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7/31/2019 Courtesy eFinance
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April 12, 2007 Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved
Copyright 2006 Ralph Paglia All Rights Reserved 18
A T T R A C TA T T R A C T C O N V E R TC O N V E R T R E S P O N DR E S P O N D A P P O I N T M E N TA P P O I N T M E N T S E L LS E L L S E R V I C ES E R V I C E R E T A I NR E T A I N
eBusiness Sales Results
Increased sales volume from a holistic eIntegrated Marketing Strategy thatgenerated sales from leads using a combination of dedicated Internet SalesSpecialists and BDC based Customer Service Representatives.
Courtesy Chevrolet eBusiness Sales
7479
66
9081 80
8680
110
224 223
283
265
225
335
313
298 301
335
0
50
100
150
200
250
300
350
400
Jan
uary
2005
Total
Feb
ruary2
005To
tal
March
2005To
tal
April
2005
Total
May
2005To
tal
June
2005To
tal
July
2005
Total
Augu
st20
05Total
Sep
tembe
r2005To
tal
O
ctobe
r2005To
tal
Nove
mbe
r2005To
tal
Dece
mbe
r2005To
tal
Jan
uary
200
6To
tal
Feb
ruary2
006To
tal
March
200
6To
tal
April
2006
Total
May
200
6To
tal
June
200
6To
tal
July
2006
Total
Conventional InternetConventional Internet
Sales StrategySales Strategy
eIntegratedeIntegrated Holistic
Holistic
SalesMarke
tingStrategy
SalesMarke
tingStrategy
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April 12, 2007 Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved
Copyright 2006 Ralph Paglia All Rights Reserved 20
A T T R A C TA T T R A C T C O N V E R TC O N V E R T R E S P O N DR E S P O N D A P P O I N T M E N TA P P O I N T M E N T S E L LS E L L S E R V I C ES E R V I C E R E T A I NR E T A I N
eBusiness Opportunity Analysis
Courtesy Chevrolet reviews eBusiness campaigns and opportunities bycategorizing 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%
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April 12, 2007 Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved Copyright 2006 Ralph Paglia All Rights Reserved 21
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
Factoid #3;Factoid #3; Search Engine Marketing ResultsSearch Engine Marketing Results
33,257,65733,257,657 Car ShopperCar Shopper
Impressions GeneratedImpressions Generated
29,52829,528 Car Shopper VisitsCar Shopper Visits
to Courtesy Chevrolet webto Courtesy Chevrolet web
sites, landing pages andsites, landing pages andmicro sitesmicro sites
2,2482,248 Electronic Leads andElectronic Leads and
Phone Calls GeneratedPhone Calls Generated
174174 Vehicles SoldVehicles Sold
$71,801.30$71,801.30 was investedwas invested
with Googlewith Google AdWordsAdWords &&Google Display Ad NetworkGoogle Display Ad Network
$2.16$2.16 Cost per ThousandCost per Thousand
Car Shopper ImpressionsCar Shopper Impressions $2.43$2.43 Cost per Car ShopperCost per Car Shopper
that clickedthat clicked--through to athrough to a
Courtesy Chevrolet siteCourtesy Chevrolet site
$31.94$31.94 Average Cost perAverage Cost perLead GeneratedLead Generated
$412.65$412.65 Average Cost PerAverage Cost Per
Vehicle Retailed (PVR)*Vehicle Retailed (PVR)*
CASE EXAMPLE: Courtesy Chevrolet inCASE EXAMPLE: Courtesy Chevrolet in--house Googlehouse Google AdWordsAdWords
Campaigns From 12/1/2005 through 3/31/2006 (4 months):Campaigns From 12/1/2005 through 3/31/2006 (4 months):
Note:Note: This does not include BZ,This does not include BZ, AZCentralAZCentral,,
ClickMotive, BDC or Jumpstart SEM campaignsClickMotive, BDC or Jumpstart SEM campaigns
*$620.55 = Courtesy Chevrolet Advertising PVR 2005*$620.55 = Courtesy Chevrolet Advertising PVR 2005
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April 12, 2007 Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved Copyright 2006 Ralph Paglia All Rights Reserved 25
A T T R A C TA T T R A C T C O N V E R TC O N V E R T R E S P O N DR E S P O N D A P P O I N T M E N TA P P O I N T M E N T S E L LS E L L S E R V I C ES E R V I C E R E T A I NR E T A I N
Interactive Marketing Strategy Phase 4
SEM & PromoLanding Pages
SEM & PromoSEM & Promo
Landing PagesLanding PagesPrimary Web Sites
Full-Featured w/Inventory
Primary Web SitesPrimary Web SitesFullFull--Featured w/InventoryFeatured w/Inventory
Campaign SpecificMicro Web Sites
Campaign SpecificCampaign Specific
Micro Web SitesMicro Web Sites
Get aYear WorthOf Free Gas
Get aGet aYear WorthYear Worth
Of Free GasOf Free Gas
free GMOil Changes
For 3 Years
free GMfree GMOil ChangesOil Changes
For 3 YearsFor 3 Years
HouseOfCourtesy.comHouseOfCourtesy.comHouseOfCourtesy.com 2007Tahoe.com2007Tahoe.com2007Tahoe.com
CourtesyOnBell.comCourtesyOnBell.comCourtesyOnBell.com
PHXChevrolet.comPHXChevrolet.comPHXChevrolet.com
LatinoChevy.comLatinoChevy.comLatinoChevy.com
SEM/SEO Key Word URLs Point to Primary Site Deep LinksSEM/SEO Key Word URLSEM/SEO Key Word URLs Point to Primary Site Deep Linkss Point to Primary Site Deep Links
CourtesyFleet.comCourtesyFleet.comCourtesyFleet.com
WeBuyChevys.comWeBuyChevys.comWeBuyChevys.com
GMAC-AZ.comGMACGMAC--AZ.comAZ.com
2006Silverado.com2006Silverado.com2006Silverado.com
GetaCamaro.comGetaCamaro.comGetaCamaro.com
YouGotGas.comYouGotGas.comYouGotGas.com
ChevyPriceQuoteChevyPriceQuoteChevyPriceQuote
FreeGMoilChangeFreeGMoilChangeFreeGMoilChange
ChevyPride.comChevyPride.comChevyPride.com
PHXfinance.comPHXfinance.comPHXfinance.com
BK-OK-Car-Loans.comBKBK--OKOK--CarCar--Loans.comLoans.com
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April 12, 2007 Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved Copyright 2006 Ralph Paglia All Rights Reserved 28
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
Grow Your OwnGrow Your OwnLead Generating StrategyLead 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 toeach micro-site, landing page or deep-linked page
Micro-Sites, Landing Pages and Deep Links aredesigned and selected to convert visitors to leads ata higher rate than would the home pages of
dealership full-featured all purpose web sites
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April 12, 2007 Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved Copyright 2006 Ralph Paglia All Rights Reserved 38
A T T R A C TA T T R A C T C O N V E R TC O N V E R T R E S P O N DR E S P O N D A P P O I N T M E N TA P P O I N T M E N T S E L LS E L L S E R V I C ES E R V I C E R E T A I NR E T A I N
Online Advertising Sources, Vendors & Charlatans
Types of Online Advertsing:1. Pay for Placement by Time (monthly fee)
2. Pay per Click (PPC or CPC)
3. Pay per Thousand Impressions (CPM)
4. Pay per Conversion (Leads and/or Calls Generated)
How to Get it Done:1. Self Managed Do It Yourself
2. Interactive Advertising Agencies ($$$)
3. Search Engine Marketing Services Providers (15%+fees)4. Dealer Advertising Cooperative Associations
Key Factor:Key Factor: Placement andPlacement and Cost Per ImpressionCost Per Impression advantages inherent withadvantages inherent with
the use of multiple vendors and multiple dealerthe use of multiple vendors and multiple dealer
--managed SEM accountsmanaged SEM accounts
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April 12, 2007 Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved Copyright 2006 Ralph Paglia All Rights Reserved 57
A T T R A C TA T T R A C T C O N V E R TC O N V E R T R E S P O N DR E S P O N D A P P O I N T M E N TA P P O I N T M E N T S E L LS E L L S E R V I C ES E R V I C E R E T A I NR E T A I N
Cost Effective Outdoor Media Integration
Bus Shelter Signage DisplaysFastn Easy Online Credit App URL
Bus Shelter Signage DisplaysFastn 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 campaignhas averaged 231 incomingphone inquiries per month, alongwith 862 site visitors to uniqueURL, that generated 27 online
credit apps per month.
Average monthly cost is $6,500
resulting in 258 Opportunities ToDo Business, and an averagecost per UNIQUE lead of $25.19
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April 12, 2007 Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved Copyright 2006 Ralph Paglia All Rights Reserved 58
A T T R A C TA T T R A C T C O N V E R TC O N V E R T R E S P O N DR E S P O N D A P P O I N T M E N TA P P O I N T M E N T S E L LS E L L S E R V I C ES E R V I C E R E T A I NR E T A I N
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www.GMinsideNews.comwww.GMinsideNews.com
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www.GMinsideNews.comwww.GMinsideNews.com
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www.GMinsideNews.comwww.GMinsideNews.com
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www.AutoBaron.comwww.AutoBaron.com
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April 12, 2007 Copyright 2004 The Reynolds and Reynolds Company All Rights Reserved Copyright 2006 Ralph Paglia All Rights Reserved 81
A T T R A C TA T T R A C T C O N V E R TC O N V E R T R E S P O N DR E S P O N D A P P O I N T M E N TA P P O I N T M E N T S E L LS E L L S E R V I C ES E R V I C E R E T A I NR E T A I N
Use of Deep-Links in Online Advertising
www.GM-Finance.comDeep-link into GMPowerShift web site
online credit application
www.GMwww.GM--Finance.comFinance.comDeepDeep--link into GMlink into GMPowerShiftPowerShift web siteweb siteonline credit applicationonline credit application
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