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MC LeadManagement
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Welcome
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MC LeadManagement
LeadManagement DIGITAL
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Ralph Paglia
Recognized industry expert in Automotive
Digital Marketing, Advertising, Lead
Management and CRM Process design
Responsible for driving 144,000+ leads to
single-point Phoenix dealer in 2 years and developing
a team that sold 4,000+ cars to Internet Leads in 2006.
Strategic marketing planner and consultant to car companies,
dealer groups and national enterprise automotive organizations
Deep history of developing Digital Marketing strategies and
tactical CRM implementation blueprints for dealers and car
companies
Managed first retail automotive pilot program for Google Audio
while in beta testing while at Courtesy Chevrolet in 2005, 2006
and 2007
Started generating Internet leads in 1988 using CompuServe ISP
access and vehicle listings on defense contractor BBSs in SoCal
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Doug Mitchell
Doug Mitchell started his automotive career in 1984 in the Detroit
Region, working at two Top 100 Ford Dealerships. Doug started off in
sales and worked his way into a variety of different management roles
including: Lease Renewal Manager, Internet Sales Manager, F & I
Manager, Truck Sales Manager and New Vehicle Sales Manager
In October 1999 Doug had the opportunity to join the Half a Car group
as a leasing consultant. It was at the same time Cyber Car
(Automotive sales training for eCommerce) was being launched. Doug
was given the ability to change his focus to assist a major automotive
manufacture and their dealers with the Suite of e-tools and Internet
sales process training. Throughout the years Doug has had the
pleasure of working with, and presenting to thousands of dealers. He
has been able to pass along what is and what is not working to sell
more vehicles on-line. Currently Dougs role with Ford Lincoln Mercury
Digital Team is onsite working side by side with the manufacture and
their Dealers improving Internet close rates around the country.
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Specific Media
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Automotive Ad Spend
Shift to Internet
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*Source:
10 IAB.net
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70+%
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60.0% 60.0%
54.0%
50.0%
40.0%
40.0%
30.0%
64.0% 64.0%
70.0%
67.0% 68.0%
54.0% 53.0%
43.0%
59.0% 61.0%
47.0% 47.0%
33.0%
26.0%
20.0%
10.0%
1999
2000
2001
2002
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16
2004
2005
2006
2007
Direct Mail/Radio/Other
28.30%
Newspaper
27.30%
Other
Internet
Newspapers
Television
19.50%
Television
Internet
1. IDC Study, U.S. Consumer Online Behavior Survey Results 2007
2. 2006 National Automobile Dealers Association Data
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11.50%
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35.3%
35.0%
30.0%
24.9%
25.0%
20.0%
15.0%
10.0%
13.4%
8.2%
4.4% 3.6%
5.0%
0.0%
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1.1%
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Dealer Ad
Budget
Efciency Gap
20
TV &
3/10
FEW LEADS
DILUTED
OPPORTUNIT
Y
8/10
INTERNET
PRODUCIN
G LESS
THAN
DESIRABLE
RESULTS
92% of Ad Budget
30% of Customers
8% of Ad Budget
70% of Customers
focused at
Where Do You
Find
focused at
WHY?
This Sales Opportunity?
Dealers are relying on
3rd Party Lead Providers for Digital
who send same lead to your dealership and others
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TV &
3/10
HIGHER
CLOSING %
HIGHER
GROSS
LOWER
COST PER
LEAD
8/10
INTERNET
STRATEGY
MORE
LEADS ON
OWN
HIGHER
QUALITY
25% of Ad Budget
focused at
70% of
Customers
Dealer
becomes
regional buying service
Dealer generates more high quality leads on
own
Dealer quickly captures higher share of
online market
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Objective Analysis
Where are Dealers shifting money from, so that Digital Marketing
does not increase overall advertising budgets or Costs PVR?
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Source: eMarketer
$5.2 $5.2
$5.0
$4.5
$4.6
$4.3
$4.0
$3.9
$3.7
$3.3 $3.2
$3.5
$3.0
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$4.1
Spend
(Billions)
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60%
64%
71%
68%
67%
40%
20%
0%
20%
2004
21%
2005
21%
2006
22%
2007
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No; 61%
Yes; 20%
No; 80%
Yes; 39%
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Shop vehicles
on the Internet
10.4
11.7
14.7
Decide on
model
11.0
Purchase
new vehicle
6.3
7.6
0
Start visiting
dealers
Decide on type
of vehicle
Start actively
researching vehicles
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22%
20%
18%
15%
15%
10%
10%
34% Shopping
Process
One Month or
13%
less 13%
8%
5%
2%
27% Shopping
Process
0%
Over
53 or more25 to 52
21 Five
to 24 Months
9 to 20
5 to 8
3 to 2
1 week
Weeks Before Purchase Source: 2007 J.D. Power and Associates New
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Ralph Paglia
ADP Dealer Services
Director - Digital Marketing
OEM and National Accounts
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Digital Marketing
Digital Marketing Consultants
Digital Advertising Guide
Three-Pronged Approach
Do it Yourself
Help You do it
Do it for You
Prenegotiated DA Pricing
Special Incentives
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(you do it)
(we do it for
you)
Ford has partnered with ADP to offer your dealerships some of the
most advanced advertising solutions that are available today. If
you would like to get started, but do not have the time to train
your team
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Action Plan
What will you do when you return to your stores?
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Digital Advertising:
Google Search Engine Advertising
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Also called
Cost-Per-Click
(CPC), PayPer-Click
(PPC) or
Sponsored
Links
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Digital Advertising:
Yahoo! Search Engine Advertising
Also called
Cost-PerClick (CPC),
Pay-PerClick (PPC)
or
Sponsored
Links
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Side Banner
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Top Banner
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TV & Cable
Digital, Magazines
Direct Mail/Circulars
Outdoor & Transit
Newspaper, Radio
Alliances, Sponsorships & Events
Internet Advertising
Search Engine Marketing (SEM)
Banner & rich media
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Pre-Selection Filters
Car Buying Now Starts on the Internet
Search is the
primary tool for
filtering
dealerships
Website is a key
extension of the
dealers showroom
Online advertising
grows dealers
sphere of influence
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Consumers visit an
average of 6
dealerships, but
they visit only one
dealership per
brand
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Lost opportunity is
high because lead
handling is poor
Poor lead handling
can also cause
brand defection
Dealers can turn the
tide through highlytrained sales staff
and transparent
communication
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Types of Online
Advertising Buys:
Dealer Managed Do It
Yourself
Ford DMC 2 Day Digital
Advertising Visit
FLM Digital Advertising
Program for Dealers
SEM Service Providers
& Ad Agencies
Ford Dealer Advertising
Fund (FDAF)
Association
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Dealership Results?
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$
Digital Ad Media Purchases 6,389.72
$
Media Management Services 1,277.94
$
Account Services 495.00
$
PLEASE NOTE: Case Study, your results will vary because no two advertising campaigns generate identical
Total Digital Ad Invoice 8,162.66
results!
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Net Cost Per Thousand $
$
PLEASE NOTE: Case Study, your results will vary because no two advertising campaigns generate identical
Total Digital Ad Invoice 9,438.98
results!
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Total Calls
%
5
7 ase in
e
Incr Calls
s
Sale Dealer
From Site
Web
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total
Calls
65
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Common Pitfalls
Buyer beware
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Value Spending?
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Value Spending
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What to Measure
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Questions?
Three ways that we can help:
Give you a rod and reel (you do it)
Teach you how to fish (we help you)
Cook dinner for you (We do it for you)
www.FLMDigital.com
Ralph Paglia
rpaglia@flmdmc.com
Cell: 505-301-6369
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Ecommerce Elite
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Most Improved
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Lead Volume
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Percent of Retail
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Resources
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Resources
Home Portal
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Resources
DMC
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Bulk Email
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Bulk Email
Most cost effective, highest ROI
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WebSite
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Standard DealerConnection
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Premier Customization
DealerConnection
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Google Ad Words
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What to Measure
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Search Defined
SEO
(Search Engine
Optimization)
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SEM
(Search Engine
Marketing)
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Case Studies
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Relationships
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