Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
|by Ellen Jones, Senior Product Marketing Manager|
Matthew Welch, General Manager/Principal of Auburn Volkswagen gets it. He gets that the modern automotive consumer demands a modern dealer. We recently sat down with Welch to ask him what it means to be a “modern dealer” and learn how he’s adopted his marketing strategy to attract the contemporary car consumer. His answer--- MultiChannel Marketing.
Matthew outlines his five best practices for MultiChannel Marketing in our new automotive marketing eBook, Mastering the Mix. It’s full of real-world examples of Auburn’s MultiChannel strategy in action. And it’s a great read for any dealer who’s grappling to understand a marketing strategy that's as hard to name as it is to execute.
But Welch had more to say on all things digital and dealer--- particularly when it came to leveraging video in his multichannel strategy. Here’s what was left on the eBook’s cutting room floor:
How do you practice your mission and values in your dealership?
First, I need to set an example myself. It starts with me and how I manage my business and my team members. It’s about relationships. If I don’t take care of my team members, they won’t develop great relationships with customers. To educate our team members, we hold employee meetings. There are 4 ways to communicate to employees: meetings/face-to-face, newsletters, trainings and ‘Spreading True Rumors.' All employees go through training twice a year in groups of 15. I do the training myself and we focus on the mission and values.
How do you share these values with customers?
In the dealership, one of the practices we have here is the Welcome Committee. It’s a 10-foot rule. When you see a customer, you make eye contact, say hello and find out where they need to go or what they need. But it’s not overwhelming; we welcome them to our family.
One of our key segments is Gen Y. Videos to them are huge. And we have seen the impact of videos (time on site, video views, etc) in driving engagement in our website. People love watching them. When we record videos, I have an outline but there is no script. It’s all my words. I want people to see the genuine me. Every dealership can say they practice their Core Purpose and Values but do they really live them, do them?
We also use video to show how we live by our core purpose and values. We strive for all videos to be filmed here in the dealership. These videos make a huge difference. We post them on our YouTube channel, social media sites, blogs, send them via email, etc. Consumers will have a consistent experience. Our videos display what is ‘real’, you will feel the authenticity of who we are, our values... and this sets us apart.
Also, I personally check the testimonials from our customers daily. We have testimonials from various types of customers. I’ve had people say, “I want to buy a car from you because you help this organization, that organization, this issue, military, etc”. I didn’t do it to get more business but rather for people to get to know who we are .
How have the videos you’ve created impacted your website performance?
Huge! Since 2008, videos have helped triple our website’s performance--- particularly inventory views. In addition to having videos in 4 locations on our website, I also mail videos to each email lead.
Video is just one of the channels that Welch has mastered. He shares his MultiChannel Marketing methods in our upcoming webinar:
MultiChannel is a buzzword; but how do you turn it into action? Auburn Volkswagen’s General Manager & Principal Matthew Welch will reveal exact steps for incorporating MultiChannel marketing into your dealership in this informative webinar.
Thursday September 12, 2013
8:30am PT | 11:30am ET
About the Author
Ellen Jones is a Senior Product Marketing Manager for Cobalt focusing on Search Engine Optimization (SEO), Mobile, and ProCare. She is a highly motivated marketer with over 15 years of experience in brand and product marketing for various Fortune 500 companies including JP Morgan Chase, American Express, & Microsoft. Ellen earned her Bachelor’s Degree from the University of the Philippines and her MBA from Thunderbird School of Global Management. She’d love to hear from you. You can reach Ellen at firstname.lastname@example.org.