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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

    2697

    2268

    2735

    3346

    4178

    2874

    3338

    4662

    4362

    5267 5362 5228

    57675929

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    eIntegrated Marketing Results

    Using an Integrated Guerrilla Marketing Strategy, Courtesy Chevy

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

    Leads Generated

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

    eBusiness 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

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    Conventional Internet

    Sales Strategy

    Sales Results

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

    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

    Campaign Management Strategy

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

    10 Months of Digital Marketing

    Lead Source and Disposition Analysis

    Courtesy Chevrolet reviews eBusiness campaigns and opportunities by

    categorizing the leads generated, then looking at volume, invalids and sales.

    BZ Web Site Subtotal 3,547 82 1,503 1,845 52.02% 160 9.40%

    3rd Party Lead Providers 15,336 652 10,791 3,893 25.38% 465 4.06%

    Online Credit Applications 6,126 357 3,772 1,919 31.33% 405 9.63%

    Search Engine Marketing 7,385 258 4,272 2,759 37.36% 352 7.61%

    GM Certified Internet Dealer 2,034 65 1,266 682 33.53% 163 12.06%

    Inventory Listing Sites 16,195 979 12,474 2,742 16.93% 1,240 9.22%

    Membership & Referrals 1,242 74 1,029 139 11.19% 367 33.27%

    Web Generated Phone Ups 10,848 852 8,954 1,042 9.61% 1,043 10.64%

    BDC Dormant Lead Follow-Up 6,412 815 5,031 561 8.75% 615 10.51%

    Trade-In & Buy-Back Leads 2,069 86 1,119 844 40.79% 129 10.53%

    Grand Totals 52,465 3,092 36,516 12,592 24.00% 3,451 8.65%

    10 Months of LeadsLeads

    Volume

    Still

    Active

    Not

    Sctive

    Duplicates

    & Invalid% Sold %

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

    Google Adwords Advertising Results

    33,257,657 Car Shopper

    Impressions Generated

    29,528 Car Shopper Visits

    to Courtesy Chevrolet web

    sites, landing pages and

    micro sites

    2,248 Electronic Leads and

    Phone Calls Generated

    174 Vehicles Sold

    $71,801.30 was invested

    with Google AdWords &

    Google Display Ad Network

    $2.16 Cost per Thousand

    Car Shopper Impressions

    $2.43 Cost per Car Shopper

    that clicked-through to a

    Courtesy Chevrolet site

    $31.94 Average Cost per

    Lead Generated

    $412.65 Average Cost Per

    Vehicle Retailed (PVR)*

    CAMPAIGN EXAMPLE: In-house Google AdWords Campaign

    (4 month flight):

    Note: This does not include BZ, AZCentral,

    ClickMotive, BDC or Jumpstart SEM campaigns

    *$620.55 = Courtesy Chevrolet Advertising PVR

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

    Guerrilla Digital Marketing Site 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

    HouseOfCourtesy.com 2007Tahoe.com

    CourtesyOnBell.com

    PHXChevrolet.com

    LatinoChevy.com

    SEM Key Word URLs Point to Primary Site Deep Links

    CourtesyFleet.com

    WeBuyChevys.com

    GMAC-AZ.com

    2006Silverado.com

    GetaCamaro.com

    YouGotGas.com

    ChevyPriceQuote

    FreeGMoilChange

    ChevyPride.com

    PHXfinance.com

    BK-OK-Car-Loans.com

  • Google Adwords

    ...

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