KPA AutoCon Guerilla Marketing and Competitive Conquest presentation by Ralph Paglia during KPA Webinar on 6-27-2012. The New "Best Choice" on the Fall Dealer Conference circuit is the AutoConnections Conference and Exposition (AutoCon 2012) at the Aria Resort and Casino in Las Vegas from September 5th to the 8th. Learn more about this all new dynamic, innovative and exciting car dealer conference designed to equip dealers with significant competitive advantages in their local marketplace. Visit http://AutoCon2012.com and register online today!

1. Guerrilla Marketing and Competitive
Advertising Strategies
Ralph Paglia
President
Automotive Media Partners

2. Moderator
Becky Ross
Marketing Manager
Office: (303) 228-8753
bross@kpaonline.com

3. Presenter
Ralph Paglia
President
Automotive Media Partners
(505) 301-6369
ralph@tier10marketing.com

4. Questions
• If you have questions
during the presentation,
please submit them using
the “Questions” feature
• Questions will be
answered at the end of the
webinar

5. 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".

6. Introduction and Background:
www.ADMPC.com
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

7. 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!

8. Guerilla Marketing: Resources
http://www.GMarketing.com

9. 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

10. www.LatinoChevy.com

11. Multiple URL’s pointing to the same site allows
use of metrics to track campaigns
www.ChevyReferrals.com
www.ChevyReferral.com
www.ChevyBirdDog.com
www.ChevyBirdDogs.com
www.ChevyBuyers.com
www.ChevyBuyersClub.com
www.ChevyFriends.com
www.ChevyFund.com
“Referring URL or Domain”
report in Google Analytics or
whatever site metrics are
being used by dealership

12. Multiple URL’s for Promotional Campaign Creative
Differentiation
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

13. Microsites, Offer Sites, Landing Pages,
Social Media
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.

14. URL Asset Library: 1 of 3

15. URL Asset Library: 2 of 3

16. URL Asset Library: 3 of 3

17. Guerilla Marketing Results
Using an Integrated Guerrilla Marketing Strategy, Courtesy Chevy
increased volume of leads generated and received over 150% in 19 months.
Courtesy Chevrolet Lead Volume
7000
5929
6000 5767
5267 5362
5228
5000 4662
4362
4178
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18. 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
400
350 335 335
313
298 301
300 283
265
250 Conventional Internet 224 223 225
Sales Strategy
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100 90 86
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19. Management Strategy
REPORT: Courtesy Chevrolet's Primary Google Account Campaign Report
ACCOUNT: Ralph Paglia
DATE RANGE: October, 2006
Campaign Avg Avg Avg
Campaign Status Impressions Clicks CTR CPC CPM Cost 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

20. 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.
Leads Still Not Duplicates
10 Months of Leads Volume Active Sctive & Invalid
% Sold %
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%

21. Google Adwords Campaign Analysis
EXAMPLE: In-house Google AdWords Campaign (4 months):
• $71,801.30 was invested with • 33,257,657 Car Shopper
Google AdWords & Google Impressions Generated
Display Ad Network • 29,528 Car Shopper Visits to
• $2.16 Cost per Thousand Car Courtesy Chevrolet web sites,
Shopper Impressions landing pages and micro sites
• $2.43 Cost per Car Shopper • 2,248 Electronic Leads and
that clicked-through to a Phone Calls Generated
Courtesy Chevrolet site • 174 Vehicles Sold
• $31.94 Average Cost per Lead
Generated
• $412.65 Average Cost Per
Note: This does not include
Vehicle Retailed (PVR)* BZ, AZCentral, ClickMotive, BDC or Jumpstart SEM
campaigns
*$620.55 = Courtesy Chevrolet Advertising PVR

22. Guerrilla Marketing Website Strategy
SEM & Promo Primary Web Sites Campaign Specific
Landing Pages Full-Featured w/Inventory Micro Web Sites
YouGotGas.com CourtesyChev.com 2012Tahoe.com
Get a
Year Worth WeBuyChevys.com
Of Free Gas PHXChevrolet.com
GMAC-AZ.com
ChevyPriceQuote LatinoChevy.com
GetaCamaro.com
FreeGMoilChange
CourtesyOnBell.com
2012Silverado.com
free GM
Oil Changes
For 3 Years CourtesyFleet.com PHXfinance.com
ChevyPride.com BK-OK-Car-Loans.com
SEM Key Word URL’s Point to Primary Site Deep Links

23. Google Adwords
• Competitive Conquest Targeting Same Brand
Dealers
• Courtesy Chevy versus Bill Heard Case Study
• 2011 Campaign Data Examples

24. Google AdWords Account:
“Chevy Dealer Conquest”
Ad Group 3 Month Summary

25. 223 Customers
searching for Bill Heard
Chevrolet diverted to
Courtesy Chevrolet
owned sites

28. Google Adwords Competitive Conquest

29. GM Certified Internet Dealer Site

30. Competitive Conquest
Campaigns are Geotargeted
to appear within competition’s
market area but NOT APPEAR
in advertising dealer’s market

31. Google Adwords
Competitive Conquest
Targeting Same Brand Dealers

44. Klein Honda

45. Klein Honda

46. 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

47. Site Link Extensions appear below
your Google Adwords sponsored
links

48. Site Link Extensions appear below your Google
Adwords sponsored links

50. Site Link Extensions appear below your Google
Adwords sponsored links

52. 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!…

53. Competitor URL Redirect
Tactic known as the
“Drew Ament Technique”

54. Using the LMG Dealer Association Website to
Siphon Leads
Competitor URL Redirect Tactic known as the
“Drew Ament Technique” – CourtesyChevyAZ.com

55. Competitor URL Redirect Tactic known as the
“Drew Technique” – CourtesyChevyAZ.com
Competitor URL Redirect Tactic known as the
“Drew Ament Technique”

56. www.CourtesyChevyAZ.com
URL Redirect using the: “Drew Ament Technique”
S
c
This lead form goes to
r “Midway Chevrolet”!!!
o
ll
D
o
w
n

57. www.CourtesyChevyAZ.com
URL Redirect using the: “Drew Technique”

58. Using the LMA Dealer Association Website to
Siphon Leads

59. www.Midway-Chevy.com
URL Redirect using the: “Drew Technique”

60. www.Midway-Chevy.com
URL Redirect using the: “Drew Technique”

61. Facebook
Social Media Traffic Generation

62. Google Analytics: Track Top Referring Sites

63. Facebook: Post Links to Pages and Groups

64. Facebook: Post Links to Pages and Groups

65. Facebook: Post Links to Pages and Groups

66. Facebook: Post Links to Pages and Groups

67. Facebook: Post Links to Pages and Groups

68. LinkedIn
Social Media Traffic Generation

69. Find and Join Relevant LinkedIn Groups

70. LinkedIn Groups; Attach a Link to Relevant URL

71. LinkedIn Groups; Pull in Site Title, then “Share”

72. LinkedIn Groups; Share Sites to “What’s Happening”

73. Stealth Sites
• Competitive Conquest Targeting Third Party
Lead Providers

74. Stealth Site designed to mimic 3rd Party
Lead Provider Lead Generation site…

75. Stealth Advertising
Examples of using offline and online advertising
media to drive consumer traffic above and
beyond the dealer’s own brand

76. Conventional Media to Web Integration

77. Conventional Media to Web Integration

78. Conventional Media to Web Integration

79. www.2007Tahoe.com Micro-Site

80. 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

81. Cost Effective Outdoor Media Integration
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.
Bus Shelter Signage Displays Unique
800# Routed to eFinance Cell Phone
Average monthly cost is $6,500
resulting in 258 Opportunities To
Do Business, and an average
cost per UNIQUE lead of $25.19
Bus Shelter Signage Displays
Fast’n Easy Online Credit App URL

82. The next few slides will show actual
Search Engine listing results from:
• 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
Examples of Results with Google Adwords

83. Search Campaign that bids
on competing dealership
names as a keyword…
SEM Vendor Campaign
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

84. #1 CTR of
All Time!
3rd Party Branded “Stealth Site” that captures
Leads from customers getting book value…

85. Highest CTR
Ever Recorded
by Google for
Dealer Ads!

86. December, 2006 – AZCentral.com & Cars.com
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.

87. 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.

88. 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

89. Contextual Search Targeting
Examples of Search Queries matched to
Guerrilla Marketing Microsites, Landing
Pages and Offer Sites…
-

110. Highest Sales Satisfaction –
A Marketing Opportunity!
www.Edmunds-Chevrolet.com

111. Highest Sales
Satisfaction –
A Lead Gen
Opportunity!

112. Banned by
General
Motors!

113. Questions and Answers…
Ralph Paglia
Cell: 505-301-6369
ralph@ralphpaglia.com
www.RalphPaglia.com
Reference Links:
http://www.ADMPC.com
http://slideshare.net/RalphPaglia
http://Adwords.Google.com
http://Google.com/Analytics

114. Got a Question? Ask our Expert!

115. Contact Information
www.kpaonline.com
Becky Ross
bross@kpaonline.com
866-356-1735