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LOGO

Jake Dhillon

Web 3.0 Marketing

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Economy 2008

Automotive Sales

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Cyclical Conundrums

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Can you Grow During a Recession?

How Can We Capture Market Share?

What are our Strengths?

RESTRUCTURE

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Marketing Providers Monthly Costs Yearly Costs

AutoUSA 2500 30,000

Autotrader.com 5908 70896

Cars.com 4500 54,000

Costco 2500 30,000

AAA 2200 26,400

RedBook 300 3,600

Cobalt 660 7,920

OnStation 2,000 24,000

SEO Consultation (Secret Weapon) 4500 54,000

Imagination - 20 Websites 65 3,280

Idearc (Verizon, Superpages) 9.95 120

Yahoo Local 9.99 120

CitySearch 9.95 120

Google ADwords 1500 18,000

Deborah Finn Agency 4,000 48,000

Jobings.com 300 3,600

LA Times 10,000 120,000

Actual Internet Dept Marketing 3160 37,920

Used Cars 10408 124,896

Fleet 5000 60,000

New Expenses 6,595 81,640

Eliminated Expenditures 8,800 105,600

Savings Rerouted to Google Adwords 2205 26460

Total Advertising Expense 40962.89 494,056

Average Advertising Expense 2409.581765 59,360

Initial Cost for SEO Consultant Setup 6500 (ADD 2000 Onsite)

Initial Setup for OnStation - 1st Month 2998 (ADD 1000 Setup)

Intial Cost for Imagniation Websites 2899 (Build Out For Sites)

Total Cost for Initial One Time Setup 12397 

Martin Budget Analysis

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1 1 1

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5908

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65 9.95 9.99 9.95

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4000

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Martin Budget (Monthly)

Series1 Series2 Series3 Series4

Marketing Providers

Co

st B

asis

Martin Budget Analysis

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Contents

Web Marketing History1

Current Trends2

Current Marketing Strategy3

Proposed Marketing Outline4

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How Do We Get There?

Unified Marketing Program

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Internet

ISPs

Search Engines

Content Portals

Mobile Networks

What is the Internet?

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Web Structure

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Search Engine Optimization

Question: The internet is the world’s biggest library. The Web has billions of pages of information. With this much data, how do you find the page that contains the information you are looking for?

Answer: You use a search engine or a directory which will point you in the right direction.

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Background Questions

What is the Average Buyer’s Motivations? Trust, Equitable deal, Value

Why did online marketing never deliver?

Why did the Internet Never Full fill its Promise?

I am going to tell you what worked in the past and what is working TODAY! And I am going to tell you what I think will CONTINUE to work for TOMMOROW!

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Failure of Early Web 1.0 Marketing

Your Websi

te

Yahoo

Google

MSN

AOLCustomers would previous

ly pay for

multiple online

relationships, no competit

ive advanta

ge

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Dot.bomb Casualties

# 1 Webvan.com (1999-2001) # 2 Pets.com (2000) # 3 Kozmo.com (1998-2001) # 4 Flooz.com (1998-2001) # 5 eToys.com (1997-2001) # 6 Boo.com (1998-2000) # 7 MVP.com (1999-2000) # 8 Go.com (1998-2001) # 9 Kibu.com (1999-2000) # 10 GovWorks.com (1999-2000)

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WEB MARKETING EVOLUTION

What do we do now?

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Web 1.0: Search Confusion Simplicity = Success!!!

Evolution of Search Marketing

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Search Marketing 2000 Search Marketing 2008

Google’s Rise to Power

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Google Grinds its way to the TOP!

Google

Yahoo

Others

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Marketplace ExampleYahoo.com was in serious trouble in

2001 and 2002 because it ignored the

Economic Environment they charged too much and lost ad revenue

Competitive Environment they misjudged the impact of the entrance of

Google into the marketTechnological Environment

some say they were not using the most advanced algorithm as upstart Google

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Google’s Web Dominance

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Taming the 800lb Gorilla

Google will control

over 90% of all Internet Search

Marketing within the next Calendar Year!!!

$$$

$$$

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• Be extremely subtle, even to the point of formlessness. Be extremely mysterious, even to the point of soundlessness. Thereby you can be the director of the opponent's fate.

Strategic Marketing

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Media Integration

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Newspaper Advertising

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Media Transition

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Marketing Trends in Advertising

Consolidation

Online Advertising

Doubles

Expansion into Traditional

Media

Unified Marketing Provider

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Marketing Trends

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Cost of Traditional vs. Online Marketing

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The Fate of Traditional Advertising Agencies

Print

Radio

T.V.

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How Can We Draw Our Customers

Question: Better yet, how do you ensure customers find your website

OR how do you stand out from the crowd and get Internet Visibility?

Answer: Search Engine Optimization

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Local Marketing

82% of Car Buyers Purchase within a 12 mile

Radius of the Dealership

70% of Car Buyers do their research online

before entering a dealership

85% of all search traffic is

facilitated through Google

Core Demographic

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Progress Diagram

Local County Regional

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What makes us different?

OnlineThere is no distinction between a Multibillion Dollar company and ours, other then design, implementation, and creativity.

Small Business

Large Business

Online Marketing

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Local Search Popularity

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National Directories

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Local Market Strategy

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Local Directories

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Local OrganicOnline Directories

Social Reviews

Blogging

Video Linking Sites

Local Portal Sites

Local Organizations

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AutoUSA Lead Locations – Feb 2008

   1.   Los Angeles - Average Distance 6.26   (30.22%  -  42 requests)

   2.   Beverly Hills - Average Distance 4.40   (6.47%  -  9 requests)

   3.  North Hollywood - Average Distance 11.41   (4.32%  -  6 requests)

   4.   Sherman Oaks - Average Distance 8.29   (3.6%  -  5 requests)

   5.  Van Nuys - Average Distance 11.07   (3.6%  -  5 requests)

   6.  Woodland Hills - Average Distance 12.43   (2.88%  -  4 requests)

   7.   Carson- Average Distance 16.10   (2.88%  -  4 requests)

   8.  Marina del Rey - Average Distance 3.44   (2.88%  -  4 requests)

   9.   Inglewood - Average Distance 7.72   (2.16%  -  3 requests)

   10.  Malibu - Average Distance 16.23   (2.16%  -  3 requests)

   11.  Calabasas - Average Distance 13.35   (2.16%  -  3 requests)

   12.   North Hollywood - Average Distance 10.52   (1.44%  -  2 requests)

   13.  Culver City - Average Distance 3.64   (1.44%  -  2 requests)

   14.   Santa Monica - Average Distance 2.32   (1.44%  -  2 requests)

   15.  West Hollywood - Average Distance 5.59   (1.44%  -  2 requests)

   16.   Camarillo - Average Distance 34.39   (1.44%  -  2 requests)

   17.  Chatsworth - Average Distance 16.97   (1.44%  -  2 requests)

   18.  Panorama City - Average Distance 13.37   (1.44%  -  2 requests)

   19.  North Hills - Average Distance 14.07   (1.44%  -  2 requests)

   20.   Oxnard - Average Distance 40.30   (1.44%  -  2 requests)

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Local Map Search

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Local Marketing Booming

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There are 2 types of Traffic

FREE•SEO•Directory Listing•Social Linking

PAID•Banner•Pay Per Click (PPC)•Sponsored Links

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How Can We Be Everywhere?!

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Organic Search

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Geo-Targeting Potential Markets

This option is perfect for:• Reaching a service area (plumbers, restaurants)• Local Business (onsite computer repair)• Offers to a specific audience (downtown Chicago)

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FOCUS OF BROAD BASED REGIONAL DOMINANCE

How do we make ourselves known to our Neighbors

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SEO Lifecycle

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Organic Google

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Organic Search Dynamics

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SEO / SEM Consultant

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Managing Keywords

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Increasing Web Traffic

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Web Analytics

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As we increase our Advertising online, and capture more of the market, the corrollary effect is that our competition will see less and less ROI and pull out alltogether..

Blowback Effect

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Marketing Break-Even

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SEO / SEM Secondary Purpose

There are only 3 Tasks.

Create Money Sites

Create Supporting Sites

– Sites that support your money site

– Sites that support your supporting sites

Get Links to ALL of them!

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Links pointing to your site have certain attributes:

Followability: Whether the link will be followed by search engine spiders. Static vs. dynamic; ‘no

follow’

Reputation: What the link tells the search engine

Anchor text in the link and text surrounding the link

set reputation.

Perceived Quality:• One way links (good) vs.

multidimensional (not so good)• Links from whitelisted sites (great) vs.

low PR (poor) or link• farms (worst)

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Web 2.0 Marketing

Martin

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SUCCESS ELEMENTS FOR BUILDING APOWERFUL ON-LINE (and OFF-LINE) BUSINESS

•Lead Generation•SEM (Search Engine Optimization

and PPC)•Web Analytics – Track, analyze,

test…•Powerful Stories•Client Retention (using online

follow-up sequences)•Stickiness (Community)•Collaboration•Affiliate Marketing

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Web Social Dynamics

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Customer Demographics

20-3030-4040-5050-just damn

old!

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Myspace.com

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Social Networking 2008

80.74%

10.32%

1.18%

0.88%

0.87%

0.73%0.72%

0.72% 0.69% 0.67% 0.49% 0.48% 0.34% 0.26% 0.18% 0.18% 0.18% 0.14% 0.11% 0.11%

Market Share of US Internet Visits to Top 20 Social Networking Sites February 2007* Market

Share

1 MySpace www.myspace.com 2 Facebook www.facebook.com3 Bebo www.bebo.com 4 BlackPlanet.com www.blackplan-

et.com5 Xanga www.xanga.com 6 iMeem www.imeem.com7 Yahoo! 360 360.yahoo.com 8 Classmates www.classmates.com9 hi5 www.hi5.com 10 Tagged www.tagged.com11 LiveJournal www.livejournal.com 12 Gaiaonline.com www.gaiaon-

line.com13 Friendster www.friendster.com 14 Orkut www.orkut.com15 Live Spaces spaces.live.com 16 HoverSpot www.hoverspot.com17 Buzznet www.buzznet.com 18 Sconex www.sconex.com19 MiGente.com www.migente.com 20 myYearbook www.myyear-

book.com

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Social Networking 2.0

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Social Bookmarking

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Social Bookmarking

Add to All Our Sites

•Interlinking•Create Networks

Build your own Content

•Create Profiles•Make Social Groups

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Static pages seemed to go out of style as the Blog was introduced. WOW!

All we had to do then was put up a Free blog at blogger.com and ….

Blog and Ping! Add RSS feeds Blog and Ping! Add Anything Blog and Ping! Blog and Ping! ......

Creating Content = Traffic

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Blogger’s Universe

Blogging creates its own social network, that is

reinforced by multiple links across multiple sub-sites

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Video Content is now KING

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Create and Upload

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Building Trust

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Our Business

GM/Cobalt

AutoUSA

InfoUSA.com

Google.com • Search Engines is a Design Digital Content & Contents mall developed by Guild Design Inc.

• Directory Services is a Design Digital Content & Contents mall developed by Guild Design Inc.

• Lead Providers is a Design Digital Content & Contents mall developed by Guild Design Inc.

• Cobalt is a Design Digital Content & Contents mall developed by Guild Design Inc.

• Martin Auto Group is a Design Digital Content & Contents mall developed by Guild Design Inc.

Hierarchy of Online Marketing

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The Buying Cycle

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GLOBAL INDUSTRY STATS

If you are a company selling a product or a service to the public, 30% of prospects will buy from you, 15% will never buy from you no matter what you do and the other 55% need to be touched on a daily/weekly/quarterly or some other recurring basis to convert them to a customer.

You typically lose about 10% of your customer list, for every month that you do not contact them.

80% of individuals that request information on a product or service that you sell will end up buying from your competitors.

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Dealership Cycle

New Car

Sales

•Walk-In•Internet

Service

•Walk-In•Internet

Used Car

Sales

•Walk-in•Internet

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Email Marketing Objectives

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Email Marketing - OnStation

Purchase

Follow-up

Service

Marketing Specials

Lease Ends

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CURRENT INTERNET STRUCTURE

What can we do differently, and lower our costs?

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Lead Providers

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Capturing our Customers

www.martinautogroup.com

Search Engine

Marketing

Lead Providers

Traditional

Advertising

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Customer Capture and Retention

Step 1•Phone Calls•Email Inquiries•Walk-Ins

Step 2•Rapid Email Response•Smart Phones•Website Automation

Step 3 •Set up Instant Close•Get Customers into the DEALERSHIP!!!

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Management through Empowerment

“The conventional definition of management is getting work done through people, but real management is developing people through work.”

“Management is efficiency in climbing the ladder of success; leadership determines whether the ladder is leaning against the right wall.”

“Good management is the art of making problems so interesting and their solutions so constructive that everyone wants to get to work and deal with them.”

“Organization doesn't really accomplish anything. Plans don't accomplish anything, either. Theories of management don't much matter. Endeavors succeed or fail because of the people involved. Only by attracting the best people will you accomplish great deeds.”

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Customer Service & TQM

Sales and Service

GM

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Customer Focus

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Sales Purpose

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Sales Process

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CONTENT MEDIA CREATION

How do we get more prospects in the door

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Creating Multiple Microsites

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Specific Brand Isolation

We need to treat each brand as a separate business entity, for online there is no distinction to the customer. We need to treat all our internal business functions as separate programs unto themselves, for the same reason. Also, it creates a much large web presence. All our secondary Sites will link to our Primary Cobalt site, or our Primary Non-Cobalt sponsored Flash Site.

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CAPTURE EMERGING MARKETS

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Hybrid Re-EvolutionOpening Flash pages has the Yukon bust into leaves

Yukon Denali Green Renewables Focus Links to other Green Businesses

locally Average Mileage Chart Rundown Timer of Gas Saved each

day, compared to normal Yukon The only large Hybrid SUV on the

market emphasis List technological features

(OnStar, GPS, Etc…) Future Escalade When it is going to be released Spy Photos and speculation links

to blogs.

Capture Emerging Markets

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Saab of Santa Monica is Now Saab of Beverly Hills

How do we introduce ourselves as the premier SAAB dealership in LA?

Emphasize that we are now transitioning the same great service and sales to a new location just down the street

Make a blow up of our new car out this September

Have the screen show the Convertible, and Station Wagon

Play on the heritage of Saab and it’s the soul of its market base

Big Letters - address and map

Provide a clear map and write directions from every major highway

Create a Google maps link on webpage

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SAAB Variants

Saab 93 Saab 93

ConvertibleSaab 9-7x – Aero

(2009)Saab 95 Blackbird

(2009)9-1 Uber

Crossover(2009)9-4x (concept

SUV)Aero X

(Technology Concept)

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Cadillac CTS Motortrend ‘Car of the Year” Dynamic new styling and

appointments List technological features

(Onstar, GPS, Etc…) Cadillac V-sport

Ultra - High-Performance The New Soul and Passion

of Cadillac Cadillac STS Cadillac XLR Cadillac DTS

A true full size luxury sedan Cadillac Escalade

ESV EXT

Cadillac Luxury

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Pontiac G5 Pontiac G6

Coupe Convertible

Pontiac G8 The New Performance Image

of Pontiac Pontiac Solstice

Fun in the Sun in Santa Monica

Emphasize the LA lifestyle Pontiac Vibe

Completely Redesigned Amazing Gas Mileage Functionality and Fun

Pontiac Hybrid?

Pontiac Performance

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GMC – Cars and Trucks

GMC Acadia Link all outside Reviews

GMC Sierra Truck Line All reiterations of the Sierra

Line 1500 2500 3500 Denali

History of the Sierra Line

GMC Savanna Light and Heavy

Industrial Equipment

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Fleet / Broker Department

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First Page – Featured Car Rotating pictures of our

cars – Similar to Records on iTunes

Click on a car, get all the information, sub pictures, history, and carfax

Show Roger how to tweak this site and Autotrader to maximize exposure

Call to action must be immediate – Activity on the site or click on a carfax link sends an immediate activation of IM, or Video Chat widget (Create Avatar)

Direct link to Roger’s Email, Phone, and Instant Messenger

Certified Pre-Owned

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Internet Fleet Department

113

Martin GM Goodwrench Service

First Page Header – Show all GM Brand

Logos that we service in bold and large flash

Featured Seasonal Service Special on right

Second side, current customer log in, with automated appointments

This will help capture customer information for our CRM and Marketing

Second Page Photo Avatars linked to each

Service Personnel, with direct links to their terminals and phones

Virtual Book of appointments and current status of their vehicle service

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Auto Body and Parts

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Future Pre-Orders

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Primary SuperSite

Cadillac Pontiac

GMC Saab

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Future Profits

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Summary

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LOGO

Jake Dhillon