Guerrilla Marketing and Competitive Advertising Strategies
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Guerrilla Marketing and Competitive Advertising Strategies Ralph Paglia President Automotive Media Partners
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With today’s technologies and the sophisticated messaging and advertising systems available, there are more ways than ever before for aggressive dealers and managers to take their competition’s customers away from them. What are some online tools and techniques that dealers can use to see exactly which keywords the competition is bidding on in Google? How can dealers and managers use their dealer advertising association’s own website to take customers from other dealers? Ralph offers advice to dealers and managers on: How to create a dealership Google Adwords account. How to register competitive conquest domain names. How to build guerrilla marketing microsites. How to determine the weakest gazelle for conquest.
Transcript of Guerrilla Marketing and Competitive Advertising Strategies
Guerrilla Marketing and Competitive Advertising Strategies
Ralph Paglia
President
Automotive Media Partners
Guerilla Marketing and Competitive Advertising Strategies
See multiple case studies and detailed examples showcasing dealers
who use the Internet to take market share away from their competition
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 “Competitive Conquest” 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".
Introduction and Background:
Ralph Paglia President
Automotive Digital Marketing • 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
www.ADMPC.com
Guerilla Marketing: What is it?
• Competitive Differentiation
• Extraordinary Cost Effectiveness
• May Incorporate Stealth Tactics
• Non-Traditional Channels
• Unconventional Use of Media
• Aggressive Conquest Characteristics
• May cause competitors to “Cry Foul” with OEM’s, Dealer Associations or through legal channels… Some tactics might get you fired, while others use same tactics at different dealerships to get a bonus!
Guerilla Marketing: Resources
http://www.GMarketing.com
Guerilla Marketing: PREREQUISITES
• Google Adwords Account (w/payment setup)
• Microsite creation capabilities
• Social Media accounts/profiles
• URL Acquisition and Management account (NetSol)
• Display Ad creation capabilities
• Generate Tracking Phone Numbers
• Targeted Email campaign capabilities (bulk email)
• Informed GM / Plausible Denial DP
• Legal Counsel adept at handling Cease & Desist
www.LatinoChevy.com
www.ChevyReferrals.com
www.ChevyReferral.com
www.ChevyBirdDog.com
www.ChevyBirdDogs.com
www.ChevyBuyers.com
www.ChevyBuyersClub.com
www.ChevyFriends.com
www.ChevyFund.com
Multiple URL’s pointing to the same site allows use of metrics to track campaigns
“Referring URL or Domain”
report in Google Analytics or
whatever site metrics are
being used by dealership
www.HouseOfCourtesy.com www.CourtesyChev.com www.ChevyAZ.com
www.CourtesyAZ.com www.Chevrolet-USA.com www.Chevrolet-New.com
www.Chevrolet-Used.com www.PHXChevrolet.com www.AZ-Chevy.com
www.ChevyPriceQuotes.com www.ContactChevy.com www.AZ-Cars.com
www.2007Tahoe.com www.2006Silverado.com www.AZautoFinance.com
www.ChevyPride.com www.AZcarFinance.com www.PHXfinance.com
www.2008ChevyCamaro.com www.LatinoChevy.com www.AZcarTruck.com
www.GMoilChange.com www.CarOnBell.com www.Phoenix-Chevrolet.com
www.Chevy-Deals.com www.CamaroLove.com www.AZcamaro.com
www.Corvette-Chevrolet.com www.Chevrolet-Car-Truck.com
www.AZcourtesy.com www.Arizona-Chevrolet.com www.YouGotGas.com
www.FreeGMoilChange.com www.WeBuyChevys.com www.KBB-Value.com
www.SellaChevy.com www.Chevy-Finance.com www.Chevy-Tahoe.com
www.Chevy-Trailblazer.com www.Chevy-Equinox.com www.PHXchevy.com
www.Phoenix-Chevy.com www.PHXdealer.com www.GMAC-Credit.com
Multiple URL’s for Promotional Campaign Creative Differentiation
Use of multiple web sites, micosites and landing pages built for specific campaigns
allows cost effective segment targeting… When content meets specific needs of
customers, sites show up as search results.
Microsites, Offer Sites, Landing Pages,
Social Media
URL Asset Library: 1 of 3
URL Asset Library: 2 of 3
URL Asset Library: 3 of 3
Courtesy Chevrolet Lead Volume
20801884
2171
18612097
2697
2268
2735
3346
4178
2874
3338
4662
4362
5267 53625228
57675929
0
1000
2000
3000
4000
5000
6000
7000
Janu
ary 20
05 T
otal
Febru
ary 20
05 T
otal
Mar
ch 2
005
Total
Apr
il 20
05 T
otal
May
200
5 Tot
al
June
200
5 Tot
al
July 2
005
Total
Aug
ust 2
005
Tota
l
Sep
tem
ber 2
005
Total
Octob
er 2
005
Total
Nov
embe
r 200
5 Tot
al
Dec
embe
r 200
5 Tot
al
Janu
ary 20
06 T
otal
Febru
ary 20
06 T
otal
Mar
ch 2
006
Total
Apr
il 20
06 T
otal
May
200
6 Tot
al
June
200
6 Tot
al
July 2
006
Total
Guerilla Marketing Results
Using an Integrated Guerrilla Marketing Strategy, Courtesy Chevy
increased volume of leads generated and received over 150% in 19 months.
Guerilla Marketing Sales Results
400% Increase in sales volume from Competitive Conquest, Guerrilla and
Integrated Marketing Strategy that generated leads handled by a combination
of dedicated Internet Sales Specialists and BDC based Customer Service Reps. Courtesy Chevrolet eBusiness Sales
74 7966
9081 80
8680
110
224 223
283
265
225
335
313
298 301
335
0
50
100
150
200
250
300
350
400
Janu
ary 20
05 T
otal
Febru
ary 20
05 T
otal
Mar
ch 2
005
Total
Apr
il 20
05 T
otal
May
200
5 Tot
al
June
200
5 Tot
al
July 2
005
Total
Aug
ust 2
005
Total
Sep
tem
ber 2
005
Total
Octob
er 2
005
Total
Nov
embe
r 200
5 Tot
al
Dec
embe
r 200
5 Tot
al
Janu
ary 20
06 T
otal
Febru
ary 20
06 T
otal
Mar
ch 2
006
Total
Apr
il 20
06 T
otal
May
200
6 Tot
al
June
200
6 Tot
al
July 2
006
Total
Conventional Internet
Sales Strategy
REPORT: Courtesy Chevrolet's Primary Google Account Campaign Report
ACCOUNT: Ralph Paglia
DATE RANGE: October, 2006
Campaign
Campaign
Status Impressions Clicks CTR
Avg
CPC
Avg
CPM Cost
Avg
Position
2007 Chevy Tahoe - AZ Active 43,581 99 0.20% $1.15 $2.60 $113.46 3.4
AAR GM Co-op Display - PHX Paused 221,450 80 0.00% $7.50 $2.71 $600.05 1
Banner & Image Display Ads - PHX Active 832,088 305 0.00% $6.19 $2.27 $1,887.69 1
Chevrolet Model Specific - PHX Active 460,396 1,708 0.40% $2.34 $8.66 $3,989.04 2.8
Chevy Dealer Conquest - PHX Active 251,292 741 0.30% $2.15 $6.34 $1,592.79 3
Chevy Price Quote Display - PHX Active 955,110 1,114 0.10% $1.62 $1.88 $1,800.06 1.1
Chevy Price Quotes - All AZ Active 34,720 117 0.30% $1.07 $3.61 $125.50 4.2
Original Ad Campaign - PHX+TUC Paused 198,318 439 0.20% $2.64 $5.85 $1,160.52 2.7
Display Ads by Site - PHX+TUC Active 1,332,909 1,132 0.10% $3.88 $3.29 $4,387.70 1.1
Free Gas & Oil Offers - PHX Paused 1,325 1 0.10% $7.17 $5.41 $7.17 2
GM PowerShift URL's - PHX+50 Active 138,924 239 0.20% $1.63 $2.81 $390.17 3.9
National Search - Courtesy+Chev Active 36,322 276 0.80% $1.61 $12.26 $445.42 3.9
National Search Sponsored Links Active 1,957,426 3,419 0.20% $0.51 $0.90 $1,753.79 3.3
New Chevy Pricing - PHX Paused 195,210 455 0.20% $2.49 $5.80 $1,133.18 2.8
Secondary Finance - PHX Active 159,827 173 0.10% $3.81 $4.12 $658.55 3.1
See What Courtesy Can Do Active 14,959 15 0.10% $1.13 $1.13 $16.94 3.7
Site Designated Display Ads - PHX Active 159,207 182 0.10% $2.41 $2.76 $439.09 1
Tucson Targeted Key Words Active 12,517 73 0.60% $2.95 $17.21 $215.43 3.7
Used Car Ad Groups - PHX+50 Active 401,150 2,471 0.60% $1.83 $11.28 $4,523.42 2.6
Totals & Overall Averages: 7,406,731 13,039 0.20% $1.94 $3.41 $25,239.97 2.1
Management Strategy
10 Months of Digital Marketing
Lead Source and Disposition Analysis
Courtesy Chevrolet reviews eBusiness campaigns and opportunities by
categorizing 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%
10 Months of Leads Leads
Volume
Still
Active
Not
Sctive
Duplicates
& Invalid % Sold %
Google Adwords Campaign Analysis
• 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
• $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)*
EXAMPLE: In-house Google AdWords Campaign (4 months):
Note: This does not include BZ, AZCentral,
ClickMotive, BDC or Jumpstart SEM campaigns
*$620.55 = Courtesy Chevrolet Advertising PVR
Guerrilla Marketing Website Strategy
SEM & Promo
Landing Pages Primary Web Sites
Full-Featured w/Inventory
Campaign Specific
Micro Web Sites
Get a
Year Worth
Of Free Gas
free GM
Oil Changes
For 3 Years
CourtesyChev.com 2012Tahoe.com
CourtesyOnBell.com
PHXChevrolet.com
LatinoChevy.com
SEM Key Word URL’s Point to Primary Site Deep Links
CourtesyFleet.com
WeBuyChevys.com
GMAC-AZ.com
2012Silverado.com
GetaCamaro.com
YouGotGas.com
ChevyPriceQuote
FreeGMoilChange
ChevyPride.com
PHXfinance.com
BK-OK-Car-Loans.com
Google Adwords
• Competitive Conquest Targeting Same Brand Dealers
• Courtesy Chevy versus Bill Heard Case Study
• 2011 Campaign Data Examples
Google AdWords Account:
“Chevy Dealer Conquest”
Ad Group 3 Month Summary
223 Customers
searching for Bill Heard
Chevrolet diverted to
Courtesy Chevrolet
owned sites
Google Adwords Competitive Conquest
GM Certified Internet Dealer Site
Competitive Conquest
Campaigns are Geotargeted
to appear within competition’s
market area but NOT APPEAR
in advertising dealer’s market
Google Adwords Competitive Conquest
Targeting Same Brand Dealers
Klein Honda
Klein Honda
Google Adwords Extensions and OfferSites
• Create Site Links within Google Adwords that point to relevant offers and promotions
• Microsites are Ideally suited for Google Site Link Extensions
Site Link Extensions appear below your Google Adwords sponsored
links
Site Link Extensions appear below your Google Adwords sponsored links
Site Link Extensions appear below your Google Adwords sponsored links
Competitive Conquest Tactics
• “Drew Ament Technique” lead acquisition via competitive name keyword enriched URL combined with coded dealer association lead generation form pages
• LESSON LEARNED: Beware of what the competition is up to!…
Competitor URL Redirect
Tactic known as the
“Drew Ament Technique”
Competitor URL Redirect Tactic known as the
“Drew Ament Technique” – CourtesyChevyAZ.com
Using the LMG Dealer Association Website to
Siphon Leads
Competitor URL Redirect Tactic known as the
“Drew Technique” – CourtesyChevyAZ.com
Competitor URL Redirect Tactic known as the
“Drew Ament Technique”
www.CourtesyChevyAZ.com URL Redirect using the: “Drew Ament Technique”
S
c
r
o
ll
D
o
w
n
This lead form goes to
“Midway Chevrolet”!!!
Using the LMA Dealer Association Website to
Siphon Leads
www.Midway-Chevy.com URL Redirect using the: “Drew Technique”
www.Midway-Chevy.com URL Redirect using the: “Drew Technique”
Social Media Traffic Generation
Google Analytics: Track Top Referring Sites
Facebook: Post Links to Pages and Groups
Facebook: Post Links to Pages and Groups
Facebook: Post Links to Pages and Groups
Facebook: Post Links to Pages and Groups
Facebook: Post Links to Pages and Groups
Social Media Traffic Generation
Find and Join Relevant LinkedIn Groups
LinkedIn Groups; Attach a Link to Relevant URL
LinkedIn Groups; Pull in Site Title, then “Share”
LinkedIn Groups; Share Sites to “What’s Happening”
Stealth Sites
• Competitive Conquest Targeting Third Party Lead Providers
Stealth Site designed to mimic 3rd Party
Lead Provider Lead Generation site…
Stealth Advertising
Examples of using offline and online advertising media to drive consumer traffic above and
beyond the dealer’s own brand
Conventional Media to Web Integration
Conventional Media to Web Integration
Conventional Media to Web Integration
www.2007Tahoe.com Micro-Site
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
Bus Shelter Signage Displays Fast’n Easy Online Credit App URL
Bus Shelter Signage Displays Unique 800# Routed to eFinance Cell Phone
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.
Average monthly cost is $6,500
resulting in 258 Opportunities To
Do Business, and an average
cost per UNIQUE lead of $25.19
Cost Effective Outdoor Media Integration
Examples of Results with Google Adwords
• 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
The next few slides will show actual
Search Engine listing results from:
Search Campaign that bids
on competing dealership
names as a keyword…
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
SEM Vendor Campaign
3rd Party Branded “Stealth Site” that captures
Leads from customers getting book value…
#1 CTR of
All Time!
Highest CTR
Ever Recorded
by Google for
Dealer Ads!
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.
December, 2006 – 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.
AZCentral.com & Cars.com
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
Contextual Search Targeting
Examples of Search Queries matched to
Guerrilla Marketing Microsites, Landing
Pages and Offer Sites…
-
www.Edmunds-Chevrolet.com
Highest Sales Satisfaction – A Marketing Opportunity!
Highest Sales Satisfaction – A Lead Gen Opportunity!
Banned by
General
Motors!
Questions and Answers…
Ralph Paglia Cell: 505-301-6369
[email protected] www.RalphPaglia.com
Reference Links: http://www.ADMPC.com
http://slideshare.net/RalphPaglia
http://Adwords.Google.com
http://Google.com/Analytics
