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  • Guerrilla Marketing and Competitive Conquest Advertising Strategies

    See multiple case studies and detailed examples showcasing dealers

    who use the Internet to take market share away from their competitionPaglia - Session #124 - Rm: St. Thomas AB

    The online marketing and advertising strategies that attendees will learn in this session

    are not for the timid or faint of heart. Ralph Paglia will be presenting the current and

    updated version of his famous 2nd Digital Dealer Conference workshop that identified

    stealth tactics used by highly aggressive dealers to divert traffic originally intended and

    bound for the competition to the aggressor's web sites and landing pages. As

    controversial as several of these techniques are, many of which are banned in over a

    dozen countries, you will want to learn about them so you can recognize when they are

    used against your dealership. With today's technologies and the sophisticated

    messaging and advertising systems available, there are more ways than ever before

    for aggressive dealers to take their competition's customers away from them.

    Attendees will be provided with online tools and techniques to see exactly which

    keywords the competition is bidding on in Google, how much budget they have

    allocated for their web site's advertising, how to use your dealer advertising

    association's own web site to take customers from other dealers and how to select the

    "weakest gazelle" from among the herd of dealers in your market to "take down".

  • Introduction and Background:

    Ralph PagliaVice President Digital

    Tier10 Marketing Currently leading build-out and development of

    Tier10s 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

    to post vehicle inventory listings on defense contractor BBSs

    www.ADMPC.com

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    Guerilla Marketing: What is it?

    Competitive Differentiation

    Extraordinary Cost Effectiveness

    May Incorporate Stealth Tactics

    Non-Traditional Channels

    Unconventional Use of Media

    Aggressive Conquest Characteristics

    May cause competitors to Cry Foul

    with OEMs, Dealer Associations or through legal

    channels Some tactics might get you fired, while

    others using the same tactics at different dealerships

    get a bonus!

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    Guerilla Marketing: Resources

    http://www.GMarketing.com

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    Guerilla Marketing: PREREQUISITES

    Google Adwords Account (w/payment setup)

    Microsite creation capabilities

    Social Media accounts/profiles

    URL Acquisition and Management account (NetSol)

    Display Ad creation capabilities

    Generate Tracking Phone Numbers

    Targeted Email campaign capabilities (bulk email)

    Informed GM / Plausible Denial DP

    Legal Counsel adept at handling Cease & Desist

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    www.LatinoChevy.com

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    www.ChevyReferrals.com

    www.ChevyReferral.com

    www.ChevyBirdDog.com

    www.ChevyBirdDogs.com

    www.ChevyBuyers.com

    www.ChevyBuyersClub.com

    www.ChevyFriends.com

    www.ChevyFund.com

    Multiple URLs 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

    http://www.chevyreferrals.com/http://www.chevybirddog.com/http://www.chevybirddogs.com/http://www.chevybuyers.com/http://www.chevybuyersclub.com/http://www.chevyfriends.com/http://www.chevyfund.com/
  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    www.HouseOfCourtesy.com www.CourtesyChev.com www.ChevyAZ.com

    www.CourtesyAZ.com www.Chevrolet-USA.com www.Chevrolet-New.com

    www.Chevrolet-Used.com www.PHXChevrolet.com www.AZ-Chevy.com

    www.ChevyPriceQuotes.com www.ContactChevy.com www.AZ-Cars.com

    www.2007Tahoe.com www.2006Silverado.com www.AZautoFinance.com

    www.ChevyPride.com www.AZcarFinance.com www.PHXfinance.com

    www.2008ChevyCamaro.com www.LatinoChevy.com www.AZcarTruck.com

    www.GMoilChange.com www.CarOnBell.com www.Phoenix-Chevrolet.com

    www.Chevy-Deals.com www.CamaroLove.com www.AZcamaro.com

    www.Corvette-Chevrolet.com www.Chevrolet-Car-Truck.com

    www.AZcourtesy.com www.Arizona-Chevrolet.com www.YouGotGas.com

    www.FreeGMoilChange.com www.WeBuyChevys.com www.KBB-Value.com

    www.SellaChevy.com www.Chevy-Finance.com www.Chevy-Tahoe.com

    www.Chevy-Trailblazer.com www.Chevy-Equinox.com www.PHXchevy.com

    www.Phoenix-Chevy.com www.PHXdealer.com www.GMAC-Credit.com

    From 2005 to 2007 Courtesy Chevrolet used over 500 URLs directed towards multiple

    full featured web sites, micro-sites and online landing pages to generate floor traffic,

    incoming sales calls and electronic leads Here are just a few:

    Multiple URLs for Promotional Campaign Creative Differentiation

    http://www.houseofcourtesy.com/http://www.courtesychev.com/http://www.chevyaz.com/http://www.courtesyaz.com/http://www.chevrolet-usa.com/http://www.chevrolet-usa.com/http://www.chevrolet-usa.com/http://www.chevrolet-new.com/http://www.chevrolet-new.com/http://www.chevrolet-new.com/http://www.chevrolet-used.com/http://www.chevrolet-used.com/http://www.chevrolet-used.com/http://www.phxchevrolet.com/http://www.az-chevy.com/http://www.az-chevy.com/http://www.az-chevy.com/http://www.chevypricequotes.com/http://www.contactchevy.com/http://www.az-cars.com/http://www.az-cars.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.phxfinance.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.phoenix-chevrolet.com/http://www.phoenix-chevrolet.com/http://www.chevy-deals.com/http://www.chevy-deals.com/http://www.chevy-deals.com/http://www.camarolove.com/http://www.azcamaro.com/http://www.corvette-chevrolet.com/http://www.corvette-chevrolet.com/http://www.corvette-chevrolet.com/http://www.chevrolet-car-truck.com/http://www.chevrolet-car-truck.com/http://www.chevrolet-car-truck.com/http://www.chevrolet-car-truck.com/http://www.chevrolet-car-truck.com/http://www.azcourtesy.com/http://www.arizona-chevrolet.com/http://www.arizona-chevrolet.com/http://www.arizona-chevrolet.com/http://www.yougotgas.com/http://www.freegmoilchange.com/http://www.webuychevys.com/http://www.kbb-value.com/http://www.kbb-value.com/http://www.kbb-value.com/http://www.sellachevy.com/http://www.chevy-finance.com/http://www.chevy-finance.com/http://www.chevy-finance.com/http://www.chevy-tahoe.com/http://www.chevy-tahoe.com/http://www.chevy-tahoe.com/http://www.chevy-trailblazer.com/http://www.chevy-trailblazer.com/http://www.chevy-trailblazer.com/http://www.chevy-equinox.com/http://www.chevy-equinox.com/http://www.chevy-equinox.com/http://www.phxchevy.com/http://www.phoenix-chevy.com/http://www.phoenix-chevy.com/http://www.phoenix-chevy.com/http://www.phxdealer.com/http://www.gmac-credit.com/http://www.gmac-credit.com/http://www.gmac-credit.com/
  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    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

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    URL Asset Library: 1 of 3

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    URL Asset Library: 2 of 3

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    URL Asset Library: 3 of 3

  • Autmotive Digital Marketing Professional Community www.ADMPC.com Copyright 2011 Ralph Paglia

    Courtesy Chevrolet Lead Volume

    20801884

    2171

    18612097

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    2268

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    3346

    4178

    2874

    3338

    4662

    4362

    5267 5362 5228

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