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04/15/2023 5
Can you Grow During a Recession?
How Can We Capture Market Share?
What are our Strengths?
RESTRUCTURE
04/15/2023 6
Marketing Providers Monthly Costs Yearly Costs
AutoUSA 2500 30,000
Autotrader.com 5908 70896
Cars.com 4500 54,000
Costco 2500 30,000
AAA 2200 26,400
RedBook 300 3,600
Cobalt 660 7,920
OnStation 2,000 24,000
SEO Consultation (Secret Weapon) 4500 54,000
Imagination - 20 Websites 65 3,280
Idearc (Verizon, Superpages) 9.95 120
Yahoo Local 9.99 120
CitySearch 9.95 120
Google ADwords 1500 18,000
Deborah Finn Agency 4,000 48,000
Jobings.com 300 3,600
LA Times 10,000 120,000
Actual Internet Dept Marketing 3160 37,920
Used Cars 10408 124,896
Fleet 5000 60,000
New Expenses 6,595 81,640
Eliminated Expenditures 8,800 105,600
Savings Rerouted to Google Adwords 2205 26460
Total Advertising Expense 40962.89 494,056
Average Advertising Expense 2409.581765 59,360
Initial Cost for SEO Consultant Setup 6500 (ADD 2000 Onsite)
Initial Setup for OnStation - 1st Month 2998 (ADD 1000 Setup)
Intial Cost for Imagniation Websites 2899 (Build Out For Sites)
Total Cost for Initial One Time Setup 12397
Martin Budget Analysis
04/15/2023 7
0
1000
2000
3000
4000
5000
6000
7000
1 1 1
2500
5908
4500
25002200
300
660
2000
4500
65 9.95 9.99 9.95
1500
4000
300
Martin Budget (Monthly)
Series1 Series2 Series3 Series4
Marketing Providers
Co
st B
asis
Martin Budget Analysis
04/15/2023 8
Contents
Web Marketing History1
Current Trends2
Current Marketing Strategy3
Proposed Marketing Outline4
04/15/2023 12
Search Engine Optimization
Question: The internet is the world’s biggest library. The Web has billions of pages of information. With this much data, how do you find the page that contains the information you are looking for?
Answer: You use a search engine or a directory which will point you in the right direction.
04/15/2023 13
Background Questions
What is the Average Buyer’s Motivations? Trust, Equitable deal, Value
Why did online marketing never deliver?
Why did the Internet Never Full fill its Promise?
I am going to tell you what worked in the past and what is working TODAY! And I am going to tell you what I think will CONTINUE to work for TOMMOROW!
04/15/2023 14
Failure of Early Web 1.0 Marketing
Your Websi
te
Yahoo
MSN
AOLCustomers would previous
ly pay for
multiple online
relationships, no competit
ive advanta
ge
04/15/2023 15
Dot.bomb Casualties
# 1 Webvan.com (1999-2001) # 2 Pets.com (2000) # 3 Kozmo.com (1998-2001) # 4 Flooz.com (1998-2001) # 5 eToys.com (1997-2001) # 6 Boo.com (1998-2000) # 7 MVP.com (1999-2000) # 8 Go.com (1998-2001) # 9 Kibu.com (1999-2000) # 10 GovWorks.com (1999-2000)
04/15/2023 20
Marketplace ExampleYahoo.com was in serious trouble in
2001 and 2002 because it ignored the
Economic Environment they charged too much and lost ad revenue
Competitive Environment they misjudged the impact of the entrance of
Google into the marketTechnological Environment
some say they were not using the most advanced algorithm as upstart Google
04/15/2023 22
Taming the 800lb Gorilla
Google will control
over 90% of all Internet Search
Marketing within the next Calendar Year!!!
$$$
$$$
04/15/2023 23
• Be extremely subtle, even to the point of formlessness. Be extremely mysterious, even to the point of soundlessness. Thereby you can be the director of the opponent's fate.
Strategic Marketing
04/15/2023 27
Marketing Trends in Advertising
Consolidation
Online Advertising
Doubles
Expansion into Traditional
Media
Unified Marketing Provider
04/15/2023 31
How Can We Draw Our Customers
Question: Better yet, how do you ensure customers find your website
OR how do you stand out from the crowd and get Internet Visibility?
Answer: Search Engine Optimization
04/15/2023 32
Local Marketing
82% of Car Buyers Purchase within a 12 mile
Radius of the Dealership
70% of Car Buyers do their research online
before entering a dealership
85% of all search traffic is
facilitated through Google
Core Demographic
04/15/2023 34
What makes us different?
OnlineThere is no distinction between a Multibillion Dollar company and ours, other then design, implementation, and creativity.
Small Business
Large Business
Online Marketing
04/15/2023 39
Local OrganicOnline Directories
Social Reviews
Blogging
Video Linking Sites
Local Portal Sites
Local Organizations
04/15/2023 40
AutoUSA Lead Locations – Feb 2008
1. Los Angeles - Average Distance 6.26 (30.22% - 42 requests)
2. Beverly Hills - Average Distance 4.40 (6.47% - 9 requests)
3. North Hollywood - Average Distance 11.41 (4.32% - 6 requests)
4. Sherman Oaks - Average Distance 8.29 (3.6% - 5 requests)
5. Van Nuys - Average Distance 11.07 (3.6% - 5 requests)
6. Woodland Hills - Average Distance 12.43 (2.88% - 4 requests)
7. Carson- Average Distance 16.10 (2.88% - 4 requests)
8. Marina del Rey - Average Distance 3.44 (2.88% - 4 requests)
9. Inglewood - Average Distance 7.72 (2.16% - 3 requests)
10. Malibu - Average Distance 16.23 (2.16% - 3 requests)
11. Calabasas - Average Distance 13.35 (2.16% - 3 requests)
12. North Hollywood - Average Distance 10.52 (1.44% - 2 requests)
13. Culver City - Average Distance 3.64 (1.44% - 2 requests)
14. Santa Monica - Average Distance 2.32 (1.44% - 2 requests)
15. West Hollywood - Average Distance 5.59 (1.44% - 2 requests)
16. Camarillo - Average Distance 34.39 (1.44% - 2 requests)
17. Chatsworth - Average Distance 16.97 (1.44% - 2 requests)
18. Panorama City - Average Distance 13.37 (1.44% - 2 requests)
19. North Hills - Average Distance 14.07 (1.44% - 2 requests)
20. Oxnard - Average Distance 40.30 (1.44% - 2 requests)
04/15/2023 44
There are 2 types of Traffic
FREE•SEO•Directory Listing•Social Linking
PAID•Banner•Pay Per Click (PPC)•Sponsored Links
04/15/2023 47
Geo-Targeting Potential Markets
This option is perfect for:• Reaching a service area (plumbers, restaurants)• Local Business (onsite computer repair)• Offers to a specific audience (downtown Chicago)
04/15/2023 48
FOCUS OF BROAD BASED REGIONAL DOMINANCE
How do we make ourselves known to our Neighbors
04/15/2023 59
As we increase our Advertising online, and capture more of the market, the corrollary effect is that our competition will see less and less ROI and pull out alltogether..
Blowback Effect
04/15/2023 61
SEO / SEM Secondary Purpose
There are only 3 Tasks.
Create Money Sites
Create Supporting Sites
– Sites that support your money site
– Sites that support your supporting sites
Get Links to ALL of them!
04/15/2023 62
Links pointing to your site have certain attributes:
Followability: Whether the link will be followed by search engine spiders. Static vs. dynamic; ‘no
follow’
Reputation: What the link tells the search engine
Anchor text in the link and text surrounding the link
set reputation.
Perceived Quality:• One way links (good) vs.
multidimensional (not so good)• Links from whitelisted sites (great) vs.
low PR (poor) or link• farms (worst)
04/15/2023 64
SUCCESS ELEMENTS FOR BUILDING APOWERFUL ON-LINE (and OFF-LINE) BUSINESS
•Lead Generation•SEM (Search Engine Optimization
and PPC)•Web Analytics – Track, analyze,
test…•Powerful Stories•Client Retention (using online
follow-up sequences)•Stickiness (Community)•Collaboration•Affiliate Marketing
04/15/2023 74
Social Networking 2008
80.74%
10.32%
1.18%
0.88%
0.87%
0.73%0.72%
0.72% 0.69% 0.67% 0.49% 0.48% 0.34% 0.26% 0.18% 0.18% 0.18% 0.14% 0.11% 0.11%
Market Share of US Internet Visits to Top 20 Social Networking Sites February 2007* Market
Share
1 MySpace www.myspace.com 2 Facebook www.facebook.com3 Bebo www.bebo.com 4 BlackPlanet.com www.blackplan-
et.com5 Xanga www.xanga.com 6 iMeem www.imeem.com7 Yahoo! 360 360.yahoo.com 8 Classmates www.classmates.com9 hi5 www.hi5.com 10 Tagged www.tagged.com11 LiveJournal www.livejournal.com 12 Gaiaonline.com www.gaiaon-
line.com13 Friendster www.friendster.com 14 Orkut www.orkut.com15 Live Spaces spaces.live.com 16 HoverSpot www.hoverspot.com17 Buzznet www.buzznet.com 18 Sconex www.sconex.com19 MiGente.com www.migente.com 20 myYearbook www.myyear-
book.com
04/15/2023 77
Social Bookmarking
Add to All Our Sites
•Interlinking•Create Networks
Build your own Content
•Create Profiles•Make Social Groups
04/15/2023 78
Static pages seemed to go out of style as the Blog was introduced. WOW!
All we had to do then was put up a Free blog at blogger.com and ….
Blog and Ping! Add RSS feeds Blog and Ping! Add Anything Blog and Ping! Blog and Ping! ......
Creating Content = Traffic
04/15/2023 79
Blogger’s Universe
Blogging creates its own social network, that is
reinforced by multiple links across multiple sub-sites
04/15/2023 83
Our Business
GM/Cobalt
AutoUSA
InfoUSA.com
Google.com • Search Engines is a Design Digital Content & Contents mall developed by Guild Design Inc.
• Directory Services is a Design Digital Content & Contents mall developed by Guild Design Inc.
• Lead Providers is a Design Digital Content & Contents mall developed by Guild Design Inc.
• Cobalt is a Design Digital Content & Contents mall developed by Guild Design Inc.
• Martin Auto Group is a Design Digital Content & Contents mall developed by Guild Design Inc.
Hierarchy of Online Marketing
04/15/2023 85
GLOBAL INDUSTRY STATS
If you are a company selling a product or a service to the public, 30% of prospects will buy from you, 15% will never buy from you no matter what you do and the other 55% need to be touched on a daily/weekly/quarterly or some other recurring basis to convert them to a customer.
You typically lose about 10% of your customer list, for every month that you do not contact them.
80% of individuals that request information on a product or service that you sell will end up buying from your competitors.
04/15/2023 86
Dealership Cycle
New Car
Sales
•Walk-In•Internet
Service
•Walk-In•Internet
Used Car
Sales
•Walk-in•Internet
04/15/2023 92
Capturing our Customers
www.martinautogroup.com
Search Engine
Marketing
Lead Providers
Traditional
Advertising
04/15/2023 93
Customer Capture and Retention
Step 1•Phone Calls•Email Inquiries•Walk-Ins
Step 2•Rapid Email Response•Smart Phones•Website Automation
Step 3 •Set up Instant Close•Get Customers into the DEALERSHIP!!!
04/15/2023 94
Management through Empowerment
“The conventional definition of management is getting work done through people, but real management is developing people through work.”
“Management is efficiency in climbing the ladder of success; leadership determines whether the ladder is leaning against the right wall.”
“Good management is the art of making problems so interesting and their solutions so constructive that everyone wants to get to work and deal with them.”
“Organization doesn't really accomplish anything. Plans don't accomplish anything, either. Theories of management don't much matter. Endeavors succeed or fail because of the people involved. Only by attracting the best people will you accomplish great deeds.”
04/15/2023 102
Specific Brand Isolation
We need to treat each brand as a separate business entity, for online there is no distinction to the customer. We need to treat all our internal business functions as separate programs unto themselves, for the same reason. Also, it creates a much large web presence. All our secondary Sites will link to our Primary Cobalt site, or our Primary Non-Cobalt sponsored Flash Site.
04/15/2023 104
Hybrid Re-EvolutionOpening Flash pages has the Yukon bust into leaves
Yukon Denali Green Renewables Focus Links to other Green Businesses
locally Average Mileage Chart Rundown Timer of Gas Saved each
day, compared to normal Yukon The only large Hybrid SUV on the
market emphasis List technological features
(OnStar, GPS, Etc…) Future Escalade When it is going to be released Spy Photos and speculation links
to blogs.
Capture Emerging Markets
04/15/2023 105
Saab of Santa Monica is Now Saab of Beverly Hills
How do we introduce ourselves as the premier SAAB dealership in LA?
Emphasize that we are now transitioning the same great service and sales to a new location just down the street
Make a blow up of our new car out this September
Have the screen show the Convertible, and Station Wagon
Play on the heritage of Saab and it’s the soul of its market base
Big Letters - address and map
Provide a clear map and write directions from every major highway
Create a Google maps link on webpage
04/15/2023 106
SAAB Variants
Saab 93 Saab 93
ConvertibleSaab 9-7x – Aero
(2009)Saab 95 Blackbird
(2009)9-1 Uber
Crossover(2009)9-4x (concept
SUV)Aero X
(Technology Concept)
04/15/2023 107
Cadillac CTS Motortrend ‘Car of the Year” Dynamic new styling and
appointments List technological features
(Onstar, GPS, Etc…) Cadillac V-sport
Ultra - High-Performance The New Soul and Passion
of Cadillac Cadillac STS Cadillac XLR Cadillac DTS
A true full size luxury sedan Cadillac Escalade
ESV EXT
Cadillac Luxury
04/15/2023 108
Pontiac G5 Pontiac G6
Coupe Convertible
Pontiac G8 The New Performance Image
of Pontiac Pontiac Solstice
Fun in the Sun in Santa Monica
Emphasize the LA lifestyle Pontiac Vibe
Completely Redesigned Amazing Gas Mileage Functionality and Fun
Pontiac Hybrid?
Pontiac Performance
04/15/2023 109
GMC – Cars and Trucks
GMC Acadia Link all outside Reviews
GMC Sierra Truck Line All reiterations of the Sierra
Line 1500 2500 3500 Denali
History of the Sierra Line
GMC Savanna Light and Heavy
Industrial Equipment
04/15/2023 111
First Page – Featured Car Rotating pictures of our
cars – Similar to Records on iTunes
Click on a car, get all the information, sub pictures, history, and carfax
Show Roger how to tweak this site and Autotrader to maximize exposure
Call to action must be immediate – Activity on the site or click on a carfax link sends an immediate activation of IM, or Video Chat widget (Create Avatar)
Direct link to Roger’s Email, Phone, and Instant Messenger
Certified Pre-Owned
113
Martin GM Goodwrench Service
First Page Header – Show all GM Brand
Logos that we service in bold and large flash
Featured Seasonal Service Special on right
Second side, current customer log in, with automated appointments
This will help capture customer information for our CRM and Marketing
Second Page Photo Avatars linked to each
Service Personnel, with direct links to their terminals and phones
Virtual Book of appointments and current status of their vehicle service
04/15/2023