyChevyAZ.comURL Redirect using the: “Drew Ament Technique”

S

c

r

o

ll

D

o

w

n

This lead form goes to

“Midway Chevrolet”!!!

Page 57: KPA AutoCon Guerilla Marketing and Competitive Conquest

www.CourtesyChevyAZ.comURL Redirect using the: “Drew Technique”

Page 58: KPA AutoCon Guerilla Marketing and Competitive Conquest

Using the LMA Dealer Association Website to

Siphon Leads

Page 59: KPA AutoCon Guerilla Marketing and Competitive Conquest

www.Midway-Chevy.comURL Redirect using the: “Drew Technique”

Page 60: KPA AutoCon Guerilla Marketing and Competitive Conquest

www.Midway-Chevy.comURL Redirect using the: “Drew Technique”

Page 61: KPA AutoCon Guerilla Marketing and Competitive Conquest

Facebook

Social Media Traffic Generation

Page 62: KPA AutoCon Guerilla Marketing and Competitive Conquest

Google Analytics: Track Top Referring Sites

Page 63: KPA AutoCon Guerilla Marketing and Competitive Conquest

Facebook: Post Links to Pages and Groups

Page 64: KPA AutoCon Guerilla Marketing and Competitive Conquest

Facebook: Post Links to Pages and Groups

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Facebook: Post Links to Pages and Groups

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Facebook: Post Links to Pages and Groups

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Facebook: Post Links to Pages and Groups

Page 68: KPA AutoCon Guerilla Marketing and Competitive Conquest

LinkedIn

Social Media Traffic Generation

Page 69: KPA AutoCon Guerilla Marketing and Competitive Conquest

Find and Join Relevant LinkedIn Groups

Page 70: KPA AutoCon Guerilla Marketing and Competitive Conquest

LinkedIn Groups; Attach a Link to Relevant URL

Page 71: KPA AutoCon Guerilla Marketing and Competitive Conquest

LinkedIn Groups; Pull in Site Title, then “Share”

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LinkedIn Groups; Share Sites to “What’s Happening”

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Stealth Sites

• Competitive Conquest Targeting Third Party Lead Providers

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Stealth Site designed to mimic 3rd Party

Lead Provider Lead Generation site…

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Stealth Advertising

Examples of using offline and online advertising media to drive consumer traffic above and

beyond the dealer’s own brand

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Conventional Media to Web Integration

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Conventional Media to Web Integration

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Conventional Media to Web Integration

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www.2007Tahoe.com Micro-Site

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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

Page 81: KPA AutoCon Guerilla Marketing and Competitive Conquest

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 Integration

Page 82: KPA AutoCon Guerilla Marketing and Competitive Conquest

Examples of Results with Google Adwords

• 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:

Page 83: KPA AutoCon Guerilla Marketing and Competitive Conquest

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

Page 84: KPA AutoCon Guerilla Marketing and Competitive Conquest

3rd Party Branded “Stealth Site” that captures

Leads from customers getting book value…

#1 CTR of

All Time!

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Highest CTR

Ever Recorded

by Google for

Dealer Ads!

Page 86: KPA AutoCon Guerilla Marketing and Competitive Conquest

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

Page 87: KPA AutoCon Guerilla Marketing and Competitive Conquest

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

Page 88: KPA AutoCon Guerilla Marketing and Competitive Conquest

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

Page 89: KPA AutoCon Guerilla Marketing and Competitive Conquest

Contextual Search Targeting

Examples of Search Queries matched to

Guerrilla Marketing Microsites, Landing

Pages and Offer Sites…

-

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www.Edmunds-Chevrolet.com

Highest Sales Satisfaction –A Marketing Opportunity!

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Highest Sales Satisfaction –A Lead Gen Opportunity!

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Banned by

General

Motors!

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Questions and Answers…

Ralph PagliaCell: 505-301-6369

[email protected] www.RalphPaglia.com

Reference Links:http://www.ADMPC.com

http://slideshare.net/RalphPaglia

http://Adwords.Google.com

http://Google.com/Analytics

Page 114: KPA AutoCon Guerilla Marketing and Competitive Conquest

Got a Question? Ask our Expert!

Page 115: KPA AutoCon Guerilla Marketing and Competitive Conquest

Contact Information

www.kpaonline.com

Becky Ross

[email protected]

866-356-1735