1. 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
Ralph Paglia - AutoCon 2012 – Starvine Room 7
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".
2. Introduction and Background:
www.ADMPC.com
Ralph Paglia
President
Automotive Media Partners, LLC
• 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
to post vehicle inventory listings on defense contractor BBS’s…
44. Using the LMA Dealer Association Website to Siphon Leads
Competitor URL Redirect Tactic known as the
“Drew Ament Technique” – CourtesyChevyAZ.com
45. Competitor URL Redirect Tactic known as the
“Drew Technique” – CourtesyChevyAZ.com
Competitor URL Redirect Tactic known as the
“Drew Ament Technique”
46. www.CourtesyChevyAZ.com
URL Redirect using the: “Drew Ament Technique”
S
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This lead form goes to
r “Midway Chevrolet”!!!
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70. 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
71. Special Financing and CreditEffective Outdoor Media Integration
Cost Based Offers
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
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
Fast’n Easy Online Credit App URL
72. The next few slides will show actual
Search Engine listing results from:
• 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
Examples of SEM Results with Google
73. Search Campaign that bids
on competing dealership
names as a keyword…
SEM Vendor 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
74. #1 CTR of
All Time!
3rd Party Branded “Stealth Site” that captures
Leads from customers getting book value…
76. December, 2006 – AZCentral.com & Cars.com
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.
77. 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.
78. 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