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Tom Gorham's Blog Posts Tagged 'Marketing' (20)

Reputation Should Be a Pillar Of Your SEO Strategy

When asked, many dealers will say they have a reputation management program in place and yet cannot say how they are marketing their reputation.  Asked how it fits into their SEO…

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Added by Tom Gorham on October 18, 2015 at 2:00pm — 2 Comments

Read Between The Lines - Reviews

Reviews - reputation and financial viability are being held in the balance.

I once sat in a business meeting with a company representative pushing their reputation management program. He stated that it was only necessary to answer bad reviews and stated that he strongly opposed answering ALL reviews.…

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Added by Tom Gorham on June 14, 2015 at 1:30pm — 2 Comments

From the Trenches - Measuring and Managing your Reputation

Part 2 of "Can You See The Forest For The Trees?"

If reputation is the forest and reviews are the trees, I begin again by…

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Added by Tom Gorham on November 30, 2014 at 12:00pm — No Comments

From the Trenches - The Decline of Email Leads

Question:  What does an Internet Representative do?  

Answer:  They answer email leads and make appointments.

Question:  What if email leads decline?…

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Added by Tom Gorham on July 6, 2014 at 12:30pm — 30 Comments

From the Trenches - A Better Way to Get Reviews

 

Would you write a review for a hairstylist while he or she was cutting your hair?



It's not enough to be against something; one must offer an alternative. 

 …

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Added by Tom Gorham on April 11, 2014 at 2:00pm — 11 Comments

From the Trenches - Dare to Brand the Brand within the Brand

 

If you are a dealer or business owner, are you proud of each and every one of your employees?  Are you confident that they represent your business well and are customer service oriented?

If you say yes, then you…

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Added by Tom Gorham on May 26, 2013 at 12:00pm — 2 Comments

From the Trenches - I guess you guys aren't ready for that yet.

 

In the year 2000, I said,  "I guess you guys aren't ready for that yet." to the dealership I was leaving.

 

 

I was talking about the Internet.

 …

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Added by Tom Gorham on May 9, 2013 at 10:00pm — 18 Comments

From the Trenches - Authenticity = Customer Loyalty

 

Authenticity = Customer Loyalty

Do you feel that the Internet has destroyed customer loyalty? Many dealers do.

  • They don't like that the Internet gives the customer too much information.…
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Added by Tom Gorham on April 22, 2013 at 6:30pm — 6 Comments

From the Trenches... Coming Soon... Always On

Is it good, or is it bad?

 

I've been saying for some time that wearable computers will revolutionize marketing. Consider walking down the street and every…

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Added by Tom Gorham on February 26, 2013 at 7:19pm — No Comments

From the Trenches - Winds of Change

 

"The future's in the air, I can feel it everywhere,

 Blowing with the wind of change"

 

We tend to think of change in the automotive business in isolated terms. Some say the Internet has destroyed the automotive business. Now they bemoan Social…

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Added by Tom Gorham on January 6, 2013 at 1:30pm — 2 Comments

From the Trenches - New Car Pricing Online - A Trap?

 

What is different about pricing used cars and new cars online?

 

New cars are a commodity... sometimes!  One size does NOT fit all.

 

"(The word commodity) is used to describe a class…

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Added by Tom Gorham on January 4, 2013 at 11:30am — 2 Comments

From the Trenches - Let's Get Personal

 

As a practice, relationship marketing differs from other forms of marketing in that it recognizes the long term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages - Wikipedia

 …

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Added by Tom Gorham on November 23, 2012 at 12:30pm — 20 Comments

From the Trenches - Ethics are for Kids!

 

Ethics: The rules or standards governing the conduct of a person or the conduct of the members of a profession.

 

"I read the news today, oh boy,

I saw my…

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Added by Tom Gorham on October 8, 2012 at 4:30pm — 19 Comments

From the Trenches - The Next Big Thing - No it's not Mobile.

 

Many will be dismayed to learn that mobile is not the next big thing.  They're gearing up for it.  They're READY!  And they are not ready for the next big thing!   #%$&! (No that's not a hashtag)

 …

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Added by Tom Gorham on July 29, 2012 at 5:30pm — 2 Comments

From the Trenches - Should I Speak at AutoCon2012?

 

I am a firm believer that AutoCon2012 will be the biggest event of this year, eclipsing all others including the DigitalDealer Conference.  So when I received a request to submit a Speaker's submission, I was humbled and honored at the same time.  My first thought was, "What would I talk…

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Added by Tom Gorham on June 22, 2012 at 8:30pm — 8 Comments

From the Trenches - Are you P-Interesting?

Well, here we go again.  Another up-start in Social Media to demand your time with no guarantee of ROI.

 …

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Added by Tom Gorham on April 27, 2012 at 1:00pm — 9 Comments

From the Trenches - Gorilla Pricing Online

Forget TrueCar - Look what we're doing to ourselves!





Is it real, or is it reputation busting material?



As I was surfing the web to see what my fellow dealers were doing, I noticed that some were beginning to put sale prices on new car inventory. This is what caught my eye. I have eliminated identifying features so as not to show the dealer.…

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Added by Tom Gorham on April 13, 2012 at 11:30am — 15 Comments

From the Trenches - Who do you want to be?

 

Nobody expects the average salesperson to be able to do what the guy in this video (Ken Beam) does, but this is why he is a top salesperson and gives his competitors a run for their money.  What are you doing to be competitive in this business? 

 

I don't know Ken personally but I believe Ken knows that the Internet is his gravy train. …

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Added by Tom Gorham on April 6, 2012 at 5:00pm — No Comments

From the Trenches - Don't squander even one more day

 

The world is full of people whose notion of a satisfactory future is, in fact, a return to the idealized past.   Robertson Davies,

 

In mid 2000, my General Manager told me, “I don’t like you.  I don’t like the Internet.  It’s a waste of time.  You should be taking “Ups” not photographs of cars.   I want to see you on the floor, not in front of a…

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Added by Tom Gorham on December 11, 2011 at 1:30pm — 2 Comments

The People We Touch

Word of mouth advertising – it’s not almost a cliché, it IS a cliché. But it’s one we must be mindful of, because it’s the one thing in advertising that not only hasn’t changed, but is even more important today than ever.



With the Internet and digital advertising, Social Media and Dealer Reviews, word of mouth advertising rules. Everything we say and do…

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Added by Tom Gorham on May 21, 2011 at 1:30pm — No Comments

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