Guerilla Marketing for Car Dealers

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 competition
Paglia - 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 Paglia
Vice President – Digital
Tier10 Marketing
• Currently leading build-out and development of
Tier10’s 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 BBS’s…
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 OEM’s, 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 URL’s 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

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 URL’s for Promotional Campaign
Creative Differentiation

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
2080
1884
2171
1861
2097
2697
2268
2735
3346
4178
2874
3338
4662
4362
5267 5362
5228
5767
5929
0
1000
2000
3000
4000
5000
6000
7000
January
2005
Total
February
2005
Total
M
arch
2005
Total
April2005
Total
M
ay
2005
Total
June
2005
Total
July
2005
Total
August2005
Total
Septem
ber2005
Total
O
ctober2005
Total
Novem
ber2005
Total
Decem
ber2005
Total
January
2006
Total
February
2006
Total
M
arch
2006
Total
April2006
Total
M
ay
2006
Total
June
2006
TotalJuly
2006
Total
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 79
66
90
81 80 86 80
110
224 223
283
265
225
335
313
298 301
335
0
50
100
150
200
250
300
350
400
January
2005
Total
February
2005
Total
M
arch
2005
Total
April2005
Total
M
ay
2005
Total
June
2005
TotalJuly
2005
Total
August2005
Total
Septem
ber2005
Total
O
ctober2005
Total
N
ovem
ber2005
Total
D
ecem
ber2005
Total
January
2006
Total
February
2006
Total
M
arch
2006
Total
April2006
Total
M
ay
2006
Total
June
2006
TotalJuly
2006
Total
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 Leads
Leads
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 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 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

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 competition’s
market area but NOT APPEAR
in advertising dealer’s market

Google Adwords
Targeting Same Brand Dealers

Herb Chambers Honda Boston
Boch Honda Competitive Conquest

Herb Chambers Honda Seekonk
Colonial Honda Conquest Campaign

Herb Chambers Honda Seekonk
Metro Honda Competitive Conquest Campaign

• 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.com
URL Redirect using the: “Drew Ament Technique”
S
c
r
o
ll
D
o
w
n
This lead form goes to
“Midway Chevrolet”!!!

www.CourtesyChevyAZ.com
URL Redirect using the: “Drew Technique”

Using the LMA Dealer Association Website to Siphon Leads

www.Midway-Chevy.com
URL Redirect using the: “Drew Technique”

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 “What’s
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 dealer’s
own brand

Conventional Media to Web Integration

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

Bus Shelter Signage Displays
Fast’n Easy Online Credit App URL
Bus Shelter Signage Displays Unique
800# 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 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
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!

Courtesy’s AZCentral.com
Online Advertising Campaigns
drive consumers to “Deep
Links” into specialized content
within Courtesy Chevrolet’s
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

Courtesy’s
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
RPaglia@gmail.com
www.RalphPaglia.com
Reference Links:
http://www.ADMPC.com
http://slideshare.net/RalphPaglia
http://Adwords.Google.com
http://Google.com/Analytics

Guerilla Marketing for Car Dealers

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