dd11 guerilla marketing v7

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!


Guerilla Marketing: Resources

http://www.GMarketing.com


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


www.LatinoChevy.com


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/


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/


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


URL Asset Library: 1 of 3


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


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


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


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 %


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


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

Competitive Conquest Targeting Same Brand Dealers

Courtesy Chevy versus Bill Heard Case Study


Google AdWords Account:

Chevy Dealer Conquest

Ad Group 3 Month Summary


223 Customers

searching for Bill Heard

Chevrolet diverted to

Courtesy Chevrolet

owned sites

Google Adwords Competitive Conquest

GM Certified Internet Dealer Site


Competitive Conquest

Campaigns are Geotargeted

to appear within competitions

market area but NOT APPEAR

in advertising dealers market

Google Adwords


Targeting Same Brand Dealers

Herb Chambers Honda Boston

Herb Chambers Honda BostonBoch Honda Competitive Conquest

Herb Chambers Honda Seekonk

Colonial Honda Conquest Campaign

Herb Chambers Honda Seekonk

Metro Honda Competitive Conquest Campaign

Klein Honda


Drew Ament Technique lead acquisition via competitive

name URL combined with dealer association lead

generation form pages

Competitor URL Redirect

Tactic known as the

Drew Ament Technique

Competitor URL Redirect Tactic known as the

Drew Ament Technique CourtesyChevyAZ.com

Using the LMA Dealer Association Website to Siphon Leads


Drew Technique CourtesyChevyAZ.com


Drew Ament Technique

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!!!
http://www.courtesychevyaz.com/

www.CourtesyChevyAZ.comURL Redirect using the: Drew Technique
http://www.courtesychevyaz.com/

Using the LMA Dealer Association Website to Siphon Leads

www.Midway-Chevy.comURL Redirect using the: Drew Technique
http://www.midway-chevy.com/http://www.midway-chevy.com/http://www.midway-chevy.com/

Facebook

Social Media Traffic Generation

Google Analytics: Track Top Referring Sites

Facebook: Post Links to Pages and Groups

LinkedIn

Social Media Traffic Generation

Find and Join Relevant LinkedIn Groups

LinkedIn Groups; Attach a Link to Relevant URL

LinkedIn Groups; Pull in Site Title, then Share

LinkedIn Groups; Share Sites to Whats

Happening

Stealth Sites

Competitive Conquest Targeting Third Party Lead

Providers

Stealth Site designed to mimic 3rd Party

Lead Provider Lead Generation site

Stealth Advertising

Examples of using offline and online advertising media

to drive consumer traffic above and beyond the dealers

own brand

Conventional Media to Web Integration

www.2007Tahoe.com Micro-Site

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-sites productivity

Bus Shelter Signage DisplaysFastn 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 IntegrationSpecial Financing and Credit Based Offers

Examples of SEM Results with Google

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:

Search Campaign that bids

on competing dealership

names as a keyword

Courtesy Chevrolets 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

3rd Party Branded Stealth Site that captures

Leads from customers getting book value

#1 CTR of

All Time!

Highest CTR

Ever Recorded

by Google for

Dealer Ads!

Courtesys AZCentral.com Online Advertising Campaigns drive consumers to Deep Links into specialized content within Courtesy Chevrolets 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

Courtesys 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

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

Contextual Search Targeting

Examples of Search Queries matched to

Guerrilla Marketing Microsites, Landing

Pages and Offer Sites

-


www.Edmunds-Chevrolet.com

Highest Sales Satisfaction A Marketing Opportunity!


Highest Sales Satisfaction A Lead Gen Opportunity!


Banned by

General

Motors!

Questions and Answers

Ralph Paglia

Cell: 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

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