1. 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
Ralph Paglia
Ralph Paglia Courtesy Chevrolet
Mike Gordon
Mike Gordon
IT Director
IT Director
CRM/eBusiness
CRM/eBusiness CRM/eBusiness Teams
Director
Director as of October, 2006
Joel Matteson
Joel Matteson George Salman
George Salman
C
BDC Manager
BDC Manager BDiesDCs Internet Sales Manager
Internet Sales Manager
New & Used Dept.’s d B t ie
d New Vehicle Department
New & Used Dept.’s iizeaciilliit
ze c
ll a
New Vehicle Department
rra F
a
Vernon Intara Steven Clemens nt ew F
en t ew 125 sales
Ce N
Vernon Intara Steven Clemens
BDC Team Leader
BDC Team Leader BDC Team Leader
BDC Team Leader C N
NEW Vehicle Sales
NEW Vehicle Sales USED Vehicle Sales
USED Vehicle Sales IIn
n
ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS
ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS
125 sales 125 sales 1
1 2
2 3
3 4
4 5
5 6
6 7
7 8
8 9
9 10
10
CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR
CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR Bryan Long ISS
ISS ISS ISS
ISS ISS ISS
ISS
Bryan Long
1
1 2
2 3
3 4
4 5
5 6
6 7
7 8
8 9… 12
9… 12 Internet Sales Manager 11
11 12 13
12 13 14
14
Internet Sales Manager
Used Vehicle Sales
Used Vehicle Sales
75 sales
CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR
CSR CSR CSR CSR CSR CSR CSR CSR CSR CSR
13
13 14
14 15
15 16
16 17
17 18
18 19
19 20 21… 24
20 21… 24
21… ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS
ISS ISS ISS ISS ISS ISS ISS ISS ISS ISS
15
15 16
16 17
17 18
18 19
19 20 21 22 23 24
20 21 22 23 24
Barbara Mason
Barbara Mason 50 sales
eFinance Manager
eFinance Manager
Ron Daly & Scott Daly
Adrian Fajardo
Adrian Fajardo 50 sales
Ron Daly & Scott Daly Internet Sales Manager
Special eFinance Team Internet Sales Manager
Judith Rodriguez Special eFinance Team Courtesy On Bell Certified
Judith Rodriguez Courtesy On Bell Sales
eFinance Admin
eFinance Admin Consultants
Assigned
Phase 4 Team Expansion:
Phase 4 Team Expansion: to Handle
Kelly Slaughter & Cecy Girod New 26 Workstation BDC w/1 Manager supervising 2 Team Leaders;
New 26 Workstation BDC w/1 Manager supervising 2 Team Leaders; Internet Leads
Kelly Slaughter & Cecy Girod
1 New Car BDC Team Leader & 1 Used Car BDC Team Leader --
1 New Car BDC Team Leader & 1 Used Car BDC Team Leader
CRM Administrators
CRM Administrators Consolidate 2 BDC’s into 1 and develop new & used BDC Teams
Consolidate 2 BDC’ into 1 and develop new & used BDC Teams
BDC’s
© Copyright 2006 Ralph Paglia – All Rights Reserved
April 12, 2007 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved 10

2. eBusiness Sales Results
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
Increased sales volume from a holistic eIntegrated Marketing Strategy that
generated sales from leads using a combination of dedicated Internet Sales
Specialists and BDC based Customer Service Representatives.
Courtesy Chevrolet eBusiness Sales
ic
400
ated Holist gy
eIntegr ting Strate
rke
350
Sales Ma 335
313
335
298 301
300 283
Conventional Internet 265
250
Sales Strategy 224 223 225
200
150
110
100 90 86
79 81 80 80
74
66
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© Copyright 2006 Ralph Paglia – All Rights Reserved
April 12, 2007 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved 18

3. eBusiness Opportunity Analysis
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
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%
© Copyright 2006 Ralph Paglia – All Rights Reserved
April 12, 2007 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved 20

4. 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
Factoid #3; Search Engine Marketing Results
CASE EXAMPLE: Courtesy Chevrolet in-house Google AdWords
Campaigns From 12/1/2005 through 3/31/2006 (4 months):
• 33,257,657 Car Shopper • $71,801.30 was invested
Impressions Generated with Google AdWords &
• 29,528 Car Shopper Visits Google Display Ad Network
to Courtesy Chevrolet web • $2.16 Cost per Thousand
sites, landing pages and Car Shopper Impressions
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
Note: This does not include BZ, AZCentral, • $412.65 Average Cost Per
ClickMotive, BDC or Jumpstart SEM campaigns
*$620.55 = Courtesy Chevrolet Advertising PVR 2005 Vehicle Retailed (PVR)*
© Copyright 2006 Ralph Paglia – All Rights Reserved
April 12, 2007 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved 21

5. Interactive Marketing Strategy – Phase 4
Courtesy eBusIness Strategy: ATTRACT • CONVERT • RESPOND • APPOINTMENT • SELL • SERVICE • RETAIN
SEM & Promo
SEM & Promo Primary Web Sites Campaign Specific
Campaign Specific
Landing Pages
Landing Pages Full-Featured w/Inventory
Full-Featured w/Inventory Micro Web Sites
Micro Web Sites
YouGotGas.com HouseOfCourtesy.com 2007Tahoe.com
Get a
Get a
Year Worth
Year Worth WeBuyChevys.com
WeBuyChevys.com
Of Free Gas
Of Free Gas
PHXChevrolet.com
GMAC-AZ.com
GMAC-AZ.com
ChevyPriceQuote LatinoChevy.com
GetaCamaro.com
FreeGMoilChange
FreeGMoilChange CourtesyOnBell.com
2006Silverado.com
2006Silverado.com
free GM
free GM
Oil Changes
Oil Changes
For 3 Years
For 3 Years CourtesyFleet.com PHXfinance.com
PHXfinance.com
ChevyPride.com BK-OK-Car-Loans.com
BK-OK-Car-Loans.com
SEM/SEO Key Word URL’s Point to Primary Site Deep Links
SEM/SEO Key Word URL’s Point to Primary Site Deep Links
© Copyright 2006 Ralph Paglia – All Rights Reserved
April 12, 2007 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved 25

6. 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”
Lead 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
© Copyright 2006 Ralph Paglia – All Rights Reserved
April 12, 2007 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved 28

7. Online Advertising Sources, Vendors & Charlatans
Courtesy eBusIness Strategy: ATTRACT • CONVERT • RESPOND • APPOINTMENT • SELL • SERVICE • RETAIN
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: Placement and “Cost Per Impression” advantages inherent with
the use of multiple vendors and multiple dealer-managed SEM accounts
© Copyright 2006 Ralph Paglia – All Rights Reserved
April 12, 2007 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved 38

8. Cost Effective Outdoor Media Integration
Courtesy eBusIness Strategy: ATTRACT • CONVERT • RESPOND • APPOINTMENT • SELL • SERVICE • RETAIN
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
Bus Shelter Signage Displays Unique
800# Routed to eFinance Cell Phone
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
Bus Shelter Signage Displays
Fast’n Easy Online Credit App URL
Fast’n Easy Online Credit App URL
© Copyright 2006 Ralph Paglia – All Rights Reserved
April 12, 2007 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved 57

9. Courtesy eBusIness Strategy: ATTRACT • CONVERT • RESPOND • APPOINTMENT • SELL • SERVICE • RETAIN
© Copyright 2006 Ralph Paglia – All Rights Reserved
April 12, 2007 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved 58

10. www.GMinsideNews.com
www.GMinsideNews.com

11. www.GMinsideNews.com
www.GMinsideNews.com

12. www.GMinsideNews.com
www.GMinsideNews.com

13. www.AutoBaron.com
www.AutoBaron.com

14. Use of Deep-Links in Online Advertising
Courtesy eBusIness Strategy: ATTRACT • CONVERT • RESPOND • APPOINTMENT • SELL • SERVICE • RETAIN
www.GM-Finance.com
www.GM-Finance.com
Deep-link into GM
Deep-link into GM
PowerShift web site
PowerShift web site
online credit application
online credit application
© Copyright 2006 Ralph Paglia – All Rights Reserved
April 12, 2007 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved 81