Bill, Mark and Scott Gruwell acquire a Small Chevy Store in San Diego

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 2

C o u r t e s y e B u s I n e s s S t r a t e g y : C o u r t e s y e B u s I n e s s S t r a t e g y : A T T R A C T • C O N V E R T • R E S P O N D 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 • 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• S E L L • S E R V I C E • R E T A I N

ATTRACT

INTERACT

CONVERT

RESPOND

SELL

SERVICE

RETAIN

ATTRACT

INTERACT

CONVERT

RESPOND

SELL

SERVICE

RETAIN

Courtesy Chevrolet in Phoenix, AZ became Courtesy Chevrolet in Phoenix, AZ became the leading Internet retailer of new and the leading Internet retailer of new and certified used Chevrolet vehicles in the certified used Chevrolet vehicles in the USA… Can they do it again?USA… Can they do it again?

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 3

C o u r t e s y e B u s I n e s s S t r a t e g y : C o u r t e s y e B u s I n e s s S t r a t e g y : A T T R A C T • C O N V E R T • R E S P O N D 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 • 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• S E L L • S E R V I C E • R E T A I N

Chad Hubler accepted the “Mission Impossible” Chad Hubler accepted the “Mission Impossible” assignment of going to San Diego as the new GM and assignment of going to San Diego as the new GM and transforming the store into a winnertransforming the store into a winner

Chad Hubler

Chad Hubler

Mark Gruwell

Mark Gruwell

Bill Gruwell

Bill Gruwell Scott

Gruwell

Scott Gruwell

Ralph Paglia

Ralph Paglia

The San Diego Strategy TeamThe San Diego Strategy Team

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 4

C o u r t e s y e B u s I n e s s S t r a t e g y : C o u r t e s y e B u s I n e s s S t r a t e g y : A T T R A C T • C O N V E R T • R E S P O N D 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 • 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• S E L L • S E R V I C E • R E T A I N

In 2005, Courtesy Chevrolet PHX ranked 27th in the Wards eDealer 100.In 2005, Courtesy Chevrolet PHX ranked 27th in the Wards eDealer 100.

#27 in 2005#27 in 2005

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 5

C o u r t e s y e B u s I n e s s S t r a t e g y : C o u r t e s y e B u s I n e s s S t r a t e g y : A T T R A C T • C O N V E R T • R E S P O N D 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 • 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• S E L L • S E R V I C E • R E T A I N

In 2006, Courtesy Chevrolet PHX ranked 5thIn 2006, Courtesy Chevrolet PHX ranked 5th

#5 in 2006#5 in 2006

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 6

C o u r t e s y e B u s I n e s s S t r a t e g y : C o u r t e s y e B u s I n e s s S t r a t e g y : A T T R A C T • C O N V E R T • R E S P O N D 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 • 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• S E L L • S E R V I C E • R E T A I N

Courtesy PHX ranked #11 overall, and first in total vehicle sales and revenue from amongst all Chevrolet dealerships for 2006…

7,115 New Chevys Sold

Courtesy PHX ranked #11 overall, and first in total vehicle sales and revenue from amongst all Chevrolet dealerships for 2006…

7,115 New Chevys Sold

#11 in 2005#11 in 2005

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 7

C o u r t e s y e B u s I n e s s S t r a t e g y : C o u r t e s y e B u s I n e s s S t r a t e g y : A T T R A C T • C O N V E R T • R E S P O N D 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 • 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• S E L L • S E R V I C E • R E T A I NCourtesy PHX ranked #8 overall, and first in total vehicle sales and revenue from amongst all Chevy dealerships for 2006.

7.777 New Chevys Sold

Courtesy PHX ranked #8 overall, and first in total vehicle sales and revenue from amongst all Chevy dealerships for 2006.

7.777 New Chevys Sold

#8 in 2006#8 in 2006

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 8

C o u r t e s y e B u s I n e s s S t r a t e g y : C o u r t e s y e B u s I n e s s S t r a t e g y : A T T R A C T • C O N V E R T • R E S P O N D 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 • 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• S E L L • S E R V I C E • R E T A I N

Post-Acquisition Digital Marketing Strategy

During the 24 months prior to the Gruwell’s acquisition of Courtesy Chevrolet in San Diego, the store had lost money every month. Unit sales volume had declined over a 3 year period from over 250 vehicles per month to less than 80 vehicles each month. During the same time period, Courtesy Chevrolet in Phoenix, owned by Bill Gruwell had become the largest dealer of Chevrolet vehicles in America, selling over 7,700 new Chevys in 2006, and over 11,000 vehicles total. The Courtesy San Diego Strategy is to use a similar Digital Marketing program integrated with conventional Media campaigns.

• Dedicated Internet Sales Team • Google AdWords Online Advertising

– Paid Search Advertising using CPC bidding– Content Network Advertising using CPC bidding– Site Targeted Advertising using CPM bidding

• New Higher Converting Primary Web Site• Online Inventory Listing Services• 3rd Party Lead Providers• GM Certified Internet Dealer PowerShift Site

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 9

C o u r t e s y e B u s I n e s s S t r a t e g y : C o u r t e s y e B u s I n e s s S t r a t e g y : A T T R A C T • C O N V E R T • R E S P O N D 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 • 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• S E L L • S E R V I C E • R E T A I N

Internet Department Installed

11 New Work Stations installed in Used Car Department Offices…11 New Work Stations installed in Used Car Department Offices…

Adjacent sound proofed area set up for working deals

with Internet Sales Team Appointments

Adjacent sound proofed area set up for working deals

with Internet Sales Team Appointments

Six full time dedicated Internet Sales Professionals hired to handle incoming leads from cradle to graveSix full time dedicated Internet Sales Professionals hired to handle incoming leads from cradle to grave

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 10

C o u r t e s y e B u s I n e s s S t r a t e g y : C o u r t e s y e B u s I n e s s S t r a t e g y : A T T R A C T • C O N V E R T • R E S P O N D 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 • 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• S E L L • S E R V I C E • R E T A I N

Document ISS Job Description

* July 2006 Interactive Marketing Budget

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 11

C o u r t e s y e B u s I n e s s S t r a t e g y : C o u r t e s y e B u s I n e s s S t r a t e g y : A T T R A C T • C O N V E R T • R E S P O N D 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 • 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• S E L L • S E R V I C E • R E T A I N

Document Pay Plans & Bonuses

* July 2006 Interactive Marketing Budget

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 12

C o u r t e s y e B u s I n e s s S t r a t e g y : C o u r t e s y e B u s I n e s s S t r a t e g y : A T T R A C T • C O N V E R T • R E S P O N D 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 • 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• S E L L • S E R V I C E • R E T A I N

Internet Sales Manager Trained & Coached

* July 2006 Interactive Marketing Budget

I am going to kill this guy if he doesn’t head back to Phoenix soon!

How do I get more specials into our web site, and then get people to see them?

Let’s set up some Cobalts and Silverados

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 13

C o u r t e s y e B u s I n e s s S t r a t e g y : C o u r t e s y e B u s I n e s s S t r a t e g y : A T T R A C T • C O N V E R T • R E S P O N D 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 • 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• S E L L • S E R V I C E • R E T A I N

Develop Strategy & Budget

Courtesy Chevrolet’s Digital Marketing Courtesy Chevrolet’s Digital Marketing Strategy for San Diego is based on the Strategy for San Diego is based on the following goals and objectives:following goals and objectives:

1.1. Generate showroom traffic, inbound sales calls & electronic leads Generate showroom traffic, inbound sales calls & electronic leads that result in growth of that result in growth of BOTHBOTH total store and eBusiness sales total store and eBusiness sales

2.2. Integrate with (and leverage) general market, GM and web site Integrate with (and leverage) general market, GM and web site targeted campaigns using special landing pages & micro sitestargeted campaigns using special landing pages & micro sites

3.3. Produce cost effective leads that supplement 3Produce cost effective leads that supplement 3 rdrd Party Leads Party Leads

4.4. Displace competing dealers from first page search results listings Displace competing dealers from first page search results listings on the most popular search engines when buyers search for infoon the most popular search engines when buyers search for info

5.5. Keep spending within allocated Digital Marketing budget of Keep spending within allocated Digital Marketing budget of $25,000* per month, including web sites, lead providers, paid $25,000* per month, including web sites, lead providers, paid search marketing and online display advertising…search marketing and online display advertising…

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 14

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 Own” Grow Your Own” Lead 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 shopper’s 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

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 15

C o u r t e s y e B u s I n e s s S t r a t e g y : C o u r t e s y e B u s I n e s s S t r a t e g y : A T T R A C T • C O N V E R T • R E S P O N D 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 • 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• S E L L • S E R V I C E • R E T A I N

Online Advertising Sources

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 and “Cost Per Impression” advantages inherent with Placement and “Cost Per Impression” advantages inherent with the use of multiple vendors and multiple dealer-managed SEM accountsthe use of multiple vendors and multiple dealer-managed SEM accounts

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 16

C o u r t e s y e B u s I n e s s S t r a t e g y : C o u r t e s y e B u s I n e s s S t r a t e g y : A T T R A C T • C O N V E R T • R E S P O N D 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 • 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• S E L L • S E R V I C E • R E T A I N

4wdandsportutility.com 4wheeloffroad.com aboutchevrolet.com autoblog.com autobytel.com autodealersfinder.com autoguide.com automart.com automobilemag.com automobiles.com automotive.com autotrader.com autoweb.com autoweek.com car-dealerships-by-city.com car.com caranddriver.com cardealersusa.com carfinderservice.com cars.about.com carsmart.com cartalk.com chevyhhr.com chevyreviews.com chevytrader.com cobaltss.com corvetteforum.com dealsonwheels.com denalitrucks.com edmunds.com espanol.autobytel.com familycar.com fjcruiserforums.com ford-trucks.com fullsizechevy.com gm-trucks.com insidercarsecrets.com intellichoice.com invoicedealers.com itrustmotors.com jeepforum.com motortrend.com mydealerships.com mynewcarpurchase.com new-car-dealerships.com newcartestdrive.com pickuptruck.com safecarguide.com smartcarfinder.com theautochannel.com thecarconnection.com toyotanation.com traderonline.com truck-guide.com trucks.about.com trucks.autoblog.com trucktrend.com truckworld.com tundrasolutions.com usedcarsale.com usedcorvettesforsale.com womanmotorist.com

youtube.com::AutoVehicles 300x250,Middle right

Targeted Web Site Advertising

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 17

C o u r t e s y e B u s I n e s s S t r a t e g y : C o u r t e s y e B u s I n e s s S t r a t e g y : A T T R A C T • C O N V E R T • R E S P O N D 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 • 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• S E L L • S E R V I C E • R E T A I N

16,266 Online Car Shoppers driven to Courtesy Sites in 4 months.

16,266 Online Car Shoppers driven to Courtesy Sites in 4 months.

$1.90 Cost per Online Car Shopper that actually clicked through to a Courtesy web site

$1.90 Cost per Online Car Shopper that actually clicked through to a Courtesy web site

$1.51 Cost per 1,000 Online Car Shoppers that saw a Courtesy advertisement

$1.51 Cost per 1,000 Online Car Shoppers that saw a Courtesy advertisement

Online Car Shoppers saw Courtesy Ads 20,536,600 times in same 4 months.

Online Car Shoppers saw Courtesy Ads 20,536,600 times in same 4 months.

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 18

C o u r t e s y e B u s I n e s s S t r a t e g y : C o u r t e s y e B u s I n e s s S t r a t e g y : A T T R A C T • C O N V E R T • R E S P O N D 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 • 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• S E L L • S E R V I C E • R E T A I N

Build and Launch Ad Campaigns

59 Online Car Shoppers clicked this ad and visited Courtesy’s inventory for a cost of $48.22

59 Online Car Shoppers clicked this ad and visited Courtesy’s inventory for a cost of $48.22

59 Online Car Shoppers clicked this ad and visited Courtesy’s inventory for a cost of $48.22

59 Online Car Shoppers clicked this ad and visited Courtesy’s inventory for a cost of $48.22

$.82 per Web Site Visitor… A 6% Conversion Rate, generates a Cost per Lead of less than $14.00$.82 per Web Site Visitor… A 6% Conversion Rate, generates a Cost per Lead of less than $14.00

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 19

C o u r t e s y e B u s I n e s s S t r a t e g y : C o u r t e s y e B u s I n e s s S t r a t e g y : A T T R A C T • C O N V E R T • R E S P O N D 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 • 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• S E L L • S E R V I C E • R E T A I N

$358.60 for 190 Visitors = $1.89 each$358.60 for 190 Visitors = $1.89 each$358.60 for 190 Visitors = $1.89 each$358.60 for 190 Visitors = $1.89 each

$32.16 for 12 Visitors = $2.68 each$32.16 for 12 Visitors = $2.68 each$32.16 for 12 Visitors = $2.68 each$32.16 for 12 Visitors = $2.68 each

Manage Campaigns to Drive Cost per Visitor Down

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 20

C o u r t e s y e B u s I n e s s S t r a t e g y : C o u r t e s y e B u s I n e s s S t r a t e g y : A T T R A C T • C O N V E R T • R E S P O N D 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 • 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• S E L L • S E R V I C E • R E T A I N

$358.60 for 190 Visitors = $1.89 each$358.60 for 190 Visitors = $1.89 each$150.34 for 85 Visitors = $1.77 each$150.34 for 85 Visitors = $1.77 each

$32.16 for 12 Visitors = $2.68 each$32.16 for 12 Visitors = $2.68 each$48.72 for 42 Visitors = $1.16 each$48.72 for 42 Visitors = $1.16 each

Manage Campaigns to Drive Cost per Visitor Down

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 21

C o u r t e s y e B u s I n e s s S t r a t e g y : C o u r t e s y e B u s I n e s s S t r a t e g y : A T T R A C T • C O N V E R T • R E S P O N D 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 • 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• S E L L • S E R V I C E • R E T A I N

$358.60 for 190 Visitors = $1.89 each$358.60 for 190 Visitors = $1.89 each$105.20 for 39 Visitors = $2.70 each$105.20 for 39 Visitors = $2.70 each

$32.16 for 12 Visitors = $2.68 each$32.16 for 12 Visitors = $2.68 each$35.62 for 24 Visitors = $1.48 each$35.62 for 24 Visitors = $1.48 each

Manage Campaigns to Drive Cost per Visitor Down

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 22

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

Digital Marketing Sales ResultsDigital Marketing Sales Results

• 33,257,65733,257,657 Car Shopper Car Shopper Impressions GeneratedImpressions Generated

• 29,52829,528 Car Shopper Visits Car Shopper Visits to Courtesy Chevrolet web to Courtesy Chevrolet web sites, landing pages and sites, landing pages and micro sitesmicro sites

• 2,2482,248 Electronic Leads and Electronic Leads and Phone Calls GeneratedPhone Calls Generated

• 177177 Vehicles Sold Vehicles Sold• 4444 Avg. Sales per Month Avg. Sales per Month

• $71,801.30$71,801.30 invested in Digital invested in Digital Marketing CampaignsMarketing Campaigns

• $2.16$2.16 Cost per Thousand Car Cost per Thousand Car Shopper ImpressionsShopper Impressions

• $2.43$2.43 Cost per Car Shopper Cost per Car Shopper that clicked-through to a that clicked-through to a Courtesy Chevrolet siteCourtesy Chevrolet site

• $31.94$31.94 Average Cost per Average Cost per Lead GeneratedLead Generated

• $412.65$412.65 Average Cost Per Average Cost Per Vehicle Retailed (PVR)*Vehicle Retailed (PVR)*

CASE STUDY: Courtesy Chevrolet San Diego Digital Marketing CASE STUDY: Courtesy Chevrolet San Diego Digital Marketing Campaigns From April through July, 2007 (4 months):Campaigns From April through July, 2007 (4 months):

*$620.55 = Courtesy Chevrolet Advertising PVR 2007YTD*$620.55 = Courtesy Chevrolet Advertising PVR 2007YTD

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 23

C o u r t e s y e B u s I n e s s S t r a t e g y : C o u r t e s y e B u s I n e s s S t r a t e g y : A T T R A C T • C O N V E R T • R E S P O N D 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 • 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• S E L L • S E R V I C E • R E T A I N

Digital Marketing Network of Online Properties

We created a portfolio of key word enriched URL’s connected to multiple web sites and deep links, generating lower cost, higher yield online advertising.

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 24

C o u r t e s y e B u s I n e s s S t r a t e g y : C o u r t e s y e B u s I n e s s S t r a t e g y : A T T R A C T • C O N V E R T • R E S P O N D 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 • 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• S E L L • S E R V I C E • R E T A I N

CourtesySanDiego.com CourtesyChevySanDiego.com SD-Chevy.com SD-Used-Cars.com SD-Chevrolet.com ChevyCorvetteSanDiego.com www.SDCorvetteKing.com SD-Corvette-King.com SD-Corvette.com CorvetteSanDiego.com San-Diego-Corvette.com Chevy-Nation.com SanDiego-Chevy-Trucks.com Chevrolet-Nation.com San-Diego-Chevy.com Chevy-Specials.com New-Chevy.com Used-Chevy.com 199payments.com Chevrolet4x4.com Chevrolet-4x4.com MissionValleyChevrolet.com SDNewChevrolet.com SDNewChevy.com SD-Used-Chevy.com SD-Car-Loans.com Marines-Chevy.com Navy-Chevy.com SD-Chevy.com SD-Chevrolet.com Chevrolet-California.com San-Diego-Chevrolet.com ChevyCA.com ChevyCalifornia.com California-Chevrolet.com Chevrolet-SanDiego.com SanDiego-Chevrolet.com Chevy-California.com Chevy-CA.com SanDiego-Chevy.com BuyChevy-GetCruise.com www.BuyAChevyGetACruise.com KingOfVettes.com King-Of-Corvettes.com CaliforniaCorvetteKing.com Corvette-King.com California-Corvettes.com California-Corvette.com SDChevysale.com SDChevySales.com ChevroletIncentives.com SD-Certified-Used.com MyChevy-MyWay.com SanDiegoChevyTahoe.com AutoTrader-SanDiego.com

URL Domain Name Portfolio Examples

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 25

A T T R A C T • C O N V E R T • R E S P O N D 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• 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• S E L L • S E R V I C E • R E T A I N

Conventional Media Integration

Facing Interstate 8, over 100,000 vehicles a day

Facing Interstate 8, over 100,000 vehicles a day

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 26

A T T R A C T • C O N V E R T • R E S P O N D 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• 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• S E L L • S E R V I C E • R E T A I N

Courtesy Chevrolet Campaign Specific Display Ads Placed within selected and targeted

3rd Party Web Sites Using the Google Advertising Network

Online Ad Examples

Click to GetClick to GetYour QuoteYour Quote

750 Camino Del Rio North, San Diego, CA 92108 1-888-778-2877 1-888-778-2877

750 Camino Del Rio NorthSan Diego, California 92108

888-778-2877 888-778-2877

Click to GetClick to GetYour QuoteYour Quote

750 Camino Del Rio NorthSan Diego, California 92108

888-778-2877 888-778-2877

Click to GetYour Quote

Click to GetYour Quote

750 Camino Del Rio North, San Diego, CA 92108 1-888-778-2877 1-888-778-2877

750 Camino Del Rio NorthSan Diego, California 92108

1-888-778-2877 1-888-778-2877

Click to GetA Price Quote

750 Camino Del Rio NorthSan Diego, California 92108

1-888-778-2877 1-888-778-2877

Click to GetClick to GetA Price QuoteA Price Quote

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 29

A T T R A C T • C O N V E R T • R E S P O N D 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• 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• S E L L • S E R V I C E • R E T A I N

Web Site Vendors Courtesy uses multiple web site vendors by selecting the

best vendor for each web site based on its specific purpose and functionality requirements, along with who is most cost effective. This provides the best overall effectiveness while allowing us to compare features and functions that each vendor either excels at, or is deficient in providing…

Mainstream Primary site; BZ ResultsGM Certified Internet Dealer site; Cobalt GroupSpanish Language site; Reynolds Web SolutionsCourtesy Used Car Site; AutoTrader.com Micro-Sites & Landing Pages; BZ ResultsSEO & SEM Micro-Sites; ADP Dynamic WebSpecial Finance Online Application; DealerCentric

““One Dealership Web Site is One Dealership Web Site is NOTNOT Enough for Optimal Results!” Enough for Optimal Results!”

April 12, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2006 Ralph Paglia – All Rights Reserved 30

A T T R A C T • C O N V E R T • R E S P O N D 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• 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• S E L L • S E R V I C E • R E T A I N

Thank you for attending!

• Strategic cohesiveness with dealership’s general market advertising and management team “buy-in”

• Clearly defined online advertising budget and a commitment to sustain the budget for at least 6 months

• Your Lead Management Process (LMP) must be functional and effective with digital ad generated leads

• Use ad specific deep links, landing pages and micro sites instead of linking ads to your “home page”

• Measure and track all traffic generated, along with phone calls and eLeads received

• Review results and online marketing metrics at weekly manager meetings… Keep top of mind awareness with your management team

Key Executables with Digital Marketing Programs