Courtesy Chevrolet eIntegrated Marketing

ATTRACT INTERACT CONVERT RESPOND SELL SERVICE RETAIN Courtesy Chevrolet in Phoenix, AZ has become America’s leading Internet retailer of new and certified used Chevrolet vehicles…

eIntegrated Dealer Sales & Marketing ,[object Object],[object Object],During the past 18 months, Courtesy Chevrolet in Phoenix, AZ has emerged as the leading Internet retailer of new and certified used Chevrolet vehicles in America. Courtesy was recently ranked first in total revenue from amongst all Chevrolet dealerships by Wards Dealer Business, Courtesy uses Interactive Marketing that is integrated with conventional Media campaigns. Using a combination of Business Development Centers (BDC) and dedicated Internet Sales Teams in conjunction with a fully integrated Interactive Marketing Strategy, Courtesy Chevrolet now dominates the online car buying experience targeted at anyone shopping for a new or used Chevy in Phoenix.

Courtesy is ranked first in total vehicle sales and revenue from amongst all Chevrolet dealerships in latest research released by Wards Dealer Business.

[object Object],[object Object],[object Object],[object Object],[object Object],Sales Volume & CSI Compatibility?

Volume Weighted Customer Satisfaction Leadership

Courtesy Chevrolet eBusiness Organization ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Courtesy Chevrolet CRM/eBusiness Teams as of August, 2005 eBusiness Director BDC Manager New & Used Vehicle Sales Dept. Internet Sales Manager New & Used Vehicle Sales Dept. CSR 1 CSR 2 CSR 3 CSR 4 CSR 5 CSR 6 CSR 7 CSR 8 ISS 1 ISS 2 ISS 3 ISS 4 ISS 5 ISS 6 ISS 7 ISS 8 ISS 9 ISS 10 ,[object Object],Mike Gordon IT Director

Courtesy Chevrolet CRM/eBusiness Teams as of December, 2005 Ralph Paglia CRM/eBusiness Director Joel Matteson BDC Manager New Vehicle Sales George Salman Internet Sales Manager New Vehicle Sales Francisco Abalos BDC Manager Used Vehicle Sales Bryan Long Internet Sales Manager Used Vehicle Sales Kelly Slaughter & Lisa Sarata CRM Administrators CSR 1 CSR 2 CSR 3 CSR 4 CSR 5 CSR 6 CSR 7 CSR 8 ISS 1 ISS 2 ISS 3 ISS 4 ISS 5 ISS 6 ISS 7 ISS 8 ISS 9 ISS 10 ISS 11 ISS 12 CSR 9 CSR 10 CSR 11 CSR 12 Mike Gordon IT Director Split & Grow Split & Grow ,[object Object],New Position New Position New Position 80 sales 70 sales 40 sales 40 sales

Courtesy Chevrolet CRM/eBusiness Teams as of August, 2006 Ralph Paglia CRM/eBusiness Director Joel Matteson BDC Manager New Vehicle Sales George Salman Internet Sales Manager New Vehicle Sales Francisco Abalos BDC Manager Used Vehicle Sales Bryan Long Internet Sales Manager Used Vehicle Sales Kelly Slaughter & Cecy Girod CRM Administrators Patrick Miller Internet Sales Manager Courtesy On Bell CSR 1 CSR 2 CSR 3 CSR 4 CSR 5 CSR 6 CSR 7 CSR 8 CSR 9 CSR 10 ISS 1 ISS 2 ISS 3 ISS 4 ISS 5 ISS 6 ISS 7 ISS 8 ISS 9 ISS 10 ISS 11 ISS 12 ISS 13 ISS 14 ISS 15 ISS 16 CSR 11 CSR 12 CSR 13 CSR 14 CSR 15 CSR 16 Designated Sales Consultants Certified to Handle Internet Lead Appointments Mike Gordon IT Director Ron Daly & Scott Daly Special eFinance Team Lisa Esquivez eFinance BDC Omara Spriggs ef inance Sales 100 sales 90 sales 60 sales 50 sales 25 sales 35 sales New Team New Position ,[object Object],Courtney Daly eFinance Admin.

Courtesy Chevrolet CRM/eBusiness Teams as of October, 2006 Ralph Paglia CRM/eBusiness Director Joel Matteson BDC Manager New & Used Dept.’s George Salman Internet Sales Manager New Vehicle Department Vernon Intara BDC Team Leader NEW Vehicle Sales Bryan Long Internet Sales Manager Used Vehicle Sales Kelly Slaughter & Cecy Girod CRM Administrators Adrian Fajardo Internet Sales Manager Courtesy On Bell CSR 1 CSR 2 CSR 3 CSR 4 CSR 5 CSR 6 CSR 7 CSR 8 CSR 9… CSR 12 ISS 1 ISS 2 ISS 3 ISS 4 ISS 5 ISS 6 ISS 7 ISS 8 ISS 9 ISS 10 ISS 13 ISS 14 ISS 15 ISS 16 ISS 17 ISS 18 ISS 19 ISS 20 ISS 21 CSR 13 CSR 14 CSR 15 CSR 16 CSR 17 CSR 18 Certified Sales Consultants Assigned to Handle Internet Leads Mike Gordon IT Director Ron Daly & Scott Daly Special eFinance Team ISS 22 CSR 19 CSR 20 120 sales 125 sales 105 sales 75 sales 55 sales 65 sales ,[object Object],Barbara Mason eFinance Manager Judith Rodriguez eFinance Admin Francisco Abalos BDC Team Leader USED Vehicle Sales CSR 21… CSR 24 ISS 12 ISS 11 ISS 23 ISS 24

Develop Strategy & Budget - Phase 1 ,[object Object],* July 2006 Interactive Marketing Budget

Develop Strategy & Budget - Phase 1 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],* October 2006 Interactive Marketing Budget

Where Do We Invest Our Online Advertising Budget?

Courtesy Chevrolet decided to use online Google “Sponsored Link” ads and Google’s network of sites that accept display ads to drive car buyers to our sites… Courtesy Chevrolet uses Google’s “AdWords” program to reach online car buyers at the moment when they're looking for a new or used car. Using both text based sponsored links and display ads, the Google Network reaches more than 80% of online car buyers.* We create our ads, then use either key search words or select web sites to target which people see the ads. For key search words, we pay when shoppers click through to one of our sites. For display ads we bid what we are willing to pay per thousand impressions for each of the third party web sites we target…

eIntegrated Marketing Results Using an Integrated Marketing Strategy, Courtesy Chevrolet has dramatically Increased the volume of leads generated and received over a 19 month period.

eBusiness Sales Results Increased sales volume from a holistic eIntegrated Marketing Strategy that generated sales from leads using a combination of dedicated Internet Sales Specialists and BDC based Customer Service Representatives. Conventional Internet Sales Strategy eIntegrated Holistic Sales Marketing Strategy

Factoid #3; Search Engine Marketing Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],CASE EXAMPLE: Courtesy Chevrolet in-house Google AdWords Campaigns From 12/1/2005 through 3/31/2006 (4 months): Note: This does not include BZ, AZCentral, ClickMotive, BDC or Jumpstart SEM campaigns *$620.55 = Courtesy Chevrolet Advertising PVR 2005

Interactive Marketing Strategy – Phase 2 Primary Web Sites Full-Featured w/Inventory HouseOfCourtesy.com Primary web site LatinoChevy.com Spanish web site SEM/SEO Key Word URL’s Point to Deep Links CourtesyFleet.com Commercial & Fleet web site What did we have to work with as far as web properties? Would these web sites be the best at converting “click-throughs” to leads?

Interactive Marketing Strategy – Phase 3 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 Courtesy Chevrolet uses over 350 URL addresses directed towards multiple full featured web sites along with multiple micro-sites and online landing pages to generate floor traffic, incoming sales calls and electronic leads… Here are just a few:

Interactive Marketing Network As the multiple web sites, mico-sites and landing pages were being created, and linked to each other the entire implementation began to take on a network appearance and characteristics.

Interactive Marketing Strategy – Phase 4 SEM & Promo Landing Pages Primary 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/SEO Key Word URL’s 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

Online to Offline Integration; Phase 5 ,[object Object],Synergy

Integrated Marketing Strategy – Phase 5 Search Engine Marketing (SEM) Search Engine Optimization (SEO) Non-Web Based Integrated Marketing Web Site Placed Display Ads eSales Managed Account #1 ClickMotive Managed Campaigns Courtesy Managed URL Submissions Vendor Managed Activities BDC Managed Account #2 BZ Results Managed Campaigns Multiple Web Site Properties Outdoor Billboards & Bus Stops Radio TV Direct Mail AZCentral.com & Cars.com Expanding Display Ads ConsumerGuide.com Jumpstart Automotive LaVoz.com Spanish Display Ads ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

“ Grow Your Own” Lead Generating Strategy ,[object Object],[object Object],[object Object],[object Object]

Ad Groups by Targeted URL’s Leads Leads Leads Leads Leads Leads Leads Leads Leads Leads Leads Leads Leads Leads Landing Pages & Micro-Sites Key Words or URL Based Site Targets Bid Amounts & Daily Limits SEM Campaigns by Targeted Segments Image Ads & Sponsored Links Leads Leads Leads

SEM Campaign Reports Whether self-directed or managed by a 3 rd Party Supplier, Dealers should insist on reviewing the SEM Campaign Metrics shown below on a monthly basis. eBusiness Directors and Managers should be reviewing these metrics daily and making bid adjustments.

SEM Services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Web Site Vendors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ One Dealership Web Site is NOT Enough for Optimal Results!”

Dealership General Market Site (BZ Results) www.HouseOfCourtesy.com www.Chevrolet-USA.com www.Chevrolet-Phoenix.com www.CourtesyChev.com

GM Certified Internet Dealer Site ,[object Object],[object Object],[object Object],[object Object],[object Object]

Spanish Language Web Site (Reynolds) www.LatinoChevy.com www.Latino-Chevy.com

CourtesyOnBell.com Web Site (BZ Results) www.CourtesyOnBell.com Satellite Lot Used Car Center focused on our “Buy Here- Pay Here” special finance operation

CourtesyFleet.com Web Site (BZ Results) www.CourtesyFleet.com Focused on Fleet and Commercial Retail accounts/clients

Online Advertising Sources, Vendors & Charlatans ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key Factor: Placement and “Cost Per Impression” advantages inherent with the use of multiple vendors and multiple dealer-managed SEM accounts

Micro-Sites & Landing Pages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Online Display Ad Examples Non-Standard 89 x 60 pixel size animated gif file used by www.AZCentral.com on sides of topic pages… Non-Standard 120 x 90 pixel size animated gif file used by www.AZCentral.com on sides of Cars.com interior pages… Standard Leaderboard 728 x 90 pixel size gif file used by www.AZCentral.com at top of Cars.com portal pages… Standard Inline Rectangle 300 x 250 pixel gif file used by www.AZCentral.com on local news story pages …

Online Display Ad Examples Standard Inline Rectangle 300 x 250 pixel size jpg file used by Courtesy Chevrolet in Google Display Ad Network bid-by-site placements… Standard Wide Skyscraper 160 x 600 pixel size jpg file used by Courtesy Chevrolet in Google Display Ad Network bid-by-site placements Standard Leaderboard 468 x 60 pixel size jpg file used by Courtesy Chevrolet in AZCentral.com & Cars.com Display Ads

Online Display Ad Examples Standard Banner 468 x 60 pixel size jpg file used by Courtesy Chevrolet in Google Display Ad Network bid-by-site placements

Conventional Media Integration

www.2007Tahoe.com Micro-Site Scroll Down…

www.2007Tahoe.com Micro-Site Scroll Down… Relevant Text based content is King when it comes to SEO ranking

Scroll Down… 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

“ Push to Talk” buttons on ALL Micro-Sites and Landing Pages allow the Hottest Prospects to get immediate gratification Relevant Text based Hyperlinks leverage and extend your SEM investment beyond the specific targeted Micro-Site or Landing Page. These links reduce leakage from our SEM funnel and point search engine spiders to our other sites for ranking

YouGotGas.com - Birth of Integrated Marketing at Courtesy Chevrolet … It all started with a Marketing Team Meeting in September, 2005 … Hurricane Katrina had driven Gas OVER $3.25 a gallon, and all we had in stock were trucks and SUV’s that stopped selling due to gas $$$

YouGotGas.com Web-Store Promotion … As we discussed what would work; ELIMINATE GAS PRICE FEAR! We would advertise that when you buy a new Chevy from our inventory, we would include a prepaid fuel card with a year’s worth of gas… The lower the vehicle’s EPA, the more gas money had to go on the card!

1. Win $500 worth of gas for free! Register for the Courtesy Chevrolet Got Gas* drawing to win $500 in pre-paid gas cards to be given away every Friday in October. Fill out the form at www.YouGotGas.com , or call 888-9-GOT-GAS* 2. Get a year’s worth of gas… without winning a contest! When you pre-register for the program by calling 888-9-GOT-GAS or online at www.YouGotGas.com , Courtesy Chevrolet will provide you with a pre-paid Fuel Card good for a year’s worth of Unleaded Gas that is honored at participating QT retailers in Arizona, when you purchase or lease a new Chevrolet car or truck from Courtesy Chevrolet at 1233 E. Camelback Rd., Phoenix, AZ 85014 before October 31, 2005*. Either way, YOU GOT GAS! YouGotGas.com Gives You Gas 2 Ways… *Terms & Conditions Apply, Visit Courtesy Chevrolet for full details

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Got Gas? …Get it at

Plan to Drive Showroom Traffic: ,[object Object],[object Object],[object Object],[object Object],[object Object]

Showroom Signage shows customers they are at the right place… And, gives the sales team something to point at as one more reason to buy at the “Big C” Showroom Signage used to Support Integrated Campaign

Outdoor Advertising is designed to generate curiosity and arouse customer interest on a subject that everybody driving a car or truck is thinking about… Gas. (And, those who ate lunch at Taco Bell!) Two ways to satisfy that curiosity, either call or check it out on the web. Outdoor Advertising used to Drive Micro-Site Traffic & Phone Calls

20 Billboards & 60 Bus Shelters used to Drive Micro-Site Traffic & Phone Calls, resulting in over 800 Phone calls within 60 days & 12K+ site visitors

On The Web At: HouseOfCourtesy.com When you click here

www. YouGotGas .com What about Gas?!?!?! Get It At

www. YouGotGas .com Fuel Expense calculator based on 2 simple questions shows customers how important the cost of their gas is to them… Makes ‘em think! (Used by BDC reps on calls to 888-9-Got-Gas)

www. YouGotGas .com 1. Win $500 Worth of Pre-Paid Gas Cards by Entering Weekly Drawing 2. Register to get a year’s worth of gas When you buy a new Chevy from Courtesy has 2 sections…

Confirms Entry into $500 Weekly Drawing After entering the drawing to Win $500 Worth of Pre-Paid Gas Cards, the customer is offered a SECOND opportunity to register for the Year’s worth of Gas… All their info is pre-filled and the “ I am interested in” box is checked! Can I get a new Corvette for $1,500 down and under $500 a month? Can I buy a new Silverado right away, because the bank just picked up my truck I want to buy a new Tahoe for the best price without getting jerked around

Once they get to the confirmation page… Again, they are reminded that Courtesy Chevrolet’s BDC will be calling them…

Examples of Courtesy Chevrolet Campaign Specific Display Ads Placed within targeted Web Sites selected according to local visitor traffic and demographics. Linked to relevant content designed to convert visitors into leads… Deeplinked Online Ads

Display Ads drive traffic to Deep Links

Deep Links go to Inventory Pre-Sorts Online & Offline Advertising Campaigns drive traffic to “Deep Links” into specialized content within full featured web site that is directly relevant to promotion…

HouseOfCourtesy.com Types of Leads Generated

Leads Generated by Referring Domains (source)

Lead Forms Viewed by Referring Source ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Traffic to Primary Web Site – Excludes other sites, micro-sites & landing pages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Web Site Content Popularity – Excludes other sites, micro-sites & landing pages Page Page Views 1. Inventory Results Page 60,426 39.0% 2. Inventory Search Page 33,661 21.7% 3. Main (Home Page) 13,897 9.0% 4. Inventory Details Page 13,020 8.4% 5. Search New Inventory 3,926 2.5% 6. Pre-Owned Specials 3,654 2.4% 7. New Specials 3,063 2.0% 8. Pre-Owned Vehicles 2,006 1.3% 9. Specials 1,935 1.2% 10. Search Used Inventory 1,804 1.2% Total 154,875

Examples of SEM Results with Google ,[object Object],[object Object],[object Object],The next few slides will show actual Search Engine listing results from:

Search Engine Success Google “Organic” Ranking due to URL name with hyphens “ Phoenix Chevrolet Dealers” search

Use SEM to Attract Loyal Chevy Customers Targeted by State

ClickMotive Search Engine Marketing Campaign 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.

Courtesy Chevrolet “Organic” SEO Listing of BZ site ClickMotive Search Engine Marketing Campaign Courtesy Chevrolet “2007Tahoe.com” SEM campaign

Courtesy Ad placed Directly with Google Courtesy Ad placed Directly with Google Organic Ranking of Courtesy Micro-Site (free)

ClickMotive Search Engine Marketing Campaign 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

Courtesy Chevrolet “Organic” SEO Listing of BZ site ClickMotive Search Engine Marketing Campaign Courtesy Chevrolet “Phoenix-Chevrolet” SEM campaignGEE

Dealer Managed Google Campaign Reporting Total of Targeted Prospects that Clicked Through to Landing Page Total of Targeted Prospects that Saw the Online Ad Cost per Targeted Prospect that Clicked on a Key Word based Ad Cost per Prospect that Clicked on a Banner Ad in the Google Network

Courtesy Chevrolet Campaign Specific Display Ads Placed within selected and targeted 3 rd Party Web Sites Using the Google Advertising Network Online Ad Examples

Use of Deep-Links in Online Advertising www.GM-Finance.com Deep-link into GM PowerShift web site online credit application

SAVE MONEY BUYING A NEW CHEVROLET CAR, TRUCK OR SUV For Phoenix, Arizona Chevrolet buyers It's fast, easy and FREE. Use Phoenix-Chevrolet-Dealers.com to receive competitive price quote bids from the most price aggressive, highest volume Chevrolet dealers in the Phoenix Valley. Our participating dealers have the largest new Chevrolet inventories and selections in Arizona, and they will offer you the largest discounts and most competitive auto loan and lease rates, along with the best terms in all of Arizona. For maximum discount new Chevrolet prices, including actual dealer invoice costs and Chevrolet factory MSRP, choose the Chevrolet car, SUV or truck that you want from the drop-down menu below. We'll put you in touch with participating Phoenix Chevrolet dealers who will send you their most competitive price quotes, and then offer to arrange a pre-scheduled test drive with a Chevrolet product specialist. The participating Chevrolet dealer you select based on prices quoted, vehicle availability and location will provide an Internet Sales Manager to work with you on getting the best overall deal on your choice of America's #1 Brand and #1 value in a new car, truck or SUV.

Thank you for attending! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key Executables with Integrated Marketing Programs

Courtesy Chevrolet eIntegrated Marketing

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