Automotive Guerrilla Marketing - Ralph Paglia at AutoCon 2012
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Guerrilla Marketing and Competitive Advertising Strategies Ralph Paglia President Automotive Media Partners
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This presentation focused on various online Automotive Guerrilla Marketing strategies, tactics and techniques and was presented by Ralph Paglia during a similarly titled workshop for car dealers at the AutoCon 2012 Conference and Exposition in Las Vegas. The venue was the Aria Hotel Conference Center. You can learn more about the conference at http://AutoCon.US and the topic is further detailed at http://ADMPC.com
Transcript of Automotive Guerrilla Marketing - Ralph Paglia at AutoCon 2012
Guerrilla Marketing and Competitive Advertising Strategies
Ralph PagliaPresident Automotive Media Partners
Questions• If you have questions during the presentation, please submit them using the “Questions” feature
• Questions will be answered at the end of the webinar
Guerilla Marketing and Competitive Advertising StrategiesGuerilla Marketing and Competitive Advertising Strategies
See multiple case studies and detailed examples showcasing dealers who use the Internet to take market share away from their competition
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 “Competitive Conquest” 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 President
Automotive Digital Marketing• Led 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
www.ADMPC.com
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 use same tactics at different dealerships to 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.comwww.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
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
URL Asset Library: 2 of 3
URL Asset Library: 3 of 3
Courtesy Chevrolet Lead Volume
20801884
21711861
2097
2697
2268
2735
3346
4178
2874
3338
46624362
5267 53625228
57675929
0
1000
2000
3000
4000
5000
6000
7000
Guerilla Marketing Results
Using an Integrated Guerrilla Marketing Strategy, Courtesy Chevy increased volume of leads generated and received over 150% in 19 months.
Guerilla Marketing Sales Results
400% Increase in sales volume from Competitive Conquest, Guerrilla andIntegrated 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 86 80
110
224 223
283
265
225
335
313298 301
335
0
50
100
150
200
250
300
350
400
Janu
ary 2
005
Total
Febru
ary 2
005
Total
Mar
ch 2
005
Total
April 2
005
Total
May
200
5 Tot
al
June
200
5 Tot
al
July
2005
Tot
al
Augus
t 200
5 Tot
al
Septe
mbe
r 200
5 Tot
al
Octobe
r 200
5 Tot
al
Novem
ber 2
005
Total
Decem
ber 2
005
Total
Janu
ary 2
006
Total
Febru
ary 2
006
Total
Mar
ch 2
006
Total
April 2
006
Total
May
200
6 Tot
al
June
200
6 Tot
al
July
2006
Tot
al
Conventional InternetSales Strategy
CCGI Marketing Strategy
REPORT: Courtesy Chevrolet's Primary Google Account Campaign ReportACCOUNT: Ralph Paglia
DATE RANGE: October, 2006
CampaignCampaign
Status Impressions Clicks CTRAvgCPC
AvgCPM Cost
AvgPosition
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
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 LeadsVolume
StillActive
NotSctive
Duplicates& Invalid
% Sold %
Google Adwords Campaign Analysis
• 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)*
EXAMPLE: In-house Google AdWords Campaign (4 months):
Note: This does not include BZ, AZCentral, ClickMotive, BDC or Jumpstart SEM campaigns*$620.55 = Courtesy Chevrolet Advertising PVR
Guerrilla Marketing Website Strategy
SEM & PromoLanding PagesSEM & Promo
Landing PagesPrimary Web Sites
Full-Featured w/InventoryPrimary Web Sites
Full-Featured w/InventoryCampaign Specific Micro Web Sites
Campaign Specific Micro Web Sites
Get aYear WorthOf Free Gas
Get aYear WorthOf Free Gas
free GMOil ChangesFor 3 Years
free GMOil ChangesFor 3 Years
CourtesyChev.comCourtesyChev.com 2012Tahoe.com2012Tahoe.com
CourtesyOnBell.comCourtesyOnBell.com
PHXChevrolet.comPHXChevrolet.com
LatinoChevy.comLatinoChevy.com
SEM Key Word URL’s Point to Primary Site Deep LinksSEM Key Word URL’s Point to Primary Site Deep Links
CourtesyFleet.comCourtesyFleet.com
WeBuyChevys.comWeBuyChevys.com
GMAC-AZ.comGMAC-AZ.com
2012Silverado.com2012Silverado.com
GetaCamaro.comGetaCamaro.com
YouGotGas.comYouGotGas.com
ChevyPriceQuoteChevyPriceQuote
FreeGMoilChangeFreeGMoilChange
ChevyPride.comChevyPride.com
PHXfinance.comPHXfinance.com
BK-OK-Car-Loans.comBK-OK-Car-Loans.com
Google Adwords
• Competitive Conquest Targeting Same Brand Dealers
• Courtesy Chevy versus Bill Heard Case Study
• 2011 Campaign Data Examples
Google AdWords Account:“Chevy Dealer Conquest”
Ad Group 3 Month Summary
Google AdWords Account:“Chevy Dealer Conquest”
Ad Group 3 Month Summary
223 Customers searching for Bill Heard
Chevrolet diverted to Courtesy Chevrolet
owned sites
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 AdwordsCompetitive Conquest
Targeting Same Brand Dealers
Klein Honda
Klein Honda
Google Adwords Extensions and OfferSites
• Create Site Links within Google Adwords that point to relevant offers and promotions
• Microsites are Ideally suited for Google Site Link Extensions
Site Link Extensions appear below your Google Adwords sponsored
links
Site Link Extensions appear below your Google Adwords sponsored links
Site Link Extensions appear below your Google Adwords sponsored links
Competitive Conquest Tactics• “Drew Ament Technique” lead acquisition via
competitive name keyword enriched URL combined with coded dealer association lead generation form pages
• LESSON LEARNED: Beware of what the competition is up to!…
Competitor URL Redirect Tactic known as the
“Drew Ament Technique”
Competitor URL Redirect Tactic known as the
“Drew Ament Technique”
Competitor URL Redirect Tactic known as the “Drew Ament Technique” – CourtesyChevyAZ.com
Competitor URL Redirect Tactic known as the “Drew Ament Technique” – CourtesyChevyAZ.com
Using the LMG Dealer Association Website to Siphon Leads
Competitor URL Redirect Tactic known as the “Drew Technique” – CourtesyChevyAZ.com
Competitor URL Redirect Tactic known as the “Drew Technique” – CourtesyChevyAZ.com
Competitor URL Redirect Tactic known as the
“Drew Ament Technique”Competitor URL Redirect Tactic known as the
“Drew Ament Technique”
www.CourtesyChevyAZ.comURL Redirect using the: “Drew Ament Technique”
www.CourtesyChevyAZ.comURL Redirect using the: “Drew Ament Technique”
Scroll Down
Scroll Down
This lead form goes to “Midway Chevrolet”!!!This lead form goes to “Midway Chevrolet”!!!
www.CourtesyChevyAZ.comURL Redirect using the: “Drew Technique”
www.CourtesyChevyAZ.comURL Redirect using the: “Drew Technique”
Using the LMA Dealer Association Website to Siphon Leads
www.Midway-Chevy.comURL Redirect using the: “Drew Technique”
www.Midway-Chevy.comURL Redirect using the: “Drew Technique”
www.Midway-Chevy.comURL Redirect using the: “Drew Technique”
www.Midway-Chevy.comURL Redirect using the: “Drew Technique”
Social Media Traffic Generation
Google Analytics: Track Top Referring Sites
Facebook: Post Links to Pages and Groups
Facebook: Post Links to Pages and Groups
Facebook: Post Links to Pages and Groups
Facebook: Post Links to Pages and Groups
Facebook: Post Links to Pages and Groups
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
Conventional Media to Web Integration
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
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
Trust generating and validity enhancing icons that are linked to lead generating sites add to a micro-site’s productivity
Bus Shelter Signage DisplaysFast’n Easy Online Credit App URL
Bus Shelter Signage DisplaysFast’n Easy Online Credit App URL
Bus Shelter Signage Displays Unique800# Routed to eFinance Cell Phone
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 Integration
Examples of Results with Google Adwords
• 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…
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.
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 TargetingCompeting Dealership Name Key Word Targeting
SEM Vendor CampaignSEM Vendor Campaign
3rd Party Branded “Stealth Site” that capturesLeads from customers getting book value… 3rd Party Branded “Stealth Site” that capturesLeads 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.
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.
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.comwww.Edmunds-Chevrolet.com
Highest Sales Satisfaction – A Marketing Opportunity!
Highest Sales Satisfaction – A Lead Gen Opportunity!
Banned by General Motors!
Questions and Answers…
Ralph PagliaCell: [email protected] www.RalphPaglia.com
Reference Links:http://www.ADMPC.com http://slideshare.net/RalphPagliahttp://Adwords.Google.com http://Google.com/Analytics
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