An Open letter to the Hyundai, Innocean and their New Media Agency Canvas Worldwide...
What Your Dealers
1. Qualified Leads and Showroom Traffic
Want Need from
Your New Social Media Agency
Given Hyundai’s reputation for excellence, I’m confident your new agency
will curate top notch content. And they’ll leverage the appropriate influencers to stimulate brand and even nameplate advocacy—in pursuit of the next Fiesta Movement
. And, no doubt you’ve already set-up a real-time, #NewsJacking
“news room” to produce the next “dunk in the dark
” success story. All that is essential. But it’s not how your Dealers will ultimately measure success. Remember the recent New York Times
article, "The Gap Between Auto Dealers and Social Media
?" Particularly when you begin to encourage them to participate and spend their money, invest their time. What will they want to know? “How many qualified leads did this produce? If you want me to invest my money and time, how many leads do you think it will produce? Will it result in measurable, qualified showroom traffic, and more importantly sales?” The answers on how to do this are out there
2. They Want Choice
Agency newsrooms are adept at curating clever content. And there are a number of social media publishing tools
that are designed to push content onto Dealer Social Media accounts. Unfortunately, all-too-often, it’s the same content that gets published to every page. Dealers hate that and are growing increasingly frustrated with it. Why? They’re working hard to differentiate themselves more and more, and the homogeneous “pushed” content is working against them. Technology solutions sound great but they only go so far to solve social challenges. What’s the solution? Seek out a publishing partner
that offers variable content. Editable content. Customizable sweeps apps
that will allow them to support DMA-specific sponsorships, or even Dealer-specific events and promotions. Customizable test drive apps
that do the same. Look for a publisher that offers the Dealer lots of choice and you’ll be richly rewarded.
3. They Want More Control
Savvy Dealerships and Internet Managers want more control of the message. Not just the content, but how it looks and when it’s published. They want to take the national message, and make it theirs. (It’s that entrepreneurial culture you mention in your press release.) What if you unleashed their creativity? What if you let them experiment? What if you gave them the tools
to liberate their creativity? They can be smarter (and much more effective) than you think. And when 100, 200, or 1,000+ dealers work together…the results can be gold
4. They Want To Conquest
What’s your social media agency’s plan to (a) locate competitive, in-market shoppers/intenders, (b) invite a dialogue with them and (c) produce a lead and/or drive them into Hyundai showrooms? And again, if you’re planning on encouraging the Dealers to invest their time and money to support your efforts, you’ll want to have a firm handle on that—or prepare to suffer through some really tough dealer meetings. And if you don’t think it’s possible to isolate conquest shoppers and deliver an exclusive, non-transferrable offer to drive traffic, watch this.
It’s not only possible, it’s mandatory. Trust me, your competition is already doing it.
5. They Want A Dedicated Team To Help Them
Question: when was the last time you updated your Facebook page? Your Twitter account? Instagram? Posted a blog? Launched an email to all your colleagues, stakeholders or customers with updates? Have you fallen just a little behind? Well, your Dealership Internet Managers are no different. The average Dealer Internet Manager is understaffed, over-worked, and can’t possibly do it all themselves. What’s the solution? Offer a dedicated team to help them ACTIVATE their campaigns
. Not necessarily do it for them. But help them. With as much or as little assistance as they need. And what do they need help with? Developing content, launching content, targeting in-market shoppers, conquesting their competition, integrating their social channels, website, email list and even their showrooms with Point of Purchase material. Pilot it with 100 of your Dealerships for 90 days
and watch what happens. You’ll have some very happy (and profitable) Dealerships. And you’ll never turn back.
6. They Want Useful Metrics
Impressions are essential. So are fan and engagement metrics. But when your dealer’s real goal is to sell 13 more cars this weekend, they are, for practical purposes, useless. What if your metrics reported that, “what you did last week directly resulted in 100 more local Facebook fans, 40 qualified leads, 8 Dealership visits and 2 sales”? What if you could supply your Dealers with metrics reports that showed them you were successfully Conquesting the competition? That both of the sales came from people who previously owned another brand? And that your efforts had an incremental positive impact on their business? Working with data partners like Polk
can offer this kind of data. Working with partners like Flash Point
, can pull it all together for you. Take advantage of it.
7. They Need To Be Better Understood
Many of your bright-eyed new hires don’t really know a lot about the nuts and bolts of the auto business. They haven’t spent more than a few minutes in a Dealership and they’ve never been in a Dealer meeting. Worse, as “experts” in social media, they tend to often appear over-confident to your Dealers. The Solution:
Admit your team doesn’t really understand what Dealers want, let alone need. Then send them out into the field, to stores to interview Internet Managers, GMs and Sales Managers. Send them to Digital Dealer
. Make them become genuine (not assumed) experts at Retail Automotive marketing.
What they’ll find is this: Internet Managers are just like you and me. They have goals, and their goals are NOT to strictly curate content. They are there to help the Dealership sell cars. Yes, they want to offer valuable content. Yes, they want to connect with their fans and followers. Yes, they want an engaged audience. But if that’s all that happens, guess what? They’re fired. Really get to know your Dealers and you’ll find they can be your gr...
8. Remember The Service Department
What better opportunity is there to create a raving fan than in the service department? (That’s why some call it the “other showroom.”) And if a raving fan is created when they are delighted with their service, how can it not translate into improved sales retention? And what if you could leverage social media to actually drive incremental ROI’s from within and outside their brand. Many Dealers and OEM’s are doing just that with spectacular results. Hint: We’re working with a few of them
Needless To Say, Here’s What Your Dealer’s Don’t Want
1. These guys at their Next Dealer Group meetings
Regardless of the direction you decide to go, as consummate technologists and marketers we’ll be watching and cheering you on. And if we can help, well, we’re only a few minutes away from your marketing HQ.
All the best,
Scott Empringham @scottempringham
CEO Flash Point Communications, LLC