Automotive Digital Marketing

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If you work in the automotive retail industry you are no stranger to change.  You thrive on competition and commission based pay plans.  You love the hunt.  You love the rewards when you push through goals set by your employer.  You love winning the prize.


Have you stalled?  Have you reached a plateau?


Despite the rewards that the auto industry delivers, many car professionals, general managers, and dealer principals are limited by what they know.  Their true potential is capped by something that is NOT on their radar.  They only know what they know!


It is OK to admit that. 


I recently visited a very successful dealership group and held digital marketing workshops with all their managers and executives. I was asked to conduct a series of workshops that revealed the opportunities in their marketplace, and highlight the digital opportunities that they could leverage in 2013.


There were numerous "ah ha" moments with each group of attendees. Their eyes lit up with new ideas, strategies, and concepts that they were not aware were available to them.  They became engaged with the promise of better ROI in 2013. 


Are You Willing To Embrace Change?


I bring this up for the simple purpose of challenging members of ADM who are in leadership positions at dealerships across the US and Canada.  What are you doing to expose your dealership to the things that you don't know?


Every time I do an in-service workshop at dealership groups, there are always a list of low hanging fruit; items that can make a big impact with minimal effort.  There are also a list of ideas that have strong ROI that need some planning, but are achievable in a 30-60-90 day timeline.


As 2013 is just around the corner, are you willing to admit that you only know what you know?  Are you willing to bring into the dealership subject matter experts that can show you the "opportunities" that you don't see.


The ADM community has many such experts that cover social media, hiring, BDC process, service marketing, digital marketing, SEO, SEM, etc.  

The question I have for dealership executives is simple:  Are you betting that you know everything or are you willing to investigate those things that you don't know?


The answer to that question may very well determine the high bar for your success in 2013.

Brian Pasch, CEO

PCG Consulting

732.672.2356 cell 

Views: 147

Tags: Continuous Improvement, cars, dealers, dealership, dealership training, information, knowledge, marketing, seminar, strategy, More…training, workshop


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Comment by Ralph Paglia on December 20, 2012 at 2:50pm

Brian makes several key points for every dealer to consider as they plan for their 2013 success strategy... Like Brian, I have had the same experience of going to a dealership, working with the management team to assess what they were doing well, poorly or not at all... And, yes, every time there are discoveries of fairly low cost of entry or level of effort actions that the dealership can implement which have a disproportionately high impact on the dealership's presence in the marketplace.

The list is long and varied, but here are a few from the past couple of weeks that are top or mind due to my work at dealerships:

  • Business Directory listings via a consolidated service such as or
  • Getting a URL for the dealership's Facebook Page
  • 3rd Party Lead Automated Email templates w/links to the dealership's website content
  • Creating the Dealership's Google+ Local Business Page
  • Securing available URL's that contain the dealership's DBA
  • Using the Dealership's DealerRater Certification Apps to display inventory and customer reviews on Dealer's Website, Facebook, Blogs and a review microsites.
  • Automated upload and distribution of customer testimonial videos
  • Automated upload and distribution of hand-written customer comment cards
  • Automated upload and distribution of specialty vehicle images and video clips
  • Securing the dealership's name in the URL subdomain across 150 social media sites
  • Creating automated CRM triggers on new car leads to send Used Vehicle alternatives
  • Automated email to every new and used lead from the DP or General Manager asking if they have received everything they asked for and giving access to the boss.
  • Save a Deal meetings daily on outstanding unsold leads where contact has been made

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