Professional Community for Automotive Marketers, Car Dealers, OEM and Suppliers
The “About” section of her Facebook page jumps from her Rutgers education to her bust size without batting an eyelash. She lists Turn Ons and Turn Offs after her ambition to get an MBA. She insists that “it’s always better on top” with a wink, tags every video with the acronym V-LIPS, and she’s here to tell you how to sell cars.
I was introduced to Jamie Lynne, aka CarDoll, through a video she posted here on ADM, entitled EMBRACING TECHNOLOGY. In this two minute video, she argues that we need to be aware of and embrace the “growing trend” of technology, but that salespeople already use the technology in question, but management and ownership resist change, and that these new smart phone devices are mobile. Wait, I thought to myself, I just watched an internet video telling me I need to “embrace technology”? On ADM? Where was the talk about PPC, Conversion, Click to Call, Show Ratio, Analytics, CRM, blah blah blah blah? Two full minutes just about how I should embrace technology? Do I also need to shrug my shoulders and bend over a pool table? Well, no. Not at all. Such smugness, I found out, would obscure a much more interesting point.
Befuddled, I looked further. ”I think the entire automobile industry is just completely outdated,” she says in her Vimeo video Interview with a CarDoll. “It needs a whole revamp. That’s what I’m here for.” Now we’re getting somewhere. CarDoll is not going for the cheap sell. Instead, like Marmite, she’s drawing a line in the sand.
It’s been said that fizzy magic Google juice will come from social engagement in 2013, and, like it or not, CarDoll will get it. While the cavemen scavenge for fresh horse corpses to club another blog post out of, CarDoll will light up the Twitterverse by changing her clothes. Fan mail, hate mail, inappropriate mail--it will all boost the brand. Like the Kardashians, Snooki, or Nicki Minaj, the packaging is not a method used to present the content, it IS the content.
Anyway, we don’t need CarDoll to deliver extensive facts and figures. We can Google those on our own. But when those figures are annulled by the latest algorithm update, what will we remember? Her figure. Let's face it: A woman’s beauty is a tremendous source of power and influence (remember Homer’s Iliad?), and those whom that power is exercised upon would do well to remember that.
Interestingly, Snooki was paid $32,000 to speak at Rutgers, CarDoll’s Alma Mater. Imagine how much Rutgers would pay one of their own to talk about how she changed the car business while chalking up a pool cue.
In the Valley of the CarDoll, we do not get to watch the addicted, we ARE the addicted, watching jealously as the innovators leave the pack behind.
I say that marketing in 2013 is going to be less about “quality content,” and more about guts.