Courtesy Chevrolet Interactive Marketing Strategy

During the past two years, Courtesy Chevrolet in Phoenix, AZ has emerged as
America’s leading Internet retailer of new and certified used Chevrolet vehicles…

Factoid #1:
Courtesy Chevrolet is a single point Chevy dealer with 3 fully staffed BDC’s, an eBusiness Special
Finance Team and 4 distinct Internet Sales Teams. These 8 teams of automotive sales professionals
operate out of 4 separate buildings:
1. New Chevrolet BDC
2. Used Car Center BDC
3. Wholesale Parts BDC
4. Special Finance eTeam
5. New Chevrolet Internet Sales
6. Used Car Internet Sales
7. Bell Road Internet Sales
8. Commercial Internet Sales

Courtesy Chevrolet CRM/eBusiness Team Staffing Levels:

1. New Chevrolet BDC; BDC Manager supervising 10 Customer Service Representatives (CSR)
2. Used Car Center BDC; BDC Manager supervising 6 CSR’s
3. Wholesale Parts BDC; Whole Parts Manager and 5 Wholesale Parts Account Executives
4. Special Finance eTeam; 2 Certified Credit Counselors, 2 special finance sales specialists and
an administrative assistant that tracks leads, sends emails and schedules appointments.
5. New Chevrolet Internet Sales; Internet Sales Manager supervising 12 - 14 Internet Sales
Specialists (ISR)
6. Used Car Internet Sales; Internet Sales Manager with 6 to 8 Internet Sales Specialists at
Camelback Used Car Center
7. Bell Road Internet Sales; 2 Internet Sales Co-Managers supervising Lead Generation and
Management with 3 Designated ISR’s for appointment shows
8. Commercial Internet Sales; 4 Internet Sales Specialist

Factoid #2:
Courtesy Chevrolet sold more new Chevrolet cars, trucks and SUV’s than any other
dealer in the USA in 2005… And, while selling more Chevys than any other dealer,
Courtesy maintained the highest CSI “Positive Impact” ranking from amongst all
Dealers of GM brands in the Western Region in 2005
Phase 1 – Develop Strategy & Budget

Courtesy Chevrolet’s Interactive Marketing Strategy (IMS) is based on the following

goals and objectives:
1. Generate showroom traffic, inbound sales calls & electronic leads that result
in growth of BOTH total store and eBusiness sales
2. Integrate with (and leverage) general market, GM and minority targeted
campaigns using special landing pages & micro sites
3. Produce cost effective leads that supplement 3rd Party Leads
4. Displace competing dealers from first page search results listings on the most
popular search engines when buyers search for info
5. Keep spending within allocated budget of $89,000* per month:
• $50,000 per Month for New Chevrolet Internet Retail (63A)
• $16,000 per Month for Special eFinance Team (65A)
• $14,000 per Month for Camelback Used Car Internet (63B)
• $ 9,000 per Month for Bell Road Used Car Center (1063B)
Where does Courtesy Chevrolet invest their IMS budget?

Courtesy Chevrolet decided to use online Google “Sponsored Link” ads to drive
car buyers to our sites…
Courtesy Chevrolet uses Google’s “AdWords” program to reach online car buyers at
the moment when they're looking for a new or used car. Using both text based
sponsored links and display ads, the Google Network reaches more than 80% of online
car buyers.* We create our ads, then use either key search words or select web sites to
target which people see the ads. For key search words, we pay when shoppers click
through to one of our sites. For display ads we bid what we are willing to pay per
thousand impressions for each of the third party web sites we target…

Factoid #3; Search Engine Marketing Results

CASE STUDY EXAMPLE: Courtesy Chevrolet in-house Google AdWords

Campaigns From 12/1/2005 through 3/31/2006 (4 months):
1. 33,257,657 Car Shopper Impressions Generated
2. 29,528 Car Shopper Visits to Courtesy Chevrolet web sites, landing pages and
micro sites
3. 2,248 Electronic Leads and Phone Calls Generated
4. 174 Vehicles Sold
5. $71,801.30 was invested with Google AdWords & Google Display Ad Network
6. $2.16 Cost per Thousand Car Shopper Impressions
7. $2.43 Cost per Car Shopper that clicked-through to a Courtesy Chevrolet site
8. $31.94 Average Cost per Lead Generated
9. $412.65 Average Cost Per Vehicle Retailed (PVR)*

Note: Above does not include BZ, AZCentral, ClickMotive, BDC in-house or Jumpstart SEM
campaigns *$620.55 = Courtesy Chevrolet IM Advertising PVR 2005
Phase 2 – Interactive Marketing Strategy Resource Inventory

Question 1: What did we have to work with as far as web properties?

Question 2: Would these web sites be best at converting “click-throughs” to leads?

Courtesy Chevrolet web site structure as of October, 2005:

Phase 3 – URL Acquisition as a Key Component of Interactive Marketing Strategy

Courtesy Chevrolet has acquired over 350 URL addresses to date. These URL’s are
directed towards multiple full featured web sites along with multiple micro-sites and
online landing pages to generate floor traffic, incoming sales calls and electronic
leads… Here are just a few:

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.CarsOnBell.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
www.GMAC-Finance.com www.LifeBeyondBankruptcy.com

Phase 4 – Courtesy’s Interactive Marketing Strategy takes shape

Phase 5 – Fully Integrated Interactive Marketing Strategy

“Grow Your Own” Lead Generating Strategy

• Self-Generated Leads to supplement 3rd Party lead providers and facilitate
increase in total eSales and growth of team’s staffing levels
• 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
SEM-to-Leads Strategy Funnel:

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 Results

• GM Certified Internet Dealer site; Cobalt Group
• Spanish Language site; Reynolds Web Solutions
• Courtesy on Bell Special Credit site; BZ Results
• Commercial & Fleet site; BZ Results
• Micro-Sites & Landing Pages; Fresh Start Studio
Online Advertising Sources, Vendors & Charlatans…
Types of Online Advertsing:
1. Pay for Placement by Time (monthly)
2. Pay per Click (CPC)
3. Pay per Thousand Impressions (CPM)
4. Pay per Conversion (Leads Generated)

How to Get it Done:

1. Self Managed – Do It Yourself
2. Interactive Advertising Agencies ($$$)
3. Search Engine Marketing Services Providers (15%+)
4. Dealer Advertising Cooperative Associations

Courtesy Chevrolet uses a combination of multiple page micro-sites and specialized

landing pages to maximize the conversion of click-throughs from online search engine
sponsored links, brokered display ads and web site placed Banners, Leaderboards and
other image based online ads. The following is a list of sizes that are industry standards
for online display ads that are linked to the dealer’s URL’s:

1. Banner Ads; 468 pixels wide x 60 pixels tall

2. Leaderboard; 728 pixels wide x 90 pixels tall
3. Inline (box ads); 300 pixels wide x 250 pixels tall
4. Skyscraper; 120 pixels wide x 600 pixels tall
5. Wide Skyscraper; 160 pixels wide x 600 pixels tall

NOTE; online ads must be in gif, jpg, png or swf file formats

Key Executables with Integrated Marketing Programs:

1. Strategic cohesiveness with dealership’s general market advertising and

management team “buy-in”
2. Clearly defined online advertising budget and a commitment to sustain the
budget for at least 6 months
3. Your Lead Management Process (LMP) must be functional and effective
BEFORE you start with online advertising
4. Use landing pages, micro-sites and deep links to relevant content instead of
driving traffic to your dealership’s “home page”
5. Measure and track all traffic generated, along with phone calls and eLeads
received
6. Review results and online marketing metrics at weekly manager meetings…
Keep top of mind awareness with your management team