Automotive Digital Marketing

Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders

Loading... Be Patient!

Real Dealers, Real Results-The MultiChannel Methods of Matthew Welch

Ellen Jones, Cobalt Product Marketing Manager
by Chelsea Shearer, Reputation Management Specialist


Real Dealers, Real Results - The MultiChannel Methods of Matthew Welch


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?

matthew welch auburn volkswagen

Featured eBook

The Street Smart Guide to Automotive Reputation Management

Yelp is only one player in the automotive reputation management game. Explore the do’s and don’ts on the most popular review sites, the top myths in automotive reputation management, and compelling data on the proven impact of reviews in the car-buying process.
Download eBook

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 to 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 the

Views: 25


Oops... You need to stop "Lurking" on ADM and become a more genuine Automotive Professional by completing your membership registration. As a registered ADM Member, you can post comments, publish your own articles (be a star!) and start Forum discussions. Stop being an online "Peeping Tom" and JOIN ADM RIGHT NOW!

Join Automotive Digital Marketing

Automotive Professional Network and Resource Exchange for Car Dealers, Managers, OEM and Marketing Practitioners seeking Best Practices.

ADM Sponsor

William B. Terry
Rated by Super Lawyers

loading ...

ADM Badge


Based On Your Interests...

ADM Consulting, LLC

Onsite/Offsite Combination ADM Consulting, LLC Professional Services
Select the maximum monthly investment you plan to make
Sign up for

Automotive Marketing Tools

Get ADM Toolbar

Click here to take the ADM Member Survey

Getting too many emails from ADM? Click mailbox below to control which types of alerts and updates you are sent......



ADM Professional Services
Phone Consultation
Topic or Issue:

Top Automotive Marketing Forum Discussions

1. BDC or Virtual BDC

Posted by Peter Stratton on February 26, 2020

Share the Best Content w/AutoMarketing Community

© 2020   Created by Ralph Paglia.   Powered by

ADM Badges  |  Report an Issue  |  Terms of Service