Automotive Digital Marketing

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While I was responding to Alvin Newton's comments on another forum post, I started thinking about a project I am working on that is still in the oven trying to get baked, and I got a brain-fart... I thought to myself, hmmmm... what I really need to get this major deal off the ground is to blow away the OEM executives I pitched with my concept by providing them with an "A Team" stack of Digital Marketing Consultant resume's. Then, I thought to myself, as the gears began to grind... Why not reach out on ADM and see how many Automotive Digital Marketing Aces on ADM might consider an exciting career as a consultant. Just think, you get to go into lots and lots of car dealerships and as if by some miracle of transformation, the dealers actually listen to you! It really is quite amazing... So, what would be your thoughts about "recommending someone you know" for a Digital Marketing Consulting job?

11-03-2008 UPDATE:
OK, this has now grown beyond a glimmer in Ralph's eye to become the real deal... If you are a Digital Marketing "Black Belt" and would consider exploring a new role within your career by becoming a Digital Marketing Consultant and Internet "evangelist" employed as a permanent ADP Digital Marketing associate, but working under contract for a major Asian OEM... Visiting 4 to 6 different dealers each week within a multi-state regional area (known as your Zone)... becoming THE Digital Marketing "go to" expert for the dealers, the OEM's dealer facing field associates, Zone office employees and the dealer advertising associations... Then have I got a deal for you!

YES, you will make less money than a dealership GM and most managers!

NO, you won't get fired when the dealer comes to the dealership in a bad mood...

YES, you will get one of the best employee benefits, 401K, stock purchase plans, insurance, etc. packages in the entire automotive industry... ADP is primarily a Human Resource Management company, and as such sets the bar high for clients when they look at what ADP provides their own employees (the benefits are so plentiful, it's hard to keep track of them all!). It is darned difficult to get hired by ADP, but a heck of a great place to work once you get past the 48 interviews, online exams, background checks, substance abuse screenings, etc.

NO, you won't earn outrageously huge pay checks when you "kill a bear" and high-gross a customer into being buried for the next 7 years.

YES, you will be positioned in your assigned Zone as a subject matter expert by the OEM, and dealers will seek you out for counseling and guidance... And, you will get to see how much more respect you get from dealers and managers when you are not a dealership employee, but instead come to them as an unbiased outside expert who visits every single other company selling the same brand of Asian vehicles that they themselves sell! Your ONLY mission is to help each dealer use the web to sell more cars...

NO, you will not have to develop your own action plans... This program has a very prescriptive set of tasks that you will be required to execute during each dealership visit you make. All dealers you visit will be surveyed and you will be held responsible for ensuring that dealers complete their email surveys sent by the OEM. The OEM will verify that you executed each task on your checklist during each visit. Every dealer you visit will benefit from your visits because you are going through a series of tasks that help them sell more cars using the Internet.

Anyways... The base salary didn't sound too good 6 months ago, but looking at some of the recent Year-To-Date ISM earnings I have seen lately, the pay is looking better all the time! If you are willing to commit at least 12 months (minimum) to this Digital Marketing Consulting gig, this will be a tremendous learning experience that will help you become a much more effective automotive management professional. You will receive bonuses based on several factors, including improvement in the Sales Closing Ratios on OEM supplied leads (free) tracked by the OEM for the dealers you work with, along with several other measurables such as the percentage of your dealers who have completed the OEM's "Certified Internet Sales Manager" training courses.

I can't imagine any ADM member publicly acknowledging their interest in this career opportunity, so please send an email describing why you think you would be a good dealership consultant, along with your resume as a separate file attachment to Ralph Paglia at, and please enter in the cc field.

After you send your email and resume to me and Jimmy, you will need to visit and complete an online employment application... ADP's Human Resource team will have hiring completed by the end of November, with training during the months of December, January and February followed by dealer visits starting March 1, 2009. There are 12 OEM zones, so we will be hiring 12 new ADP Digital Marketing Consultants. Some of the new hires may be positioned to replace existing ADP consultants who are being transferred into this new OEM program.

Tags: ADP, Consultant, Digital, Internet, Jobs, Marketing, OEM, Sales, career, consulting, More…dealer, dealership, training

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You know my answer to this!

I think it would be Awsome!!!
I'm in with Alvin. Provided we had a team leader who would know how and where to direct our energy and passion to like yourself, I'd be interested in talking about the opportunity.
Joe Webb
Send me your bio's, resume's, backgrounds, whatever you have so we can start massaging them and put together a potential dream team on paper... Then it is up to me to sell the vision, get the funding and build a recurring revenue business model. The good news is that I have done this more than a dozen times and there about 50 ADM members that can attest to the success of previous projects I have designed with OEM backing. Use my email address at
Hey Ralph,

I'll take it! I have over 20 professionals in a number of affiliated offices that might qualify. Have you thought of "outsourcing" one of our partners operating under your corporate identity as a "vendor" rather than an employee? No HR expense - exposure or benefits to worry about. Frankly, most of our affiliated offices operate under their own corporate identity and Ad Agency Online is never even mentioned! As far as the dealer clients are concerned - in many cases - we don't exist. We are the ultimate outsourcing tool which you can apply as needed with no expense or obligation when you don't. Just a thought!
We won't outsource, and usually these types of deals have provisions in the contracts with the car company forbidding outsourcing or subcontracting.
I was wondering when this would come up! I'm in, too.
I'm in. I go where Joe Webb goes!
what a dream team this would be. I am in.
For those considering taking the leap...

The "Jump" from retail automotive to working with a world class company like Ralph's has been great...

OEM exposure (partners) definitely stop dealers in their tracks when discussing their DM / DA opportunities... Ralph's focus on these partnerships continue to show his total understanding of where the digital mediums are heading.

Good Luck To All Applicants...

(Ralph - I'm an old Toyota Factory Rep.. Let me know if I can assist in any way towards your success in promoting OEM business.) dtg
I have often thought about why we can't all pull together. You and I had this discussion over 2 years ago when I was considering leaving the store I am working at now. I have stuck it out because of all of the instant consultants that have popped up out of the woodwork that have NEVER SOLD A CAR.
Count me as considering this. Gil ( you and I know who this is) and I have spoke about this several times as well. There are a few of us that have had this discussion in private and they all read these pages.
We can't change it alone and it is out of control.

You bring up a good point about the so-called experts who have never sold a car... I have to laugh though, because I get in trouble all the time at ADP for selling cars when I am at dealerships... There is nothing quite like going in on a deal that is about to walk and putting it all back together again! The truth is that usually the dealer is not paying me to come into his store to sell cars, but somehow the dealer never gets upset when i ask to go in on a deal... Selling cars is a better high than any drug and almost as good as sex! Those who have never done a Hat Trick on a Saturday will never know why.

Oh yeah... Do you think the marketplace is ready for something like a team of car guys showing dealers how to implement processes and systems to use Digital Marketing to sell more cars?


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