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Tom Gorham's Blog Posts Tagged 'Media' (26)

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

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 - A New Path to the Sale

 

 

The traditional PATH TO THE SALE is so ingrained in the auto business, I was hesitant to even write the words A NEW PATH TO THE SALE.  I debated whether to make it a statement or a question.  Eventually, my unwavering belief in the future overcame my attachment to the past.…

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Added by Tom Gorham on October 10, 2013 at 7:30pm — 4 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... 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 - Your Own Analytics vs National Statistics

 

Comparing Your Own Analytics With National Statistics 



Everyday, I read reports and…

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Added by Tom Gorham on February 22, 2013 at 11:30am — 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 - 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 – When to Break the 3-Minute Rule with Videos

 

I’ve been using videos for our dealership since 2009 when I saw a seminar by Jim Ziegler at NADA.  I was very impressed and went back…

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Added by Tom Gorham on August 24, 2012 at 11:00am — 14 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 - There are 5 Rs in ROI for Social Media

Many Social Media advocates see RED when asked about the ROI (Return on Investment) of Facebook, Twitter, YouTube, Blogs, Pinterest and other Social Media.  The question itself evokes the idea that if something doesn't produce short-term, immediate profits, it has no…

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Added by Tom Gorham on June 17, 2012 at 12:00pm — 14 Comments

From the Trenches - Why am I Here?

 

Just thought I would give you an update on my LinkedIn profile because it really defines me.  I began writing on ADM, not to become a superstar.  I came to share my experiences and reassure people who are going through the same experiences that they are worthy and, to me, they are superstars.

"18 years…

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Added by Tom Gorham on June 12, 2012 at 6:00pm — 11 Comments

From the Trenches - What if you gave a party… and you didn’t come?



The party was well planned. The dealer spared no…
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Added by Tom Gorham on May 6, 2012 at 3:00pm — 20 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 - 2012 Put your money where your mouth is

 

2012 – the year that makes or breaks you!  This is the year of natural selection… survival of the fittest.

 

All of us have a pretty basic question to ask ourselves.  Do we invest in the past… or the future?  Is our loyalty to what was… or to what will be?

 

2011 was to be the year of digital, and in many…

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Added by Tom Gorham on January 8, 2012 at 12:30pm — 31 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

From the Trenches - Eyes Wide Open



It seemed really simple to me.  So in trying to make others understand, I wrote this great paper where I illustrated the idea, dissected it piece by piece, and gave step-by-step instructions as to how to make it work with detailed justifications and cost analysis each…

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Added by Tom Gorham on November 29, 2011 at 7:30pm — 11 Comments

The unprecedented shift that will change the marketing world

 

By Lori Luechtefeld, iMedia Connection

"We spend the majority of our time interacting with others, but as marketers we constantly speak the wrong language to the wrong person...

The media revolutions of the past -- moveable type, transmitted wire communications, recordable media, television -- were based either on one-to-one or one-to-many communications. Furthermore, they were expensive to get involved with and had to be regulated by government bodies. The internet,…

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Added by Tom Gorham on October 19, 2011 at 6:58pm — No Comments

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