Courtesy Efinance

A T T R A C T
C O N V E R T
R E S P O N D
A P P O I N T M E N T
S E L L
S E R V I C E
R E T A I N
Mike Gordon Mike Gordon IT Director IT Director
Ralph Paglia Ralph Paglia CRM/eBusiness CRM/eBusiness Director Director

Joel Matteson Joel Matteson BDC Manager BDC Manager New & Used Dept.s New & Used Dept.s
C DCs BDies d B t ie d ze c iizeaciilliit ll a a rra F nt ew F en t ew Ce N C N n IIn
Courtesy Chevrolet
CRM/eBusiness Teams as of October, 2006
George Salman George Salman Internet Sales Manager Internet Sales Manager New Vehicle Department New Vehicle Department
Vernon Intara Vernon Intara BDC Team Leader BDC Team Leader NEW Vehicle Sales NEW Vehicle Sales
Steven Clemens Steven Clemens BDC Team Leader BDC Team Leader USED Vehicle Sales USED Vehicle Sales
125 sales
125 sales
125 sales
ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS 5 1 2 3 4 6 7 8 9 10 5 1 2 3 4 6 7 8 9 10 ISS ISS 11 11 ISS ISS ISS ISS 12 13 12 13 ISS ISS 14 14
CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR 5 6 1 2 3 4 7 8 5 6 2 3 4 7 8 9 12 9 12 1
Bryan Long Bryan Long Internet Sales Manager Internet Sales Manager Used Vehicle Sales Used Vehicle Sales
CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR 13 19 13 14 14 15 15 16 16 17 17 18 18 19 20 21 24 20 21 24 21
75 sales
ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS 15 22 23 24 16 17 17 18 18 19 19 20 20 21 21 22 23 24 15 16 Adrian Fajardo Adrian Fajardo Internet Sales Manager Internet Sales Manager Courtesy On Bell Courtesy On Bell
Barbara Mason Barbara Mason

eFinance Manager eFinance Manager
50 sales
Ron Daly & Scott Daly Ron Daly & Scott Daly Special eFinance Team Special eFinance Team
50 sales
Certified Sales Consultants Assigned to Handle Internet Leads
Judith Rodriguez Judith Rodriguez

eFinance Admin eFinance Admin
Kelly Slaughter & Cecy Girod Kelly Slaughter & Cecy Girod CRM Administrators CRM Administrators
Phase 4 Team Expansion: Phase 4 Team Expansion: New 26 Workstation BDC w/1 Manager supervising 2 Team Leaders; New 26 Workstation BDC w/1 Manager supervising 2 Team Leaders; 1 New Car BDC Team Leader & 1 Used Car BDC Team Leader -1 New Car BDC Team Leader & 1 Used Car BDC Team Leader Consolidate 2 BDCs into 1 and develop new & used BDC Teams Consolidate 2 BDC into 1 and develop new & used BDC Teams BDCs
Copyright 2006 Ralph Paglia All Rights Reserved April 12, 2007 Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved
10
eBusiness Sales Results

A T T R A C T C O N V E R T R E S P O N D A P P O I N T M E N T S E L L S E R V I C E R E T A I N
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.
Courtesy Chevrolet eBusiness Sales
400
350
ic Holist gy ated Integr ting Strate e rke 335 les Ma Sa

283
335 313 298 301
300
250
Conventional Internet Sales Strategy
265 224 223 225
200
150 110 100 74 50 79 66 90 81 80 86 80
0
To ta Ap l ril 20 05 To M ta ay l 20 05 To Ju ta ne l 20 05 To ta Ju l ly 20 05 Au To gu ta l st 20 Se 05 pt To em ta be l r2 00 5 O To ct ob ta l er 20 N 05 ov To em ta be l r2 00 D 5 ec To em ta be l r2 00 5 Ja To nu ta ar l y 20 06 Fe To br ua ta l ry 20 06 To M ar ta l ch 20 06 To ta Ap l ril 20 06 To M ta ay l 20 06 To Ju ta ne l 20 06 To ta Ju l ly 20 06 To ta l ta l To To ta l 20 05 M ar ch
ar y
Fe br ua ry
Ja
nu
20
20 05
05
18
eBusiness Opportunity Analysis

A T T R A C T C O N V E R T R E S P O N D A P P O I N T M E N T S E L L S E R V I C E R E T A I N
Courtesy Chevrolet reviews eBusiness campaigns and opportunities by categorizing the leads generated, then looking at volume, invalids and sales.
BZ Web Site Subtotal 3rd Party Lead Providers Online Credit Applications Search Engine Marketing GM Certified Internet Dealer Inventory Listing Sites Membership & Referrals Web Generated Phone Ups BDC Dormant Lead Follow-Up Trade-In & Buy-Back Leads
3,547 15,336 6,126 7,385 2,034 16,195 1,242 10,848 6,412 2,069
82 652 357 258 65 979 74 852 815 86
1,503 10,791 3,772 4,272 1,266 12,474 1,029 8,954 5,031 1,119
1,845 3,893 1,919 2,759 682 2,742 139 1,042 561 844
52.02% 25.38% 31.33% 37.36% 33.53% 16.93% 11.19% 9.61% 8.75% 40.79%
160 465 405 352 163 1,240 367 1,043 615 129
9.40% 4.06% 9.63% 7.61% 12.06% 9.22% 33.27% 10.64% 10.51% 10.53%
Grand Totals 52,465
3,092
36,516
12,592 24.00%
3,451 8.65%
20
A T T R A C T
C O N V E R T
R E S P O N D
S E L L
S E R V I C E
R E T A I N
Factoid #3; Search Engine Marketing Results

CASE EXAMPLE: Courtesy Chevrolet in-house Google AdWords Campaigns From 12/1/2005 through 3/31/2006 (4 months):
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
Note: This does not include BZ, AZCentral, ClickMotive, BDC or Jumpstart SEM campaigns *$620.55 = Courtesy Chevrolet Advertising PVR 2005
$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)*
21
Interactive Marketing Strategy Phase 4

Courtesy eBusIness Strategy: ATTRACT
CONVERT
RESPOND
APPOINTMENT
SELL
SERVICE
RETAIN
SEM & Promo SEM & Promo Landing Pages Landing Pages
Primary Web Sites

Full-Featured w/Inventory Full-Featured w/Inventory
Campaign Specific Campaign Specific Micro Web Sites Micro Web Sites
YouGotGas.com
Get a Get a Year Worth Year Worth Of Free Gas Of Free Gas
HouseOfCourtesy.com PHXChevrolet.com LatinoChevy.com
2007Tahoe.com
WeBuyChevys.com WeBuyChevys.com
GMAC-AZ.com GMAC-AZ.com ChevyPriceQuote

FreeGMoilChange FreeGMoilChange
free GM free GM Oil Changes Oil Changes For 3 Years For 3 Years
GetaCamaro.com CourtesyOnBell.com CourtesyFleet.com

2006Silverado.com 2006Silverado.com PHXfinance.com PHXfinance.com
BK-OK-Car-Loans.com BK-OK-Car-Loans.com
ChevyPride.com
SEM/SEO Key Word URLs Point to Primary Site Deep Links SEM/SEO Key Word URLs Point to Primary Site Deep Links
25
A T T R A C T
C O N V E R T
R E S P O N D
S E L L
S E R V I C E
R E T A I N
Grow Your Own Lead Generating Strategy

Self-Generated Leads to supplement 3rd Party lead providers and facilitate total eSales Team growth Integrated Marketing Campaigns drive car shoppers and highly likely to be in market targeted prospects to campaign-specific landing pages and micro-sites Targeted Content is specifically and directly relevant to value proposition that fueled the shoppers visit to each micro-site, landing page or deep-linked page Micro-Sites, Landing Pages and Deep Links are designed and selected to convert visitors to leads at a higher rate than would the home pages of dealership full-featured all purpose web sites
28
Online Advertising Sources, Vendors & Charlatans

CONVERT
RESPOND
APPOINTMENT
SELL
SERVICE
RETAIN
Types of Online Advertsing:

1. 2. 3. 4. Pay for Placement by Time (monthly fee) Pay per Click (PPC or CPC) Pay per Thousand Impressions (CPM) Pay per Conversion (Leads and/or Calls Generated)
How to Get it Done:

1. 2. 3. 4. Self Managed Do It Yourself Interactive Advertising Agencies ($$$) Search Engine Marketing Services Providers (15%+fees) Dealer Advertising Cooperative Associations
Key Factor: Placement and Cost Per Impression advantages inherent with the use of multiple vendors and multiple dealer-managed SEM accounts
38
Cost Effective Outdoor Media Integration

CONVERT
RESPOND
APPOINTMENT
SELL
SERVICE
RETAIN
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.
Bus Shelter Signage Displays Unique Bus Shelter Signage Displays Unique 800# Routed to eFinance Cell Phone 800# Routed to eFinance Cell Phone
Average monthly cost is $6,500 resulting in 258 Opportunities To Do Business, and an average cost per UNIQUE lead of $25.19
Bus Shelter Signage Displays Bus Shelter Signage Displays Fastn Easy Online Credit App URL Fastn Easy Online Credit App URL
57
CONVERT
RESPOND
APPOINTMENT
SELL
SERVICE
RETAIN
58
www.GMinsideNews.com www.GMinsideNews.com
www.AutoBaron.com www.AutoBaron.com
Use of Deep-Links in Online Advertising

CONVERT
RESPOND
APPOINTMENT
SELL
SERVICE
RETAIN
www.GM-Finance.com www.GM-Finance.com
Deep-link into GM Deep-link into GM PowerShift web site PowerShift web site online credit application online credit application
81

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A T T R A C T

Mike Gordon Mike Gordon IT Director IT Director

Ralph Paglia Ralph Paglia CRM/eBusiness CRM/eBusiness Director Director

Barbara Mason Barbara Mason

Judith Rodriguez Judith Rodriguez

eBusiness Sales Results

ic Holist gy ated Integr ting Strate e rke 335 les Ma Sa

335 313 298 301

Conventional Internet Sales Strategy

265 224 223 225

150 110 100 74 50 79 66 90 81 80 86 80

eBusiness Opportunity Analysis

82 652 357 258 65 979 74 852 815 86

Grand Totals 52,465

Factoid #3; Search Engine Marketing Results

Interactive Marketing Strategy Phase 4

Primary Web Sites

HouseOfCourtesy.com PHXChevrolet.com LatinoChevy.com

GMAC-AZ.com GMAC-AZ.com ChevyPriceQuote

GetaCamaro.com CourtesyOnBell.com CourtesyFleet.com

Grow Your Own Lead Generating Strategy

Online Advertising Sources, Vendors & Charlatans

Types of Online Advertsing:

How to Get it Done:

Cost Effective Outdoor Media Integration

Courtesy eBusIness Strategy: ATTRACT

Use of Deep-Links in Online Advertising

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