Automotive Digital Marketing

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From the Trenches - It's not Rocket Science



We approach Digital Marketing with all seriousness.  After all, we are spending big bucks, sometimes our own, sometimes our company's. But I ask you... is it really rocket science?

Let's do this... approach this so serious subject with the attitude of having fun.

Ouch!  Can busines be fun?  OMG!

Today's customer wants to meet real people.  They don't want to meet a company.  They want to meet people.

I say, when you create a smile, you create a customer.

No-one pays attention to self-aggrandizing commercials.  Go after your customers as if they are your friends.  Because... (do you get it?) they are.

Marketing is and isn't a science.  It is based on emotions.  And we can measure averages.  But the truth is, we have to appeal to human emotions.

Stop being a measuring machine and a marketing machine and start to think about how your customer feels.  It's elementary, my dear Watson.


Written by Tom Gorham

Editor, From The Trenches

Automotive Digital Marketing

Professional Community


Views: 382


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Comment by Tom Gorham on February 17, 2012 at 5:02am

Thanks Thomas.  I always enjoy reading your comments.  I worried after posting this that it would seem to minimize the importance of good work in marketing.  I read so many great posts about numbers and techniques on this site and I learn from them all the time.  So it wasn't my intention to negate the seriousness of the subject. But I believe we should view Social Media and Customer Reviews as "people interaction" and that is not always measureable.   

Comment by Thomas A. Kelly on February 17, 2012 at 4:30am

"Smiles are catchy"....well said Tom!  (I enjoy Ken's vids, he keeps getting better too)

Comment by Tom Gorham on February 17, 2012 at 4:24am

Thomas, I agree with the concept of guest first.  I was actually inspired to write this after reading the post Ralph made recently regarding videos.  Ken Beam seemed to take center stage because he has fun and puts energy into what he does.  People walk into his store and ask for the video guy!

I'm sure he is serious about what he does, but he takes a light-hearted approach.  Smiles are catchy. :-)

Thanks Stephen.  The "buyers are liars" attitude is as passe as the the old cliches about car salesmen.  Through Social Media and Customer Reviews, customers begin to see us as real people, not cliches.  It's the beginning of building trust.  Social interaction tears down those barriers and allows for more respectful transactions.

Comment by Thomas A. Kelly on February 17, 2012 at 4:18am

@ Steve, We get what we sow. If we take direction from Tom, "Today's customer wants to meet real people." then we have a better chance of meeting the real buyer. I have not quite given up on my fellow man, I do not believe we are inherently dishonest. We dictate the culture when our guests cross our doors. If the consumer has been soured by another dealers experience, be confident that if they do not leave with a vehicle (this time) that they left with a positive impression. Sales is not an all or none proposition. We can win even if they do not buy.

Comment by Steve Richards on February 17, 2012 at 4:01am
Good stuff. Apple computer bought into the same philosophy. Good luck getting an automotive retailer to buy into it. How can you make customers your "friends" when the culture dictates that "buyers are liars"?

Comment by Thomas A. Kelly on February 17, 2012 at 2:23am

Good post Tom, Thanks as always.....I would add that anyone who walks through our doors is a guest, he/she only becomes a customer when they purchase something from us. If they purchase something, they remain as a guest first, who is also a customer. 

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