Automotive Digital Marketing

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Creating A Support Network For Your Dealership Staff

I love this photo.  It was taken around 1:00 am on the last day of the Automotive Marketing Boot Camp when I had the opportunity to let my hair down and play in the IMACS Poker Tournament.  The heads up final pitted me against Mitch Gallant from Canada.


You can probably guess who won the final hand and who lost. (See man with face in hands!)  The Poker Tournament capped off two days of education, networking, and mutual support.  It also created some lasting friendship and opened up great communication channels with other dealership employees.


Mitch wants a re-match and I'm up to the challenge.


Creating A Support Network


I bring this up because our industry needs to understand the practical benefits of getting Sales Managers, eCommerce Directors, Content Writers, and Fixed Ops Managers out to conferences.  It's not just about getting education it is also about building a support network for your dealership.


Dealer Principals get out to 20 Group meetings 3 or 4 times a year but rarely is there a budget for the rest of the key employees at the dealership.  Dealers can call members of their 20 Group to review strategy, costs, or even inquire about vendor choices.  They have a well established support network.


The rest of the dealership is not as fortunate.


This blog post was motivated by a call I received today.  An Internet Director for a seven store group called me for my advice on a new website provider.  He had reviewed a few platforms and wanted my opinion on who he should select.


He made a statement that went something like this "Brian thank you for your time.  I often feel that I'm alone here at the dealership. No one else really understands digital marketing and websites.  I'm glad that I have you to call."


By sending your team out to conferences, your staff have the opportunity to develop relationships with their peers.  This community is the online version of this concept however nothing beats the face to face time employees get at automotive conferences.


This benefit applies to any quality event like Digital Dealer Conferences, the DrivingSales Executive Summit,  the Digital Marketing Strategies Conference, or the PCG Pit Stop Conferences.   Each provides dealer employees with opportunities to develop a support system that the local dealership may not provide.


If you agree, share a story about someone you met at a conference and how they helped you be better at your job.







Views: 46

Tags: conferences, education, pcg, pit, stop, workshops


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