Professional Community for Automotive Marketers, Car Dealers, OEM and Suppliers
By Brian Pasch
General Managers of automotive dealerships get anywhere from 10-20 calls a week from companies trying to sell them a new product, service, or technology concept. Some GMs have said that number is more like 10 per day, so you can understand why General Managers place a gatekeeper on the phone calls; normally their Marketing Manager.
The callers try to make the case why their product/service is better than what the dealer currently has in place. But honestly, it is hard for automotive Marketing Managers to validate these claims. If all the vendor claims were true, dealers would be increasing sales by 300%. Since that is not happening on a regular basis, it is clear that Dealers and their Marketing Managers need help sifting through the noise.
Can members of DealerElite identify with this scenario?
So, I would like to take a different approach at talk to the Marketing Managers working for dealerships in the United States. Before you change or add to your marketing strategy, can you truly say that you have analyzed and understand the cost/benefits of what you currently have in place? Do you know which data points you should be looking at for each of your 15+ vendors?
I love helping Marketing Managers pull all their vendor data together for analysis. Pulling together all the dealership's vendor data was time consuming and practically not easy to do. That problem was solved by ROI-BOT™, the automotive industry's most comprehensive data dashboard channeling over 50 different monthly reports into one login.
Using ROI-BOT™, PCG can coach Marketing Managers on the new Key Performance Indicators (KPIs) for their business. We are showing Marketing Managers how to improve their marketing strategy through better organization of their data.
Over the past 7 years, PCG has conducted a number of educational studies to help dealers with their marketing strategy. We have run the Automotive SEO Study, Automotive SEM Study, and the Automotive Social Media Study. Today, I am pleased to announce something new and relevant to automotive management teams.
We will be starting the Automotive Marketing Study; a comprehensive tutorial on the marketing metrics that Automotive Marketing Managers need to understand, measure, and adjust to maximize their marketing dollars. The study will empower 100 dealerships with the education, strategy, and tools they need to operate in a digital world.
Let's work together to increase the ROI of your marketing dollars!
The Automotive Marketing Study will start July 2014, and is open to any Marketing Manager actively working for a dealership. The study is not open to agencies that work for dealerships. The study is free and will consist of 8 weekly online webinars lasting 90 minutes. The calendar of training will be posted once we have enough Marketing Managers registered.
Members of the study will have complimentary access to our ROI-BOT™ Lite software, a scaled down version of our full software tool, that will help them organize key data and also to learn how to proactively identify trends in their data to improve sales and profits.
Marketing Managers can pre-register for the study by emailing me at: email@example.com. The study website will be operational in a few days and I will send qualified individuals a link to complete your member profile. The study is open to anyone in the dealership who is responsible for selecting, approving, and inspecting the ROI of the dealership's marketing investments.
Brian Pasch, CEO